Session Details

Must-Know Strategies for Protecting Your School's Reputation Online

#COR6 Sponsors Track

Room 101A


Brand reputation shouldn't be an after-thought; it should be just as important as student recruitment and retention .  That's a tough sell, right?  Not when you consider that 68% of high school students use social media to research schools; 38% have used it as a resource when deciding where to enroll; and 45% of high school students admit to being influenced by a school's engagement online.*  Your school's reputation - on Facebook, Twitter, Google & other websites - matters.


Understanding what students really say about your school online is the first step to protecting your brand image and improving your student recruitment efforts.  In this digital age, bad reviews stick and social media spreads news fast.  If you don't have a good grasp on your brand's sentiment, you might find yourself putting out fires, rather than leading the charge in positive school promotion.


In this presentation, you will learn five effective strategies for protecting your school's reputation online.  You will learn more about the use of search engine optimization and paid search in combating negative reviews.  You will also learn about measuring, monitoring and analyzing social media chatter, and the very cool tools that make this job easy.


Monitoring and measuring brand sentiment doesn't have to be a meaningless task.  Rather, it can help drive a more effective digital marketing and recruitment strategy.  As you're finalizing your 2014 marketing plan, be sure to consider the impact your digital brand has on student recruitment.



Jonathan Pogact
Director of Enterprise Solutions, Fathom

Jonathan Pogact is a director of enterprise solutions at Fathom. He has 12 years of experience in developing higher-education marketing and recruitment strategies leveraging traditional and digital marketing channels. Jonathan has been published in DM News, Target Magazine, Multi-Channel Merchant and has served on numerous boards, including The Direct Marketing Association (DMA), The Direct Marketing Club of NY, and the Hudson Valley Direct Marketing Association. In 2008, he was recognized by DM News as #5 on their list of "Top 30 under 30" in DM/Interactive Marketing.

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