An iMission K-12 Recruitment Article

Today’s digital consumer uses online reviews as the metric that decides a purchase. Studies have shown that the modern buyer trusts online reviews nearly as much as a word-of-mouth endorsement from a friend or family member. On Amazon, reviews can increase sales by up to 65%. Reviews on Yelp, Angi, and Google Business Profiles carry similar weight, impacting the way customers feel about everything from dental practices to car insurance brokers. Yet considering the influence reviews can have on our customers, very few K-12 schools focus on digital reputation management — that is, working actively and strategically to improve the way they are perceived online.

Instead, many schools’ overall rating gets tanked by a few bad reviews, yielding a negative first impression for would-be applicants and their families. The reality is that for charter and magnet schools, online perception significantly impacts a parent’s decision-making process when choosing a school for their child. 

With a prudent approach, schools can minimize the impact of negative reviews, encourage the posting of positive reviews, and take control of their digital reputation. 

It’s all in knowing how. 

Why Online Reputation Management Matters

The power of online reviews

The strongest driver of a school’s reputation is word of mouth. Study after study proves the same thing: Parents listen to their social networks, both in person and online, to form their opinions about a particular school. 

According to a massive study by Nielson done a few years ago, 92% of customers trust “word-of-mouth or recommendations from friends and family, above all other forms of advertising.”

But word-of-mouth takes on a more nuanced definition every year. In the past, this would mean simply what people hear directly from friends and neighbors. Today, the definition is much more murky. People trust influencers, anonymous reviewers, and other indirect sources for their “word of mouth” information.

Research from BrightLocal shows that “50% of consumers trust reviews as much as personal recommendations from friends and family.” 

Why schools fail to manage their online reputation

Online reputation management is critical to any organization’s long-term success. “Social listening” keeps you up to date on the conversations people are having about your school — and about the field of education in general.

But for schools, this is one more aspect of savvy marketing that gets overlooked. After all, whose job should it be? Who has the time or capacity to follow Google reviews, Facebook, and school-specific review sites, like Niche and Great Schools, to check in on the chatter? Who even has access to these platforms to engage with users? 

Like anything else that lacks a clear owner, this task falls by the wayside.

The paradox of online reviews is this: People tend to write them only when they have a great or a terrible experience. This is especially true for schools. Online reviews are often a forum for complaints or diatribes. 

And, if schools aren’t monitoring these threads, a scathing review can sit there for years, dragging down your rating and giving pause to hundreds of potential families.

Building Trust and Credibility

An excellent online reputation helps build trust and credibility with prospective families. When parents see consistent positive feedback, it reassures them that your school is a great choice for their children’s education. 

Trust is a cornerstone of school recruitment marketing, and online reputation management is key to establishing it.

Building (and Maintaining) Your School’s Online Reputation

A school of 500 students casts a wide shadow that includes more than a thousand people when you account for students, parents, siblings, grandparents, etc. If you include five years of alumni, you’re suddenly talking about hundreds more.

Yet, in most cases, schools have only a handful of reviews.

This means a small number of stakeholders shape the entire online reputation of the school. And, as schools are unlikely to respond to negative comments or flag inappropriate ones, they passively suffer from this negative perception.

To solve this problem, schools need to actively manage and engage with their online reputation. 

Finding Review Platforms

Where should you look for school reviews? You’d be surprised to find that people flock to many online forums to leave reviews — even if the platform feels unconnected to education.

Social media sites like Facebook and TikTok are important to watch, as are your Google Business and Yelp profiles. There are also school-specific review sites like Niche and GreatSchools to keep an eye on, too.

Boosting Your Positive Reputation

A significant part of reputation management is simply asking for feedback. 

• Engage Your Community. Encourage satisfied parents, students, and staff to leave positive reviews. This can be done through email campaigns, parent-teacher meetings, and school events. Highlight the importance of their feedback and how it helps the school improve and grow. Start by engaging a small, targeted group of highly engaged parents, staff, and students to leave the first reviews, and use those as an example as you expand your pool of potential reviewers.
• Incentive Reviews. Offer small incentives for those who take the time to write reviews. This could be in the form of a special mention in the school newsletter, a thank-you note, or even school merchandise. Ensure that the process of leaving a review is simple and straightforward.
• Utilize Social Media. Leverage your school’s social media channels to ask for reviews. Post regular reminders and links to review sites. Share positive reviews and thank the reviewers, showing appreciation for their support and feedback.

Responding to Negative Reviews 

Let’s face it, not all of your reviews will be glowing — and not all of your families will love the experience they have at your school. That’s okay. Here’s how to deal with negative reviews.

• Address Positive Reviews. First off, make sure you always acknowledge and thank reviewers for their positive feedback. Personalize your responses to show that you value their specific comments. This not only shows appreciation but also encourages others to leave positive reviews.
• Handle Negative Reviews. Respond to negative reviews promptly and professionally. Address the concerns raised, apologize if necessary, and offer solutions or invite the reviewer to discuss the issue further offline. This shows that your school is proactive in resolving issues and committed to continuous improvement.
• Learn from All Feedback. You will think negative reviews are unfair. They often are. But the sentiment behind them is likely genuine, and the opinions they express are probably held by more than just the reviewer. If you’re getting negative comments about bullying, don’t bury your head in the sand and dismiss the issue. Bring adults and students together to focus on it. 
• Flag Inappropriate Reviews. Not all reviews are genuine. Some come from students trying to prank a system. Some are spam. Some are nonsense. Flag these for platform monitors to review and take down. 
• Consistency is Key. Consistency in responding to reviews is crucial. Make it a regular part of your marketing strategy. This shows prospective parents that your school values feedback and is dedicated to maintaining high standards.

Prospective Families are Reading Reviews Right Now

What are they finding?

In many cases, the first thing they might see is a harsh critique from years ago that gives them an immediately negative impression of your school. No matter what they’ve heard from friends or family, that review will influence their perception of your school. 

A single critical review can undermine all of the marketing and outreach efforts you’ve worked so hard on.

For this reason, effective reputation management is a vital component of school recruitment marketing. By actively advocating for new reviews and responding to existing ones, schools can build trust, enhance their image, and attract more students. 

In today’s competitive educational landscape, maintaining a strong online reputation is not just beneficial — it’s essential.

Ready to Optimize Your School’s Online Reputation?

At iMission, we specialize in helping K-12 schools manage and optimize their online reviews to attract and engage the right families. Our expert team is here to support you every step of the way, from building a robust recruitment pipeline to creating personalized outreach campaigns that resonate. Contact us today to get started!