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Higher Education's Accelerated Evolution
In this Legend Labs analysis, we dissect key trends in higher education over the last 12-18 months through the lens of data and analytics, leveraging digital listening technologies and consumer data to explore what we know about the evolution of this landscape and what can be done about it.
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What We're Watching:

Universities Display Agility Amid Natural Disaster


Many university campuses have been forced to shut down as Hurricane Ida hit the Gulf region Sunday evening, downgrading to a tropical storm as it continues to travel north. On top of evolving COVID-19 protocols, a number of institutions have been forced to further restructure the semester in the wake of power outages and student safety concerns. As with any crisis, there is a critical need to quickly and effectively communicate to students, staff, faculty, and others. This week, we have seen numerous examples of this, with several universities going above and beyond to protect their campus communities and show goodwill:

Notable Examples of University Responses to Hurricane Ida
(For consideration in crisis playbook development)

  • Due to a complete power outage in the City of New Orleans and ongoing damage to infrastructure, Tulane University evacuated more than 1,800 students to Houston, Texas.
    • The University established a hub in Houston, will absorb all costs for hotel stays and student flights, and has committed to providing additional emergency funds to students in need of more support.
  • Originally scheduled to be one of Tulane's biggest on-campus opponents in school history, the opening football game this weekend against The University of Oklahoma was moved to Norman, Oklahoma in response to the storm.
    • According to a release from The University of Oklahoma, the school will still designate Tulane as the home team, allowing it to retain all net proceeds from ticket sales.
    • "I know that many of our fans were looking forward to visiting one of our favorite cities, New Orleans. But now, we have an opportunity to do what we do best, and that is extend our hospitality to people who are facing a significant challenge. All of us will do our part to make the Tulane team and fans feel welcome and appreciated as we host their home game." - OU Athletic Director Joe Castiglione
  • In addition to hurricane preparedness communications that were disseminated to the public, The University of Southern Mississippi released an evacuation guide specifically for parents to make them aware of actions USM was taking to protect their family members.
    • The guide included expectations for students, evacuation plans, and recommendations for how parents can stay updated with any updates or changes.
  • Although unlikely to be severely impacted by the effects of Hurricane Ida, the University of Nebraska-Omaha's Chancellor Joanne Li shared a message with the campus community encouraging them to consider how they can be mindful and accommodating to their neighbors.
    • Chancellor Li also used the opportunity to share the university's campus resource page to further educate community members around how they can take proactive actions.
COVID-19 in Higher Ed:
As the COVID-19 pandemic continues to impact university campuses, we will continue to monitor coverage around emerging trends.
  • One 'naturally immunized' Michigan State University employee filed a lawsuit against the school, challenging its vaccine mandate for students, faculty, and staff.
    • MLive - 10.3K Engagements
  • Xavier University announced it will begin disenrolling students who have not received the COVID-19 vaccine as early as this week.
    • Black Enterprise - 5.3K Engagements
  • After enacting a campuswide quarantine amid rising COVID-19 cases on campus, Liberty University recently reported another sharp surge in positive COVID-19 tests and is now offering free vaccinations to the campus community. One university official told local news that the school's quarantine annex has reached maximum capacity.
    • Yahoo! Finance - 500 Engagements

Trending topics by % increase

Title VII: 
  • Sep 1 | The Washington Post | 362 Engagements: "The rules around religious exemptions for coronavirus vaccines vary widely, state by state, institution by institution. But experts on religious freedom court cases believe lawsuits will become more common as vaccine mandates become more prevalent... 

    ...Religious exemptions cases are generally broken into two categories: employer-imposed mandates, where under Title VII of the Civil Rights Act, employers are supposed to make reasonable efforts to accommodate employees with 'sincerely held religious beliefs.'"
Sexual Misconduct:   Title IX: 
  • Aug 28 | Twitter | Rachel Bovard | 91 Retweets: "“Physics classes will include discussions of social justice such as kneeling during the national anthem, title IX, & paying college athletes while learning about concepts such as Newton’s Laws of Motion.” China doesn’t even have to out-compete us. We’re making ourselves stupid."
  • Aug 26 | Twitter | Ben Crump | 34 Retweets: "I'm proud to stand with @LaurensKids in fighting for sexually abused student-athletes on college campuses! We cannot let this abuse linger in the shadows!! We must stand up and say ENOUGH IS ENOUGH! Learn your rights under Title IX & share your story:"
Natural Disaster: 
  • Aug 31 | Twitter | Clay Travis | 236 Retweets: "Props to Oklahoma, they are hosting Tulane this weekend but treating the game as Tulane’s home game, giving them the revenue for the game they had to move because of the hurricane."

