{"id":376,"date":"2020-09-28T04:34:18","date_gmt":"2020-09-28T04:34:18","guid":{"rendered":"https:\/\/brand.asef.org\/?page_id=376"},"modified":"2020-11-20T08:07:03","modified_gmt":"2020-11-20T08:07:03","slug":"social-media","status":"publish","type":"page","link":"https:\/\/dev.asef.org\/brand\/tone\/social-media\/","title":{"rendered":"Social Media"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"376\" class=\"elementor elementor-376\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2d82e62b elementor-section-full_width elementor-section-height-min-height elementor-section-items-stretch elementor-hidden-tablet elementor-hidden-phone elementor-section-height-default\" data-id=\"2d82e62b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2df47dbd\" data-id=\"2df47dbd\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d8895be elementor-widget elementor-widget-breadcrumbs\" data-id=\"5d8895be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p id=\"breadcrumbs\"><span><span><a href=\"https:\/\/dev.asef.org\/brand\/\">Home<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2062f456\" data-id=\"2062f456\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1a9ec2c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1a9ec2c0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-117d913e\" data-id=\"117d913e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6b7ebf69 elementor-widget elementor-widget-heading\" data-id=\"6b7ebf69\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Our Messaging<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d454c53 elementor-widget elementor-widget-text-editor\" data-id=\"d454c53\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Currently, there are 3 Social Media channels of ASEF &#8211; Facebook, Twitter &amp; LinkedIn. These channels work slightly differently in terms of writing style, and an effort should be made to keep consistent language, adapted to each channel. This part of the Brand Manual gives guidance for this purpose.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e09e827 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e09e827\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c37a269\" data-id=\"c37a269\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bdb0133 elementor-widget elementor-widget-accordion\" data-id=\"bdb0133\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1981\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-1981\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\"> General Remarks<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1981\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-1981\"><p style=\"font-weight: 400;\">Contrary to a website, billboards or TV spots,\u00a0Social Media is a completely different approach to interact with audiences. It is a platform for connection and engagement, not a free, digital wall of ads. Users on Social Media are not interested in interacting with ads, but want genuine and interesting content, that does not try to constantly sell them something.<\/p><p style=\"font-weight: 400;\">The basic idea of ASEF and its projects is already interesting for many users. They want to be part of the idea, of more cooperation between Asia &amp; Europe and have the possibility to bring in their perspectives. Therefore, no one wants to be \u201ca number\u201d in a statistic, but addressed in a human fashion.<\/p><p style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As a rule of thumb: Picture the way you yourself use Social Media and how you interact with content from organisations\/companies\/pages.\u00a0<\/span>If you are not interested in engaging with the content you produce for ASEF, your audiences are likely also not interested.<\/p><h6 style=\"font-weight: 400;\"><b><strong>Basic Rules<\/strong><\/b><\/h6><ul><li style=\"font-weight: 400;\">Every Social Media channel is different and requires a different approach.<\/li><li style=\"font-weight: 400;\">Adapt your language to each channel&#8217;s audience.<\/li><li style=\"font-weight: 400;\">Refrain from &#8220;selling&#8221; language.<\/li><li style=\"font-weight: 400;\">Avoid copy-pasting the same content on different channels.<\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1982\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-1982\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Hashtags<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1982\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-1982\"><p>Hashtags are an easy way to connect and track content to specific topics. It is advised to use them in the different channels as they create more visibility for ASEF.<\/p><ul><li>Use official Hashtags<ul><li>#ASEF<\/li><li>#ASEM<\/li><li>#DiversityCreates<\/li><\/ul><\/li><li>Use Project Hashtag<\/li><li>Focus your Hashtags<ul><li>Use a maximum of 2-3 per post to focus the message.<\/li><li>Avoid using every second word as a hashtag.