Mumsnet?

Real insight to inform your marketing strategy

In 2010, the General Election was dubbed the ‘Mumsnet Election’ when all the major political parties clamoured to outdo each other on the site. However, if Mumsnet’s power to sway parents’ political choices and ultimately elections have diminished since then, its power to inform and influence their school admission choices has not. 

Mumsnet is increasingly rivalling schools’ own websites as a source of key information, but most importantly as the first port of call for many parents (especially that premium group of parents moving into a new area). It is indeed rare these days to type a school’s name without a Mumsnet link with a thread dissecting all aspect of the school which can go a long way in influencing the decisions of parents. This is a direct function of the forum’s reputation for offering parents diverse but independent advice informed by direct experience either from current or former parents which paints a clearer picture than any school website or glossy prospectus.

Recent parent surveys conducted by mtmconsulting (both new joiners and decliners) have demonstrated an increasing reliance on social media discussions and many parents cite the use of social media (mostly Mumsnet) while few cite the school’s own publications.

Given the significant and growing position of Mumsnet and social media platforms in general in the choices of parents, school admissions and marketing managers must respond to this phenomenon. Based on insight from recent mtmconsulting strategic reviews, online audits and marketing recommendations for schools, the following three measures can help alleviate any possible negative aspects and enhance a school’s ability to capitalise on the positives that a platform like Mumsnet offers:

1. Digital audits / strategy

In the digital age it is wise to have a digital strategy informed by a comprehensive digital audit and analysis linked to your school’s marketing plan. This allows you to be aware of how connected you actually are to potential customers and, most importantly, whether you have the capability to respond should you need to. Is there anyone in your school who is responsible for regularly monitoring your school’s digital reputation?

2. Rapid response

Having the platform or the capability to respond is not quite enough in the social media age. Responses are most effective when delivered promptly. However it is important to note that it is never advisable to get into an online argument – the best strategy is to respond promptly, succinctly, factually whenever it is needed. Does your school have anyone who is clearly responsible for this with the appropriate training in place?

3. Stakeholder involvement

Social media platforms and discussion forums like Mumsnet are trumping school websites because of one simple truth: they are talking to other mums who offer them detailed, relevant, authoritative information just as they need it. As such, allowing your school’s own parents (and pupils) a voice on your platforms (such as blogging) can enhance the online reputation of your school. Clearly this needs an element of control, such as using supportive parents from your Friends or parents’ committee.

Mumsnet is becoming more powerful than your school’s own marketing collateral and is often the most important source of information for prospective parents who do not have a direct word-of-mouth recommendation. As such, it should be an integral part of your marketing plan.

For advice on how to harness the power of Mumsnet, email james@emrsolutions.co.uk or call 01502 722787.

mtmconsulting is a brand of Education Market Research Solutions Ltd.