Be active in the area of Social Media
We would like to ensure a communication in the sense of the brand ImuPro, so we give you some guidelines on how a social media communication should look under the brand ImuPro. More information can be found in the General Social Media Guidelines and in the Social Media Crisis Management file.
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Before you start read the Social Media Guidelines and the Crisis Management file. Afterwards you can create an account in the respective social media channel.
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Every designed country version of the ImuPro social media site e.g. in Facebook, YouTube needs the approval of the International ImuPro Team.
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Use a social media monitoring tool (such as Netvibes or Hootsuite) to keep up-to-date on your posts and comments within the different social media channels.
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Netvibes is a free, online guided dashboard – an online start screen with relevant content at a glance. Here you can integrate Facebook, Twitter, News, videos as a widget. Thus, you get a categorized view of all sources and keep an overview! (A. Grabs et al.; p. 138)
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Hootsuite was originally developed as a pure Twitter tool, so you could manage multiple Twitter accounts. But today it offers numerous interesting functions and access to many different platforms. The basic version is free and should actually be sufficient. Just register on the web at http://hootsuite.com, sign up for your Twitter account & co. and keep the overview (A. Grabs et al.; p. 139,140).
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Get to know your target group and define goals you want to achieve. We recommend the goals increasing the brand awareness and gaining and retaining new customers. The measurability of your goals is also important. How can we measure the aim of branding? For this, clicks, likes and comments are available. But what is a click, a like and a comment worth? According to a study a comment is four times more value than a like. Because a commentary contributes much more clicks than a like. In this study it was investigated how comments, likes and impressions affect the clicks of a post. Per like a post was clicked 3.1 times, per comment a post was clicked 14.7 times. 1.000 Impressions lead to an average of 4 clicks. The clicks on like is often overestimated, the interaction with your customers is more important (A. Grabs et al.; p. 79).
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Notice that fans are important! A study showed that the most important factors for recommending a Facebook page are the following:
- Constantly updated content and news (81%)
- A lively community (66%) and
- The personal address (66%)
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Main reasons that the site was no longer liked are “a lot of the postings is advertising” and “ignorance in matters of concern and questions” (A. Grabs et al.; p. 286). Therefore, it is important that your ImuPro Facebook presentation is not an advertising campaign and that you answer the questions quickly. If you are not sure how to answer use the partner login area and if you cannot find an answer there, do not hesitate to contact the International ImuPro Team.
Please always be aware that you are one of the most important communicators of our brand ImuPro. Your appearance determines our image.
References:
Grabs, A., Bannour, K., Vogl, E. (2014). Follow me! – Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co. Bonn: Rheinwerk Verlag.