Setup

Channels

Knowing when and how to use a particular social media channel is essential if you want to reach the right audience. This guide gives you some advice for selecting the proper channels. It also profiles the top global social media networks and provides initial guidance for planning your activities and starting an official DHL account.

Channels
  • The basics
  • Determining your needs and getting approval
  • Choosing the Right Channel
  • Planning your activities and aligning with stakeholders
  • Setting up a new account
  • Get Support

The basics

It may sound obvious, but to reach a specific target audience on social media, you have to engage them on the channels they use. Although many people are active on many different social media platforms, it’s essential to understand each channel and what it’s good for. 

This guide looks at seven major social media networks, but there are literally hundreds of channels around the world. Be sure to study the social media landscape in your country or region to find out if there are local networks you could be using to boost your social media communications and marketing.

Determining your needs and getting approval

With worldwide operations, it’s no surprise that DPDHL Group has a social media footprint that spans the globe. However, it’s important to avoid confusing our customers with an overwhelming number of social media accounts. Before you set up a new DHL account, check whether one already exists that might meet your needs. Contact the global marketing team in your BU or the Digital Communications Team at Corporate Communications, Sustainability and Brand for approval. Use the checklist below as a guide:

Determining your needs

 

  • Review the existing DHL channels and determine if there are any redundancies. Are existing DHL channels communicating your message and reaching your target audience(s)?
  • If yes, ask yourself whether you could accomplish your goals by contributing content to one or more existing channels.
  • Look at existing DHL channels and determine if there is an inactive account that could be reactivated or needs to be removed (see the Housekeeping guide for more details).
  • Get approval: Contact the global marketing team in your BU or the Digital Communications Team at Corporate Communications, Sustainability and Brand for approval if you wish to set up a new account (find contact information at the end of this guide).

 

Choosing the Right Channel

Now that you’ve completed the checklist above and determined that you need to start a new social media channel, it’s time to match your needs to the network. In this section, you’ll find an overview of the top social media networks along with a quick summary of each one. Review the channel-by-channel checklist to help ensure your plan will be successful. 

If you haven’t already, please review the other Social Media Setup guides to help you get started, set goals, identify your target audience, and more.

Quick guide to top social media networks

Facebook – endless engagement opportunities

Summary
Facebook is the most popular social network worldwide, with over 2.7 billion active monthly users (January 2021). As the largest B2C channel, It offers a wide variety of engagement opportunities, including highly targeted ads.

Age demographic
Used by all ages, spread fairly evenly across most age groups. The youth audience is shrinking. Seniors (>55) are the smallest but fastest-growing group. 

Opportunities
Raise brand awareness, build a community, provide customer service, or promote online selling.

Instagram – transforming banal into beauty

Summary
Instagram has over 1.2 billion active monthly users (January 2021). It is a very visual platform with high user engagement but demands high quality. Users generally reserve it for their best photos and videos. 

Age demographic
Instagram is most popular with teens and young millennials, with 41% of users under 25 years old. 

Opportunities
Engage teens and young adults with aesthetic visual content and leverage influencers to boost awareness and conversions.

Twitter – spread your message fast

Summary
Twitter has 353 million active monthly users (January 2021). It is used for rapid communication (microblogging) and is very popular for following news and live events.

Age demographic
Millennials came of age with Twitter and are the most active. More than 80% of global users are under 50 years old. 

Opportunities
Share news, expert content, provide effective customer care solutions, or drive engagement with events.

LinkedIn – your B2B professional network

Summary
With an estimated 645 million users in over 200 countries, LinkedIn has become one of the largest platforms for job seekers, employers, and recruiters worldwide. Individuals use it to find jobs and connect with their areas of expertise. Companies use it to share job opportunities, company news, professional content, and showcase their culture. LinkedIn is also being used increasingly for B2C social media marketing. 

Age demographic
60% of LinkedIn users are between the age of 25-34, 19% between 18-24, and 17% between 35-54.

