It’s time once again for the year-end roundup of this blog’s most popular posts. Here are the top five, as voted by your clicks.
The three behaviors are reminders for brands (including colleges and universities) to be more customer-focused, customer-responsive and human than brands have been in the past. Enabled and accelerated by technological change, these shifts in behavior will continue to challenge our customary approaches to marketing, branding, fundraising, student recruitment and alumni relations.
Why do college and university personnel find it so difficult to think of students (and other groups, such as employers of our students) as customers? There’s something unsavory about instilling our academic world with the language of corporations.
Our content doesn’t suck because it’s poorly written and sloppily edited (although that is sometimes the case). It sucks because it is more focused on the institution or business than on the customer or audience.
From my distant perspective, I think Kent State is doing everything right. The response was swift yet measured. Social media is playing a critical role. Campus leaders are taking a proactive approach to communicating.
This seems to be a universal concern among leaders of STEM-focused institutions. Our hard-working engineers and scientists are more concerned about solving problems and making things than about promoting what they do.
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Thanks for reading and for your clicks and comments during the past year. This will be my last post on this blog until 2015. Wishing all of you a Merry Christmas and Happy New Year.