This is the current text of our Social Media Strategy:
IBA Social Media Strategy
Listen, Engage, Interact and Inform
Listen, Engage, Interact and Inform
1.
IBA is a premier business school in the country
that has been producing top quality graduates since 1955. IBA is perhaps the
single most influential institute that has contributed to the economic
development of Pakistan. IBA enjoys a reputation of being innovative and ahead
of the game. More recently IBA has set new strategic directions for itself, and
is now progressing rapidly along the dimensions of program, faculty and
infrastructure development.
2.
IBA has also proven to have keen foresight with
regards to technology and information systems. It regularly offered courses in
Electronic Data Processing as early as mid sixties and established a full
fledged Center of Computer Studies in early eighties. IBA started offering MBA
with specialization in Management Information Systems as early as 1988.
3.
IBA adopted Social Media by developing its own
social hub, and established presence of social platforms such as Twitter,
LinkedIn, YouTube and Facebook in 2009. IBA has now crossed the learning curve
in this area, and therefore needs a Social Media Strategy to formalize existing
practices and provide guidelines for the future.
4.
This document presents IBA’s Social Media Strategy
which is based on four key design principles. These principles will enable IBA
to Listen, Engage, Interact and Inform prospective students and other
stakeholders such as faculty, staff, current students, alumni and society at
large.
5.
The rest of the document explains the goals, target
audience, content, roles, responsibilities, measurement and assessment for
IBA’s Social Media Strategy.
Goals:
IBA’s Social Media Strategy is intended to increase IBA’s
visibility on social platforms and thereby attracting more talented students
and faculty. Secondary goals include improving internal communications, and use
of social media in the classroom for delivering quality education.
Target Audience:
The primary target audience is the young technology native
prospective students. Other intended users of IBA’s social media are current
students, faculty, staff, alumni, industry and society at large.
Content:
Content is perhaps the single most important driver for the
success of social medial. IBA needs to produce a constant stream of high
quality content for its social channels. The opportunities for producing
content already exist at IBA. There are twenty seven student societies that
conduct events and activities on a regular basis both at local and national
levels. Other important events include the Director’s speeches, Guest Speaker
visits, Convocations, Conferences, Reunions, etc.
IBA’s Social Media Strategy recommends video recording all
important public events and activities, especially the Director’s speeches at
Orientation sessions, Societies’ Mega Events, Distinguished Guest visits and
other such events.
Channels:
IBA would focus on Facebook, LinkedIn, YouTube and Twitter
for information dissemination as well as both internal and external
interactions.
Roles and Responsibilities:
The responsibility of producing content for social media
will be distributed among the 21 service units, with lead being taken by the
Program Offices, and the Communications Department.
Each Program Director will spend an hour or two live on
FaceBook each month answering queries in real time.
Each Society Manager will spend an hour or two live on
FaceBook each month talking about her Society and life at IBA in general.
Each Departmental head will also be available online at
specific times.
The Dean and Director will also maintain some presence on
Social Media.
Update Frequency:
FaceBook Page: Twice
Daily or more (as required)
Twitter: Six
times Daily plus as and when required
YouTube: Weekly
plus as and when required
LinkedIn: Monthly
plus as and when required
Social Media for Education:
Besides outreach purposes, social media can also be used as
a powerful learning and education management tool. IBA FCS has already been
using Wiki technology as a Learning / Collaboration platform since 2009. Other
tools such as Google Docs is also regularly used. This experience can be used
as a springboard to launch Social Media for learning initiative.
IBS Social Media Strategy emphasizes use of Wiki technology
by Faculty to engage online with the class and bring in student centered
learning paradigm. Wiki and other social technologies help students take
ownership and charge of their own learning and this results in improvement in
learning outcomes.
Measurement and Assessment:
Various Social Media metrics such as number of comments,
reviews, queries, clicks, clikthroughs, facebook visits, YouTube views,
ReTweets, Twitter Followers, FaceBook Likes, Talking About, as well as
traditional measures will be used to assess the success of IBA’s Social Media
Strategy.
