How HORSCH successfully markets its machinery on social media.

Mastering communication across markets.

The core problem is the international structure and wide range of knowledge and expertise levels in relation to social media. There is only one dedicated social media manager with an overview of all topics and control over access to the company’s profiles. However, HORSCH also employs several staff in (international) marketing. Their duties predominantly focus on conventional marketing rather than on social media. Many employees bring with them different degrees of knowledge, capacity and motivation in relation to social media management, which can sometimes lead to widely varying methods and practices. It is important to organize these parameters effectively and analyze them. A consistent presence across all channels and interdepartmental collaboration are absolutely essential for HORSCH. 

The ability to manage rights in the Facelift is a vital approach to solving this problem. Challenging circumstances and a previous cyberattack highlighted not only the vulnerability of the existing system at HORSCH but also the value of its various accounts on various networks.  

Another challenge is the varying range of machinery the company offers in different countries. Staff posting on social media need an overview across all departments and locations in different countries to provide added transparency. This way, all teams can share their latest insights and updates can be communicated more swiftly. Overcoming this challenge meant implementing the Facelift Cloud and integrating product managers from individual countries. Naturally, communication and efficiency are top priorities for the company.