My company have been lucky enough to run a Facebook campaign for Internationella Engelska Gymnasiet this academic year. As I’ve written before it’s really been a key part of helping them achieve their goals.
It’s also been a great lesson for me.
The brief was to build a community through social media (Yes, we ran a blog, a Twitter account AND a Formspring.me account too) and get students from the company’s junior high schools to opt to study at their senior high school.
Schools in Sweden are funded by the income generated by each student. Effectively, the local authorities give schools a certain amount of money per student to cover their running costs. It is not possible to charge fees in Sweden.
The blog helped improve the school increase web traffic, generate more traffic from Google search and performed very well for the keywords we targeted. But it was Facebook that did the most to build community.
Talking to the management team at Internationella Engelska Gymnasiet they were surprised Facebook was such a success. Especially as the school didn’t even allow access to the site on campus, initially continuing to block sites that they perceived as time-wasters at the start of term. [Read more...]