 

Trending topics by total volume

COVID-19: 
  • Aug 27 | Twitter | Kyle Griffin | 1.9K Retweets: "Illinois Gov. J.B. Pritzker has announced a new vaccine mandate, requiring teachers, healthcare workers and higher education students to either receive a COVID vaccine or submit to weekly testing through an enhanced protocols program."
  • Aug 28 | Washington Post | 14.8K Retweets: "Liberty University in Virginia will enact a temporary campus-wide quarantine starting Monday because of a spike in Covid-19 cases among students and staff. The quarantine is scheduled to end Sept. 10, the university said."
Cost of Attendance: 
  • Aug 30 | The Hill |  26.2K Engagements: "The Department of Education has canceled more than $9 billion in student loan debt since President Biden has come into office with moves that will affect more than 563,000 borrowers"
Natural Disaster: Sexual Misconduct: 
  • Aug 27 | CBS News | 9K Engagements: "The University of Nebraska-Lincoln's chapter of Phi Gamma Delta fraternity, commonly known as Fiji, has a long history of inappropriate conduct, including sexual harassment. Now, the chapter has been suspended again after a member allegedly raped a minor on the night of the first day of classes."

Trending universities/colleges by % increase


Tulane: Natural Disaster 
  • Aug 30 | Nola.com | 2.5K Engagements: “Tulane said it will go to online instruction from Sept. 13 through Oct. 6. In-class instruction will resume after fall break, on Oct. 11.

    The university said it will begin evacuating the campus of all remaining studentsgraduate, undergraduate, in-residence, and off-campus — on Tuesday by bus to Houston.”
     
  • Aug 30 | Twitter | Joseph Harrox, Jr. | 59 Retweets: “@UofOklahoma and @OU_Athletics will welcome the @Tulane family this weekend with open arms and heavy hearts. Our thoughts and prayers are with all those impacted by Hurricane Ida. https://t.co/o3MoCZs8hP”
University of Louisville: Research COVID-19  UC Berkeley: COVID-19 Duke: COVID-19
  • Aug 30 | The Hill | 14.5K Engagements: “Duke University employees who are not vaccinated by Oct. 1 will face the risk of being terminated.

    Employees at the university will have until 10 a.m. on Oct. 1 to show documentation of their completed COVID-19 vaccination, according to a notice posted by Duke on Sunday.”

Trending universities/colleges by total volume

Harvard: Employee Coverage
  • Aug 26 | The New York Times | 99.9K Engagements: “Harvard University, a school that was established to educate the ministry and adopted the motto “Truth for Christ and the Church.” It was named after a pastor, John Harvard, and it would be more than 70 years before the school had a president who was not a clergyman.

    Nearly four centuries later, Harvard’s organization of chaplains has elected as its next president an atheist named Greg Epstein, who takes on the job this week.”
Johns Hopkins University: Employee Coverage
  • Aug 27 | Twitter | Scott Morefield | 1K Retweets: “Johns Hopkins' Dr. Marty Makary and Tucker Carlson discuss the latest slam-dunk evidence showing natural immunity to be superior. Yet, our completely discredited overlords continue to pretend it doesn't exist. https://t.co/nFaL7VMftO”
Ohio State: COVID-19
  • Aug 25 | Cleveland.com | 1.5K Engagements: “Fans attending Ohio State University football home games this fall won’t need to be vaccinated against the coronavirus, even though the school is imposing a vaccine mandate for students and staff, according to a spokesman.”
     
  • Aug 25 | Twitter | The Recount | 111 Retweets: “Ohio State University President Kristina Johnson says the school won’t enroll unvaccinated students on campus next semester:

    “We’ll ask them to take their classes online.” https://t.co/W0WBK7hWxb”
Louisiana State University: Natural Disaster Athletics COVID-19
  • Aug 29 | Twitter | Ross Dellenger | 273 Retweets: “The #LSU football team left Baton Rouge at 9:30 pm last night and only just arrived at 8 am this morning in Houston, where they’ll stay and practice this week. Because of evacuation traffic, it took the team buses more than 10 hours to make the normal four-hour trip.”
     
  • Aug 25 | Twitter | Robert Mann | 53 Retweets: “LSU is making it super-duper easy for students to opt out of the covid vaccine "mandate." State law requires the opt-out option. It does not require LSU to make it so easy. This is not a real mandate. https://t.co/NNJdWXOu4l”
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