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Social Media Guideline Marquard & Bahls

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Introduction ...................................................................................................................... 3

What is Social Media? .................................................................................................. 4 Facebook ........................................................................................................................ 6 Google+ .......................................................................................................................... 6 YouTube ......................................................................................................................... 6 Flickr ................................................................................................................................ 6 Twitter ............................................................................................................................ 7 LinkedIn .......................................................................................................................... 7 XING ................................................................................................................................ 7 Wikipedia ........................................................................................................................ 7

Scope .................................................................................................................................. 8

Social Media in the Workplace .................................................................................. 9

Rules of Conduct .......................................................................................................... 10 Binding Nature of these Rules ................................................................................... 10 Public Relations ........................................................................................................... 10 ConfidentialBusinessInformation ........................................................................... 10 CopyrightsandTrademarks ...................................................................................... 11 Privacy and Personal Rights ....................................................................................... 11 CommentsabouttheCompany ................................................................................ 11 Responsibility .............................................................................................................. 12 Respect ......................................................................................................................... 12 Transparency ............................................................................................................... 13 Media Contacts ............................................................................................................ 13

Dos and Don’ts ............................................................................................................. 14 Dos ................................................................................................................................ 14 Don’ts ............................................................................................................................ 15

Glossary ........................................................................................................................... 16

Content

Marquard & Bahls Social Media Guideline

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Dear Colleagues,

TheInternet isbecomingmoreandmore important inourdaily lives.Atthesame

time,thetechnologicalpossibilitiesareincreasinglyblurringtheboundariesbetween

ourprivateandworklives.Therefore,itmakessensetoknowabouttheimpactthat

your own activities – on the Internet in general and on socialmedia platforms in

particular – can have for everyone involved. Marquard & Bahls acknowledges the

benefits of socialmedia platforms and the increasing need to be active on them.

However,thesenewchannelscontaincertainrisksthatgiverisetonewchallenges

and tasks. This Social Media Guideline is designed to help you to communicate

successfullyinthesocialmediawithouttakinglegalrisks.

Thebasic rulesof communicationon the Internetarealreadysetout inourCode

of Conduct, which covers issues such as compliance with the law, protection of

intellectualproperty,confidentiality,andprotectionagainstdiscrimination.Likewise,

theprovisionsspecifiedintheemploymentcontractandlocalrequirements,suchas

theITGuideline,apply.Withthisinmind,theideaistoensurethatalltheguidelines

associatedwiththesedocumentsareconsistentlyandresponsiblyapplied.

Introduct ion

Christian FlachChiefExecutiveOfficer

Claus-Georg NetteChiefFinancialOfficer

Julio TellecheaChiefOperatingOfficer

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Socialmedia(networks)areonlineplatformsusedtoshareanddiscussinformationand opinions. So socialmedia are distinguished by the fact that users participate interactively by integrating text, pictures or videos. The countless social media offerings, such as blogs/microblogs (e.g. Tumblr, Twitter), social networks (e.g.Facebook,Google+),professionalnetworks(e.g.LinkedIn,XING),platformsforsharing videos (e.g. YouTube) and pictures (e.g. Flickr, Instagram, Path) orwikis (e.g.Wikipedia,Wikia),arechangingthewaywecommunicateontheInternet.

What is Socia l Media?


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What is Social Media?

Social Media Landscape 2013 by Fred Cavazza – FredCavazza.netThe diagram is subject to a Creative Commons BY-ND 3.0 license (http://creativecommons.org/licenses/by-nd/3.0/).

Thelogosshowninthisdocumentaretrademarksoftherespectivecompanies.Theyare used only to precisely describe the brands listed and illustrate the essence of the brand in a way that words alone could not.

The following section contains a selection of socialmedia channels that are particularly relevant for our purposes.

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Facebook

Withover1.5billionusersworldwide(February2016),Facebookistheundisputedfront-runner among social networks. The communications platform offers two different kinds of user account: Business Accounts for companies, and personal profiles.Generally,insteadofcreatingprofilestopresentthemselvesortheirbrandscompaniescreate“fanpages”.TheFacebookTimelinepresentsallpostsandactivitiesofacompanyorapersonalpage.Userscanalsowritemessagesandformgroups.

