It’s clear that faculty can help you build reputation with a variety of audiences such as media, alumni and donors. However, most online faculty sites get a failing grade. That’s why many schools are now developing “expert centers” to help them tell their stories better. Learn how schools are showcasing their faculty online to deliver a richer web experience for its visitors complete with mobile profiles that feature multimedia and social integration.

Live Session Notes

Thought leadership is tremendously important for the media. Subject matter experts are rated the most credible source of B2B buyer information.

It’s amazing how many great stories are all over campus at any time, and how many don’t get told. We in Higher Education need to start thinking about ourselves as media companies. That includes content marketing and creation. We have faculty producing content all the time. The problem is that academic publications aren’t easily translated into short, engaging web content.

One pain point is not being responsive enough when a journalist calls.

Faculty are the institution’s most important asset. For example, 99% of people had no idea that a research lab on UB campus was producing engineering breakthroughs in olympic-level swimwear. Huge opportunity for positive press.

There are two great case studies on this topic – University of Nottingham election example, read about it in Social Works. Duke University faculty experts work is best in class.

“80% is just showing up, and we need to show up on the right media channels with our faculty experts.” Peter Evans, channeling Woody Allen.

Responsiveness: How easy is it to reach someone as a media professional? Many schools are hiding behind a phone number, and when called, nobody gets back to you. Journalists are under pressure to bring in more with less.

Think Content. What are all the areas that you could place faculty expert content.

Think faculty expert topics. Think beyond the first two or three all stars that get all the press, and start thinking about who #1 is for each respective topic.

Think locations. Homepage, Expert Directory, Expert Profiles, Programs, Research, Foundations, News Room.

Think integrated platform. New publishing strategy. Better organic search results. Real-time engagement. Inquiry tracking.

Think results. What kind of traction are you getting in terms of audience engagement. How are results improving?

Step 1 – Plan. Dont’ overreach. Get a core group of experts, get some early wins.

Step 2 – Populate.

Step 3 – Publish.

Step 4 – Promote.


Episode Host

Mark Greenfield

Director of Web Services, University at Buffalo

Mark is an experienced consultant and award winning speaker who works with colleges and universities to improve their web and digital efforts. His 28 years working on a college campus combined with his extensive consulting and speaking background provides his clients with a breadth and depth of experiences to fully leverage the web and digital.



Peter Evans

Peter is Co-Founder & CEO of ExpertFile, the world’s first expert marketing platform built for organizations. His work in strategic planning and business model innovation draws on over 20 years experience working in software, Internet services, online media and telecom – working both in early-stage venture backed technology start-ups and publicly traded companies.

Consistently rated as a top keynote speaker and panelist, Peter has spoken at technology, marketing and innovation events throughout the world. His work has been featured in publications including Inc. Magazine, Strategy Magazine and Huffington Post.