Driving Inbound Media Inquiries for MIT Sloan

Driving Inbound Media Inquiries for MIT Sloan

The Challenge: Establish MIT Sloan Experts blog and professors as hub for thought leadership MIT-Sloan-Logo_NEW

The MIT Sloan School of Management partnered with Schneider Associates to promote its Faculty Experts Blog and establish it as a resource hub for journalists worldwide. Additionally, MIT Sloan also asked SA to develop a social media program to:

  • Promote blog content;
  • Drive engagement with followers;
  • Increase traffic to MIT’s expert sources
  • Expand the blog’s readership
  • Establish the MIT Sloan Experts Blog as a hub for national media seeking expert sources
  • Establish MIT Sloan professors as thought-leaders in their respective fields
  • Source MIT Sloan professors as thought-leaders for top-tier national news outlets

Our Approach: Generate and maintain multiple weekly blog posts written by MIT Sloan professors and promote blogs on MIT Sloan social media channels

To meet MIT Sloan’s needs, SA developed an integrated methodology called Media LEAD, designed to reengineer the media relations process by driving inbound inquiries through content marketing and real-time social media engagement.

Using Media Lead, SA sends weekly blog topics about timely or relevant news and issues topics to MIT Sloan. The director of media relations reviews the topics and either has SA draft the content or has the appropriate professors draft the blog posts on these subjects.

To secure coverage, SA develops a series of Tweets aimed at particular reporters and editors at top tier global traditional and online media outlets. Once a placement is secured through social media or by way of traditional pitching that is executed by the MIT media team and is then published on the media’s website, each blog post is summarized on the experts blog. All blog posts are promoted again through Twitter and LinkedIn over the course of the following two weeks (based on the popularity of the topic). By targeting specific reporters and editors, these blog posts provide a catalog of topics that MIT Sloan professors can discuss. Often this process results in ongoing inbound media inquiries for the school.

In effect, the MIT Sloan Experts blog has become a newsroom in its own right, populated with articles about trending news topics that showcase the wide range and variety of MIT faculty expertise.

After nine months, SA expanded the program to include video posts. Journalists are not only looking for sources but are eager to use content on air from experts that can be obtained through Skype, Google Hangouts and traditional video segments. The MIT Faculty Experts Blog now features a library of expert commentary that can be used for online news coverage, b-roll for broadcast segments or sound bites for podcasts.

Additional tactics:

  • Conduct weekly news scans to identify topics related to the school and faculty expertise: accounting, climate change, corporate strategy, economics, energy, entrepreneurship, finance, healthcare, human resources, information technology, international management, labor, law, leadership, marketing, operations management and statistics
  • Generate five (5) weekly blog post ideas and work with the MIT Sloan media relations team to review and identify professors willing to write blog posts on these topics
  • Support the MIT Sloan media relations team with targeted social media engagement to encourage national coverage of faculty blog posts
  • Published the blog posts on MIT Sloan Experts blog once they run in national news outlets
  • Promote blog posts on Twitter and LinkedIn to drive traffic to the blog.
  • Use Twitter to reach national media, encouraging them to follow the blog and use MIT Sloan professors as expert sources
  • Optimize posts for search and manage all back-end functionality of the blog to ensure continued content optimization

Results: 76% Increase in media placement of MIT Sloan faculty blog posts in multiple national media outlets

The MIT Experts blog has become 2nd largest driver of traffic to MIT Sloan website.

The volume of media coverage generated by the Experts blog outpaces that of Sloan’s Ivy League counterparts. Since its inception, media placements featuring MIT Sloan faculty increased by 76 percent from 204 to 361 over the span of one year. Additionally, 71 of the 155 topics SA developed were placed in top-tier media outlets, with inbound media inquiries increasing by 40 percent.

SA’s promotion of blog topics resulted in national placements including The Wall Street Journal, Bloomberg Businessweek, USA Today, The Huffington Post, Forbes, Fortune, TechCrunch, Yahoo! Tech, Wired, Fast Company, Financial Times, Xconomy, MarketWatch and Quartz.

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