Communication content management for higher education Alumni

Abstract

This report is based on the three months internship in the School of Economics and Management of Minho University, between 2021 September 13 and 2021 December 13. This document highlights the activities developed along the 3 months in the institution to comply with the duties of an intern. These activities included planning the content published on the alumni platform of the School of Economics and Management of the University of Minho. After collecting related literature and the best practices in the involvement of alumni in social media, I proceeded to create content that met these researched guidelines to be published in the EEG Alumni platform. The activities were developed always taking into account the objectives initially outlined to achieve as an intern, which would be the development of processes and activities related to the planning and implementation of a communication plan for the involvement of alumni, as well as the performance of interconnected tasks. The communication plan emerges as the achievement of the main objective of the internship, including the internal analysis, with a special focus on the digital channels where the institution is present. Alongside with other analysis, a SWOT analysis for the institution's social media is presented, from which some strategies are extracted to implement a more attractive and effective communication with the target audience. The completion of this report made it possible to detect some deficiencies in the positioning of the institution in social media as well as the lack of defined market segments for all the platforms. The focus on content aimed at current students proves to be a strategy that has many theoretical conclusions in the creation of a lasting relationship that eventually transcends to a relationship as an alumni. The internship allowed us to sustain interest in the production of content for social networks for the engagement of alumni as well as all the strategies outlined for that purpose.