Google+

Google+ is Google’s own social network with about 370 million active users (June2015).AswithFacebook,thereisadistinctionbetweenthepersonalprofilesofindividualsandthebusinesspresenceofcompaniesandorganizationson“+Pages”.Adistinguishingfeatureisthegroupingofcontactsinto“circles”,makingitsimpletodistributedifferentinformationtodifferentgroupsofrecipients.

YouTube

YouTube is theworld’sbest-knownvideoportal.Everyminute,about400hoursofvideoareuploaded(July2015).SincemanyusersdirectlysearchYouTubeforvideocontent,thisplatformhasnowbecometheworld’ssecond-largestsearchengineafterGoogle,bynumberofsearches.CompaniesmainlyuseYouTubetodaytovisualizemanyoftheirmessagesinvideoclipsandpresentthemtoamassaudience,orusethishigh-trafficsite todisseminate individual (corporate) imagefilms ina targetedway.

Flickr

Flickrofferspeopletheopportunityofuploadingandsharingphotosandshortvideos(max.3minutes)withotherusers,andcommentingonthemandratingthem,whichresults in the contentbeingexpandedbymetadata. Flickr canalsobeusedasanonlinestoragefacility,fromwhichcontentcanbeintegratedintootherportals.AsofMay2015,overtenbillionphotoshadbeenuploaded.



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Twitter

Withmorethan1.3billionregisteredusers(August2015)Twitteristheworld’smostpopularmicroblogging service. Amicroblogging service is a blend ofmessengerandsocialnetwork.OnTwittershortmessages(calledtweets)canbesent,uptoa maximumlengthof140characters.Thepointofthissocialmediaplatformistofollowvarious (otherpeople’s or companies’) accounts and readand/or respond to theirtweets.CurrentnewsandeventsarequitefrequentlyfirstdisseminatedonTwitterbeforetheyareevenreportedinthetraditionalmedia.

LinkedIn

LinkedIn is a social network specifically for professional networking. So people’s profiles here mainly consist of representations of their career and occupational history. It also offers communication options similar to those of the other social networks. LinkedIn has over 400 million members in more than 200 countries (October2015).

XING

TheGermanequivalentofLinkedIn,XINGhasover9millionmembers(January2016)inGermany,AustriaandSwitzerland(andabout10millionworldwide).ItistheleadingnetworkprimarilyusedforbusinesspurposesintheGermanspeakingcountries.

Wikipedia

Foundedin2001,Wikipediaisnowtheworld’slargestfreeencyclopedia.Availableinabout290languages,Wikipediaistheworld’smostfrequentlyusedonlinereference,andtheseventhmost-visitedwebsite(March2016).Registereduserscancreateandexpandthewebencyclopediawitharticlesonspecifickeywordsorspecialisttopics–independentlyoringroupsorganizedonline(WikiProjects).

What is Social Media?

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ThisSocialMediaGuidelineisaimedattheemployeesofMarquard&BahlsanditssubsidiarieswhowhileusingsocialmediaintheirpersonallivesrefertoMarquard&Bahlsoritssubsidiariesintheircontent,and/orwhousesocialmediatofulfilltheirprofessionalresponsibilities.Criticalcontentreferencestothecompanycanincludesuchthingsascompanylogos,photosoftheworkplace(facilities,plants,officesorvehicles,etc.)orthetextofcompanyannouncements.


Scope

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Theprivateuseofsocialmediaintheworkplaceissubjecttotheguidelinesinthisdocument,aswellastothegeneralrulesforInternetuseasdefinedintheCodeofConductandinthelocalITGuideline.Inspecificcases,supervisorsmaymakespecialarrangementsinwriting.

Socia l Media in the Workplace

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Binding Nature of these Rules

TherulessetoutinthisguidelinearebindingforallemployeesofMarquard&Bahlsanditssubsidiaries.Non-compliancecanresultinconsequencesunderemploymentlaw.Duetotherapiddevelopmentsinthisarea,thisguidelinewillbereviewedandupdatedatregularintervals,andimportantchangeswillbepublicized.Itisthedutyofeveryemployeetostayinformedaboutthelatestsocialmediaregulations.

Public Relations

Communicatingwith thepubliconbehalfofaMarquard&Bahls company isonly permittedforpersonswhoareauthorizedtodosobythemanagement.IfyouwanttocreateasocialmediapresenceforaMarquard&Bahlscompany,youmustfirstconsult theCorporateCommunicationDepartment.All accounts that areused forsuch presences are the property of the respective company. The official channelsaresetupbytheCorporateCommunicationDepartmentinsuchawaythatseveralemployeeshaveaccessrights.

