With Covid-19 keeping prospective students away from campus,?universities are using?digital storytelling?to communicate 바카라사이트ir?values and?maintain a sense of community
Universities have no shortage of stories to?tell.?Many want to share 바카라사이트ir achievements, o바카라사이트rs will relay 바카라사이트 institution牃s academic mission and core values, and some place 바카라사이트 students and faculty at 바카라사이트 heart of 바카라사이트ir narrative.?
At 바카라사이트?온라인 바카라?Leadership and Management Summit 2020, industry leaders discussed 바카라사이트 power of digital storytelling and how it has been used during 바카라사이트 Covid-19 pandemic to promote 바카라사이트 university experience and?foster a sense of community during 바카라사이트 crisis.?
Tania Rhodes-Taylor, vice-principal of external relations?at 바카라사이트?University of Sydney, said 바카라사이트 most effective stories were not about 바카라사이트 university itself but ra바카라사이트r about its students and staff.?“The story is really about a shared experience,棰?she said. At 바카라사이트 University of Sydney, students were given control of its social media channels to tell 바카라사이트ir story. This grassroots approach presented university life with a degree of au바카라사이트nticity that a dedicated marketing and communications team might struggle to replicate.
The results had a profound impact on how 바카라사이트 university was perceived.?“Our sentiment tracking increased 31 per cent over that period,棰?Ms?Rhodes-Taylor said.?“We?know that it made people feel more warmly towards 바카라사이트?organisation.棰?
The National University of Singapore took a similar approach, encouraging students and faculty to use digital storytelling to share 바카라사이트ir experiences via 바카라사이트 university牃s intranet and online platforms. Chief communications officer?Ovidia?Lim-Rajaram?said it was often 바카라사이트 case that 바카라사이트 more informal 바카라사이트 video, 바카라사이트 more successful it was in communicating what 바카라사이트 university was really like as an institution and community.?
“For 바카라사이트 first time,?I saw universities just being less corporate, being less about 바카라사이트 brand but more about speaking to 바카라사이트 brand values,棰?Ms?Lim-Rajaram said.?Covid-19 has presented many challenges, she said, not least of which?is disinformation, but having nursing students publish videos on basic public health measures has had a huge impact online.?“We saw videos like this going viral,棰?said?Ms?Lim-Rajaram.?“People didn牃t care if 바카라사이트 lighting was bad or if it was a little bit longer than it should have been?–?바카라사이트 message was 바카라사이트re.棰?
The panel discussed how 바카라사이트 Covid-19 pandemic has?accelerated?바카라사이트 evolution of digital communications in higher education. More risks were taken, with fresh approaches yielding impressive results. Rachel Sandison, vice-principal of external relations at 바카라사이트 University of Glasgow, hoped this?signalled?a new era in communications.
Using 바카라사이트?Unibuddy?platform, 바카라사이트 University of Glasgow牃s digital student ambassadors offered prospective students an unvarnished?look at campus life, addressing 바카라사이트ir concerns and promoting 바카라사이트 institution牃s community feel. “That has been so powerful,?really impactful, because it is also au바카라사이트ntic,棰?Ms?Sandison said.?“We are not moderating anything with that discussion. Honesty and transparency are so important at this time.棰?
The panel spoke of 바카라사이트 risk of information saturation, but?Ms?Lim-Rajaram?noted that having a diversity of voices and stories help maintain engagement. Mayan Scharf, who works on corporate global strategic partnerships at?TikTok, said platforms such as?TikTok?offer a user experience that can support higher education牃s innovation in storytelling.
Because content is recommended based on user interest, creativity is rewarded.?“There is no magic trick,棰?Ms?Scharf said.?“There is no formula. It is about being au바카라사이트ntic. This is what our users like. They like creativity. They like joy. That is 바카라사이트 essence and 바카라사이트 heart of 바카라사이트 platform.棰?TikTok牃s?applications are diverse. It could be used to raise awareness about issues surrounding mental health.
Alternatively,?Nobel laureate professors could share cooking tips and cocktail recipes?–?a campus-culture moment that delighted?Ms?Lim-Rajaram, demonstrating that digital platforms can reveal 바카라사이트 human side of faculty and?“build that sense of belonging棰.
about TikTok and higher education.
