Ensure that your social media content is consistent, up-to-date, and of high quality across all texts, images, and videos. Please also observe all legal requirements.
ZEISS social media activities are aligned with target audiences and follow platform-specific content strategies.
All content – text, images, and videos – must look professional, spark curiosity, and align with the ZEISS Brand guidelines, accessibility standards, and platform-specific requirements.
Suitable hashtags or calls to action increase visibility and encourage engagement.
Trained employees and regular performance monitoring ensure issues are addressed as soon as they arise.
The combination of organic and paid posts maximizes reach and conversion, while platform analytics measure performance.
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ZEISS's social media strategy ensures consistent user experience and manages account access by aligning all activities across the organization. Social media activities are focused on predefined target groups.
All social media assets should engage users while maintaining a consistent on-brand appearance.
Assets used on social media channels should follow the same guidelines for other ZEISS communications. High-quality texts, images, and videos in line with platform, accessibility, and legal requirements are essential.
Write clear, concise social media texts that spark curiosity, encourage interaction, and maintain a consistent style and tone.
ZEISS is committed to applying accessibility standards on social media with clearly structured content, videos with subtitles, and appropriate templates.
Running a social media channel requires the right combination of channels and platform-specific content with clear governance.
Each social media platform needs its own specific content strategy. Be consistent across your different platforms and avoid overwhelming your audience. Always prioritize engaging, varied content over pure promotion.
ZEISS social media channels require formal approval from CBC and relevant departments, with trained employees managing operations, monitoring, and assessing performance. Inactive or non-official channels are evaluated regularly and, if necessary, merged with existing channels or closed following established criteria.
All ZEISS social media channels must include easily recognizable and accessible legal information and comply with all applicable laws, especially the General Data Protection Regulation. Social media teams should keep log-in information confidential and limit manager rights to their channels.
Ongoing analytics, responding to users and crises, and the targeted use of paid campaigns boost the performance of your social media channels.
The regular measurement and reporting of social media performance ensures your strategy resonates with target audiences and supports business goals. KPIs should be defined according to each strategic business unit's defined objectives.
A social media crisis is an abnormal, unstable incident that negatively impacts ZEISS' reputation and requires a rapid response. When a crisis arises, an interdisciplinary team should be assembled to assess the situation and respond quickly and appropriately.
Combining organic and paid social media maximizes impact by building community engagement while converting followers into customers through targeted campaigns.
Corporate Brand, Communications & Public Affairs