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Universities have lofty goals for their digital communications and marketing. But sometimes it’s hard to square those goals with what our audiences really want or need. So what’s the best path forward? This opening keynote will try to make the case for putting empathy and deep listening at the center of your digital content strategy, understanding your audience’s pain points, focusing on feedback loops, and crafting digital/social content that informs, delights and educates them. Agree or disagree, let’s talk about it together.