Built on the principles of equity, excellence and engagement, the University of Newcastle has a reputation as a world-class institution making an impact within its own region, throughout Australia and across the globe. With over 25,000 students, most domestic and but also international, the University is ranked in the top three per cent of universities world-wide, even though they only just turned 50.
Before switching to Meltwater, the University of Newcastle struggled to comprehensively track their digital global reach. With a tedious, lengthy and highly manual daily media reporting system in place, the team found it difficult to monitor and track potentially negative media issues, especially across social media. Now, with global brand awareness becoming a business priority, “Meltwater has enabled the team to innovate and refocus their efforts in strategic business areas” says Sheena Martin, Media Team Leader at the University of Newcastle.
The ability to demonstrate the effectiveness of media helps us to both justify our existence and advocate for additional resourcesSheena Martin Media Team Leader
Meltwater has provided the media team at the University of Newcastle with the essential tools to track, generate and report on media coverage. “We knew our existing solution wasn’t catching everything, however we were shocked to see just how much we had been under-reporting our outcomes” Martin explained. By gaining access to Meltwater’s global monitoring source base, clear quantifiable dashboards valued by executives and an up-to-date journalists database, the team has been able to accelerate their media activities and outputs. “We want to dramatically increase the global reach of our great research stories. Meltwater had both the influencer database and monitoring ability to help us realise this goal” Martin said.
The teams engagement with the service has been shaped by their evolving strategic goals, particularly from a reporting perspective. With Meltwater, Martin explained she can “benchmark our institution against others and also to track trending news topics as they evolve” compiled with the “ability to export, via excel, a spreadsheet individually listing all our media outcomes and total reach has helped us to clearly and immediately convey the value of our team”. From a content perspective, the team has diversified their social media content based off of Meltwater insights, which have consequently helped “to persuade internal stakeholders of this approach”.
"We want to dramatically increase the global reach of our great research stories. Meltwater had both the influencer database and monitoring ability to help us realise this goal"
Gain insights from global coverage and respond to media in real time
Access a network of industry journalists to pitch new stories to
Provide the executive with high level reports to help inform business strategy Before
"Access to an up-to-date journalist database which is searchable across names, outlets or keywords has been a game-changer for pitching stories” Martin said. “The ability to see when journalists open emails and for how long is a function we have only recently discovered, this has been enlightening on many levels."
“On a day-to-day basis we use meltwater to generate a media report that is sent to our Vice-Chancellor, executive, marketing and communications roles across the institution” however it also gives the team “the ability to set up an email alert for keywords mentioned alongside the name of our institution has enabled us to become alerted to potential issues before being approached by the media. This functionality gives senior members of our organization peace of mind.”
“The dashboards provide valuable insights, which demonstrate the good work of our team. These include metrics such as global heat maps and advertising value, which provide relatable metrics that members of our executive can appreciate and understand. ”