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The complex branding challenges of higher education institutions in emerging countries can seem unmanageable. First, services and degree programmes offered by universities seem to be identical, making it hard to stand out. Second, universities in emerging countries often suffer from a lack of formal communication methods to connect the value of their brand to their target audience.

But building a brand for higher education institutions in emerging countries neednt be a nightmare especially if you know how to use social media marketing to develop brand credibility and brand equity. In this research, emerging countries are considered to be countries that are on a path towards prosperity with economic development, low per capita income and high potential for growth, such as Vietnam, Thailand and Tunisia.

We examined students perceptions of marketing on social media based on two communication methods: user-generated content and institution-generated content to develop brand credibility and brand equity, using data from a survey with 936 undergraduates, from two emerging countries, Sri Lanka and Vietnam. Here we present advice based on our findings.

To create and exchange information about the university brands with prospective students, social media marketing is developed in two forms: user-generated content and institution-generated content.

User-generated content refers to the media content created by students, staff, alumni and other stakeholders for the educational institution that can be shared directly or repurposed. It could be them capturing their personal journeys, the university campus, graduation ceremonies, festivals or simply sharing memories.

Institution-generated content is the media content created by university marketing team on official brand pages and social media channels.

Although these two forms of content are equally important, students are highly reliant on and follow user-generated content as it is not designed to serve a commercial purpose. Authentic and entertaining, user-generated content makes a big impact on institutions brands because it presents an authentic view of campus life.

User-generated content motivated prospective students in Sri Lanka and Vietnam to develop positive feelings towards an institution, our research showed, due to the collectivist culture in these countries.

Peer-to-peer marketing of this nature is not new, but institutions still miss opportunities to pivot their content strategies towards authentic, student voices. Here are some easy ways to encourage students to create more content and build a positive brand value for their university.

Brand equity refers to the value endowed by the institutional brand, which helps to mitigate risks, such as fewer applicants or student attrition, and differentiates a university from its competitors.

By building credibility, a university will increase its brand equity, our study shows. To make enrolment decisions, prospective students are dependent on universities providing accurate and truthful information. They want to know that the institution they apply to will deliver on its promises. As institutions increasingly use social media to share, communicate and collaborate with current and potential students, they must ensure that the information shared is trustworthy. To address these challenges, universities can:

These strategies to help develop an institutions brand equity should be used in combination in order to engage potential students and encourage an enrolment decision.

This insight is based on a recently published study: Higher education institutes brand equity in emerging markets: Impact of social media marketing and brand credibility in Q1-ranked Journal of Marketing Communications.

Charitha Harshani Perera is a lecturer in the Faculty of Business and Law at Northumbria University.

Rajkishore Nayak is an associate professor, and Long Thang Van Nguyen is a senior lecturer in the School of Communication and Design at RMIT University, Vietnam.

If you found this interesting and want advice and insight from academics and university staff delivered directly to your inbox each week,sign up for the THECampus newsletter.

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University social media marketing tips | THE Campus Learn, Share, Connect - Times Higher Education

Video communications projects produced by University Marketing and Communications at Washington University in St. Louis have been recognized with eight Silver Telly Awards.

The Telly Awards honor excellence in video across all platforms. For more backgroundabout the awards, visit the Telly Awards website.

The videos honored were:

MarComm contributors included: James Byard, Anne Davis Cleary, Markia Holt, Brandie Jefferson, Kayse Larkin, Tom Malkowicz, Cassaundra Moore, Terri Nappier, Talia Ogliore, Jackie Schlarman, Rachel Twedt and Javier Ventura.

Its an honor for our office to receive these awards, said Davis Cleary, the departments executive director of multimedia. Its also a recognition of our culture of collaboration. These videos were made possible because of partnerships with faculty, staff and students across the university.

The videos were produced in partnership with or collaboration from the following: Anthony Azama, Chelsea Petersen and the Athletics Department staff and student athletes; Sarah Baitzel, Ryan Bogdan and Bronwen Konecky, Arts & Sciences; Rajan Chakrabarty and Randall Martin, McKelvey School of Engineering; Bill Larson and the Edison Theatre staff; Huy Mach in Medical Public Affairs; Chancellor Andrew D. Martin and the Office of the Chancellor; and StudioSpack, a local vendor.

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Marketing, communications team wins eight Silver Telly Awards - The Source - Washington University in St. Louis - Washington University in St. Louis

Streaming service Hulu is now allowing political ad buyers to address issues like abortion rights and gun control. Budrul Chukrut/SOPA Images/LightRocket via Getty Images hide caption

Streaming service Hulu is now allowing political ad buyers to address issues like abortion rights and gun control.

The streaming service Hulu says it will start accepting advertising about contentious political issues like abortion rights and gun control.

The policy change follows a backlash earlier this week on social media from Democratic groups protesting the fact the streaming service refused to run some of their ads.

"For them to block us from being able to communicate the gravity of the times that we're in was hugely problematic for us," said Julie Norton, founding partner at Mosaic Communications, a media consultancy firm that buys ads for Democratic clients.

Since Hulu's parent company, Disney, announced Wednesday it would bring the streamer into alignment with its cable services and allow political ads to run, Norton said her firm now might be able to work with the streamer.

"We just have a broader definition of television these days," Norton said. "So these platforms are a critically important way of getting our persuasion advertising to the voters."

Unlike TV networks, streaming platforms like Hulu and Netflix aren't obliged to comply with the 1934 Communications Act the law that requires broadcasters to provide political advertisers with equal access to the airwaves.

Broadcast TV is still expected to dominate this fall's cycle with over $4 billion in election ads, according to political ad monitoring firm Kantar CMAG vice president Steve Passwaiter.

