BLC – Bristol Language Centre

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The concept of Social Media Management is to increase the visibility of a brand on social networks, to make people talk about it, and to create a loyal community. This involves building a communication strategy and corporate content, creating and distributing it, and finally, attract users via this content.

Bristol Language Centre is a language school established in 2004, based in Bristol, which welcomes more than 100 students from all over the world every year to learn English. The school offers a personalized follow-up adapted to each student, online courses, and the possibility to be hosted by a host family or in a student residence.

We will take here as an example what we have put in place for the Instagram platform. We established our strategy in early February 2020.

 

Key achievements: between January and our intervention in February

  • Followers: +26
  • Engagement rate: +9.22%.
  • Account Impressions: +9,004
  • Reach on the account: +4.381
Bristol Language Centre (BLC) was experiencing several problems managing one of their social communication networks, Instagram :
  • The school lacked visibility in relation to its competitors.
  • Postings were not regular.
  • Descriptions of publications were low-impact and non-action-oriented, limiting interaction with the audience.
  • There was no engagement with the community. Social networks are an integral part of the virtual world: it is important to keep the human side, to exchange, to dialogue, to share with one’s community. This creates links, meetings, and thus increases the visibility and traffic of an account.
  • The hashtags under the publications were not adapted to their content and lacked real targeting.
We also had to analyze who we should talk to, what the BLC audience was, in order to adapt our discourse in future publications.

1. The challenge

Understanding the needs.

2. The goals

Setting concrete objectives.

Our main objective is to increase the visibility of the school. For the management of BLC’s Instagram account, we will have to :
  • Create a harmonious feed in the posted photos, with a common thread…
  • Create relevant content, highlighting the school. A variety of publications, focusing on the school’s strengths (activities, facilities made available…)
  • Targeting the BLC audience
  • List several hashtags according to the content, to boost publications
  • Engaging with the BLC community, but also with the outside community
After analyzing the various points for improvement, we have implemented the following strategy:
  • Program publications every day for the entire month…
  • Analysis of the most appropriate time to post, in order to reach the maximum number of people with the new content.
  • Write descriptions using the information on the site, highlighting the school’s assets, the activities carried out, student testimonials, etc. In addition, a call to action should be added at the end of each post to create the interaction that was previously missing.
  • Engagement on the daily account, to create the links between the brand and the public (internal and external audience).
  • Creation of lists of hashtags to boost the visibility of publications. A different list for each type of content added to the Instagram account.
  • Analysis of the impact of the publications that have been the most successful, with the list of hashtags, the chosen photo, the description…

3. The process

Following the methodology.

4. The solutions

What we did for them.

The established strategy and solutions for the management of BLC’s Instagram account are as follows:
  • A regular post rate, to maintain the attractiveness of the account and its presence on Instagram.
  • Daily commitment to grow the community, visibility, and links around it.
  • Content adapted to each publication (selected photo, description and hashtag list).

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