Mount Royal University: Digital Communication Tools Report Analysis

The report evaluates the digital communication strategies employed by Mount Royal University, focusing on the use of social media platforms, website functionalities, and internal communication methods. It highlights the current use of digital communication tools such as email and social media, while also identifying areas for improvement. The report suggests the implementation of a virtual chatbot, an internal instant messaging system, and optimized website content including videos, along with online discussion forums and SEO optimization. The recommendations aim to enhance the university's digital footprint, improve customer experience, and increase engagement with students and external stakeholders. The report emphasizes the importance of focusing on a few key social media platforms and leveraging them effectively to maximize impact.

Topic: Digital communication tools
The Mount Royal University's teachers and students currently use Google for both email IDs and
calendaring purposes as part of digital communications internally. The Mount Royal University
also provides free Wi-Fi for better intranet connectivity and the university makes an effective use
of social media digital communication tools such as facebook, LinkedIn, Twitter and YouTube.
The website of Mount Royal University has direct links to respective social media pages of the
university (fanpagekarma.com/, 2019).
The Mount Royal University has an effective website with good aesthetics. At organizational
level, they make effective use of social media tools and business emails only. However, we can
say that the Mount Royal University is an occasional poster on facebook and less people view
and like the posts, whereas LinkedIn and YouTube pages are very effective as compared to
facebook page. Hence, rather than focusing and leveraging on all social media digital
communication tools, they should focus on 1-2 networking websites only to increase
effectiveness. Emails can be replaced by digital cloud storages and private chat mechanisms as
emails restrict the sharing of heavy files and attachments and also pose a security risk of leakage
of information (mtroyal.ca, 2019).
In order to increase the customer experience, it is recommended that the Mount Royal University
should have a virtual Chatbot on their website to increase the web traffic, answer queries and
increase digital footprint of the university. Secondly, they should have an internal instant
messaging system (something like IBM Sametime) that can be used by teachers and students for
quick chat. Virtual Chat rooms can also help external people ask questions on the go. Moreover,
they should optimize their website with more videos to ensure greater digital footprint. The
university can also open online digital discussion forums and blogs, where other universities
and corporate executives can share their ideas. This would indeed increase the digital footprint.
The university should go for SEO optimization by paid subscriptions to increase the footprint on
internet (n.a, 2018).
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References
mtroyal.ca. (2019). About us. Retrieved April 13, 2019, from https://www.mtroyal.ca/:
https://www.mtroyal.ca/
n.a. (2018). digital communication tool. Retrieved April 12, 2019, from
https://alltopstartups.com: https://alltopstartups.com/2016/03/17/digital-communication-
tools/
fanpagekarma.com/. (2019). Mount Royal University Facebook Insights. Retrieved April 12,
2019, from https://www.fanpagekarma.com:
https://www.fanpagekarma.com/facebook/124439764507/MountRoyal4U
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