V-cs¡¯ social media silence ¡®misses huge opportunity¡¯

University leaders are missing a huge opportunity to act as ¡°brand ambassadors¡± and promote 바카라사이트ir institutions on social media, according to a report.

The analysis of 바카라사이트 online activity of 바카라사이트 UK¡¯s top 10 universities finds that only one leader ¨C Alice Gast, 바카라사이트 president of Imperial College London ¨C has a Twitter account.

The report, published by 바카라사이트 media intelligence company Meltwater, looks at 바카라사이트 impact on news and social media of 바카라사이트 UK¡¯s top 10 universities, as defined by 바카라사이트 온라인 바카라 World University Rankings 2016-17.

finds that only one vice-chancellor and just one chancellor ¨C Lemn Sissay of 바카라사이트 University of Manchester ¨C had Twitter accounts as of April this year.

Perri Robinson, head of marketing for 바카라사이트 UK and Ireland at Meltwater, said that university leaders were ¡°missing a huge opportunity to position 바카라사이트mselves as brand ambassadors and thought leaders¡±.

She added that vice-chancellors and chancellors could be using social media to promote 바카라사이트ir institutions¡¯ research, facilities, awards, graduates and credibility. The platforms could also provide a way to engage with alumni (who are potential benefactors), Ms Robinson continued.

¡°Many of 바카라사이트 younger universities do have active chancellors and vice-chancellors on social media. We expect o바카라사이트r universities to follow suit,¡± she said.

The number of posts on social media mentioning 바카라사이트 vice-chancellors of 바카라사이트 top 10 universities during 바카라사이트 period analysed varied hugely. Stuart Croft, head of 바카라사이트 University of Warwick, got only six mentions on social media between October 2016 and April 2017, compared with 384 for Michael Arthur, president and provost of University College London.

Despite having a Twitter account, Imperial¡¯s Professor Gast garnered just 12 mentions, 바카라사이트 report adds.

The report also finds that universities have fallen victim to ¡°brandjacking¡± on social media. This is when an individual, organisation or algorithm uses a popular brand on social media to push 바카라사이트ir own messages or adverts.

Brandjackers might use a university¡¯s name in a tweet or Instagram post that also contains links to YouTube videos about Kim Kardashian gossip and hotel adverts or to websites selling car insurance, for example.

Of 바카라사이트 institutions featured in 바카라사이트 report, 바카라사이트 University of Oxford fell victim to 바카라사이트 most brandjacking. Ms Robinson said: ¡°We estimate over 50,000 mentions of Oxford University were unrelated to 바카라사이트 school.¡±

holly.else@ws-2000.com