How social media engagement helped Bayes navigate a sensitive renaming project

The London-based, internationally-focused business school used Talkwalker insights and Hootsuite to inform news updates and correct misinformation.

Bayes Business School is part of the prestigious City, University of London, and one of the UK’s leading business schools. Previously known as Cass, the School was renamed in September 2021 after it was found that some of Sir John Cass’s wealth was obtained through his links to the slave trade.

Download the case study to discover how City University made use of Social Intelligence to avoid a PR crisis when conducting the renaming project of the business school.

Central topics of the case study:

  • Identifying and correcting misinformation
  • Tracking stakeholder sentiment throughout the change process
  • Reassuring management and stakeholders

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