Social Media Content Strategy of SBM ITB

Abstract

Abstract. In a world where social media becomes the main form of communication for people, international business school was presented with the opportunity to earn prospective student’s trust by showcasing their expertise through social media content. As one of them, SBM ITB is also trying to post a content on social media, mainly on Instagram, but currently SBM ITB has no strategy as a guideline in doing the content activities on social media which resulted in low level of performance of its social media. The purpose of this research is to establish a social media content marketing strategy for SBM ITB which can be simply implemented as a guideline for doing an activities on social media, especially Instagram, in order to improve the performance of social media content of SBM ITB in three parts, such as: discoverability, engagement and representation. For that, a situational analysis was conducted first to make sure the strategy being measurable. Findings show that the main channel in distributing a content is going to be Instagram as it is the platform where most of SBM ITB’s target audience gathered. The story which going to be delivered on social media categorized into four categories, which are: entertain, educate, inspire, convince. The implementation part of strategy is going to be led by Marketing Communication Manager of SBM ITB while the success of strategy is going to be measured through Instagram analytic tools. The social media content marketing strategy of SBM ITB being made using a framework from Content Marketing Institute which resulted in a defined guideline for SBM ITB in creating a content and doing activities on social media.

Keywords: Content Marketing Strategy, Instagram, SBM ITB, Social Media.