A case study in how to use social media and transparent communications to navigate a crisis and protect your brand

Emma Gilmartin, Euprio Conference Poznan 2019 speaker

Emma Gilmartin - United Kingdom

Emma Gilmartin, since joining the University of Glasgow in 2013, has revolutionised the way the University approaches social media, putting its students and staff at the forefront of its communications. As head of the award winning team, she oversees its strategic vision and digital content planning. She has unified the University’s online presence and led an overhaul of their social output and brand – using emerging platforms and live platforms to tell the University’s story, breaking world-changing news and research, growing community engagement with all things #TeamUofG and using social media to successfully support internal communications and crisis challenges.

Read the University of Glasgow blog – www.uofgsocialmedia.com
University of Glasgow website - www.glasgow.ac.uk

Summary
A case study on how the University of Glasgow successfully navigated the communications challenges of Industrial Strike Action in 2018.

Full description
In 2018 UK Higher Education Institutions were confronted with communications challenges with sustained industrial action of staff in response to changes to their pension schemes. This session will offer a detailed case study of how the University of Glasgow successfully handled communications, and will include:

  • Brief scene setting and scenario planning for industrial action
  • Collaborative working across the University and the importance of clarity of message
  • Maximising internal communications channels to communicate with staff and students
  • Tapping into Social Listening to be front-footed and maximising the use of social media to help with open, transparent and timely communications, including the use of Facebook Live
  • Pickets, protests and the Media, and managing public relations
  • Legacies and lessons learnt
  • Following the case study, this session will encourage discussion as a group to share experiences of ‘crisis’ situations and how institutions can successfully organise and handle their approaches.