The internet can be a double-edged sword when it is used to tell about your school’s brand. On the one edge it is a great way to communicate about your expertise and program excellence, enriching your school’s marketing plan. It allows people to give you positive testimonials and helpful feedback immediately. This can give you a better sense of what works and what doesn’t work in private school branding. On the flip side, the internet can be used as a tool for people to express their opinions about your organization’s flaws and inadequacies, which particularly when it is not true is counterproductive for your school’s marketing efforts. The ability of families to freely give their opinions on the internet is what Cheri Cross, director of marketing and communications at Northfield Mount Hermon, coined the critique-sphere. The critique-sphere allows everyone to have their own critique’s show about any product or service. Furthermore, each person can do it right on your sites where you get the most people interested in your school. This gives them enormous potential to influence your brand.
Among the critique-sphere are those who identify themselves as educational experts – true or not – and evaluate the pedagogy and methodologies used by private schools. Then, there are the myriad opinions about your school’s policies, events, procedures, faculty and students from amateur observers. The list goes on. Unfortunately, parents and students don’t often challenge this information, particularly if other friends or acquaintances support the use of the site as a resource. For most families there is never enough time to thoroughly investigate this data; they need to solve their problem at that moment.
Private schools have a great opportunity to use the critique-sphere to provide their customers with evidence that supports and promotes their schools’ premier education. You can use this tool offensively or defensively. Giving the critique-sphere the right attention will take some time, but the pay-off will be worth it – a stronger brand position. You must engage in this world, i.e., blogs, meet-ups, Facebook, Twitter, and third party promotional sites such as Great Schools or College Confidential.
During The 5 Pillars Workshop we will talk about the critique-sphere, how you can become the expert and how to tap into that world of the internet to influence full-pay parents’ opinions about your institution. You do not have to fear the double-edged sword of the internet. It’s about working within a different communication world than before and taking advantage of what it has to offer.
What have your experiences been with the critique-sphere? How has the internet shown itself as a double-edged sword in your particular situation? Which sites are parents and students paying the most attention?