The Reputation Games: improving university reputation by engaging your internal stakeholders on social media

Ferran Llunell Camps, Euprio Conference Poznan 2019 speaker

Ferran Llunell Camps - Spain

Ferran Llunell Camps has worked at Universitat Pompeu Fabra (Barcelona) since 2003. He worked at the International Relations Service until 2016, dealing with exchange programmes: setting up agreements, welcoming international students and taking care of outgoing students. He was also in charge of their communications (website, IT solutions and social media).

In 2016 the university created a full-time position for a Social Media Specialist. Since then, he has been in charge of the institutional profiles of the university on social media. He is the Community Manager, analyses social media outputs and helps to define the digital strategy. He is also in charge of training and support for everyone who deals with social media on behalf of the university (schools, research groups and other services).

His academic training started with a Bachelor’s degree in Tourism (University of Girona). With an interest in Communication, he studied a Bachelor’s degree in Advertising and Public Relations at the Open University of Catalonia (UOC). He is very curious and loves to learn, so is now currently studying a Master’s degree in social media at UOC.

Summary
Internal stakeholders play a key role in the construction of institutional reputation. They can be your best ambassadors or your worst enemies. Engage them and you will be unstoppable. Let the reputation games begin and “may the odds be ever in your favour”.

Full description
The reputation of any organisation is a long term building process which requires much effort, patience and hard work. Yet it is extremely fragile. A simple Tweet, a comment on Facebook or even Instagram Stories can damage it. All universities will face a reputational crisis at some point.

This Masterclass aims to revisit the core concepts which define university reputation in order to set up a mental framework and open a debate to share strategies and experiences. We will find the right tools to engage internal stakeholders, who play a vital role in the construction of the reputation of any university.

It is intended to be a dynamic session where attendees will play an important part, and will be asked to participate in different activities and to share (in the final debate) experiences from their higher education institutions.

It will be divided into three parts:

1. Hello! A brief introduction from the speaker and the goals of the session.

2. Setting up the mental framework. The following questions will be answered:

- What is reputation? We will explore the key elements that build university reputation, and the differences between concepts such as reputation, prestige, image and influence.

- Crossroads between university, internal stakeholders and social media. In the social media environment what is said about us is more relevant than what we say about ourselves.

- Why are internal stakeholders so important on social media? Internal stakeholders play a key role in the reputation of any university. In fact, they are the university! Depending on their relationship with the university and how they feel and behave online, each of them can be a different type of social media user. Some of them will be good for you and some bad, really bad. If you can connect and engage with them in the right way, you will get some valuable benefits: brand ambassadors, co-created content, employee advocacy and positive support during communication crises.

3. During the third and final part of the Masterclass a debate will be held to let everybody share their own university experiences. In order to spark off the discussions, we’ll ask participants a series of questions and share examples of strategies and actions designed to engage internal stakeholders at Universitat Pompeu Fabra.