UNS — Communication expert from the Universitas Sebelas Maret (UNS) Surakarta, Dr. Andre Rahmanto, states that the role of social media and citizen journalism can establish a university image or brand. This was delivered in ‘Sindo Goes to Campus (SGtC), Tuesday afternoon (13/10/2020). In the event entitled ‘The Role of Social Media and Citizen Journalism on University Branding During the Covid-19 Pandemic’, Dr. Andre explains that a person’s curiosity toward a university should be supported with available facts.
“When a person has an expectation, the experience should match this expectation. If these two aspects do not match and differ significantly, there will be a reputation gap,” Dr. Andre said.
The favorable reputation of a university, according to Dr. Andre, can open the opportunity for collaborations. Because many parties or individuals who will trust the university. Moreover, a favorable reputation can make the academic members, support staff, and students take pride in the university alma mater. Other than that, Dr. Andre also mentions why university reputation is important, such as facilitating access to funding and collaboration, increasing students’ and alumni’s self-confidence, increasing employer’s trust, and attracting top-quality students.
“For instance, during the SBMPTN, the university will have the opportunity to attract students with the best quality. But this is also relative, as there are universities that attract students with favorable economic standing,” he added.
Universities can take advantage of the ongoing Covid-19 pandemic to establish a favorable reputation. The issues that gain public attention are online learning readiness, tuition fee payment, health protocol implementation, Covid-19 research, including universities’ contributions to the community. Specifically for the community contribution, UNS had offered various contributions to the community such as creating ventilators for the Covid-19 patients in UNS Hospital.
Following universities’ reputation, Dr. Andre also reminds the participants concerning the importance of citizen journalists. Wide access for the community to social media can increase universities’ reputation. Everyone including students can be a journalist, the ease of access through the internet and gadget can create a multiplicity-poly-centrality and interactivity-participation. This is supported by students who act as an influencer in various social media can improve universities’ reputation. Humas UNS
Reporter: Yefta Christopherus AS
Editor: Dwi Hastuti