University Online Reputation Management: 5 Things To Know

Can your institution benefit from university online reputation management? If so, we can help. 

University admissions departments live and die by online reviews. And universities of all sizes need to follow online reputation management best practices at every stage of the recruiting process.

This includes matters of recruiting and retaining faculty, obtaining grants, and maintaining the brand of the institution. What’s more, online reputation management best practices become critically important when managing a PR crisis.

Your online college, private school or public university is in the spotlight. In this article, we’ll outline the top 5 online reputation management best practices for public universities, online degree programs, and other types of educational settings.

An Overview of ORM for Online Programs, Public Universities and More

Every university needs a dedicated reputation management team for crisis situations. But for managing day-to-day issues online, reputation management is even more important.

Going to college is a major decision in any person’s life. Moreover, students today face all types of uncertainty. Additionally, they’re particularly sensitive to social signals.

These signals influence their decisions on everything from how to invest their time in study to enrolling in online college in the first place.

The kinds of issues that universities and online degree programs need to manage often include:

Reopening After an Unexpected Closure

If your on-campus programs had to close down temporarily, you’ll need a reopening plan. Will online programs still be available? Will you decide to offer some classes on campus, along with a portion of online classes?

Changes in Student Life

What will student life look like in the coming year? What can students expect from clubs and athletic organizations?

Digital Resources

What digital resources will be available to support studies? Will more digital resources be needed for online students versus in-person students?

International Students

What are the incentives for international students to enroll at your school, either on campus or via online education?

Even More Considerations

Depending on whether you have a 100% online college or you also have campus life, additional questions to consider include:

• What will the campus experience be like?
• What can students expect as they move into dorms?
• Will students have the same opportunities to have fun as in the past?

Your university needs clear and consistent messaging across all digital channels. You’ll also need to manage misinformation and minor reputation issues to maintain a healthy online image among students, parents, donors, and faculty.

Best Online Reputation Tips for Education Settings

From controlling the content you share to keeping up with technology, here are 5 ways to manage the reputation of your online college, bachelor’s degree program, accredited institution, or other type of educational setting.

1. Make Sure Digital Experiences Are On Point

Even today, some university websites are still not optimized for mobile devices. That means that many aren’t creating content for students for whom digital life is second nature. They’re also not utilizing the digital pathways through which students get their information and opinions about schools online.

When students can’t find your content, they don’t get your message, either. Failing to optimize your website for students can undo your best reputation management efforts.

Pointing your branding in the right direction requires clean design and user-friendly navigation through your main website. End-to-end audits of online searches used by students are essential, too, helping you understand how students get information about your school.

The best ORM for universities requires attention to detail, particularly when it comes to the digital experience. From 24-hour monitoring to upscale content creation and promotion, our team of ORM experts can help you create the online presence you deserve. Contact us at (844) 458-6735 for more information.

2. Take Advantage of Advances in AI for Chatbots

Today, students perform the majority of their research into universities online. And if a student is after an online education, they may never step foot on your campus at all.

With administrators busy enough as it is, chatbots offer a great way to provide answers to common questions. Intuitive chatbots have the power to direct students to the resources they need. In turn, they take a considerable burden off those managing the university’s reputation.

For many students, chatbots are even more effective than search engines. What’s more, they stay under your control, letting you decide the chatbot’s replies based on the query.

3. Post Lots of Videos

To maintain your university’s or online programs’ reputation, video is the best type of content to capture the attention of students and parents. Also, when in-person tours of your campus are not possible, video is the next best thing.

What kinds of topics lend themselves to video for your various digital channels and ad campaigns? Campus tours are a must, of course, but you may also wish to consider the following ideas:

• Welcome Messages: Admissions officers, faculty, coaches, current students, and other persons associated with your university can post general and personalized welcome messages as prospective students progress through the admissions process. You can run a similar campaign aimed at student retention.
• Speakers: Create a digital collection that highlights speakers and invites discussion. This is a great way to get students interested in certain disciplines, from information technology and business administration programs to criminal justice degrees and even doctoral degrees. Plus, you’ll be able to note how students respond to your presenters to further guide your campaign.
• Day-In-The-Life: Create videos that give your students a taste of college life, both to entice them to enroll and to remind them of what is waiting for them when they return to campus. For online students, show them all of the online learning and social resources you offer.
• Departmental Content: Serious students want to know what their professors are researching. Departments can create videos that show their research and innovations. You can also post video content created by the financial aid and student services departments.

Do you need help with your school’s digital presence? Call us at (844) 458-6735 for an in-depth audit and valuable insights from an expert.

4. Ramp Up Social Media Marketing

Students spend a lot of time on social media platforms like Facebook, Instagram and TikTok. This makes social media a primary tool of ORM for universities.

On average, users spend almost 2.5 hours on social media per day, and they use 7.5 platforms each month.

That means that this is the perfect time to increase your investment in social media marketing. Doing so allows you to stay ahead of reputation issues and build your university’s presence across the web.

What’s more, universities that invest in social media marketing create awareness that helps water down reputation crises online.

What are the features of a successful university social media marketing campaign? Consider these strategies?

• Flexible branding and content to appeal to users of a specific social platform.
• Highlight positive experiences of the students and faculty.
• Humanizing your traditional university or online learning program by creating content with a personal touch.
• Showcasing the best of what your specific university has to offer — what sets it apart from the rest?

Additionally, make sure to maintain an active presence on any social media platform you have a profile on.

5. Hire a Reputation Management Firm

One reason that universities outsource reputation management is to be ready for a crisis.

When a reputation crisis hits, you need experienced reputation crisis managers to look at your situation and provide the tools needed to limit the damage.

Another reason universities hire reputation management professionals is the level of expertise they offer. You need a consultant with experience and training to get you the maximum return on your investment.

Need Help Managing Your School’s Online Reputation?

You’ve come to the right place.

The best online reputation management practices for universities elevate online visibility. They establish trust and highlight your attributes.

Whether your school caters to students seeking an online degree, online courses to earn college credits, or a program at a reputable private school, ORM is a must. With a solid reputation management strategy, you can also correct misinformation about financial aid, student support and more.

Our reputation management solutions provide the tools and technology your university needs to thrive online. We work with universities and the best online programs to build online reputations that attract new students and ensure long-term success.

Contact us today at (844) 458-6735 to schedule your free consultation.