Applying our brand
Social media
Last updated: October 27th, 2022
Social media strategy
- We are many people and teams that work with and share the Edwards brand, however from an external perspective this is irrelevant. People don’t care how we are divisionalised or regionalised. They care about getting relevant content about Edwards for many different reasons. The idea is we should always think from an external perspective, not an internal one.
- Make sure that your posts have the dignity and presentation quality of a global technology leader. We are not a garage trying to sell reconditioned tires.
- Bring our brand to life by presenting sophisticated thought leadership or genuine innovation or comment on a market situation.
- Social media is where our stakeholders can interact with us and our brand, therefore it is crucial that we are organised in a way that users can find the most relevant accounts on each platform.
- Social media can be used to create a favourable background to products and services and elicit further enquiry, but from a brand dignity perspective we do not use it to try to sell product directly.
- As a general rule we avoid posting or commenting on political or religious content. (Atlas Copco policy) or competitors brands and products by name.
Our two primary channels
As a business to business (B2B) brand, our primary marketing concern is to act within business-focused media channels. These are LinkedIn and YouTube.
Other channels can be useful for specific purposes such as Twitter, for supporting events, or Instagram, for when we have a great image or video to show.