Marketingblatt - Marketing Blog


Social media in corporate communications: strategies for companies

W4 | W4 / April 20, 2018

Private and corporate communication occupies the same space nowadays as social networks are used both by people and by companies. However, people who like to use Twitter should not necessarily be allowed to tweet in the name of their company. Every business communicating via social media should introduce social media guidelines to make sure everybody is on the same page.


You can reach more people using social media like Facebook, Twitter or Xing. If you increase your traffic, you generate more leads. And the possibilities are endless: 


Seeding means actively addressing opinion leaders (influencers). Here, the key is to ensure that the shared content is thematically matched to the selected target group. Otherwise, seeding attempts like this can easily be seen as spam.

Please note: a ‘viral hit’ doesn't happen all by itself. In addition to all the planning, you always need a certain amount of luck for your content to spread on the Net like wildfire. Viral dissemination can never be predicted with certainty.


Using paid reach is recommended in order to address as many users in your target group as possible and to expand the distribution of your content in social networks. You don't even need a big marketing budget for this – sometimes even a small injection of cash is enough to give your content a boost.


The principle behind social signals is simple: the more likes, comments or favourites a post receives, the more relevant it becomes for search engines. The more interactions your post accumulates, the greater the probability that your social media posts will also be displayed in searches for a certain term.


With the help of social media, you can retain your customers' loyalty and help them quickly and easily. Various service providers use their Facebook and Twitter accounts, for example, to operate front-line customer service. This not only creates trust, it also bolsters your online reputation. Both ideally lead to you, and not your competitors, being your potential customers' first port of call thanks to your great reputation.

So you see: marketing automation doesn't work without content. You need promising tools to reach your entire target group, however. The use of social media can significantly boost your marketing activities and help you to make even better use of your content.


It goes without saying that people communicating in the name of their company do not do so as private persons. Private opinions or trade secrets are an absolute no-go. What else should be included in corporate social media guidelines?

1. Strategy: Why does the business need social media channels? What channels are suited to serve this purpose? Some channels are better for a certain kind of content than others. Product descriptions for example have no place on social media. Platforms suited for sharing links are Twitter and Facebook. Image-based content might find a place on Instagram or Pinterest.

2. Social Listening: Social media can be used to share and publish content. However, communication is usually a two way street. Use social media to keep track of the latest trends and gain insights into how people perceive your brand. Read more about social listening in our white paper on the subject.

3. Authenticity: Do not ignore critique or act like nothing happened when a mistake was made. Social media are about accessibility. This means companies should try to actively engage with audiences and own up to things that might have gone wrong. The way a business handles negative comments and complaints can benefit its image.

4. Continuity: Every once in a while a post on Facebook is not how social media should be approached. If you want to use social media, commit to it.

5. Law: Pay attention that you do not infringe on anybody's rights. Make sure that you do not infringe somebody's copyrights when you share content online. Needless to say that hate speech etc. is taboo as well.

6. Responsibility: Social media communication is usually in the hands of marketing and PR. In any case: determine who is in charge of social media communications and who has access to individual channels.

7. Monitoring: Is your strategy working? Use tools to keep track of the results.

Tip: Modern marketing automation software can help businesses to comply with their individual guidelines. The software enables people to manage social media accounts from a single interface and usually includes social listening and analysis features. 


1. Messaging Apps keep the conversation going

Facebook Messenger, WhatsApp and WeChat are used by 4 billion users worldwide. Given this enormous reach, it is not surprising that big brands such as Nike, Adidas, Pepsi and Mercedes Benz focus on messaging app marketing.
The apps allow companies to establish direct contact with potential customers. This is a fundamental change to classic customer service: companies can act much more flexibly and save money through this fast and simple form of communication. A further advantage is the possibility to strengthen the customer-brand relationship through improved service quality. But it should be taken into account that the users expect to be addressed individually since the apps are mainly used for private communication purposes. However, you need not worry about investing a ton of human resources: chat bots are now sophisticated enough to do this. The text-based dialog systems can take over the complete customer dialogue within a messenger or social media app. The chat bots react automatically to direct text commands and can generate tailor-made responses.
In the future, the focus of social media marketing will shift towards messaging and target-oriented contact in real-time.

2. Live videos are in great demand

Live videos are a great opportunity for experiments and creative content. Above all, Facebook-Live is a very popular platform on which brands can achieve an enormously high reach. The live streaming services of Instagram, Periscope or Twitter can be used successfully as well. Which platform is right for your brand depends entirely on your target group and the channels it uses the most. In terms of content, almost everything is possible: specials or entire events can be communicated to the users and used, for example, to solidify or improve the brand image or the customer-brand relationship.
We may soon see new features. Virtual reality videos are already on the horizon.

3. Shopping on social media channels is becoming more and more popular!

More and more companies discover the potential of social media channels for sales. The massaging app WeChat in particular is a pioneer in this regard. Companies can use this app to create a business account, which allows for almost a complete web presence. Businesses can, for example, create an in-app shop so that users can shop directly from within the app. This creates a very homogeneous user experience, which is conducive to the motivation to buy. Instagram, Facebook, Twitter and Pinterest also offer users the option in-app shopping. Tip: using video such as product demonstrations can have a very positive effect on the sales figures.

