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SOCIAL MEDIA GUIDELINES

General Dos and Don’ts Online​

Social media today is far more than just a communication tool – it reflects our brand identity, amplifies our reach and serves as a key driver of customer loyalty, thought leadership and attractiveness as an employer. ​

For an international company like MEIKO – with its diverse locations, roles and audiences – one thing is critical:​

A consistent, confident and professional social media presence across all platforms and market organisations. 

MEIKO's Social Media Guidelines 2.0 are the framework we all share. They give us clear direction and the confidence to make the right decisions at each stage of the process.​

These guidelines include clear standards, workflows and principles for everyone who communicates on social networks on MEIKO's behalf – whether at MEIKO headquarters, in the market organisations or in the role of brand ambassador.​

THE AIM OF THE GUIDELINES IS NOT TO LIMIT WHAT YOU CAN DO, BUT RATHER:​

...to strengthen the MEIKO brand by creating a consistent, recognisable presence. ​

...to strengthen our digital competence by setting out clear rules and processes. ​

...to strengthen collaboration through transparency and clearly defined responsibilities. ​

These guidelines lay the foundations for a social media presence that is strategically coherent, creatively distinctive and operationally workable – on both a local and global level. 

MEIKO PROFILES

Platform Profilname
Facebook MEIKO - The clean solution (global)
Instagram MEIKO Deutschland u.a. (national profiles)
LinkedIn MEIKO Group (Global), MEIKO Deutschland u.a. (national profiles)
YouTube MEIKO - The clean solution (global)

Remember:​
No new channels or profiles may be created unless prior agreement​ has been obtained from the HQ Social Media team! ​

FORMATS

PlatformFormat
FacebookFeed post - Aspect ratio 1:1 (1920 x 1920 px)
Instagram

Feed post - Aspect ratio 4:5 (1080 x 1350 px)

Story - Aspect ratio 9:16 (1080 x 1920 px)

Reel - Aspect ratio 9:16 (1080 x 1920 px)

LinkedIn

Feed post - Aspect ratio 1:1 (1080 x 1080 px o. 1920 x 1920 px)

Video - Aspect ratio 9:16 (1080 x 1920 px)

YouTubeVideo - Aspect ratio 16:9 (1920 x 1080 px)

OUR TOOLS AND HOW WE USE THEM​

Tool Benefit
Canva Image creation and editing
Facelift Cloud Planning, publishing and monitoring of posts; community management​
Amplify App Sharing MEIKO posts to personal profiles via the app​
Facelift Data Studio Reporting and benchmarking of social media activities​
Meta Business Manager Running ad campaigns on Facebook and Instagram​
LinkedIn Campaign Manager Running ad campaigns on LinkedIn​
LinkedIn Sales Navigator Social selling tool (lead generation)​

All official posts are made exclusively via the central tool ‘Facelift Cloud’.

CONTENT PRINCIPLES AND QUALITY STANDARDS​

What defines great social media at MEIKO

  • Positive tone of voice: communicating in a clear, friendly and solution‑oriented way​
  • Visual quality: using only approved, high-quality image and video content​
  • Relevance and timing: posting about topics that reflect audience needs and the current context​
  • Clearly identified sender: ensuring that MEIKO stands behind every post – in terms of format, language and design​
  • Using centralised hashtags: e.g. #MEIKO #thecleansolution #mymeiko #meikology ​

What must be avoided

  • Criticism of competitors or internal issues​
  • Publishing content without the necessary rights and permissions (people, customers, projects)​
  • Irony or ambiguity that could lead to misunderstandings​
  • Uncoordinated channels, uncontrolled growth, posting at unscheduled intervals​
  • Unannounced or unclear changes to profiles or images​
  • Political or discriminatory content​

The use of central editorial plans, content packages and templates is mandatory.

TONE OF VOICE AND CHARACTERISTIC STYLE​

Attention is scarce – but active language cuts through.​

It sharpens the message, creates clarity and stands out vividly in the feed, keeping content visible and memorable.​

Example: Instead of "Our new solution is now available“ → "Try out our new solution – right now, right here!"​

Social media thrives on interaction – not announcements.​

Active phrasing prompts action: it boosts engagement with direct CTAs and makes content intuitively usable.​.

Example: Instead of "Click here for information on apprenticeship applications" → "Apply now and join our team!“​

Active language fits the audience – especially in B2B.

It signals expertise, establishes relevance and makes complex topics easy to understand – in the language of decision‑makers and specialists.​

Example: Instead of "The tool offers many benefits" → "Cut your cleaning workload by 30 % – in just one click!"​

VISUAL STORYTELLING

  • Use the right format for each platform:​
    Landscape (16:9) for Facebook and LinkedIn, portrait (9:16) for Instagram Stories/Reels, or 1:1 format in feed. ​
  • Tailor video formats:​
    Ensure accessibility and a smooth mobile experience.​
  • Keep imagery authentic:​
    People‑centred, high quality, no generic stock photos without clear MEIKO link.​
  • Maintain a consistent brand identity: (e.g. logo, colour palette, video intro/outro).​
  • Ensure quality (e.g. image quality, sharpness, tone, check everything is complete)​

Check before publishing: clear message, relevance for target audience, unambiguous call-to-action.

COMMUNITY MANAGEMENT AND ESCALATION

Situation Recommended response
Positive comment Respond quickly in a friendly, appreciative tone
Critical but constructive comment Express thanks, ask questions about comment, enter into calming, solution-oriented dialogue
Provocative, contentious comment Don't fire off emotional response! Suggest switching channel (DM or email)
Critical comment related to legal issues Take a screenshot and send it to HQ. Don't post/delete anything yourself
Politically sensitive or discriminatory content Don't enter into a public debate. Take a screenshot and contact HQ or person responsible for communication. Clearly distance the company from the comment if it involves MEIKO. Otherwise, if appropriate, do not respond at all.

Escalation: please notify Social Media Lead (HQ) immediately of any comments that are critical or legally relevant or that could potentially go viral. Do not delete the comment, respond provocatively or seek to publicly escalate or de-escalate the situation!

CHECKLIST PRIOR TO FINAL PUBLICATION

  • Have you chosen the right target platform? (format, audience)​

  • Did you request the necessary approval (if the post concerns a specific person or customer)?​

  • Have you included subtitles/alt text?​

  • Has any use of AI been documented and properly disclosed?​

  • Have the necessary rights been clarified/obtained (e.g. music, images)?​

  • Has the post been checked for potential legal/operational risks (e.g. concerning competition law or copyright)?​

  • Does the post provide the information your audience needs efficiently and effectively? 

WHO CAN I CONTACT IF I HAVE QUESTIONS?

Please get in touch with the following colleagues if you have any questions on social-media topics:​

Katharina Mett (Digital Marketing)
katharina.mett@meiko-global.com

Dennis Müller (Brand and Product Communication)
dennis.mueller@meiko-global.com

The following colleagues will be glad to help with questions regarding products:​

Anne-Kathrin Huber (PMM CARE)
annekathrin.huber.mk@meiko-global.com

Anja Gruner (PMM PROTECT)
anja.gruner@meiko-global.com

Daniel Sachse (PMM GREEN)
daniel.sachse@meiko-global.com

Maximilian Lichtenberg (PMM CLEAN)
maximilian.lichtenberg@meiko-global.com