Confidential Business Information

Aconscientioushandlingofconfidential informationandthepreservationof tradeandbusinesssecretsarefundamentaltooursuccess.Thecompany’sconfidentialityobligationsnaturallyapplyinthesocialmedia,too.Thedisclosureofconfidentialin-formationandtheuploadingofconfidentialphotos,diagramsorillustrationsarenotpermitted.AnyinformationthathasnotalreadybeenpublishedbyMarquard&Bahlsor itssubsidiariesshallbedeemedconfidential.Photosorvideosoftheworkplace(facilities,plants,officesorvehicles,etc.)mayalsobecriticalasexternalpartiescouldgaininformationaboutourcompanyasaresult.

Rules of Conduct


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Copyrights and Trademarks

Wheneveraphoto,illustrationordiagramiscreated,acopyrightautomaticallyalsoarises.Besidesthis,registeredtrademarksaresubjecttotrademarkprotection.Thisappliese.g.toallofthegroup’scompanynamesandlogos.Eventhoughthevarioussocialmediaplatformsmakecopyingorpastingcontentveryeasy,alwayscheckinadvance to see whether the rights holder has released their works for copying. You willfindinformationonrightsincontracts,innotesoninvoicesorinattachments,forexample.Ifanoteoncopyrightscannotbefoundinthedocumentsmentionedabove,youmustobtainalicenseorotherpermissionfromthecopyrightowner.

Privacy and Personal Rights

Pleaseprotectbothyourownprivacyandpersonaldataandthatofothers.Everytimeyoupublishinformationaboutotherpeople,thepersoninquestionmusthavegivenhis/herpriorwrittenconsent.Thisespeciallyappliesforpicturesandvideoswherepeoplecouldberecognized,aswellasfornamesandaddressesintextsorpresen-tations.Also,donotreportonthepersonalopinionsoffriends,colleaguesorothers,unless that person has given their consent.

Comments about the Company

InformationalreadypublishedbyMarquard&Bahlsand its subsidiariesmayonlybe forwarded by linking or sharing. For any other comments, please carefully check their accuracyandunambiguousness – if indoubt contact theCorporate Communication Department or your supervisor before you post information on socialmediaplatforms.

Rules of Conduct

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Rules of Conduct

Responsibility

Youarepersonallyresponsibleforyourcommentsandbehaviorinthesocialmedia.Theboundariesbetweenprofessionalandpersonalidentityarefluid,soyoushouldcarefullyconsiderwhatinformationyousharewithwhichrecipients.BeawarethatitmaynotalwaysbepossibletodeleteinformationpublishedontheInternetandthatitmaybereadbysuperiors,colleagues,potentialcustomers,partnersandjournalists.

Respect

Courtesyisaprerequisiteforgoodcommunicationsinthesocialmediaaselsewhere. All communicationpartnersshouldalwaysbegivenduerespect,even if theyholda different opinion or attack you personally. Avoid all statements that could be classifiedasdefamatory,inotherwordsasoffensive,abusive,insulting,derogatoryordiscriminatory.Alsotreatthecompetitionwithcourtesyandrespect.

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Transparency

Otheruserscanonlymakeacorrectassessmentoftheinformationprovidediftheyareawareofthekeybackgroundinformationbehindastatement.Ifyoucommentonline on topics related to Marquard & Bahls and/or its subsidiaries, make your personal connection to the topic known. Only then can other users evaluate your statementcorrectlyandputitincontext.Whenyoumakeanycommentsaboutthecompany, please use your real name, not a pseudonym. At the same time, avoid creating the impressionthatyourpost isapostby thecompanyorbyacompanyaccount. The easiest way to do this is to state that this is your personal opinion. Nocompany information (e.g.emailaddresses)orcompany logosmaybeusedto registerfororusesocialmediaplatformsforprivatepurposes.

AnyonewhoidentifiesthemselvesintheirprofileasaMarquard&Bahlsemployeealwaysappearsasanambassadorofthecompany.Sopleasehandlethismixoftheprivate and professional with care.