Social media channels and the respective apps are constantly changing. It is important that marketers remain up-to-date and always know about new features, opportunities and trends. Because only those who know all the possibilities can develop the right social media strategy.

We would be glad to help you plan your social media marketing on the platforms that are of interest to your target groups.


Twitter, LinkedIn, Facebook: Social media are not only about image cultivation, but more importantly reach. Regular algorithm updates impede on making contact and communication more and more. Notwithstanding it is not always necessary to invest into advertising features to reach (potential) clients. There are some things that can be optimized for free (although some time and effort are required):


Social media are not made for active marketing. Do not openly advertise, but offer content with added value instead. Your follower and fans will recognize you as competent, regularly interact with your posts and therefore increase your reach. There is no better way of raising awareness.


Every target group communicates differently. To be on the save side, do some A/B testing with your teaser texts and see what works best with the desired demographic.


The moment of publication matters a great deal in terms of reach. Here is some statistical knowledge on the best times to post something on social media:


- 3 tweets per day

- best time: Mondays through Thursdays between 9AM and 1PM


- 2 posts per day

- best time: every day from 1PM to 4PM


- 3 posts per day

- best time: Mondays through Thursdays from 9AM to 10AM


- 2 posts per day

- best time: Wednesday and Thursday 2PM to 5PM


- 1 post per day

- best time: Tuesdays through Thursdays 5PM to 6PM


- 2 posts per week

- best time: Tuesdays and Wednesdays 9AM to 11AM


In order to identify individual posting times, do some A/B testing.


More images, more reach. The same rule can be applied to videos, especially on Facebook. Images simple catch users' attention better.


Communicate with your followers in real-time. Show them that there are real human beings willing to help on the other end of the line.

How to boost your social media channels

If you want to boost your own online presence, it is definitely worth to keep track of recent developments. To raise your social media presence to the next level, you should consider the following seven points. 


Marketing technologie, Martech in short, means the combination of marketing with different technologies. This may include marketing automation, lead management, e-commerce marketing or data analysis. As is also the case for blogs, the relation between investment and income – the return on investment (ROI) – is of particular interest, as it is needed for measuring the success of the published content. Thanks to new technologies, the times of manual and thus tedious tracking are finally over: reports and campaigns can be created automatically. Facebook for example offers the possibility of ad campaigns, which can be analyzed minutely. The insights section also tells you more about reach and interaction rate of specific posts.


Artificial intelligence (AI) supports many companies with their customer service. AI can create automated replies when you yourself may not be available. With the implementation of chatbots, you are able to provide customer service at 24/7. That way, customers always have a support base and can make requests as well as get help and answers at any time, no matter where they are located.

Chatbots are also great when it comes to communication: they are able to react to commentaries and thus trigger an interaction between prospects and company. Moreover, AI helps by analyzing and optimizing content topics, in order to subsequently fine-tune them according to the needs of a specific target group.


You have to know your target group. Algorithms help by automatically gathering data from which they create knowledge. That way, you have the possibility to analyze touch points with (potential) customers in order to be able to carry out actions that strengthen the relationship with your prospects. The more potential buyers will identify with your brand, the higher is the possibility for a buying decision. Thanks to insights from previous analysis, you are able to provide your target group with tailored content. 


Communication lives from interaction. Both the prospect and the company are in the position of the speaker as well as the listener from time to time. Be an attentive listener whenever your prospects have questions or insecurities. Many social media users will use the chat possibilities of individual platforms. React quickly to questions – that way, you make sure to convey a feeling of appreciation and offer a good customer service.


Pictures say more than words, and videos are even better. According to recent marketing trends, videos will make up a large part of the content which we consume online in the near future. This doesn’t happen without a reason: in a video, you can give your customers and prospects intimate insights into your company. Livestreams are gaining momentum, too: they create a personal connection in real-time and provide a platform on which to discuss recent events. With some live-videos, like Insta-Story, you can even react directly to questions or remarks of your audience. One thing holds true: people, who are interested in a specific product are always curious to look behind the curtain and get a sneak-peak into your company’s processes.


Quality over quantity – that’s the motto. Create unique and attractive content, which really interests your target group. Try to differentiate yourself from your competition but stay authentic. You should always remember that content revolving around your products is not the only thing essential, but informative, entertaining and inspiring content should also be included. Create varying content that sticks in the minds of your potential customers. With the help of analysis tools, you can track which topics hit home with your readers on social media channels. Based on that, you can think about which topics to look at in order to reach as many prospects as possible.


For some years now, many companies have counted on influencer marketing. Be it product reviews, brand image or campaigns: the inclusion of influencers can offer advantages regarding trustworthiness and reach. However, many types of cooperation only last for a short time. They may for example include a set number of posts about your products by a specific influencer. However, it has become clear that long-time cooperation has a special value for companies. A permanent cooperation leads to a consistent and trustworthy marketing strategy.

Social media are bound to change constantly. Trends come and go, channels win and lose importance and visual requirements change as well. However, one thing is certain: social media have long since become part of our everyday lives as well as of our society. Moreover, social networks serve as platforms for providing information about companies and their products and even offer the option to purchase goods and services.

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Sarah Wilhelm
Sarah Wilhelm
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