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Reasons Why Online Reputation Management Matters for Universities

A university’s reputation has continually been crucial. There are many schools that have become household names over the years. Schools such as Oxford, Yale, Harvard, Duke, etc. rely on their name to recruit quality students as well as professors and athletes. Maintaining a positive online reputation is the cornerstone of any great university.

Today is no different from the times when people started learning about these quality schools save for one crucial thing – the internet. Since the internet provides us with copious amounts of information, prospective students and their parents will utilize these tools to their advantage. Before even considering going to a particular school, they are thoroughly researched to make sure the environment and education are appealing.

As is the case with any other business (yes, schools are a business), the reputation of the university must be at the forefront of the Marketing Manager’s mind. When they decide on a plan for long-term, strategic efforts, they will be rewarded for years to come. It takes a lot for the reputation of a school to deteriorate to the point where no one will want to go to the school. Below you will find a few reasons why online reputation management will always matter when it comes to universities.

Reputation Piques Interest

In general, everyone knows the schools that are close to them. Some are known for specific educational endeavors, and others are known as a last resort or “safety school.” The reason they know their local schools is because they are on the news, in the paper, and will even visit local High Schools in order to recruit students.

If a school expects to draw interest from outside their state, they are going to have to put in some time and effort. Of course, marketing campaigns should target all of the high population areas in every state. This will get their name to the eyes of the students and parents that are not living in their state. The next thing is to make sure you have an excellent reputation. There are schools that are known for law, medicine, and just about any other career you can think of. Decide on one of these careers and start to get recognized for that. The more students that come from your programs that reach into high paying jobs, the more your school will be known for producing quality employees.

With all that work, you will begin to attract attention. The more attention you get, the more the interests will be piqued. Over a long enough timeline, you will get the students, athletes, professors, and even investors that you desire.

Reputation Matters

No one wants to go to a school with a bad reputation. That goes equally for students and faculty. Since universities are mainly about educating students, it would be in your best interest to have an excellent reputation. This will attract a better quality of professors to your university. With better professors come better graduates.

Investing in a marketing plan that will lure faculty to your school would probably be in your best interest too. Remember, it is not only about the professors. When these young adults hear about your school, you want them to hear about all the parts of your school. Having a great sports program can be enough to get a student to come to your school. Perhaps they are looking for great activities to do while they are there. Even more, they might be interested in the support staff that can make their stay all the more special. Focusing on the entire student experience will have students talking about you and recommending you to their friends. This is the ultimate goal of your university. 

Strong Reputations Build Bonds               

Don’t think for a second that the universities that have these stellar reputations have not had to work at it. They have worked hard for decades to develop the reputation that everyone has come to know. As a result, they are graced with having to turn away students every year. That may sound not very nice from a student standpoint, but I assure you it is not. The more students you have to choose from, the better off you are. Just like if you have a product that is so desired that you are unable to keep stores stocked with the item. While there are certain things you can do to allow more production in a business, there are few things you can do as a center for higher education. The best you can hope for is that students will go the extra mile at their lower education levels that they will be permitted to attend your school.

Having a strong reputation can be the difference between having students at your school and having to close down. Very few schools have to close down, but you get my point. Developing a strong reputation is not something that is going to happen overnight, but when you put in the time and effort, your patience will be rewarded.


Education is vital to a civilized society. In order to be a part of this, you are going to have to make sure you have a positive online reputation. This can be achieved in many ways. I have listed a few of them above. If you want to make sure you have the best students to attend your school, you are going to have to work hard to attract them. This can be done by marketing or just having a great school to talk about. There is no reason that you should not have students wanting to come to your school. Take the time to garner relationships with the community around you and then venture out from there. Once you have won the approval of your state, it should not be hard to start branching out to the states closest to you. Before you know it, you will be in possession of an excellent online reputation, and students will be beating down your doors for a chance to attend.