<\/li><\/ul><\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1983\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-1983\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Mentions<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1983\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-1983\"><p class=\"Paragraph SCXW258335497\">Whenever working with Partners, it is wise to mention them in Social Media posts to increase visibility for ASEF and the Partner organisation. This can be done with typing &#8220;@&#8221; followed by the (user)name of the Partner. Social Media platforms identify the account and it needs to be confirmed.<\/p><ul><li class=\"Paragraph SCXW258335497\">&#8220;@&#8221; + name of Partner<\/li><li class=\"Paragraph SCXW258335497\">Double-check the right username. Especially relevant on Twitter!<\/li><\/ul><p>However, take note that it is not advisable to start your tweet with @ + name of partner e.g. &#8220;@ASEFpartner launches new publication on xxx&#8230;&#8221; Any tweet that begins with a tag will not be visible on the ASEF home timeline for all followers to see. Rather, it will only be visible to people who follow both ASEF and the username tagged.\u00a0<\/p><p>It is recommended to phrase the tweet in a way that @ASEFpartner is not the first word e.g. &#8220;New publication on xxx is launched by @ASEFpartner&#8221;\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1984\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-1984\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Facebook<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1984\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-1984\"><p>Facebook is the largest Social Media channel and used by around 700 million users in ASEM countries. More than half of the userbase is under 29 years old, 3\/4 of the userbase under 49. Users usually spend around 1.2 &#8211; 2.5 seconds per post. Language should be kept short, informal and dynamic.<\/p><h6><strong>Basic Rules<\/strong><\/h6><ul><li>Focus on genuine, informal and short language<\/li><li>Refrain from tagging private persons, but focus on tagging organisations or Partners when applicable<\/li><li>Emoticons can be used sparingly<\/li><li>Use hashtags at the end of a post, not within the text to not disrupt the reading flow<\/li><li>Focus hashtags to a maximum of 3<\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1985\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-1985\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Twitter<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1985\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-1985\"><p>Twitter is a very responsive and active channel. The userbase is broad, with around 1\/3 under 29, but still remarkable portions of userbases in all age groups. It is used by around 260 million people in ASEM countries.<\/p><p>Tweets are limited to 280 characters, which makes shortened language necessary (e.g. use of abbreviations if needed).<\/p><p>For videos, the maximum length is 2 minutes and 20 seconds.\u00a0<\/p><h6><strong>Basic Rules<\/strong><\/h6><ul><li>Pictures, videos &amp; quotes do not count into the character limit.<\/li><li>Using hashtags and mentions instead of words is okay to save space.<\/li><li>Hashtags should be still limited to a maximum of 2-3 to focus the content.<\/li><li>Abbreviations can be used sparingly.<\/li><li>Keep an informative tone.<\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-1986\" class=\"elementor-tab-title\" data-tab=\"6\" role=\"button\" aria-controls=\"elementor-tab-content-1986\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\"> LinkedIn<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-1986\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"6\" role=\"region\" aria-labelledby=\"elementor-tab-title-1986\"><p>LinkedIn is used by around 200 million users in ASEM countries in all age groups. It is a platform for professionals and content should be adapted to it.<\/p><h6><strong>Basic Rules<\/strong><\/h6><ul><li>Language should be professional.<\/li><li>Place Hashtags only at the bottom of the post in order to keep professionalism.<\/li><li>Mentions can be used in the text.<\/li><\/ul><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Our Messaging Currently, there are 3 Social Media channels of ASEF &#8211; Facebook, Twitter &amp; LinkedIn. These channels work slightly differently in terms of writing style, and an effort should be made to keep consistent language, adapted to each channel. This part of the Brand Manual gives guidance for this purpose. General Remarks Contrary to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":131,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"class_list":["post-376","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Media - ASEF Brand Manual<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dev.asef.org\/brand\/tone\/social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media - ASEF Brand Manual\" \/>\n<meta property=\"og:description\" content=\"Our Messaging Currently, there are 3 Social Media channels of ASEF &#8211; Facebook, Twitter &amp; LinkedIn. 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