Web Marketing Wednesdays:
Welcome back to Web Marketing Wednesdays (WMW), Southwark Consulting’s weekly roundup of news and notes from the digital marketing world! The aim of this column is to provide a regular rundown of key news items and tech tips for business school admissions and marketing staff.
Before we dive into a few key digital marketing stories from last week, we want to remind our readers that it is vital to regularly communicate to the applicant pool during the busiest time of the admissions season – and that social media is a great outlet for this sort of communication. This could mean tweeting out simple reminders of your process/deadline timing or tidbits of data that can help you be as transparent as possible.
And now, let’s get down to the business of WMW:
With the incessant buzz around social media channels like Facebook, Twitter, LinkedIn, You Tube, Instagram, SnapChat and more, it’s often easy to forget about the importance – and value – of good old fashioned blogging. Yes, we know that blogging can almost seem a bit passé in some circles these days, but the truth is that a well-run blog can work miracles for your business school (in a number of ways ranging from keeping people on your site, to SEO rank, to fueling your other social media efforts). With that in mind, this article titled ‘The Intrinsic Value of Blogging’, offers some simple advice on how to approach the difficult task of ‘putting pen to paper’ and generating content for your audience.
Another interesting web marketing story from last week relates to a social media campaign that Ben & Jerry’s ice cream ran – leading many pundits to determine that the company had “won social media last week”. What does ice cream have to do with business school admissions marketing you might ask? Well, this article offers a great account of what Ben & Jerry’s did on Twitter and why voice and tone are vital to finding success with your Twitter account. While business schools need to likely play things a bit more conservatively/formally than an ice cream company from Vermont, there are some valuable lessons to be learned here.
The final item for this week’s WMW column relates to the importance of communications and presentation skills. It should be good food for thought for those of you who conduct business school information sessions or do any public speaking for your school. As some of you may have heard, Hollywood director Michael Bay nervously fled the stage at a recent event where he had been invited to speak – due to a malfunction with his teleprompter. The video of this awkward scene went viral in a matter of hours. There are two lessons from this incident: 1) Make sure that when you are scheduled to present, you use AV and other equipment to enhance your presentation and that you don’t rely on it for delivery, and 2) Never underestimate the power of the web to amplify a mistake. As the article points out: “But [the incident with Michael Bay] also speaks to a fundamental shift in the rules of how our world operates: When a stone drops, the ripples are supposed to fade away, not turn into tidal waves.”