When we look for engagement with our target groups, we mean that we want to keep the conversation alive and that we want to contact them in an original way.
Community management is key if you want to maintain contact with your followers and attract new ones. Therefore, we are scaling up our community management activities in an effort to encourage conversation about the UG:
We need to encourage followers to share more content about the University of Groningen. We can do so by responding to posts in which the UG is tagged. This can be done by simply liking them or commenting on them.
We have to keep the brand personality of the UG and the corresponding tone of voice in mind, but we can adapt our way of communicating on the platform and to the target group. We should not be afraid to add some ‘twinkle in the eye’ in our comments, especially when we talk to current and prospective students.
We need to be more proactive about engaging with our community by incorporating community engagement posts and formats into our posting schedule.
Moderation is very important when it comes to optimizing online reputation management. In moderating our platforms, we are weeding out comments and conversations that do not add value and troubleshooting complaints or negative comments. We use Coosto for moderation to get an overview of all comments and conversations. We can then undertake the following actions:
If we have received negative comments and they do not add any value, we will hide them on the channel if possible.
If we receive a question or comment that could potentially pose a risk to our online reputation, we will contact the spokespersons.
Hiding or ignoring negative messages does not mean that we do not enter into a dialogue if a follower asks us a critical question.