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In our communications efforts, we seek to convey and affirm the brand of our institution. But the members of our community—students, alumni, faculty and staff alike—are doing that already everyday, regardless of our efforts, through the content they share and create.
Through content-minded community management, we can more effectively appreciate that our community is the co-author of our brand story, sharing content and having conversations that shape the reality of our brand identity.
The more we are aware of their authorship, the more effective our communications will be, and Georgy will explore strategies and tools that can help us achieve this.