Social Media Presence and Channels

A successful social media strategy will attract your target audience at every stage of the funnel and
keep them engaged even after their conversion. In the case of Unimy & Beyond we need to think
about building our social media strategy in a few directions: content for brand awareness (users who
have not heard of Unimy & Beyond), content for potential students who may have heard about U&B
and contend towards potential universities that can work with Unimy & Beyond. It is important for us
to have content in all of these areas so that we can engage and please all. The content strategy
should be all about balance of different content types: connection, education, promotion,
conversation, inspiration. We need to be a place where the audience comes back to and wants to
interact with.

Below I will present some useful tips and things that need to be done to have success in the different
social media channels. For now, I will include Facebook, LinkedIn and Instagram. As we discussed in
the beginning you can post the same content in all pages and in time, we can have different content.

I will give you ideas for types of content/rubrics that you can have on your social media channels too.
All of the ideas and points in this strategy can be developed in depth once we decide what we want
to use and what not. Once formats and channels are chosen, I am available for a brainstorming
session to discuss different content ideas and ways to engage with the audience.

Note that building a social media community is a slow and very engaging process.

GOALS

 Increasing awareness of Unimy & Beyond brand profile and authority.

 Generating, nurturing and capturing leads.
 Driving relevant traffic to our website.
 Promoting our clients.

Facebook Tips & Notes

 Facebook: Think social sharing. What will people want to share with their friends? Evoke
emotions with headlines and descriptions.
 Change the profile pic + cover photo
 Have a clear and understandable about us part
 Put a trackable URL for your websites on the different social media channels so that you
can see where your traffic comes from.
 2-3 post weekly to begin with; We can post image with copy and also post stuff from our
partners our useful articles
 After a few months we can have a small budget to boost posts and get to more people but
first it is best to have some content on the channel.
 Engage your followers without forcing them to leave Facebook – upload video’s of the
partners directly onto Facebook.
 Emphasize education throughout your Facebook content - Publishing legitimately useful
advice in a friendly, welcoming way is the way to go if you want to win on Facebook.
It’s all about finding a balance between positioning yourself as an industry player and
entertaining your audience.
 Frequently ask questions and drive discussions among your followers
 Come up with a consistent content calendar and publishing frequency
  Respond to questions and comments (and talk to your followers like humans)

Instagram Tips & Notes

 Instagram: All about the visuals. If your content has a visual component, focus on that. If not,
create one.
 Change profile pic to be better quality
 Have a clear and understandable bio + relevant hashtags
 Link in bio – Use Linktree free version – Here you can customize the link in your IG bio and
put the most important pages for you – I would say you can put links to your different
partners; The perfect bio has a NAME – use your name/business name + niche keyword;
CATEGORY – what is your business about; BIO – your statement; what you do and how you
can help your audience; be specific and straightforward, call to action to your services; LINK –
use it wisely; LOCATION – add a location;
 Interact with partners – follow, like share their posts to our stories
 Use Instagram Stories – use the stickers on IG and post regularly in stories. Use stories to sell
services. Show behind the scenes/process.
 Instagram Highlights – have highlights for the different partners of beyond and think of other
important things that can be featured on highlights; this is a place where the audience can
get fast info about our business, we can introduce main services, testimonials, results from
our work; Design covers for the highlights in accordance to the brand.
 Reels – Use them to increase reach and traffic, short tips and tutorials, entertain the
audience. You can do reels with images directly on Instagram. Things like 5 reasons to study
at Robert Gordon, 5 reasons to study in France, 5 facts about the ESSEC Global MBA;
 Instagram Carousels – use them for high-value content, show expertise
 Instagram Lives – You can do Instagram lives for info-sessions for free for potential students;
This way we will establish credibility/authority, connect with the audience and build trust;
 Instagram Direct Message – You can use this for getting in touch with potential prospects;
networking;
 https://sproutsocial.com/insights/instagram-best-practices/
 Location - Geotagging is most useful if your store or small business has a specific location and
you want to reach a local audience.
LinkedIn Tips & Notes

 LinkedIn: Cater to a professional audience. Shine the spotlight on your content to

demonstrate usefulness.
 Change the profile pic + cover photo
 Complete your company profile - On LinkedIn, your company profile will always be the heart
and soul of your online brand. Make sure you complete 100% of your profile.
 Look at the profiles of your competitors. What can you do to make your business stand out
next to them?
 Re-share content from your partners on LinkedIn
 It’s important to publish posts on your LinkedIn Page regularly. According to LinkedIn,
organizations that post at least monthly generally gain followers 6x faster than those that
don’t.
 InMail – Use LinkedIn InMail to connect with potential students;
 Post PDF multimedia
 Always tag partners on the posts to reach wider audience.
 Be professional - The whole point of LinkedIn is that it’s a professional network. This is where
being able to adapt your brand’s tone is crucial. Flashy GIFs and emojis wouldn’t be
appropriate here for some brands, so this is where it’s important to know your audience.
 Share industry-specific content

Content Ideas

1. Content that presents the partners – this can be a very broad topic. We can have posts for
each partner, for their admissions criteria, their different programs, what it is like to study in
that country/university. Here we can use pictures from the partners.
2. Content about how Unimy & Beyond can help students – what we do, who we are, how we
can help you – our social media channels are new so it is good to present ourselves to the
audience.
3. Content about how Unimy & Beyond can help business schools – this is the same as the
previous suggestion but it is for posts on LinkedIn only and they are more b2b related.
4. Meet the team – The thing about Unimy & Beyond is that you actually contact students and
speak to them. It will be great to present the team to the audience.
5. Client testimonials for Unimy & Beyond – LinkedIn Only;
6. Testimonials from students who have applied through Unimy & Beyond – this type of
content will be used to present students who have converted with the help of Unimy &
Beyond
7. Post about accreditations and awards of the clients – this is again to show how great our
clients our to the audience
8. Tips on how to apply to a given university – in accordance with the clients that we have;
9. Content about the process of application – share what the candidates need to go through
and how we can ease it for them.
10. Post about trendy topics that will be interesting to students.
11. Step-by-step guides
12. Resources lists
13. Inspirational content
14. Testimonials from alumni of the programs that we promote
 15. Details about each program that we offer

Some best practices for sharing content:

 Create a Posting Schedule – prepare a schedule for two-three months in advance

 Best performing headline types include: questions, lists and how-to guides.
 Hashtags should be used carefully and on a new line when possible.
 The link you post will normally be a piece/page itself, to pull the image and increase the click
area. Always use a tracking link where possible.
 LinkedIn’s algorithm rewards posts without corporate links, so occasionally - particularly
from personal accounts - write engaging post copy and put the link in the comments.
 Research hashtags and add them to posts – add different hashtags micro and macro to see
what works best + add a branded hashtag for
 LinkedIn Share guide.
 Use UTM parameters and track posts
 Create catchy titles. Titles are always a good way of attracting attention but more often than
not they are boring and completely miss the mark. Craft a title that people ‘must’ click on.
 Know your audience. Social media fans may be different from your regular website audience.
This is also something that needs to be taken into consideration as it may affect the message
you’re sharing.
 Use the same brand voice. Companies (especially the big ones) have teams of content writers
and social media managers. A message placed on Facebook, LinkedIn or Twitter may change
along the way. The description should be an embodiment of your company through various
platforms.
 Analyze and Plan – Use the Insights on all of the channels to analyses what post and content
performs best so that we can use that more