SOCIAL MEDIA
1. GRAY LINE REQUIREMENTS
The Gray Line network has the potential to reach millions of people through social media, if each Licensee participates. We have great potential for enhancing Gray Line's overall customer lifetime value, but the first task is to get everyone on-board, working together to make Gray Line greater than the sum of our parts.
Each Licensee shall:
Each Licensee shall:
- Operate social media accounts across the recommended channels that use "Gray Line [Licensed Destination]" in the name and handles, and includes the Gray Line logo in each profile picture.
- Follow each GLWW social media account from your License's social accounts.
- Participate in GLWW social media campaigns timely and according to the individual instructions.
- Follow the guidelines below for appropriate posting behavior.
2. GENERAL GUIDELINES
Gray Line operates global channels for Facebook, Twitter and Instagram with two goals:
1. Drive awareness and affinity
2. Drive revenue
Content is created and syndicated to excite and inspire people to sightsee with Gray Line. We are focused on editorial information that is helpful and entertaining, as well as sales-oriented or “transactional” information meant to publicize sales and offers. While content has guidelines, it also has a personality. We follow Associated Press Style Guidelines and post content at peak times based on channel analytics we pull weekly.
Channel Matrix
GLWW GLWW - B2C GLWW - B2B Licensees - B2C Licensees - B2B
Facebook X X
Twitter X X
Instagram X X
Linkedin X X
GENERAL RULE OF THUMB: If you wouldn’t “like” it or “share” it, DON’T post it.
How to work with GLWW guidelines and social channel best practices:
DO:
If a brand other than Gray Line MUST be used in a post, Gray Line must also be included and tagged
Share Gray Line Worldwide content
Encourage YOUR followers to share
Link applicable content to grayline.com/yourdestination
Integrate across all social channels
DO NOT:
“Auto” share the same content across all platforms
Post content that doesn’t reflect your audience
Post monotonous content:
If you find an interesting article that you’d like to share, post it on your Facebook today and then post it to Twitter account later in the week.
THINGS TO KEEP IN MIND:
Social Media is not a one size fits all, what works for one may not work for the other.
If you are posting mixed media content (recommended), you will need to optimize it for each specific platform.
The audience that is looking at your Facebook feed differs from those that are following you Instagram etc. - your content on each platform should reflect these differences.
EXCEPTIONS:
Campaigns!
If you’re running a campaign - sale or contest etc., You should promote it across all channels
Do so keeping your audiences in mind: Twitter only gives you 140 characters – be concise and clever. Facebook allows you more space to elaborate and ads substance.
1. Drive awareness and affinity
2. Drive revenue
Content is created and syndicated to excite and inspire people to sightsee with Gray Line. We are focused on editorial information that is helpful and entertaining, as well as sales-oriented or “transactional” information meant to publicize sales and offers. While content has guidelines, it also has a personality. We follow Associated Press Style Guidelines and post content at peak times based on channel analytics we pull weekly.
Channel Matrix
GLWW GLWW - B2C GLWW - B2B Licensees - B2C Licensees - B2B
Facebook X X
Twitter X X
Instagram X X
Linkedin X X
GENERAL RULE OF THUMB: If you wouldn’t “like” it or “share” it, DON’T post it.
How to work with GLWW guidelines and social channel best practices:
DO:
If a brand other than Gray Line MUST be used in a post, Gray Line must also be included and tagged
Share Gray Line Worldwide content
Encourage YOUR followers to share
Link applicable content to grayline.com/yourdestination
Integrate across all social channels
DO NOT:
“Auto” share the same content across all platforms
Post content that doesn’t reflect your audience
Post monotonous content:
If you find an interesting article that you’d like to share, post it on your Facebook today and then post it to Twitter account later in the week.
THINGS TO KEEP IN MIND:
Social Media is not a one size fits all, what works for one may not work for the other.
If you are posting mixed media content (recommended), you will need to optimize it for each specific platform.
The audience that is looking at your Facebook feed differs from those that are following you Instagram etc. - your content on each platform should reflect these differences.
EXCEPTIONS:
Campaigns!
If you’re running a campaign - sale or contest etc., You should promote it across all channels
Do so keeping your audiences in mind: Twitter only gives you 140 characters – be concise and clever. Facebook allows you more space to elaborate and ads substance.
CONTESTS/PROMOTIONS GUIDELINES
DO:
Mimic the language and tone as set by GLWW
Use applicable #’s
Link content to grayline.com
Share GLWW content!
Encourage YOUR followers to share
DO NOT:
Use content that contains branding other than GLWW for any GLWW campaigns/promotions
Recommended Publishing Schedule:
Facebook: 1 per day
Twitter: 3x per day (min 1 per day)
Instagram: 1 per day
Things to Keep in Mind:
There are several tools that you can use to figure when is optimal to post
WhenToGram is an excellent real time app that tells you the best times post on Instagram
FB analytics can help you narrow down the times when your audience is the most active
Once you’ve gotten a handle of tracking your audience using a publishing tool like Hootsuite is a great way to schedule and publish your content
DO:
Mimic the language and tone as set by GLWW
Use applicable #’s
Link content to grayline.com
Share GLWW content!
Encourage YOUR followers to share
DO NOT:
Use content that contains branding other than GLWW for any GLWW campaigns/promotions
Recommended Publishing Schedule:
Facebook: 1 per day
Twitter: 3x per day (min 1 per day)
Instagram: 1 per day
Things to Keep in Mind:
There are several tools that you can use to figure when is optimal to post
WhenToGram is an excellent real time app that tells you the best times post on Instagram
FB analytics can help you narrow down the times when your audience is the most active
Once you’ve gotten a handle of tracking your audience using a publishing tool like Hootsuite is a great way to schedule and publish your content
