Reputation management in the age of social media

1,179 views

Published on

"Character is like a tree and reputation its shadow. The shadow is what we think it is; the tree is the real thing." ~ Abraham Lincoln

Published in: Social Media
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,179
On SlideShare
0
From Embeds
0
Number of Embeds
481
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Reputation management in the age of social media

  1. 1. Reputation Management in the Age of Social Media Slide 1 Reputation Management in the Age of Social Media
  2. 2. Reputation Management in the Age of Social Media Slide 2 1) Reputation Management 2) Social Listening 3) Strategic Moderation and Policies Overview Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  3. 3. Reputation Management in the Age of Social Media Slide 3  A higher education institution's legitimacy hinges on its reputation.  It is particularly important for colleges and universities because education is an intangible process for which students make a major leap of faith to invest in, graduating with the school's acquired reputation on their CV's.  Schools are still adjusting to this new environment in which reputations are increasingly important and yet beyond their control.  Advertising your brand too heavily risks creating the of a lack of intrinsic quality or established reputation.  75% of this year's frosh used social media to make their enrolment decision, relying on the unsolicited opinions of respected third parties. 1. Reputation Management Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  4. 4. Reputation Management in the Age of Social Media Slide 4  Social media monitoring is an ongoing process to find and better understand opportunities and stakeholders.  U of Admissions Marketing provides a useful list of mostly U.S. student forums, review sites, and other social media sources where you can check your reputation and accuracy of data.  There are several online tools available to help monitor your school's reputation so that you may appropriately respond and qualify the tone of conversation.  Google Alerts are a quick way of delivering relevant "search query" results to your inbox. 2. Social Listening Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  5. 5. Reputation Management in the Age of Social Media Slide 5  Mention allows you to monitor millions of sources in 42 languages to ensure you don't miss anything about your institution published on social networks, news sites, forums, blogs or other web pages.  HootSuite offers many solutions for managing communications, including the Gmail app, which puts all of your social network activity and emails into one view so you can monitor all your latest Twitter, Facebook and other feeds from one central dashboard.  The ViralTag app for Pinterest allows you to easily schedule, share and analyze your pins on the dashboard, and the Vidcaster app lets you quickly distribute videos across all your social networks while tracking engagement with analytics. 2. Social Listening Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  6. 6. Reputation Management in the Age of Social Media Slide 6  Engaging your community means first understanding the conversations that matter most and identifying the key influencers.  On average, 1% of a site's audience generates 20% of all its traffic by sharing its content or links.  Measuring user behavior with Google Analytics can deliver insights regarding the interconnectedness of your social media networks and identify potential keywords that are most relevant to your audiences. 2. Social Listening Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  7. 7. Reputation Management in the Age of Social Media Slide 7  To maintain the value of social media channels, they must remain as authentic and independent as possible.  Most schools would rather allow students to post honest negative feedback than to risk accusations of censorship by intervening.  However, establishing an official moderation protocol can limit the possibility of forum abuse while clarifying expectations for both administration and students.  Begin by briefing all moderators about the politics and dynamics of the online community, defining the limits of permitted language and content. 3. Strategic Moderation and Policies Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  8. 8. Reputation Management in the Age of Social Media Slide 8  For example, disruptive users may resort to the following behavior:  Post bombing: Publishing identical content repeatedly to jam up the wall or newsfeed of a social network of forum.  Link dropping: Posting a link with no introduction or attempt to provide context.  Off topic posting: Dropping links to completely unrelated material in an attempt to disrupt the exchange.  Personal profiling: Digging online to find personal information on other users and posting it in an attempt to make them feel exposed and vulnerable.  Consistency is integral when dealing with members of the community who overstep the bounds. 3. Strategic Moderation and Policies Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  9. 9. Reputation Management in the Age of Social Media Slide 9  Online community managers should have ready access to the answers of frequently asked questions and the relevant contacts for retrieving further information.  It is always preferable if a student chooses to correct negative comments rather than intervention from the institution, and a team of official student bloggers can help to balance a school's overall portrayal.  Colleges and universities with better reputations typically require less marketing expenditures while being able to charge higher fees, recruit better employees and students, and earn the trust of the community.  This standard of integrity is the goal of any organization. 3. Strategic Moderation and Policies Source: Higher Education Marketing – Reputation Management in the Age of Social Media
  10. 10. Reputation Management in the Age of Social Media Slide 10 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

×