Perpustakaan Digital ITB

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 currently is trying to implement a social media content strategy, especially on Instagram. SBM ITB wishes to gain the authority as the best international business school in Indonesia on social media by leveraging the discoverability of its content, increasing the engagement with its audience, and becoming a brand representation of SBM ITB on social media. Before the study can go further and create a social media content strategy, it must do some analysis. The analysis is to identify the problem which they are currently facing or will face in the future. The purpose of this study is to create a social media content strategy which can be simply implemented by SBM ITB. The preparation step of social media content strategy is started by doing an analysis for a current state of SBM ITB as the international business school and its social media activities, then followed by findings towards the creation of social media content strategy which using a framework from Content Marketing Institute. The framework was used because it serves a comprehensive informations that needed for a social media content strategy. 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 list of content topics categorized into four category, which are: entertain, educate, inspire, convince. The implementation part of strategy is going to be taken mainly by Marketing Communication team of SBM ITB.