Social Media

Facebook

DHL’s Facebook pages should have a B2C focus, as this platform is focused on consumers rather than businesses. Consumers enjoy a mixture of business information and entertainment. A good rule of thumb is to post around 80% DHL-related entertainment, and 20% educational content.

This guide contains

How to interact with customers

Businesses with a respected social media presence have an active and positive relationship with their customers. This is made possible by a community team that responds quickly to customer needs with sharp, thoughtful answers. They deal professionally with praise, complaints and questions. Remember to:

Respond in a timely fashion
Be friendly and professional, whatever the message
Use DHL-approved language and tonality and never get personal
Be proactive in your help and direct customers to where they need to go

Keep in mind that managing a medium-to-large community might require full-time employees.

Your profile page

Your profile page acts as the face of DHL. To ensure you represent our Brand correctly, you must comply with the following:

Header images

Do use clear images or illustrations.

For branded images the rules of our layout principle apply.

Do make sure the text on images is always easy to read.

The imagery does not adhere to the DHL visual brand guidelines and is unrelated to the brand.

Seasonal greetings show a positive attitude towards customers.

Don’t use the logo without the Gradient Module. Don’t overfill the image with too much information.

Layout Principle

Imagery

General Dos and Don’ts

Dos

Employ enthusiastic social media experts to manage your page, especially those who know how to create good content
Spend time crafting your posts. Brainstorm with colleagues to find new creative angles, and always create a few variations of a post to compare
Establish a Q&A process for posts. Allow colleagues to verify the clarity and creativity of your ideas, and ensure they meet DHL’s high-quality standards. Please take a look at our Social Media Playbook for guidelines on social communication
Create posts with the consumer in mind. Ask yourself: is this understandable for people outside of the company? Will consumers appreciate the post?
Show appreciation when customers reply to posts with positive sentiments

Don’ts

Don’t comment on sensitive topics such as politics or competitors. Keep it DHL-focused and professional at all times
Don’t be careless with login details. Keep these credentials safe and only accessible by selected employees or contracted partners. If you don’t, a potential PR-disaster could be around the corner
Don’t ignore negative comments or complaints. Silence can be seen as very disrespectful. Try to resolve these in a good way and as positively as possible
A short headline describing the DHL brand and its vision is acceptable. Don’t incorporate advertisements, teasers with copy, calls-to-action, or any other additional branding