Case Study: Bayes Business School achieves positive stakeholder sentiment and rapid misinformation correction with Talkwalker

How social media engagement helped Bayes navigate a sensitive renaming project

Bayes Business School, part of City, University of London, faced a sensitive rebranding after the discovery of historical links between the former namesake and the slave trade. The school needed to manage international stakeholder sentiment, correct misinformation quickly, and communicate transparently during the renaming process to protect reputation and keep alumni, students, staff and partners informed.

Using Hootsuite to schedule and distribute content and Talkwalker to monitor conversations and net sentiment in real time, Bayes was able to correct false information, target audiences across Twitter, LinkedIn, Facebook and Instagram, and steer constructive dialogue. The approach delivered strong results — net sentiment reached 93.7% after nine months, Twitter proved especially positive, outreach metrics (including 1,100 Instagram views on day one) amplified the message, and regular reporting reassured management, sponsors and stakeholders.

Bayes Business School

Rita Mahli

Postgraduate & Corporate Marketing Manager