AXA Equitable has launched yet another Facebook page to draw attention to its AXA Achievement college scholarship foundation that awards $1.3 million in scholarships each year. Since its inception in 2003, the program has awarded $18.5 million to 3,900 students around the country.

“An increasing number of people visit social networking sites each day for information,” said Faith Frank, president of AXA Foundation, which manages AXA Achievement. “By establishing a presence through the powerful forum of Facebook, we hope to build a community focused on providing access to the resources and advice that help make college possible.”

AXA began its social media presence in 2010 with a multimedia micro site complement its traditional press room, The Source @ AXA Equitable. The firm then opened a corporate presence on Facebook, Twitter and YouTube and then a second Twitter account for the AXA Equitable “800lb Gorilla.”

“Our social media focus is on educating people on a range of personal finance topics and getting them comfortable with talking about the related challenges and opportunities,” said Chris Winans, senior vice president of external affairs for AXA Equitable. “The launch of the AXA Achievement Facebook page fits perfectly into this focus. We are providing information to help people take on one of life’s most daunting yet exciting tasks—planning and paying for college.”

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