Our first social media objective is to optimize our online reputation. We will make the University of Groningen more attractive online for different target groups, and we will pay close attention to the needs and wishes of our followers. We also want people to talk about the University on social media platforms, so that we can optimize our reputation. We will do so by:
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Increasing our share-of-voice on the topics of academic freedom, integrity, inclusion, sustainability, and openness.
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Carefully monitoring sentiment, which will allow us to see whether users of platforms have positive or negative interactions. In cases of negative interaction, we will of course intervene in an appropriate manner, so that we can restore our reputation.
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Being consistent in all our communications in look, feel, and tone of voice, in order to strengthen our corporate identity. This way, we will be more easily recognized on social media by current and potential followers.
Our share-of-voice
2.2