Media Contacts

Ifyoufindpostsaboutourcompany,servicesandproductsonline,pleaseforward them to the Corporate Communication Department (email: online-media@ marquard-bahls.com)andtheheadsoftherespectivedivisions.Ifyouarecontacted by media representatives during your personal activities on social media about issuesconcerningMarquard&Bahlsand/oritssubsidiaries,pleaseforwardrequeststotheCorporateCommunicationDepartmentand/orthemanagerresponsible.Donotcommenttothemediaexcepttosayyouhaveforwardedtherequestin-house.YouarewelcometocontacttheCorporateCommunicationDepartmentatanytimeifyou have questions regarding this guideline.

Rules of Conduct

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Beforeuploading content to socialmediaplatforms, informyourself about therightsyouaregrantingtotheoperator.Keepyourselfregularly informedaboutapplicablerulesofconduct/termsofuseandtheprivacysettingsofyourpostsandadheretothem.

For all posts, consider copyright, personal and trademark rights, as well as privacy laws.

AnycompanydocumentsorinformationmayonlybepostedbytheCorporateCommunicationDepartmentorbyauthorizedcompanypersonnel.

Inform the Corporate Communication Department and the relevantManaging DirectorifyoufindinternalinformationaboutourcompanyontheInternet.

Beforepublishinginformation,beawarethatbusinesspartners,colleaguesandsuperiorsmight also see it, and consider the consequences thismay have for everyone involved.

Beawarethatyoualsorepresentyouremployerassoonasyouidentifyyourselfasanemployeeonsocialmediaplatforms,andconductyourselfaccordingly.

Ifyoumentiononeofourcompanies,stateyourrelationshiptothecompanyinall relevant discussions.

Separateopinionandfact:Toavoidmisunderstandings,makeitclearwhichpartsofyourstatementsrepresentopinionandwhichpartsrepresentfact.

Be courteousand respectful. Always respondobjectively and factually, even tonegativecriticism,andstayontopic,evenifyouareattackedpersonally.

Conductyourselftransparentlyandcorrectyourownmistakespromptlyandforeveryonetounderstand.Meredeletionandreplacementcan leadtoconfusionandisnotconsideredgoodform.

Dos

Dos and Don’ts


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Do not create or use any social media accounts on behalf of our companies without consulting with the Corporate Communication Department or your supervisor.

Donotusecompanyemailaddressesonsocialmediachannelstocreateprivateaccountsorascontactinformationinprivatedialogwithotherusers.

Do not share internal information via socialmedia channels, closed groups or sharingplatforms(seeSharing).

Donotmakestatementsinthenameofthecompanyandmakesurethatwhatyousaydoesnotgivetheimpressionofbeinganofficialstatement.

Press releasesandotherpublicationsmaynotbedirectlypublishedonprivateprofiles–notevenexcerptsfromthem.Sharingthemasalinkispermitted(seee.g.theFacebook“share”button).

Do not upload images or videos you have created yourself to social media channels, such as Facebook or YouTube, without permission if they divulge informationaboutourcompany.

Do not ignore the copyright of digital content. Only use third party content creditingthesourceandinconsultationwiththeauthor.Ifindoubt,donotcopybut refer to third-party posts using links.

Donotuse socialmedia to air problemswith colleagues, businesspartnersorcompetitors.Pleasemakeuseofthein-housecommunicationoptionsforthis.

Do not be sucked into arguments with others. It can make sense to stop a conversationafterafactualposthasbeenmade,ifthecommunicationspartnerisnotconductinganobjectivediscussion.

Avoidpoststhatdonotofferaddedvaluetoothers,suchasrepetitionorpoststhat purely endorse or oppose an earlier post.

Don’ts

Dos and Don’ts

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AddingYoucanextendyourownvirtualcircleoffriendsby“adding”othersocialmediausers.Usethe“AddFriend”Facebookbuttontosenda friendrequest.Thepersonaskedthenreceivesanotificationandcanacceptorrejectthefriendrequest.

AvatarAn avatar is an image or a 3D model that represents a person in a virtual environment,suchasasocialnetworkoracomputergame.

Backl inksBacklinksarelinksfromexternalsitesthatleadtoyourownwebsite.Thenumberandqualityofbacklinksplaysanessentialroleinsearchengineoptimization(seeSEO).Backlinksareespeciallyhighlyratedbysearchenginesifaspecifickeywordrelatedtothesearch(e.g.“oiltrading”)onanexternalsitelinksdirectlytoyoursiteorasubpageabout that exact topic.