But Passwaiter said streaming services have a great potential to reach younger and more segmented audiences.

"This has become the new darling of the political set," Passwaiter said. "And probably by the time this cycle is over there's going to be a billion and a half dollars that finds its way to these ad-supported streaming outlets."

Passwaiter said it won't be too long before streamers end up looking a lot like broadcast and cable channels in terms of both the volume and the array of ads all along the political spectrum.

But Mike Shields, founder and partner of the Republican political marketing and strategy company Convergence Media said his firm is waiting to see who gets to place ads with Hulu and how those ads are treated before considering it a win for his clients.

"Conservatives have every right to be skeptical when something like this happens to make sure that it is done fairly and in a balanced way," Shields said.

In its announcement, shared with NPR via email, Disney said, "Hulu will now accept candidate and issue advertisements covering a wide spectrum of policy positions." But the company still "reserves the right to request edits [to meet] industry standards."

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Hulu starts accepting political ads about gun control and abortion rights - NPR

We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation.

Last week we shared how to conduct a greatTeam Showcaseas part of the multi-stepLaunch Cycle. Today were going to dive into the next part of the Launch Cycle journey the Team Improvement session.

Team Improvement is a collaborative session for team members to look at continuous improvement. The goal is to find a small action item that the team can implement in the coming cycle to improve how they work together. Reflecting back on their most recent Launch Cycle helps the team learn from actual events.

You may have heard this called the Retrospective in Scrum, and if youre already familiar with or practicing retros, keep it up. Were not changing the meaning of something that we already know works amazingly well, but weve given the name a slight facelift so let me tell you how that story unfolded.

After coaching many teams over nearly a decade, I noticed the missing piece that wasnt happening (although its supposed to happen by definition), which is actually improving how the team works together. Over time, these meetings often turned into b*tch sessions where Id hear things like, We dont have the right martech stack to do our jobs, but instead of coming up with solutions and solving problems, it was restating the same complaint week after week. And that felt counterproductive.

So even though Team Improvement and Retrospective are synonymous, the emphasis on the words Team Improvement was deliberate, to ensure that the focus remained on becoming a continuously improving team, not just retro-ing whats going well and whats not, over and over again.

Agile is all about continuous improvement. Youre never done with agile marketing because that would imply that learning the basics is good enough. High performing teams always reflect back on how they can improve, and teams that feel empowered really enjoy this session because they feel a sense of ownership and accomplishment.

A Team Improvement session should be conducted by the team, for the team. This is where Practice Leads and Stakeholders need to get out of the way and give the team space to solve its own problems without interference. When Ive seen a boss jump in and try to solve a problem for the team, it shuts down their power and theyll naturally defer to the boss. A team feels automatically more psychologically safe when among peers, so avoid any power dynamics here if possible.

Benefits to holding a Team Improvement session are:

All of this leads to a higher performing team.

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If you have an Agile Champion role on your team, that person should be the facilitator. If that role is absent, create a rotating facilitator responsibility. The facilitator needs to keep this fun and engaging, while also remaining a neutral party.

A website such as Tasty Cupcakes can spark some fun ideas for this session to keep it interesting, especially in a virtual setting. There are also several automated tools available heres a comprehensive list to check them out.

While its easy to fall into the trap of the same format for Team Improvement sessions each cycle, mix it up. Definitely have fun with it! The Sailboat is a classic agile theme. There are many resources online showing how to build a Sailboat template: Heres one example.

First, the team centers around a project or initiative. Next, a timebox is set for the team to fill out the virtual stickies in each category. Somewhere between five and 10 minutes is good, depending on the size and complexity of your team.

The categories that the team will reflect on are:

After everyones had a chance to silently submit sticky notes (you can even send out the template ahead of time if you have people in other time zones), a timeboxed discussion takes place and everyone should have an opportunity to share their thoughts.

The final take-away, and the biggie, is: What one actionable item are we going to commit to that will help us as a team drive forward? This is the Team Improvement piece, and really the golden nugget of it all.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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Getting started with the Agile Marketing Navigator: Team Improvement - MarTech

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If you thought youd seen the most unsuspecting fashion collaborations, think again.

Famed chef Martha Stewart is partnering with Anti Social Social Club to pay homage to Stewart doing what she does best eating.

As usual, the Los Angeles-based clothing brand keeps things simple with their collaboration in the form of a six-piece capsule collection.

It will feature an image of her dangling a lobster over a plate with a smile and another of a sultry close-up photo of her eating an oyster. The first features the swerving ASSC logo, while the latter has a script font showing the brand and chefs names.

If you were still doubting the validity of the collaboration, look no further than the 80-year-old promoting the capsule collection on her Instagram, telling the hypebeasts to be ready for the drop.

my @antisocialsocialclub t-shirts and hoodies (2 images and 2 styles and 2 colors) drop on July 30 at 11 am ET, and 8am PT. get ready. set your clocks!!!! they will be a sell out!!!!!!! Stewart wrote alongside a picture of her and a man holding up two of the black hoodies.

Back in 2015, Anti Social Social Club founder and Stussy Social Marketing Manager Neek Lurk spoke to Hypebeast about the brands inception.

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How Martha Stewart Is Adding To The Anti Social Social Club Hypewas originally published oncassiuslife.com

Anti Social Social Club x Martha Stewart martha stewart,anti social social club

Anti Social Social Club x Martha Stewart martha stewart,anti social social club

Anti Social Social Club x Martha Stewart martha stewart,anti social social club

Anti Social Social Club x Martha Stewart martha stewart,anti social social club

Anti Social Social Club x Martha Stewart martha stewart,anti social social club

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How Martha Stewart Is Adding To The Anti Social Social Club Hype - Black America Web