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12-08-2015By Mirko Vossen
MemorandumSocial Media Strategy for the German Embassy in the United States
1. Census
-Platforms, Pros & Cons-
Platform Followers/Likes Content Pros ConsFacebook 49.263 German history &
anniversaries, German culture & tradition, positions on current issues, statements from the ambassador
Frequent posting, regular campaigns
Bad moderation (racism, Anti-Semitism), not a lot of reaction/ feedback to user comments
Twitter 27.200 Political content, miscellaneous content
Frequent posting, engagement with diplomatic community
No engagement with common citizens, no clear content pattern
Instagram 2.700 Soft & fun issues Regular campaigns
Irregular posting (weeks without posts)
Youtube 220 Regular campaigns & special events
High-quality videos supporting social media strategy
Irregular posting, videos without English translation
Tumblr n.a. mixed content, also background & longer posts
Used to bolster social media strategy
No interactions with users
-Overall Pros & Cons-
Pros Consdifferent use of different channels except from photo contests no direct
interaction with followers and fansusage of storify on the website except from intern blog & announcements
from the ambassador no personal postsregular campaigns (photo contests, word of the week, German town Thursday)
different levels of participation on photo contests, campaigns not always shared on every platformlittle usage of links to the website and the other social media accountsonly a small amount of posts on the work in the embassy itself/behind the scenes-posts
-Learning from “Competitors”-As a diplomatic mission, it is possible to learn from best practices from other embassies. We chose two channels of two other embassies to give examples what we might improve.The French embassy involves French companies in their Facebook posts and promotes their services and products.
We can open the door for German companies to the U.S. via social media. Facilitate their entry to new markets and strengthen their market position.
The Danish embassy tells personal stories and post behind-the-scene information on Instagram.
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We can build a more personal relationship to social media users by sharing personal moments with them.
2. Identifying goals
-SMART Goals for the Embassy’s Social Media Usage-1. Increase website traffic by 30% by redirecting from social media platforms to important announcements on the website by April 30, 2016.
The awareness of the embassy’s messaging and mission will rise. 2. Increase attendance of events at the embassy in the next two months by 35% by promoting them via social media.
There are hundreds of events in Washington, D.C. Social media is a great way to increase visitor numbers and thereby create stronger ties with interested people.
3. Create one video per month where ambassador Peter Wittig answers questions asked by the social media audience by August 2016.
Fans and Followers will get engaged and have personally relatable experiences. They will ask questions that a lot of people have. This means less work on answering personally.
4. Set up a German Heritage Week on social media, where users share their personal stories, in February 2016 to increase online and print media mentions by 50%, increase website traffic by 30% (additional to goal one) and engage with at least 500 users on social media.
Fostering transatlantic relations is one of the core duties of the embassy. A German heritage week will raise awareness among Americans with a German background. The embassy will get additional press coverage.
5. Increase number of young U.S. citizens, who are interested in spending some time in Germany by 50% via social media.
Speaking to younger people is done at social media platforms nowadays. German state exchange agencies are looking for interested Americans.
-SMART Goals and Mission Statements for Each Platform-SMART Goals for Facebook1. Increase comments and shares from fans to ten comments and five shares per post (average) by April 30, 2016.2. Increase the number of Facebook fans from America by 30% by April 30, 2016.3. Increase the website traffic from Facebook to the embassy’s homepage by 30% by April 30, 2016.4. Closely moderate the Facebook page. From January 1, 2016 to April 30, 2016 no inappropriate comment should be online for longer than three hours (more if it is posted overnight).
SMART Goals for Twitter1. Identify 30 influencers of transatlantic relations on Twitter and build a relationship in order that they repost the embassy’s tweets by January 31, 2016.2. Increase number of retweets by 30% by April 30, 2016.3. Increase number of replies to normal twitter users by 40% by April 30, 2016 to build a stronger community.
SMART Goals for Instagram1. Set up at least one photo contest per month until May 2016. Have at least 30 participants for each contest. 2. Post at least two pictures per week with behind-the-scene footage by April 30, 2016.3. Utilize Instagram to post at least two pictures from every event in the embassy by April 30, 2016. Inform the visitors of these events about that.
SMART Goals for Youtube1. Increase views on YouTube Channel by 50% by April 30, 2016.2. Start two monthly series on Youtube by August 2016: 1. Ambassador Peter Wittig answers
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12-08-2015By Mirko Vossen
questions (gathered on Twitter & Facebook) of users about Germany, current political issues and his work. 2. A staff member from the embassy talks about his work.
SMART Goals for Tumblr1. Engage with users by letting them share a funny or interesting story of what they have experienced in Germany. Post at least one story per month by August 2016. 2. Promote Germany as a study destination for Americans by posting an essay based on personal experience from an American student. Publish at least one essay per month by August 2016.
- Target Audience, Content and Mission Statement for Each Platform -
Platform Target Audience Content Mission StatementFacebook Everyone interested
in German-American relations, Americans with German heritage & Germans living in America (regardless of their age)
German & transatlantic history & anniversaries , German culture and traditions, official statements & positions
We will use Facebook to inform users about interesting facts and stories about Germany’s culture and history and German-American relations. We will also communicate on pressing issues.
Twitter Influencers,diplomatic and political community
Political content, official statement & positions
We will use Twitter to engage with the political and diplomatic community and promote German-American cooperation and exchange.
Event visitors, (young) Americans with German heritage & Germans living in America
Soft issues: event coverage, photo contests, behind-the-scene posts
We will use Instagram to share personal stories of the embassies staff via pictures and videos, post pictures from events and for photo contests.
Tumblr People interested in backgrounds, longer articles and personal stories
Essays and articles about of German history & culture, series
We will use Tumblr to provide relatable in-depth content and personal stories.
Youtube Depending on the video, potentially all of the above
Series with the ambassador and staff, important statements
We will use Youtube to share speeches and statements and for regular series.
4. Social Media Content CalendarSee extra sheets
5. Analytics and Metrics-Facebook and Youtube: internal analytics tools; Twitter: Tweetreach; Instagram: Iconosquare, Tumblr: Tumblr Analytics by Union Square (99$ per month – important for content creation)-Most important metrics:Facebook: page likes; content likes, comments, shares & reach; region (Germany or U.S.-based); most engaging posts // A/B testing for Germany and the U.S.Twitter: followers, likes & comments; reach; region; monitoring of hashtags; most engaging tweetsInstagram: followers; likes; most engaging picturesTumblr: traffic sources; reblogs & likes; region; most engaging postsYoutube: traffic sources; region, views, comments-usage of these metrics to track success of SMART goals (see above)
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