IESEG: School of Management France
Throughout this project, our goal was to design the content management plan for the Facebook page of MSU student exchange program with IESEG School of Management in Paris, France. For this, four competitors were analysed; Washington Business Week (WBW), ESSEC Luxury Brand Management (ESSEC), IES Abroad Paris BIA (IES) and ISA Study Abroad-Lille (ISA). These were selected for their content and location that were like our brand.
In order to increase the activity and engagement of our Facebook page, a review was made of the content of the competitors’ Facebook pages and it was found that an informational approach was dominantly used across all pages and allowing to affirm that our post should be focused in this type of content. Likewise, it was found that the most commonly message richness type were Image post, Image + URLs and Videos + URLs, because they allow the audience to engage in a better way.
Our strategy consists mainly of post about 1-2 posts per week and start increasing the amount as we approached the peaks periods (application deadline dates, the start of IESEG Exchange, and during the program), in these periods of time we heavily used brand awareness strategies in order to keep our participants informed and to be at their disposal to resolve any doubts. While in off-peak periods, we want to produce more personal posts to create a sense of personality and community towards our customers. In general, all our messages include text and photos, which allows our clients to view our content and information faster and clearer, which allows for better engagement.
It is intended to keep track of our Facebook page and its engagement by analysing the number of likes each post receive, the number of comments and shares, and the amount of people that would be reached.
In order to increase the activity and engagement of our Facebook page, a review was made of the content of the competitors’ Facebook pages and it was found that an informational approach was dominantly used across all pages and allowing to affirm that our post should be focused in this type of content. Likewise, it was found that the most commonly message richness type were Image post, Image + URLs and Videos + URLs, because they allow the audience to engage in a better way.
Our strategy consists mainly of post about 1-2 posts per week and start increasing the amount as we approached the peaks periods (application deadline dates, the start of IESEG Exchange, and during the program), in these periods of time we heavily used brand awareness strategies in order to keep our participants informed and to be at their disposal to resolve any doubts. While in off-peak periods, we want to produce more personal posts to create a sense of personality and community towards our customers. In general, all our messages include text and photos, which allows our clients to view our content and information faster and clearer, which allows for better engagement.
It is intended to keep track of our Facebook page and its engagement by analysing the number of likes each post receive, the number of comments and shares, and the amount of people that would be reached.
IESEG, Report, 2017, Michigan State University