BlogShortfor“Weblog”. In itsoriginalform,this isakindof journalordiarywherethebloggerpublisheshisthoughts,experiencesandopinionsintheformoftext,picturesorvideo(videoblog).Postsareusuallydisplayedindescendingorderoftheirdateofpublication(mostrecentpostfirst).Nowadays,companieswilloftenpublisharticlesintheformof“professionalblogs”,wheretheyprovideinformationonspecifictopics.

BookmarkingBookmarks or social bookmarks are digital bookmarks that can be used to tagthewebsites a user finds interesting. Social bookmarks can be created, collected, evaluated and commented on by registered users of a platform. Websites can becomebetterknownbybeingregisteredonheavilyfrequentedsocialbookmarking platforms, which is why social bookmarking has become increasingly attractive insearch engine optimization (see SEO). Examples of popular bookmarking services include Webnews and Mister Wong.

Glossary


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CloudIntheITsector,a“cloud”encompassestheabstractedITresourcesthatareavailablethroughanetwork.Theyaredifferentiatedintothreedifferentlevelsofabstractionandservicemodels:

“Infrastructure as a service”: These offer virtualized, highly standardized IT resources (such as computing power, storage space, networks), which the customer can use to build their own services. “Platform as a service”: These offer a complete infrastructure with standardized interfaces on which customers run their own applications without having access to the underlying layers(hardware,operatingsystem). “Software as a service”: In this most abstract form, the customer only has access to an application, oftendirectlythroughthebrowser.ExamplesareGoogleDocsorDropbox.

Most of these services are offered by external providers. Very well known cloud serviceproviders includeApplewith its iCloud,whereinAppleoffersaccess to thesameuser data across all of a user’s Appledevices, aswell asAmazon.However,thereissomecontroversyregardingthesecurityofthedatamanagedusingacloudsolution.

CommentIntheareaofsocialmedia,acommentisaresponsetocontentandrepresentsthemaintypeofinteractionbetweenusers.Incommentingonpostsorarticlesonsocialmedia,certainrulesonhandlingpostsshouldberespected.

Content Management System (CMS)A content management system (or back-end system) is software that facilitatesthe creation, editing and organization of content. Editors can be given different access rights for a CMS, which allow them to only edit, delete and create certain content. Typo3, Joomla andWordPress are among themost popular open-source CMS(opensourcemeansfreeinrespectoflicenses).

Glossary

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DomainAdomainrefers toasubdivisionon the Internet.Thedomain is thefirstpartofawebsite’sURLandconsistsof:

Top-leveldomain,whichisthelastunitofthesequenceandrepresentsthehighest levelofnameresolution(e.g..com,.de,.eu) Secondarydomain(e.g.marquard-bahls) Servicenamesthatcanbeinsertedbeforethesecondarydomain(e.g.www.,shop., career.,hamburg.)

Anexampleofadomainiswww.marquard-bahls.com.Anynumberofsubdomainscan be created for a domain (subdomains are domains that are located under-neathamaindomain).Subdomainsaregenerallytranscribedviatheservicename. For example, the subdomain change.marquard-bahls.net was created for the www.marquard-bahls.net domain, to manage technical and thematically separatewebsites.

Fan PagesIn social networks like Facebook, as a rule only real people are allowed to create profiles.Companies,organizations,brandsandthe likecreate“fanpages”.Thoughthese have the same basic structures as user profiles, they are subject to other restrictions.Forexample,fanpagesarealwayspublic.Membersofthenetworkcanchooseforthemselves(viathe“like”button,seeLike)tobeinformedaboutnews,andtheremaybemultiplepageadministrators.

FeedsFeedsareusedmostlyas“newsfeeds”(seealsoRSSfeeds).Feedscanbesubscribedtoandafteractivationautomaticallyprovidetheuserwithmessages/updatesonthedesiredtopics.Userscanalsochoosetosubscribeonlytocertainselectedcontentofa blog or corporate website.

FlamewarA flamewar describes discussions in socialmedia or the comments section of an Internetsitewithahighproportionofemotionalandaggressiveposts.Flamewarsareoftenaprotestresponsetothespecificbehaviorofacompanyorperson.Objective criticismisusuallymixedwithnumerousirrelevantoroffensivecontributions,whichcan escalate the row. It often takes considerable effort to gain control of such awaveof indignation. Inanycase,aflamewardemandsa responseandshouldnot be ignored.


