Your Europe Social Media Promotion Guidelines - March 2021
Social media promotion guidelines for the Your Europe campaign focus on engaging stakeholders to utilize social media effectively in reaching diverse EU audiences. Targeting various age groups and professionals, the guidelines provide insights on creating engaging posts tailored to specific segments. The campaign aims to showcase the benefits of the Your Europe portal, encourage EU citizens to explore it for travel and living advice, and raise awareness about the potential of the EU single market for businesses. Utilize the provided toolkit to enhance your social media strategy and engage with your audience effectively.
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Your Europe Social media Ready-to-use posts (Bulgarian) March 2021
Social media promotion guidelines These social media promotion guidelines are designed to help you organise your social media plan for the Your Europe campaign. As a stakeholder, you are an essential part of the campaign. Your social media channels can help reach a broad audience across the EU, informing and targeting different national audiences and different segments such as youths, experienced professionals, or businesses, particularly SMEs. In this package, you will find some valuable advice on how to use the materials provided in the campaign's toolkit on multiple social media platforms such as Facebook, Twitter, or LinkedIn. This toolkit includes various examples of social media posts and visuals. Along with the written posts, we encourage you to use GIFs, editable visual templates, and social media cover pictures included in the toolkit. For more detailed information about the Your Europe campaign, please consult the Stakeholder guidelines. 2
Introduction to the #YourEurope campaign
#YourEurope campaign Aim of the social media activities: Show the added value of the Your Europe portal Encourage EU citizens and their families to visit Your Europe portal to find help and advice on the matters of living and travelling within the EU Raise awareness of the EU single market s potential and possibilities for doing business 4
#YourEurope campaign: steps to follow Know your audience The Your Europe campaign is primarily aimed at European citizens interested in activities across EU Member States, and entrepreneurs that are doing, or are interested in doing, business abroad in another EU country. In this toolkit, you will find ready-to-use-social media posts, tailored to specific groups: Students (18-24 year olds) - the youngest audience segment, mostly interested in education abroad and travelling. Young professionals (25-34 year olds) - the most likely topics of interest cover work opportunities abroad and travelling. Professionals stepping up to the next level in their career (35-44 year olds) - this segment may be interested in work opportunities abroad, residency formalities, family, and consumer-related questions. Financially stable (45-55 year olds) - this group has a broad range of interests such as residency formalities, health, consumers, or family. Small entrepreneurs - this covers people running or working for small or medium-sized businesses that have potential or interest in doing business abroad or are looking for business partners across the EU. We recommend considering which of these groups are most relevant for you and choose posts included in the toolkit accordingly. 5
#YourEurope campaign: steps to follow Use the Your Europe campaign hashtags Hashtags are an important tool to promote specific content and help users find the information they need. In order to make the campaign visible on social media, and thus successful, please use the official hashtags of the Your Europe campaign. #YourEurope #AskYourEurope #YourEuropeAnswers (when it concerns the digital roadshow event series). Please make sure to use these hashtags in English, even if you post in a different language. In this way, we will promote the campaign more successfully across EU Member States, while citizens and businesses will have better chances to discover the posts and information we want to share.
#YourEurope campaign: steps to follow Focus on specific topics: With social media posts, you can help us promote the Your Europe portal. It is easier to catch the audience's attention if you focus on a specific topic rather than a generic message. Your Europe has 15 different categories: Doing business Running a business Taxation Selling in the EU Human resources Product requirements Finance & funding Dealing with costumers Life and travel Travel Work & Retirement Vehicles Residence formalities Education & Youth Health Family Consumers 7
Social media channels The main channels of the Your Europe campaign are Facebook, Twitter, and LinkedIn. Although you are free to use the materials for other channels, we recommend concentrating your communication around the social media channels mentioned above. Make sure you select which of your channels you wish to use and when. Use your Facebook account to target the broadest segment of the audience citizens. Although, the usage of different social media channels varies by country, Facebook remains the most used social media channel worldwide. Use your Twitter account to target other stakeholders, relevant organisations as well as professionals, such as people working in NGOs, public sector, who are an active segment on this social media channel too. Use your LinkedIn account to spread the information among businesses, SMEs in particular, and professionals.
Social media channels Platform Target Tag Facebook Citizens @YourEurope Twitter Stakeholders @YourEuropeEU LinkedIn Entrepreneurs @EUBusinessSupport Recommendations: Use official campaign hashtags Use elements of the visual identity to make your pictures more recognisable Use campaign's cover pictures Share posts from Your Europe pages Tag relevant stakeholders Promote/boost posts on social media channels 10
Social media channels How to respond to negative reactions? Don t ignore negative comments. Thank a commentator for the feedback. Be accurate. Stick to the topic of discussion. Avoid using a defensive or aggressive tone. Take it as an opportunity to explain the message or your point of view in depth. Redirect them to the Your Europe portal for more specific details. 11
Target audience: Students (18-24 year olds) , ? . . ? #YourEurope: https://europa.eu/youreurope/citizens/education/un iversity/working-while-studying/index_bg.htm #AskYourEurope
Target audience: Young professionals (25-34 year olds) , , , : , #YourEurope: https://europa.eu/youreurope/citizens/travel/passeng er-rights/index_bg.htm #AskYourEurope
Target audience: Professionals stepping up to the next level in their career (35-44 year olds) , , , . . - , . : , , , ... ! , #YourEurope: https://europa.eu/youreurope/citizens/work/work- abroad/index_bg.htm #AskYourEurope
Target audience: Financially stable professionals (45-55 year olds) ? , . , , . #YourEurope: https://europa.eu/youreurope/citizens/residence/famil y-residence-rights/eu-wife-husband- children/index_bg.htm #AskYourEurope
Target audience: other stakeholders, national and European institutional partners #YourEurope , , ! #AskYourEurope , : youreurope.eu
Target audience: Small enterprises # , . , . ! #YourEurope , , : https://europa.eu/youreurope/business/running- business/developing-business/index_bg.htm #AskYourEurope
Social media materials The toolkit is accompanied by easily editable visuals for your social media channels as well as videos produced in 23 EU languages. Click on the link to access: 15 GIFs available in 23 EU languages, covering the topics promoted on the Your Europe portal. 15 editable visuals for Facebook, LinkedIn, and Twitter. You can change pictures and write short texts in your own language. 2 editable cover photos for your Facebook page (one focused on the Your Europe campaign, and the other on the digital roadshow). You can insert text into your own language. 1 editable cover photo for Twitter, focused on the Your Europe campaign. You can insert text into your own language. 19
Thank you for promoting Your Europe
