When I arrived at the Wisconsin School of Business, one of my tasks was to improve the visibility and profile of faculty research at the School. In the 18 months that I served as managing editor at the Integrated Marketing Communications department at the Wisconsin School of Business, we managed to improve traffic to the faculty research blogs by more than 200 percent, and we’re trying to build on that growth this year.
Here are just a few of the tactics that we’ve used:
- Research Round-Up Articles–Rather than promoting one piece of research in an in-depth article or a ghostwritten blog that rehashes the same language as the faculty blog, we’ve started doing round-up articles that offer readers a taste of several different research projects coming from faculty at the School around a similar theme, like “Four Ways to Improve Your Retail Bottom Line on Black Friday” and “The Truth About Taxes.”
- Faculty Blogs and News on Tumblr–We wanted to make out faculty research and news more visual and more accessible, so we created a faculty research Tumblr page to showcase our most compelling faculty news and research.
- Faculty-Focused Twitter Feed–In 2014, we created @WSBResearch, a platform to promote faculty research and improve the visibility of the great work coming out of the University of Wisconsin-Madison Wisconsin School of Business.
- Media Outreach on HARO--This initiative was an effort to get UW-Madison Wisconsin School of Business faculty recognized as subject matter experts and generating earned media mentions by collaborating with reporters on stories they were currently writing.