Must Know Strategies for Protecting your Online Reputation #highered#Heweb13
Must Know Strategies for Protecting
your School’s Reputation Online
Presented by: Jonathan Pogact, Director of Enterprise
EDU, Fathom Education
12 Years Experience in Higher Education Marketing
#5 - 30 under 30 – Direct and Interactive Marketing – DM News
Former DMA Young Professional Of the Year
“9/10 enrolled students have used the Internet to research higher
“77% of education seekers will first visit a school’s website at least two
weeks — and often two months — before taking action”*
68% of high school students use social media to research schools**
38% have used it as a resource when deciding where to enroll**
**Source: 2011 E-Expectations Report sponsored by Noel-Levitz and the National
Research Center for College and University Admissions
Your Reputation Online
Can Impact Leads, Enrollments,
Starts, Retention and Alumni
• Do you have an SEO Strategy?
– Titles – fewer than 70 characters
– Meta Descriptions – 150-160 characters
– Use “Screaming Frog”
• Optimize pages for negative search
– Address University concerns/issues with a
• Only 20% of clients have created
profiles for the major social networks
30% of Schools do not have an
– Set up personal Google+ profile
– Create an author bio tied to someone at School Zone
– In the author bio of each blog post, include a link to your
Google+ Porfile with a ?rel=author tag attached to the end of it.
It should look like: https://plus.google.com/12324324/rel=author
– Add contributor links on your Google+ personal profile
– When you’ve claimed your authorship, your Google+ profile
photo will automatically show up next to each post in search
• Develop Strategy ahead of time for
common complaints and questions
• Respond within first hour if
possible..sooner is better
• Create a response library for common
complaints and questions
Type of Engagement Topic
[first name], thanks for your comment. Life Line Screening offers the most
affordable way to get preventive screenings while still providing you with certified
professionals who perform the testing, quality technology like that which can be
foundin hospitals, and doctors who read your results. We realize that this may not
be enough for some, so we do offer additional discounts. In fact, you can get $20
off just by being a Facebook fan. Go to
http://www.facebook.com/health.screening?sk=app_224601014220068 and use
the code in the box underneath our phone number and the orange “screenings in
your area” button.
Additional Sample Response(s)
[As Joelle] [first name], thank you for alerting us to your experience in this area. Although
some waiting should be expected depending on the number of tests ordered, 11 a.m. to 4
p.m. is excessive. I assure you that we pride ourselves on meeting scheduled testing times
as close as possible. As such, I would like to speak to you so that I can address this problem
Hi [first name] – sorry you were having trouble scheduling a screening. Please give personally. Will you please go through our Contact Us page and leave your information so
us a call at 866-203-3237 so we can help set up your screening appointment.
that I contact you directly. Please put “Facebook comment for Joelle” in the comment
Thanks for getting in touch through Facebook.
Recent Post/Article Share
Thank you for the feedback, [first name]. We're glad you found our information
helpful. Wishing good health to you and your family.
[first name], many thanks for your recommendation. We encourage you to share
our page with your friends and family. Wishing you health and happiness!
Thanks for your kind words, [first name]. We wish you the best of health!