Emory University's Goizueta Business School in Atlanta is famous for securing employment for its graduates. It has earned a reputation as a high-touch, high-quality MBA program where faculty and students interact easily. Named for Roberto C. Goizueta, the long-time and influential CEO of The Coca-Cola Company, the school employs Meltwater as a tool to benefit students, faculty, alumni, and leadership.
Five years ago, Goizueta lacked visibility into media mentions of the school, its faculty and graduates. Metrics were even harder to come by, making it difficult to assess program effectiveness and establish priorities. Few opportunities existed for the communications team to directly interact with the students, alumni, and educators and promote their achievements.
“It’s easy to feel insulated in a university environment,” says J. Michael Moore, Senior Media Relations and Online Producer. “You want to promote growth and change—that’s why you’re here—but you can’t act without knowing the facts.”
Strong ties to Atlanta’s business community were important, enhancing the need for positive media coverage.
Meltwater tells us the value of 20 minutes spent talking to the New York Times and other publications. It shows us where to focus our efforts.J. Michael Moore Sr. Media Relations and Online Producer, Emory University Goizueta Business School
Moore uses Meltwater to automate daily searches for mentions of the school and its faculty. Custom and retroactive searches alert him to alumni in the news, which he often forwards to appreciative graduates or the alumni relations staff that looks for ways to touchbase with graduates. Also, If the dean is to meet with business leaders, she’ll be armed with the latest intel on companies.
“The dashboard tells me where the bulk of the mentions came from, their potential reach, and where we should try to leverage things moving forward,” Moore says.
When a crisis occurs or faculty generate attention for their research, Moore gets complete insight into the coverage within minutes. He can then share his findings with administrators or post any good news on social media.
Based on the number of organic mentions, we can show leadership that entrepreneurship and social enterprise, for example, are areas of strong media interest.
Collaborate with faculty to increase their exposure and influence
Celebrate alumni successes to sustain their ties to the university
Apply data for crisis management and setting of strategy
“Meltwater lets me share metrics on what’s worked for book promotions. I can use the success of one professor to guide the efforts of another. This allows me to reach out and give back to educators, so I’m not only going to them when I need something.” – J. Michael Moore, Senior. Media Relations and Online Producer
“I let our alumni know when their name has appeared in the media. If the coverage warrants it, I’ll put the link on Twitter. It’s all part of the brave new world of alumni relations.” – J. Michael Moore
“I prepare clip packets of both traditional and digital content our Dean may want to keep an eye on. For example, the presidential campaign has piqued many interests and evoked passion among our diverse university voices. Meltwater empowers me to track reach, mentions, and sentiment about a subject like politics, and measure the impact it has on education.” – J. Michael Moore