Beyond buzzwords like “social” and “interactive”, what opportunities does the worldwide web provide for business schools?
A panel of web communications experts at this week's UK Business Schools Communications Conference showed that there are a lot of options when it comes to selling yourself on today's worldwide web.“The future of the web is social” said Benjamin Cohen, entrepreneur-turned-media mogul, turned technology correspondent for Channel4 News in the UK.
As well as Cohen, the panel included Google industry head Russ Cohn, Justin Reid of VisitBritain.com, new media consultant Tracy Playle, and digital media guru Antony Mayfield.
Google’s Russ Cohn said that business schools should focus on what they are good at, namely education, and make their academic content more available and more 'discoverable' on the web.
He pointed to the hit YouTube lecture series Khan Academy, which gets more than 35,000 views a day, and drew attention to YouTube EDU, a dedicated video channel for colleges and universities.
“Business Schools have fascinating and wonderful content and they should provide that content to users on the web... but you don't have to do it all yourself”.
Content can start a conversation between consumers and producers more generally. Tracy Playle, who runs Pickle Jar Communications, advised that: “In order to draw people in, your content needs to be interesting, useful, or relevant.” Also, “letting go is crucial, so your community can create your content for you.”
She also warned that today's students are sceptical of paid-for marketing, so business schools should avoid, for instance, paying students to tweet on their behalf.
An example of a firm using social media to improve its communications strategy is the official UK tourism site VisitBritain.com. Justin Reid, who runs digital and social media, said he is focusing less on getting hits to the website, and more on spreading content throughout the web: “we can take content to the user [via social media] as opposed to making the user come to us.”
Reid’s goal for VisitBritain.com is to “move away from one click stands and towards building a relationship with our consumers".
In deciding what content to put on the web, consultant Antony Mayfield said, “Instead of deciding what to give away, it should be flipped. You should decide what you don’t want to give away for free. The more that you’re sharing, the more likely it is that you’ll get lucky.”
The UK Business School Communications Conference was organised by BusinessBecause.com and Mana Communications, hosted by Cass Business School, and sponsored by Grenoble Ecole de Management and Google. Speakers included experts from media, technology and policy backgrounds and delegates attended from top UK and European business schools.
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Student Reviews
Best Journalism school in Europe
When I first stepped onto the campus of City, University of London, I knew I was in for a ride - and not just on the Tube! With its vibrant energy and an impressive repertoire of programs, City U became my home away from home.
The Journalism program was kind of a big deal. Rumour was that we were the best in Europe!
The lecturers were not just experts in their field; they’re practically journalistic royalty. They were invested, passionate, and had a knack for turning the most flat press release into a riveting news story. With their guidance, I’ve learned to navigate the chaotic world of media like a pro.
The campus was a melting pot of every culture, being that we had such a diverse international crowd.
Being in the heart of London, I had the world at my fingertips - there was always a new corner to explore, a hidden gem of a cafe to discover, or a street performer!
City, University of London wasn't just a university; it was a chapter in my life story that I’ll never forget.
Learning environment
The teacher-learner ration is manageable, giving each learner a chance to gain personal attention. It is also easier following up on the progress of a student, as the numbers per class is not large. the conducive environment for learning includes clean classes, standard desks, world class instructional facilities and the opportunity to engage lecturers even after their sessions. The team spirit at City is above board, with learners getting chance to learn both from instructors and colleagues. This is the university of choice; the place to be.
Classes
I liked that each class had a manageable number of learners, making the professor-learner ratio favor knowledge acquisition. I also liked that study schedules were manageable, and not overwhelming. The focus on talents and gifts even within the learning environment makes it possible for learners to achieve the best of their potential, and this has worked to the advantage of those that have schooled at City, University of London
Classes
The diversity at City University facilitates interactions and is a direction toward the unity of the world. The classes are well built to match the number and needs of all students regardless of the elements of diversity that set people apart. The use of technology in delivery makes learning even more interesting and achievable. At City University there is no distinction pegged on the issues that make people unique.
professors
The team of lecturers at the Uiversity are well experienced. Their level of insight and the methodologies of delivery works for the interes of the leaeners. My learning experience was largely boosted by the level of knowledge of the professors at the institution, and their passion to transfer the same to learners. I appreciate every class I attended because of the level of insight I was able to gather
The best university I’ve been to
The campus and the people I've met have made it a wonderful experience. I was reared in a small town with a graduating class of only 88 individuals, so moving to City University was a huge adjustment for me. My dorm has more residents than my whole high school combined! I enjoy the atmosphere here, and everyone is so friendly. Outstanding academic options and a stunning campus. Really great from beginning to end. The educators genuinely love what they do, and the students are ready to learn. On or around college, there is always something to do with friends, and the social scene is particularly warm.
Bayes Business School
As a student at City university attending Bayes Business School I would totally recommend choosing this university as the experience is exceptional with great social networking opportunities . Professors are significantly helpful, delivering with excellence and professionalism. Everyone is happy to help and make you feel welcomed in such an esteem university as City, offering exceptional development and guidance through out the course.
Economics and Politics
Incredibly amazing university, the way they polish students and help them boost their morale and think intellectually is worthwhile. Many universities have international partnerships to allow exchanges between their students. The most obvious subjects for these opportunities would be those that involve languages, and the study of people and places.
Clinical biology
I really like it it’s perfect for me with not too many people and not too few either. All the modules are amazing. I love the toy bar. I love all the societies that I’ma part of. Especially the colour Bollywood society
