A poor reputation directly impacts Universities and Schools by;
A decrease in academic ranking and league tables.
Prospective parents and students look to league tables to understand how the institution has performed amongst its competitors. Even a slight fall in position can affect the decision to attend.
A decrease in financial sponsorship.
A slighted reputation will make financial investors nervous about the long term prospects of an institution. Should a similar institution offer comparable services and results but maintain an impeccable reputation, the investor is more likely to shift their allegiance.
Failure to attract, develop and retain staff and students
The long term competitive edge of an institution is dependent upon its academic achievements, discoveries and innovations. These components are only achievable with the right staff and students. To be the top in its field an institution must attract the best staff and students and therefore maintain the best reputation.
Social media usage is extensive and growing. Its use can expose universities and schools to reputational risk and undermine their standing as a place of academic excellence. There are numerous ways in which a university can be exposed;
Disgruntled students and staff
Disgruntled students and staff voicing opinion on social media, calling into question the universities methods. Directly and negatively affects reputation and potentially compliance.
The growth in anonymous whistleblowing
The growth in anonymous whistleblowing sites that mask the identity of individuals encourage a higher degree of negative opinions which ultimately damage the reputation of the institution.
Video or recordings
Video or recordings from phone, tablets and laptops are prolific. It is alarmingly easy to gain a large audience and go viral. Any damaging information will negatively affect reputation.