Glossary

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HashtagByputting“#”infrontofastringofcharacters,authorsgiveitparticularsignificance.Iftheplatformsupportsthisfunction,thestringofcharactersbehindthehashtagcanbefoundbysearchengines. Ifthesamehashtagisusedbyotherusers,there isaconnectionbetweenthevariousposts.Anexampleofasocialmediachannelinwhichthis is frequently used is Twitter.

Instant MessagingThistermreferstoreal-timetext-basedcommunicationsoveranetwork.Acontactlistwithdetailsofthecurrentstatus(online/offline)andtheabilitytotransferfileshasbeenestablishedasstandardforsuchprograms.InstantmessagingisalsoincludedintheLotusNotesclient.Socialmediaalsoofferthiswayofcommunicatingontheirplatforms.

Internet ForumThis isavirtualplaceforexchangingexperiences,opinionsandfiles. Initially itwasmainlynewsgroupsonUsenet(UnixUserNetwork)andmailinglists.Nowmostoftheforumsusedareonwebsites.

KeywordAkeywordisaparticularwordorcombinationofwords(keyphrase),underwhichaparticularwebsiteshouldbefoundwhenyouenterit/themasasearchterminsearchengines.Insearchengineoptimization(seeSEO),itisimportanttoensureacertainkeyworddensityonyoursite(optimizedforeachsub-page),i.e.tointegrateoneortwokeywordsorwordcombinationstoachieveakeyworddensityofaround3%withrespecttotheentirepagecontent(text,headings,picturecaptionsandmetadataofthepageelements).Insearchenginemarketing(seeSEM),allthekeyfactorsrevolvearoundkeywordoptimization.

LikeA Like is an action that can be performed by Facebook userswhen they are on websitesequippedwith the feature. Insteadofpostinga comment you can clicka “Like” button to express your approval of content or entire company pages (seeFanpages)andsharethiswithothers.WithGoogle+,userssharetheirapprovalusingthe“+1”feature.

Glossary

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MetadataIn relation towebsites,metadata ormeta-information is data containing infor- mationaboutthetraitsofcertaincontent,e.g.aboutasubpageoraphotothatisused.Metadata descriptions of a subpage usually include a title and description that should notexceedacertainlength.Forthepurposeofsearchengineoptimization(seeSEO),metadatashouldbecreatedforeachindividualsubpageofawebsiteandtheimagesofeachsiteshouldalsobeprovidedwithadescriptiontomakethem“readable”forsearchenginesandpossiblyforvisuallyimpairedpeople(“accessibility”).

NewsreaderAnewsreader isaprogramthatprovidesaconsolidatedviewof thecontent from RSSfeedsfromvariouswebsites.

NicknameIn the Internet field this is understood as a pseudonym or an alias that is used forregistrationsandnotificationsforservices.Oftenitisusedinsteadofarealnameto conceal the user’s identity. Some platforms (e.g. Facebook), however, require disclosureofrealnamessothattheuseofsuchpseudonymsconstitutesaviolationoftheTermsofService.

PodcastPodcasts aremedia files (audio/video) regularly provided for free download. TheyareoftendisseminatedusingRSSfeeds.Televisionchannels,forexample,nowofferprogramsaspodcasts.

PostApostisamessage,opinionorcommentonsocialmedia,e.g.inchatrooms,forumsorblogs.Inmostcases,postscanbeanylengthandphotosorvideoscanbeincluded.OnlyinsomemediasuchasTwitterarepostslimitedtoonly140characters.


Glossary

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Real NameRealnamereferstoaperson’srealnameasitisrenderedinofficialdocuments.Thetermisusuallyusedinconnectionwiththeoppositeterm“nickname”.

RSS FeedsRSSfeeds(alsoknownasnewsfeeds,seeFeeds)arecontentsimilartoanewsticker,whichthewebsiteoperatorprovidesto informusersaboutchangesonitswebsite using a newsreader in a standardized format. RSS (originally “rich site summary” and later “really simple syndication”) therefore refers to theprovisionofdataandinformationinacompactRSSformat.

SEASearchengineadvertisingusesadvertisingspaceofferedbysearchengineoperatorsonsearch resultspages forpreviously specified terms (seeKeywords).Oneof thebest-knownexamplesisGoogleAdWords.

SEM Searchenginemarketingincludesallmeasuresthatleadtoanincreaseinthenumberofvisitorstoawebsitebyimprovingitsvisibilityinsearchengineresultspages.Thisincludessearchengineoptimization(SEO)andsearchengineadvertising(SEA).

