Setup

Housekeeping

Routine housekeeping is an essential part of any social media strategy. In this guide, you’ll find guidelines for dealing with inactive social media accounts, how to report fraudulent accounts, and how to keep your accounts safe and accessible.

Housekeeping
  • The basics
  • Inactive accounts: What should I do?
  • Fake Accounts and Fraud: What should I do?
  • How to keep your accounts secure
  • Get Support

The basics

With so many different social media networks out there – and more emerging every year – it’s important to routinely check them for inactive or fraudulent accounts. We recommend searching all networks in your country, region, or Business Unit (BU) every quarter to identify dormant accounts early and quickly deal with improper use of the DHL brand.

Inactive or fraudulent social media accounts are bad for our brand. Abandoned accounts can confuse customers, who might question our professionalism or whether our business is still in operation. Users posing as DHL (e.g., impersonating a DHL employee) on social media can damage our company’s reputation. Be sure to make these housekeeping tasks part of your routine social media monitoring process so that we can prevent these accounts from lingering online.

IMPORTANT: If you manage social media at the BU or regional level, make sure your country teams regularly check the social media networks in their countries. As native speakers, they are in the best position to distinguish between official and fake accounts.

Inactive accounts: What should I do?

Here’s how to identify an inactive account and decide what to do with it.

What is an inactive account?

An inactive social media account is no longer properly managed. Check the following to determine whether an account is inactive or not:

  • How long has it been since the last post or status update? 
  • Is the account engaging with followers? Do you see timely responses to comments or questions in line with our community management guidelines?

ACTION REQUIRED: If the last post is over one month old and the account is not engaging followers, you need to take action. See below for more guidelines.

Assess the account’s objective

There are many reasons why people start social media accounts. Try to determine why the account was set up in the first place. This will help you decide what to do with it. Ask the following questions: 

  • Was the account set up to secure brand user names or social media handles to prevent squatters from claiming it?
  • Was the account set up for a specific campaign or event?

ACTION REQUIRED: If you answered no to either question above, consider closing the account or review the options below.

I want to close an inactive account: Who should I contact

Whoever set up the account (individual or department) is responsible for closing it. If an individual created the account and that person has left the company, it’s the responsibility of the respective department (country/product/marketing) to align with the BU’s global marketing team and the Digital Communications Team at Corporate Communications, Sustainability and Brand.

I want to keep an inactive account open. What are my options?

1. Put the account on hold

Do this if you cannot yet decide what to do with the account, you want to reactivate the account in the near future but currently lack resources, or you see a strategic advantage to holding on to the account.

NOTE: Be sure to manage user expectations by making it very clear that the account is currently inactive and helping users find active DPDHL Group accounts. Doing this varies from network to network. For example, on Facebook and Twitter, you can add the information to the header image, update the “About” text, or set a status update.

Here is a sample text you can use or modify for your purposes: “This account is currently inactive. If you are searching for information about our products or services, please visit http://www.dhl.com.”

2. Hide or unpublish the account

Some social media networks allow you to disable an account temporarily or “hide” it (private account). This might be useful if you plan to reactivate the account at some point. However, keep in mind that the process may delete some content. Be sure to check each networks’s rules before taking this action. For example, YouTube allows you to make an account private. On Facebook, you can unpublish your page, which hides it from the public (including your followers), but you won’t lose your followers or your post history. 

3. Merge accounts

If you have an inactive account that is similar to an active account, consider merging the two. This option is not available on all social media networks. For example, Twitter, Instagram, and Xing do not allow account merging. However, you can merge accounts on Facebook and LinkedIn.

IMPORTANT: When you merge Facebook accounts, the people who like your pages and any check-ins from the inactive account will be merged, but all other content (e.g. posts, images, and username) will be permanently deleted. Except for receiving the additional followers (people who liked the inactive page) and the check-ins, the content on the active page will not change. The inactive page will be removed from Facebook. Once the merge is complete, this action is not reversible.

4. Delete the account

This option completely removes your page. You will lose all content, followers, and any other information. It cannot be transferred to another account. Choose this option only if your account is no longer relevant and it is not possible to merge it with another one. 

5. Reactivate the account

If you have the resources to actively manage an account, then think about reviving it. There is no need to explain your absence to your followers, but consider relaunching the page with a campaign and exciting content to reattract attention.

IMPORTANT: Before you delete or deactivate a social media account, please contact your BU’s global marketing team and the Digital Communications Team at Corporate Communications, Sustainability & Brand. Both teams will be happy to guide and assist you with this process.

Fake Accounts and Fraud: What should I do?

Please run routine checks (e.g., quarterly) to identify and prevent cases of fraud or fake accounts. If you locate a fake account or fraudulent activity, please contact the Digital Communications Team at Corporate Communications, Sustainability and Brand.

How to keep your accounts secure

The best way to protect your accounts from unauthorized use is to follow password security best practices. Before creating passwords, please review the guidelines in the Data Privacy and Legal Guide.

My password has been compromised. What should I do?

Change your password immediately if there is any indication that your account has been hacked or someone has learned your password.

IMPORTANT: Passwords used to access DPDHL Group services must not be used to access non-DPDHL services, such as third-party websites, private computers, or private email accounts.

Get Support

If you have any questions or need help with inactive or fraudulent social media accounts, please reach out to the global marketing team in your BU or write to Digital Communications Team at Corporate Communications, Sustainability and Brand.