International Baccalaureate: developing a strategic approach to social media

In 2016 Pickle Jar Communications was asked to develop a more strategic approach to social media communications for the International Baccalaureate Organization.

They wanted to embed a more long-term and proactive social media presence throughout the organisation, which until then had been reactive and uncoordinated. To address this, our work included:

• auditing and reviewing their social activity

• helping them to define their objectives for social media

• developing their overarching strategy

• supporting with content planning for multiple social media channels

Using this strategy, we helped to plan a social media calendar for core target IBO audiences such as parents, students, and schoolteachers around the world, and leaders in education.

 As part of our future planning for the IBO, we recommended that they conduct further investigation into their audiences’ use of social media. We were then commissioned for this second project, which took the form of persona development for various IBO audiences. We then used these personas to create a social media matrix to indicate the optimum approach the IBO should use with each audience group.