The BBZ Olten offers services in the field of basic as well as continuing education. In order to strengthen its brand, it has developed a unified corporate identity and, correspondingly, revised its print media documents. However, since many of its stakeholders are active on social media, the BBZ Olten also identified the necessity of a professional and coherent appearence on various social media channels with the goal to raise awareness and maintain its good image. Moreover, the BBZ Olten aims to boost its net income through the implementation of appropriate social media measures.

It is analysed which social media channels are the most suitable ones for the BBZ Olten to reach its target audience and how these social media channels could be deployed in an effective as well as efficient manner in accodonance with the BBZ Olten’s overall communication strategy. Concerning the chosen approaches and methodologies to arrive at the goal, a social media framework is presented in the paper and compared against the current state of the BBZ Olten’s social media activities. Moreover, best practice examples, a survey with its students as well as interviews with several exponents are evaluated. Based on these techniques, a package of measures is elaborated to the client.

Firstly, the project work encountered Facebook, Instagram, the website and print medias as recommended communication channels for the BBZ Olten whereas currently no need of YouTube, Snapchat and LinkedIn has been appeared. Suggested improvements are mostly centered around the recommendation that the BBZ Olten should ensure a consistent and uniform corporate design on all of its deployed social media channels and that the BBZ Olten should take measures for emphasising more clearly its five sections belongingness to the BBZ Olten. Overall, a clear integration of all the different communication channels in use might be improved by each channel cross-promoting and cross-referencing to the others. Furthermore, the live project detected a lack of goal-oriented publications on its social media channels. Hence, it is suggested to create more content relating to the defined communication goals. When applying the proposed changes, the BBZ Olten is able to further maintain its positive image and raise awareness of its offered services which eventually will positively affect financial revenues.