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Instagram

Basic Principles

The reason for our presences on Instagram is to increase our media range. The main goals are to attract interested parents and to inform current parents about student life at the SIS schools in the respective country and accross borders while international events take place. Staff members, students and current parents are multipliers.

 

The country Instagram profiles are directly connected to the respective country Facebook profiles allowing for the desired synchronization of content across both platforms.

 

These are the Instagram profiles: 

Content-wise, we publish information that focuses on positive stories, events and achievements that have taken place at schools. It is not allowed to communicate any organisational issues regarding school locations or lessons via Instagram.

 

For promotion of the Instagram 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.

 

1 When SIS Swiss International School Brazil took over Escola Nova in 2022, the school community had already built up an Instagram-community of more than 6.000 followers. In order to keep this vivid community, it was decided to keep the schools Instagram profile.

 

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  
arrange connection of Facebook and Instagram profiles X X
management of Instagram pages   X
react in case of negative content on a countries' page   X

 

Periodicity

 

In the realm of social media, where the half-life of news is short and the cultivated community seeks a regular influx of stories, speed becomes a paramount requirement. While upholding quality, the maximization of new content serves as an advantageous approach.

 

As a guideline, it is recommended to publish a minimum of four posts per month to cater to the community's expectations.

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

  • One language per new content.
  • Both the country language and English should be given equal weight accross all contents.
  • 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.
    • For professionally shot and cut videos, 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. As the Facebook and Instagram profiles are connected, we use the same content for both platforms.

 

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