With season two of the BlueSky Education Thinking Podcast firmly underway, and Sarah Seedsman from Media Minds Global back as a returning guest, here's a recap from season one's episode on business school social media:
As the head of a business school or other higher education institution, a Dean is in a position of leadership with their profile inextricably linked to that of the institution – think of the Dean as the face of the school’s brand, possibly even their secret weapon.
Within the last 15 years, social media has completely infiltrated our lives – both personally and professionally. From a business perspective, it could be argued that Twitter is the most effective platform to engage with.
Social media is a great platform to share and gain greater exposure for your client coverage. However, many people are mistaken into thinking that simply posting a link to this coverage is enough to entice people to click the link and view the content. In a generation where people are seeking the quickest, most engaging and informative stories, a simple link with no extra added content is not enough to convince people to view your coverage. Here are a few tips on how to form your social media posts so that your client coverage gets the best exposure possible: Include insightful comment Including thought-provoking and insightful quotes from your coverage in your post will encourage more people to click on and read your client’s coverage. The quotes will act as a teaser for those who are interested in the subject and give them a short snippet of what to expect from the piece, encouraging them to read the article for more. Use relevant hash tags Including hashtags which are relevant to the articles subject area in your post will gain greater exposure within its specific targeted audience. The likelihood is that your own personal social media accounts do not have a large, specific following of all the subject areas that your clients gain media coverage within - adding these hashtags will make your content more accessible to those who it is targeted at. Encourage discussion Posting a link to your coverage and including a call to action such as asking for thoughts and comments from other social media users will not only encourage more people to read the article, but also encourage interaction from them joining in with the discussion and getting people talking about your clients. Tag relevant people Tagging the relevant social media accounts, such as your client and the news outlet which your coverage appears in, will directly inform them of the coverage and encourage them to both interact with it and share it. This will expose the coverage to a much larger and diverse audience, thus gaining it a greater readership.
LinkedIn boasts an impressive 500 million users, so surely presents an opportunity for the savvy PR? However, like most social networking sites it’s overcrowded and noisy, making it difficult for anyone to make a real impact.
Weinstein and the power of the media Unless you’ve been living under a rock for the last few weeks, you will have heard the Harvey Weinstein story. For obvious reasons, the scandal has been well covered by the media, however in the age of instant news, some people are already bored of it. In fact, I overheard someone in my local coffee shop opening a newspaper and sarcastically saying “oh look, more about Harvey Weinstein, it’s like there’s no other news”.
This post was originally published 23/01/2014 but after revamping the images we share via social media alongside our content this week, it occurred to me that it's perhaps even more relevant today.
Why should your employees be sharing your content? What are the benefits to you as a business school, university or business? Your office phone might go to voice mail after 5pm. You might stop answering your emails. But for the majority, prime social media browsing time is just beginning. We browse during our commutes. We browse while we're watching TV. We browse just before we go to bed at night and again when we first wake up in the morning. Alerts come through on our phones the moment we receive a message or we're tagged in a post. Social media is integrated into our lives no matter the hour. Which brings me on to the relationship between content and social media. If you have great content, you want people to engage with it. You want the widest audience you can attract. People use social media as a search engine. Content is suggested to us in our social media feeds. Articles shared via social media can reach a much wider audience than the publication itself might ordinarily attract. Social media has the potential for the right content to go viral. Imagine the power of genuine thought leadership when shared in the right place, at the right time. Why should your employees be sharing your content? What are the benefits to you as a business school, university or business? It's important for employees to share content because: It unifies the business – it shows that everyone is aware of the coverage and is actively endorsing it It contributes to the ‘brand voice’ – which should be seen as a choir instead of a solo It reaches far more people – in fact, sometimes a simple re-tweet or a Facebook post can increase exposure by thousands Understanding the benefits of having your employees share your press coverage and other content you produce is step one. Step two is actually getting the content shared, which can be somewhat challenging. Everyone's busy. Everyone has deadlines to meet. How do you sell them on the benefits?