IIM Calcutta

Revamping IIM Calcutta’s Social Media Communication

Clients’ Challenge

There were three challenges that IIMC had with respect to Social media management:

1. No single stakeholder: content had too many stakeholders which lead to delays and loss in translation

2. Lack of a brand language: Too many creatives that all looked different lead to low content quality and thereby engagement

3. Cross-posting: All content was pushed everywhere with no consideration to the audience on each platform

Our Intervention

1. Brought in all the stakeholders: We introduced all departments and students to a new posting roster enabling a smoother review process

2. Built a stakeholder-led approach: We identified key audiences for each platform to create a diverse strategy with content buckets that were tailored to the audience we were communicating with. 

3. Templatized Creatives: Built creative templates for content buckets with high volumes of posts

The Process

Monthly and annual performance reports to measure the growth analytics in reach/impressions, engagement, and followers

• Creation of a series of content lead campaigns 

• Streamlined  how we communicate on social media using the stakeholder-led approach

• Promoted courses organically as well as  via ads on Facebook and LinkedIn

The Results

Within one year of our intervention, we achieved remarkable growth. Here are the highlights -

1. Facebook became the largest driver of organic traffic. 

2. 132% growth in organic reach, yielding 1.4 Million in numbers

3. With 77.7K organic engagement, the increase was recorded at 43%

4. Also, 2% followers increased organically with a whooping 158% rise in the organic engagement rate.

5. A whooping 158% increase in organic engagement rate (0.12% to 0.31%)

Content Snapshot