Diana Schnetgöke


Content creation for social media at #Deutsche Telekom

Posts, hashtags, GIFs, surveys, stories .... there are many different ways of getting actively involved in social networks such as Instagram, Twitter, LinkedIn and the rest. From a company’s perspective, each of the different channels has its own particular features and targets specific groups. What is Deutsche Telekom’s approach to social media, and who is responsible for implementing it? 

Jana Hampe, a social media intern in the HR Marketing department at Deutsche Telekom, is one of those involved. The social media team is responsible for the day-to-day management of our career channels. That sounds like a lot of work, and we were interested to discover exactly how the team organizes its working day. We chatted to Jana, who gave us some exclusive insights.

Jana during the interview

Jana chatting to Lisa.

What’s the first thing you do when creating content for social media? Where do you start?

Jana: First, we look for interesting content. The specialist departments such as Inhouse Consulting or the Diversity Squad often feed us topics, and we also keep an eye out for relevant issues ourselves by researching press releases and blogs on the DTAG website. Next, we identify what we think are the important issues and which fit well with our career channels. Ideas for new formats often emerge during this initial research phase. Our “throwbacks” are a good example, which involve reminiscing about significant changes within the Group and discussing them as a team.

So what happens next?

Jana: Once we have identified suitable content, the first step is to add it to our project management board, which acts as our editorial plan and helps ensure a structured approach. Everyone on the team has access to the board so that we are all up-to-date with the current topics. At our regular meetings, we discuss the appropriate publication channels for each post and divide up the work between us. We have two meetings a week: one with a small group of interns and dual students, and one larger session attended by the whole team. As soon as the plans are in place, it’s a matter of selecting suitable texts and visuals or creating them ourselves.

It sounds like the team puts a lot of trust in the interns and dual students and gives you quite a free rein?

Jana: Most definitely. In the early days of my internship I used to liaise with my supervisor to sign off the texts, but now I take responsibility for that myself. Each of us is in charge of selected channels, in my case the business channels LinkedIn and Xing. Careful coordination within the core team is vital, because some topics are suitable for multiple channels while others aren’t. Experience has shown that certain topics lend themselves more to a story format than a feed. If the relevant department does not supply the visuals, we draw on our own databases, or do our own photo shoots and videos tailored to the relevant channels.

How is the Social Media Team organized? Do individuals specialize in, say, text creation or research, or is everyone an all-rounder?

Jana: When it comes to research, each of us covers different areas. Two members of the team are mainly responsible for marketing to schools and devising new, creative formats for our younger target groups on Instagram. My supervisor and I then consider which ones we want to adopt. We are the points of contact for all company-related issues, i.e. diversity, sustainability, corporate news and job vacancies for the other target groups. Each team member is responsible for editing their particular area.

What do you personally enjoy the most, and which aspects would you describe as particularly challenging?

Jana: Content preparation is my personal favorite; I enjoy every aspect of it, from copywriting to creating graphics. I also enjoy devising new formats, because this gives me an opportunity to be even more creative and incorporate my own ideas.

I would say that I find coordinating with the individual departments particularly challenging. Of course they are all keen to promote their own issues and get them published on our channels, but we only have a limited number of slots available, so we can’t always accommodate everything. Sometimes we have to say No. I’m not so good at this, but I’m gradually learning. 😉

What would be your top tip for someone wanting to work in the social media sector?

Jana: You don’t necessarily have to be a social media junkie, but you should at least have a basic knowledge of the field. It is definitely beneficial if you use social media in your private life and have a feel for what works. Above all, you need to understand the differences between the individual channels and be familiar with the target groups. A talent for copywriting is a bonus. The key thing is to be interested in the kind of issues we cover and enjoy researching them.

Thank you, Jana, for this fascinating insight into your working day.

One thing is clear: Social media is a very varied and wide-ranging area to work in. Not only has Jana’s internship enabled her to explore the world of social media from a corporate perspective, it has also helped her to identify her own strengths. She has learned a great deal about the latest trends and acquired an in-depth knowledge of Deutsche Telekom. Social media connects, informs and links people together.

If this article has inspired you to work professionally with social media, please visit our channels, where you will also find current job vacancies. We look forward to receiving your application 😊 #TelekomCareers