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Facebook

Basic Principles

The main reason of our presences on Facebook is to increase our media range and thus attract interested parents. Staff members, students and current parents are multipliers of our Facebook activities.

 

There are several SIS Facebook pages. One for each country to be able to take into account the local factor of the news and one for the SIS Group.

 

There are the following pages: 

Content-wise, we publish information that focuses on positive stories, events and achievements that have taken place at schools. It makes sense to publish public events, such as open houses, on this network to attract more people. It is not allowed to communicate any organisational issues regarding school locations or lessons via Facebook.

 

For promotion of the Facebook pages, please use the links that are displayed above. Do not only mention "SIS Swiss International School" as the user might not be lead to the specific page of the country.

 

Main Audience

The main targeted audience, across countries and school locations, includes:

  • interested parents
  • current parents (as multipliers)

Intended Impression

“SIS schools are vivid organisms that focus on the students and their successful learning experience.”

Responsibilities

  Group Country
assign administrator rights X  
management of Facebook Group page X  
management of Facebook country pages   X
react in case of negative content on the group page X  
react in case of negative content on a countries' page   X

 

Periodicity

Each country posts at least two news per month.

 

The group page posts at least one news per month.

Collaboration with an Agency

It is up to the countries to decide weather they wish to cooperate with an agency. 

 

If an agency is involved, the country communications manager must familiarise the agency with our corporate design, specifically the specifications regarding the SIS Logo, the design and language guidelines. 

Design

Language

  • The language of the user interface of Facebook depends on the user profile.
  • One language per news.
  • Both the country language and English should be given equal weight accross all posts.
  • Tone and Voice: The tone and voice of the written content should be: informative / objective (rational), inspirational / encouraging / optimistic / joyful / compassionate (emotion), dignified / thoughtful / diplomatic / open minded (tolerance).
  • Texts follow our guidelines in the Style Sheets.

Visual Elements

  • Photos:
    • To ensure visually appealing and attention-grabbing content, it is crucial that the photos maintain a high quality and visually appealing aesthetic. Given the significance of visual representation and the need to captivate users swiftly, incorporating text onto photos is a common practice. It is important to adhere to the corporate design guidelines regarding fonts and colours to maintain consistency and brand identity.
    • The SIS Logo can be placed at the bottom left of a photo. The country communication manager can use Canva to maintain a design standard. We have created and stored templates. 
    • Privacy and security are of utmost importance, especially when it comes to content involving children. While visually appealing photos with smiling faces looking directly at the camera may be enticing, it is crucial to prioritise the identity protection and privacy of our students. As a general guideline, we do not show children's faces on social media unless explicit consent has been obtained from their parents or legal guardians. Publishing a photo along with a student's full name should be avoided.
  • Videos
    • Videos have to leave a professional impression and must follow privacy and security guidelines mentioned above.
    • The SIS logo should appear at the beginning and/or at the end of the video and include the URL of the national website at least once.
    • Any text has to follow existing CD-standards regarding fonts, colours and Style Sheets.

Content

Posts / Stories

We encourage reutilisation of existing content from our websites and/or newsletters.

 

The content of a post should focus on the students' achievements and learning experiences at SIS, highlighting and underpinning the eight aspects of our educational concept. 

 

Each post comprises the following three to four elements:

  • text: the guidelines above apply.
  • visual element: picture, video or grafic element. The guidelines above apply.
  • links:
    • preferred: to the SIS website
    • optional: to external websites that offer added value to the user
  • hashtags (up to five hashtags are possible in Facebook)

Event

We can publish events to attract more people to our open days and information sessions.

 

It is possible to promote public events via Facebook and reach a pre-defined target group.

 

It is up to the country to decide whether to make use of the fee required option to promote posts and events for a specific target group.