"An increasing number of people visit social networking sites each day for information," said Faith Frank, president of AXA Foundation, the arm of AXA Equitable that 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."

Facebook users on the new AXA Achievement Facebook Page will find details on the annual college scholarship program, and links to helpful information posted on www.axa-equitable.com and other websites.

Building Out AXA Equitable's Social Media Capabilities

AXA Equitable's social media campaign began in 2010 with the launch of The Source @ AXA Equitable, a multimedia news room that complements the company's traditional press room. The Source expands AXA Equitable's reach to bloggers and traditional media alike. The site now serves as home to the company's growing library of videos that explore the financial planning attitudes and behaviors of people from around the globe.

The company's social media presence includes a corporate presence on Facebook, Twitter and YouTube, as well as a Twitter account for AXA Equitable's 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."