Setup

Planning Activities

Social media marketing requires dedicated resources, ongoing content planning, and continuous community management and monitoring. Use this guide to make sure you have a competent team and a solid plan in place before you open a new social media account and begin posting content.

Planning Activities
  • The basics
  • Aligning your plans with stakeholders
  • Building a team and committing resources
  • Considering data privacy and legal issues
  • Measuring success
  • Creating a content calendar and planning content
  • Get Support

The basics

Don’t underestimate the resources you will need to achieve your social media goals. Setting up a Twitter account or a Facebook page, for example, requires a long-term commitment. Inactive or deleted accounts risk damaging our company’s image. At this point, you may have set your goals, identified your target audience, and selected the proper channels. Now you need to make sure you plan your activities sufficiently. Review the checklist below and find more details in the remainder of this guide.

Activity planning checklist

 

  • Align your plans with the global marketing team in your BU and the Digital Communications Team at Corporate Communications, Sustainability and Brand.
  • Assemble a dedicated team of skilled communicators, preferably with social media experience. 
  • Define topics based on your communications strategy.
  • Develop a content calendar.
  • Think about community management and interacting with users.
  • Collaborate with your customer service team to define customer service procedures, issue management, and properly respond to inquiries and complaints on social media.
  • Consider legal and data privacy issues.

 

Aligning your plans with stakeholders

Once you have selected your social media network(s), it’s important to align your plans with other DPDHL Group social media activities at the regional, BU, and group levels. This helps ensure we communicate with a consistent voice and that our brand is professional and consistent across all touchpoints. 

Plan alignment checklist (see related guides below for more details):

  • Double-check that your plans are in line with our overall social media strategy.
  • Double-check if there is an existing account on the social network you have chosen.
  • Be sure that your social media accounts are properly named.
  • Contact and collaborate with the global marketing team in your BU and our global social media team (Digital Communications Team at Corporate Communications, Sustainability and Brand).
    • Share final concept, designs, and account information for a feasibility check.
  • Contact and collaborate with the responsible customer service tea

Once you launch your account, continue to liaise with the BU and group teams to ensure proper account and community management, content marketing, and customer service.

Building a team and committing resources

Without the right resources, your plans are doomed from the start. Assemble a dedicated team of skilled communicators, preferably with social media experience. Define roles, responsibilities, and expectations. Ideally, your team will also include someone with analytical skills who understands social media KPIs and monitoring tools.

Team building checklist (see related guides below for more details):

  • Review the Community Management guide and make sure you have all aspects covered.
  • Make sure your team has reviewed all the social media guides here on the Brand Hub.
  • Make sure your team is available to cover regular business hours (at the very least). Ideally, your team can cover non-business hours and weekends (target response time: 2 hours if possible).
  • Provide multiple team members with access and editing rights to each account in case responsibilities change.
  • Remember to collaborate closely with the responsible customer service team. You will have to manage user complaints and inquiries professionally on your social media!

Considering data privacy and legal issues

Social media is not above the law. That means you have to consider legal frameworks, such as copyrights, legal notice requirements, liability, and rules for promotional contests. You must fully understand the data privacy and legal issues before starting an official DHL social media account. It’s also essential to practice proper password security. Find more details and contact information for support in the data privacy and legal guide.

Measuring success

The ability to measure success is a vital part of any marketing strategy or campaign. You should understand social media KPIs and what tools you can use to monitor and analyze them. Tracking and recording your activities over time will help you identify what works and what doesn’t, as well as assess your progress. Be sure to retest your activities routinely and plan future content accordingly.

Creating a content calendar and planning content

A content (or editorial) calendar will help you plan and organize your content, maintain an overview of your activities, and simplify coordination within your team. Calendars can be set up as simple spreadsheets or using sophisticated content publishing tools. Find more information in the Understanding Social Media Tools guide.

What should I put in my content calendar?

Use the following list to get started and customize it according to your needs:

  • Publishing date and time
  • Social media channel(s)
  • Topic category (e.g., Products & Services, Sustainability, Entertainment, Employer Branding, etc.)
  • Post content (the exact wording of your post)
  • Content author
  • Content owner
  • Other (keywords, hashtags, other tagged accounts, character count, ...)

IMPORTANT: While it’s ok to post the same topic across multiple social media channels, be sure to adapt the content to each individual channel See, for example, how we posted the topic above across FacebookInstagram, and Twitter.

How often should I post?

The simple answer is: it depends. That’s because the ideal post frequency may vary depending on your location, resources, the popularity of your channel, and more. To find the frequency that results in the highest engagement, you’ll need to test what works best. Post content at different times of day and monitor the response. Study your competitors. Learn more about your audience. Use analytics and other tools for support. For example, try the “When Your Fans Are Online” feature on Facebook.

IMPORTANT: User behavior is constantly changing, so the best thing to do is “listen” to your audience and keep an eye on how your posts perform.

Here’s an updated guide on frequency

NOTE: Please use this information as a basic guide to get you started. How often you post may vary depending on your location, your resources, the popularity of your channel, and more.

Get Support

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