By monitoring, we mean listening in on and tracking conversations that relate to the University of Groningen. We need to know the online sentiment about the University and what topics are trending. This way, we can get to know our current and prospective followers better, respond to their needs, and build up their trust in the UG. Therefore, we are using Coosto to monitor our progress with optimizing the University’s online reputation by keeping track of the University’s share of voice for key terms.