Opportunities
Share company news, professional content, job postings, employee experiences and achievements, company culture. Target working professionals with thoughtful B2C marketing campaigns.

YouTube – educate and entertain

Summary
As of 2020, there were an estimated 2.1 billion users worldwide on YouTube. The world’s largest video platform features a wide variety of corporate and user-generated content that ranges from music and gaming to DIYs and educational videos. More than 500 hours of video are uploaded to the platform every minute. It is a leading online destination for millions of users worldwide – and the second-largest search engine after Google.

Age demographic
21.2% of YouTube’s global audience is between 25 and 34, and 17% is between 35 and 44. Outside of China, 77% of Gen Z, 75% of Millennials, 61% of Gen X, and 44% of Baby Boomers visit YouTube daily.

Opportunities
Engage users with a variety of video content by thinking of YouTube as a social media network and not just an online video platform. Share product and solution promotions, how-to videos and tutorials, video blogs, short original videos, and more.

TikTok – a global viral phenomenon

Summary
TikTok has 689 million active monthly users (January 2021). It’s a video-sharing app that allows users to create, edit, and share short-form video clips. TikTok is considered the social media network with the greatest chance of “going viral” – and it’s one of the fastest-growing channels in the world.

Age demographic
Most users are teenagers and young adults, ages 16-24, but this is changing fast. For example, in the United States, 52% of users are now over 30.

Opportunities
TikTok videos are easy to make, which means you don’t need a huge creative team to generate content people will watch. Increase brand awareness with a younger audience and humanize the brand with authentic, light-hearted content.

WeChat – not just a messaging app

Summary
WeChat is China’s largest social media network with over 1.2 billion active monthly users (January 2021). Described as the “app for everything”, WeChat is a multi-purpose messaging, social media, and mobile payment app. With “mini-programs” (apps within the app) like booking a flight or hailing a ride, WeChat has become a one-stop shop for many users. More than 26% of mobile users in China spend over 30 minutes on WeChat per day.

Age demographic
WeChat users are spread fairly evenly across different age groups. Nearly 40% of WeChat users in China are between 25-35. The largest group (33%) is below 24. About 19% are over 41.

Opportunities
WeChat is a powerful social media player in China that harbors a lot of opportunities for brand growth, community interaction, and business development. WeChat is also expanding its reach beyond China to other major markets such as India, South East Asia, and Latin America.

Sina Weibo – much more than a microblog

Summary

Sina Weibo (commonly known as Weibo) is China’s second-largest social media network, with over 550 million active monthly users (January 2021). Weibo literally translates to “microblog” and it started out as a microblogging social network. It is often compared to Twitter, but today’s Weibo has lots of new features, such as long posts and articles, live streaming, stories, and e-commerce integration.

Age demographic

About 80% of Weibo users are 20-35 years old. The largest age group is 23-30 (38%).

Opportunities

With the network evolving way beyond microblogging, Weibo provides many engaging interfaces and offers a great way to increase brand awareness in China, especially B2C.

Channel-by-channel checklists

Below you’ll find checklists for Facebook, Twitter, and LinkedIn to help you determine whether each social media platform is right for you.

Facebook

 

Twitter

 

LinkedIn

Planning your activities and aligning with stakeholders

Now that you’ve determined your needs and reviewed which channels are right for you, it’s time to start planning your activities and aligning your plans with our overall social media strategy and other DPDHL Group social media activities. Please follow the guidelines in the Planning Your Social Media Activities guide.

Setting up a new account

Before you set up a new official DPDHL Group social media account, please review the Naming and Designing New Channels guide, where you’ll find guidelines for naming your channel, designing profile images, and more. 

IMPORTANT: Please note that you will need approval from your BU before you can set up a new DHL account. Contact the global marketing team in your BU or the Digital Communications Team at Corporate Communications, Sustainability and Brand for support.

Get Support

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