Social Media

Community Management

Managing a social media channel not only requires creating engaging content, but it also means engaging with your followers. This guide provides some communication guidelines for social media managers who interact with users daily.

Community Management
  • The basics
  • Understanding user types
  • Understanding tone of voice
  • Get Support

The basics

Engaging fans and followers is an essential part of social media marketing. But engagement goes beyond creating exciting content. You also need to interact with your community – respond to their comments, like their posts, etc. How well you engage your community depends on how well you understand your community. Use this guide to get started. Also, be sure to check out Understanding Your Audience for further tips and tricks.

Understanding user types

No matter what social media network you’re on, you’re going to be interacting with all types of people. We’ve broken them down into eight user personas across two types: constructive and destructive.

Constructive types





Cooperative users are curious about a topic and interested in the solution. They are positive and looking for competent advice.




Boomerangs post and comment over and over again. It appears all they want is attention.





Grateful users are happy to receive feedback and support. They like to praise and be praised.



Grumblers are complainers. Their posts and comments are not constructive, and they don’t respond to solutions. Instead, it appears they simply want to cause trouble.





Objective users are quick and neutral when posting concerns. They want prompt support and competent advice.




Smart alecks allege expert knowledge. They want to demonstrate superiority.




Emotional users write long and emotional posts and comments but in a friendly way. They want empathy, support, and attention.


Self-pity guy

Self-pity guys whine about what they don’t have or can’t afford. They are looking for solidarity and sympathy from others.


–> Constructive users are generally positive and cooperative. Interact with them in a constructive and friendly manner. Spend time and write a few extra words. Don’t be short or copy-paste standard responses. Instead, show DHL’s human side. Show you care.

–> Destructive users cost time and energy. There are often negative and will quickly get on your nerves. Do not engage in their provocations! Instead, stay positive and respond quickly and objectively.


Understanding tone of voice

The way we engage and the words we use impact the user experience. To ensure our communications are consistent, you need to understand our brand language (see the link to Tone of Voice guide below) and follow the basic communication guidelines outlined here. You can also use these guidelines to brief any external agencies with whom you may be working.

Sincere, dynamic, and grounded


Convey the emotional side of our brand identity – our brand personality. We are personal, good-natured, witty, caring, reassuring, and concerned.

To be sincere:

– Be straightforward

– Treat the user the way you would like to be treated

– Address the user as a peer – do not talk down to them

– Use vivid, visual language 


Express the rational aspect of our brand. Be tenacious, cheerful, active, confident. Have a can-do, problem-solving attitude.


To be dynamic:

– Be direct and drive the conversation forward

– Be brief and get to the point. Use short, easy-to-read sentences

– Stay positive and make sure your text flows

– Avoid jargon, ambiguous expressions, and slang



Express the truly global presence of our group. Be genuine, pragmatic, practical, unpretentious, matter-of-fact.


To be grounded:

– Be authentic and credible – build trust

– Be specific – use unambiguous terms

– Avoid abstractions and empty expressions

– Avoid getting technical and using jargon


IMPORTANT: In critical situations, stay positive and aim to diffuse the situation and calm things down. Be sincere and grounded, as described above. Also, avoid using humor to lighten the air as people may feel they are not being taken seriously.


Additional communication tips

  • In difficult situations, you may be direct and to the point but never insulting or arrogant
  • Always respond with kindness and empathy
  • Ask yourself: what is the user’s intention? What do they want to achieve? (Review the user types above for guidance)
  • Acknowledge the user’s problem and reflect their emotions, but be appropriate
  • Avoid unnecessary discussions
  • Take each comment or post seriously – put yourself in their position
  • Always remember that you represent DPDHL Group and that all posts and comments on social media are public and can be used by the media – use proper wordings and guidelines

Get Support

If you need support, please reach out to the global marketing team in your BU or write to Digital Communications Team at Corporate Communications, Sustainability and Brand.