Social strategy behind merging two brands

1. PREPARED BY MARISSA CRANDELL
Mergers &
Acquisitions
SOCIAL STRATEGY BEHIND MERGING TWO BRANDS

2. ASSETS NEEDED
SOCIAL OBJECTIVE
Facebook Cover Photo/"Reminder Post" (acquired company): act as a post & awareness for any page visitors that this account will be
deleted. The photo and post copy will also re-direct followers to acquiring brand.
"Reminder" Tweet (acquired company): pinned to the top of twitter profile.
Facebook Cover Photo/"Welcome" Post (acquiring company): act as a post & awareness to welcome migrants from the acquired
companies page.
"Welcome" Tweet (acquiring company): pinned to the top of twitter profile.
"Integration" Social Images: "wedding invitation" used to invited acquired company's online community to like/follow the acquiring
social accounts.
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Cover photo/"reminder" post (acquired company) Cover photo/"welcome" post (acquiring company) "Integration" social image

3. WEEK 1
SOCIAL OBJECTIVE
Step 1: Update the 'About' section on the acquired company's Facebook page to let their following
know that the account is moving and direct them to the acquiring company's Facebook page.
Update acquired company's Twitter bio to let followers know the account is moving and direct them to the
acquiring company's account.
Step 2: Post new cover photo to acquired company's Facebook page with post verbiage, "This account
is going to be deactivated on DATE; to keep up with us like @acquiringcompany."
For Twitter, post a tweet on the acquired company's account with verbiage, "This account will be deactivated
on DATE; to keep up with us follow @acquiringcompany." Pin this tweet to the top of acquired company's
profile.
Step 3: Post new cover photo to acquiring company's Facebook page with post verbiage, "Welcome
migrants from @acquiredcompany's Facebook page."
For Twitter, post a tweet on acquiring company's account saying, "Welcome migrants of @acquiredcompany."
Step 4: Invite acquired company's Facebook and Twitter following to like/follow acquiring company's social
account by using the "wedding invitation" image.
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4. WEEK 2
SOCIAL OBJECTIVE
Step 1: Stop regularly scheduled posts on acquired company's social accounts.
Step 2: Schedule re-shares of cover photo and "reminder" messaging on acquired company's
Facebook account.
Step 3: Direct message acquired company's influential/verified Twitter followers to notify them
about the move.
Step 4: Create a Twitter Ads awareness campaign that only targets the acquired company's
Twitter followers using the "integration"/"wedding invitation" image and directs them to the
acquiring company's account.
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5. WEEK 3
SOCIAL OBJECTIVE
Step 1: Deactivate acquired company's social accounts.
Step 2: Keep the acquiring company's cover photo live for 10 business days after the acquired
company's accounts have been deactivated. After that, the original cover photo can be replaced.
Step 3: Keep the welcome tweet pinned to the top of the acquiring company's twitter account for
10 business days after the acquired company accounts have been deactivated. After that, it can be
unpinned from the profile.
Step 4: Share the merging information/messaging internally to all employees, so they can follow
all the acquiring company's social accounts.
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