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Is there still a possible world without developing its impact and e-reputation for the benefit of its influence? As for higher education and the world of business schools that I know well, it’s NO! But why develop this influence? For what purposes and how to achieve it in respect of our audiences? These issues are our daily lives because we are convinced of our intrinsic value, our added value to management sciences and the world at large. Because getting attention becomes a challenge or an economy as I read it. We have no choice in this market of excellence and the international that we have chosen to invest, there are more tent years. So how do you go about it?
The notion of the influence for us, business schools, is built in a double temporality:
The short-term with the notion of impact which consists in showing that we are useful to our publics by the added value that we bring them. This is a complex task as the grandes écoles organize a multitude of activities for a wide variety of purposes (students, companies, researchers, general public … in France and abroad). We are mobilized on this notion of value by the use and the benefits that our public can derive from it.
The medium / long term with the notion of influence proper that is built in time. The objective is to include in the mental landscape of our interlocutors, GEM – Grenoble School of Management, as a reference in the strategic areas that we have chosen to occupy. What the school does with and for its stakeholders, including society in general, should put us at the heart of these topics. Influence is not limited to interpersonal or lobbying although the ensemble is a subtle alchemy specific to each institution, its history, its values, its positioning.
How to measure this influence?
Which indicators should be used to be relevant and recognized? This is a major issue given the investments made. There are measurement tools developed by the business schools on the calculation of their impact especially of proximity such as the BSIS of the FNEGE? Other tools help us measure the flows, audiences, engagement and participation of us public on social networks for example. In our world of knowledge, if there are no policies and impact measures we are sentenced to death! It is up to us to invent these elements of measurement.
From e-reputation to influence
The example of Social Networks. Why are they useful? :
They multiply the number of messages,
They adapt to all types of content and uses – text, sound, images, video,
They allow the targeting of more and more end of the public even the personalization,
They allow the creation of communities. “Everything is a question of community,” said Myriam Boukaia, assistant editor of Espace Prépas magazine: “@KedgeBS @Grenoble_EM @EMLYON and @INSEAD, which are the four schools that publish the least on their account yet are the ones that attract the most interactions. ”
Facebook speaks rather to individuals, Linkedin to professionals and businesses. Instagram has become the champion of instantaneity and storytelling, placing image and video at the heart of its positioning. Twitter, which has had its ups and downs, returns to the forefront of the scene, always useful for reaching influencers, opinion leaders and influencers. Especially since this network has finally found its economic model after a lot of trial and error and after his other “brothers and sisters”.
And the others ?
Youtube of course but for what complementarities? From simply putting on video the existing or creating original content? One can also imagine a media pocasts like Les Echos, given the explosion of the use of this asynchronous technology, “liberating” and targeted. As streaming has revolutionized TV and video, the podcast is revolutionizing radio and sound consumption.
Instant messengers have become unavoidable in the younger generations can be destabilizing but they occupy a niche of use more and more shared: the moment. Google+ did not deliver the desired results. The blog is in the long term, in the coherence and relevance of qualitative content. It brings a real independence in term of tool since it belongs to its creator which is not the case of the social networks. And let’s also look at the chatbots, which are well managed with formidable tools of conquest and interactivity.
Social networks: how to optimize them?
If I take my case …
Paradoxically, social networks are areas of freedom that a military organization demands in four points:
Well define its editorial line, ie its line in