SEOThe term “searchengineoptimization” (SEO) includesallmeasures taken toboost a website’s ranking in search engine search results, and thus to increase the website’s reach. SEO involves a further distinction between on-page and off-page optimization. On-page optimization includes all activities that occur on your own website (e.g. navigation or internal links, keyword density, realURL structure, metadata integration). Off-page optimization, in contrast, includes measures thattakeplaceoutsideawebsite(especiallyback-linkstructures).

Shar ingYou can share something via the “share” button on Facebook or Google+, for example,inasimilarwaytotheLikefunction.Inthisway,contentfromotherusersorcorporateprofilescanbereproducedonyoursite,orfurtherdistributedbyyourowncircleof“friends”.Messages,photosorvideosveryquicklyachieveahighreachinthisway.Datacanbeexchangedandlargeamountsofcompresseddatacanbesentviasharingplatforms.SlideshareorWeTransferareexamplesofprovidersofthese services.

Glossary

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Socia l NetworkInthesocialmedia,thisreferstoawebportalthatenablesuserstocreateacustomprofileandlinkitwiththeprofilesofotherusers.Differentcommunicationoptionsareofferedformaintainingthenetworkcreatedinthisway.Commercialproviders have been criticized for exploiting the usage data and social relationships for advertising purposes.

Tag CloudAtagcloudisavisualrepresentationoftermsonawebsiteoronaspecifictopic.Thetermsarerepresenteddifferentlyaccordingtotheirrelevance,commonlybysizeandcolor.Theterm“tag”isoftenusedasasynonymforkeyword,butitisakeywordthathasbeenassignedtoanobjectbyaperson(forexample,to“tag”inrelationtophotosmeansto“mark”).

TweetTweetsaretheshortpostsorupdatesonthesocialnetworkingandmicroblogging portal Twitter. Users can subscribe to certain authors and their posts and thus become“followers”.Aretweetisareferencedrepetitionofaposttomakeyourownfollowersawareoftheinformation.Informationcanbespreadveryquicklyasaresult. URL & realURL TheURL (unified resource locator) is the address of a resource on a network. An example is the address of our Internet site http://www.marquard-bahls.com. If aURLforapageisselectedinsuchawaythatitisalreadydescriptiveenoughtogive information about the content, this is called a realURL. An example is the page http://www.marquard-bahls.com/en/responsibility/corporate-citizenship.htmlwheretheURLisreadable,ratherthanjustcontainingcombinationsofnumbersandletters.Thisvariant increasesusers’andsearchmachines’ (seeSEO)understandingof thewebsite’s structure.

VanityURLOnsocialmedia the termVanityURL isusedwhenarealURL (seeURL) isassignedtosites,suchasfanpagesonFacebook.Anexamplewouldbewww.facebook.com/mabanaft.


Glossary

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Web Analyt icsWeb analytics records and subsequently evaluates users’ actions on websites. The main purpose of this is to adapt web pages to the needs of users, identify optimizationpotentialtoincreasetheeffectivenessofthewebsite,andtomeasurethesuccessofcorporatecommunicationsactivities (e.g. in termsofwebsite traffic afteranadvertising campaignor thepostingofa corporateannouncement in thepress section). Statistical tools (e.g.Google Analytics, eTracker) are used to collect importantinformation,suchasthesourceviawhichvisitorswereroutedtothesite(e.g. searchengines, externalwebsitedirectoriesor industrypartners), the region,and the typeof computerbrowser, click-through ratesand lengthof stayoneachpage,andthesub-pagesfromwhichthewebsitewasexited.

WebinarAwebinar(shortforwebseminar)isareal-timeeventconductedonline(e.g.seminar,ortrainingcourse).Itisusuallyinteractive.

WikiAwikiconsistsofawebsitethatcanbemodifiedandexpandeddirectlybyitsusers.Because it is important tominimize theneed for trainingusers to edit pages, theeditorswork likesimplewordprocessingprograms.Thisenableseasycooperationineditingthemostlytextentries,asonlyabrowserisneededasabasis.ThemostfamouswebsitebasedonthistechnologyisWikipedia.

Word BanningWordbanningisaneffectivemethodtopreventunwantedposts(spam).Todoso,theadministratorblacklistsindividualwords.Ifapostispublishedwithawordfromthisblacklist,theentirepostiseitherdiscarded,orthewordinquestionisreplacedwithadifferentwordoranasterisk.

Glossary

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