Social media:

Best practices and benchmarks

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Contents
1. Introduction to social media ........................................................................... 4
2. Should you use social media? ......................................................................... 5
3. ArcelorMittal Dofasco case study ................................................................. 8
4. External benchmarks ...................................................................................... 13
5. Developing a local Facebook page .............................................................. 17
6. Developing a local Twitter account ............................................................. 22
7. Developing a local YouTube channel ........................................................... 24
8. Integrating your social media channels ...................................................... 25
9. Measuring, Monitoring and KPIs .................................................................. 26
10. Conclusion .......................................................................................................... 27
11. Social media prodecure for all ArcelorMittal employees ....................... 28
12. Communication Policy ..................................................................................... 30
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Preface
Dear ArcelorMittal Communicator,
Social media is rapidly changing the way we process, share
and discuss information with one another. It covers a plethora
of different platforms for communication including websites,
blogs, wikis and internal social networks where users have
the opportunity to share pictures, videos, opinions or even
reviews and reports. And they are all linked by one tool, the
internet.
While new social media tools and platforms are constantly
emerging and their penetration differs from country
to country, their fundamental goal remains the same as traditional methods of
communication to share information amongst a growing audience of stakeholders.
Unlike traditional media, information can be spread at lightening speed on social
media and borders are not barriers a local story can become global in seconds.
Thus it creates pressure on us to be more transparent than ever before in the way we
conduct business.
This is why all Communicators within the Group need to be aware of the opportunities
and risks created by social media. We need to recognise the impact of social media
and the importance of participating appropriately in these online conversations with
our stakeholders. Often what is just a comment today on twitter can be tomorrows
front page.
Luckily engaging on social media does not usually require a large investment but it
does require common sense, time and creativity. We hope the ArcelorMittal Social
Media guidebook will provide you with lots of ideas and practical advice on how to
optimise your engagement with social media while also making you keenly aware of
the risks.
Corporate Communications will always be available to provide advice and ideas as you
engage with this evolving communications medium and we sincerely hope this guide
will help.
Giles Read
Group Head of Media Relations
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1. Introduction to social media
Social media substantially changes the way of
communication between organisations, communities,
as well as individuals.
Social media takes on many different forms, including
magazines, internet forums, weblogs, social blogs,
microblogging, wikipedia, podcasts, photographs or
pictures, video, rating and social bookmarking.
Social media requires you to change
your traditional way of thinking about
communications...
Social media is about using the Internet to
instantly collaborate, share information, and have a
conversation about ideas and causes we care about
Beth Kanter (blogger)
Social media explanation (video):
http://www.youtube.com/wch?v=oalBUgzKaLw
Social media:
It is not advertisingit is communication
It is not a monologueit is a dialogue
It requires a continuous effort rather than an
irregular approach
The power and reach of social media:
Social media is an opportunity but also a risk if not
managed properly.
Social media can positively (or negatively) affect a
companys reputation and bottom line much faster
than traditional media channels.
Why do companies use social media?
1 - Communicate
On company news, activities, local engagement,
community involvement but also products, events.
2 - Share
With community, discuss, implicate, engage, react,
help, get feedback.
3 Manage and monitor your reputation
Be reactive, transparent, handle criticisms or attacks,
monitor e-reputation.
But be aware: Social media activity
costs time, resources and creativity.

The average Facebook
member is on Facebook
55 minutes per day

In 2010 over
25 billion tweets
were sent on Twitter

Over 2 billion views
a day
5
Social Media has become a key component of many
companies communication strategies, but why do
companies utilise social media?
a) Social media helps to create bonds between
stakeholders, both within and outside of the
company
Social media offers a unique opportunity to
engage with local stakeholders
Social media strengthens the sense of
belonging of employees
b) Social media enables companies to better
manage and monitor their brand and help them
respond to issues quickly and effectively
Before deciding whether or not to integrate social
media tools into your communication strategy,
make sure you have an understanding about how it
works, how your audience use social media, and most
importantly make sure you have the necessary
resources in place.
2. Should you use social media?
Key steps to developing a social media strategy:
You need to inquire locally about the most suitable social media tools
for your audiences.
Identify your audience (Who are they?)
Listen to them (What do they want?) Listen
Dene an appropriate strategy
(right people, right media, right objectives, right resources)
Dene
Set up the right tools
Adapt each tool for your desired audience
Set up
Animate, think frequency (hourly, daily), posts length, themes, tone
Moderate answers to comments recieved, comments posted to others sites
Animate
Measure (monitoring, tracking, feedback from users, sales)
Adapt your strategy to improve performance
Measure
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Things to keep in mind:
Social media requires time, resources and creativity
There are different ways to use social media but always remember the key ideas: respect, transparency,
engagement and involvement
No brand is immune to negative exposure on social media
Developing a consistent social media strategy is the key to beneftting from
social media while limiting the risks to the company.
Listen & Learn
What do people say about you?
What are your audiences interests
and values?
Measure
To initiate the virtuous circle
of continuous improvement.
Engage
Create added value, content,
and be interested in the target.
7
Examples of challenges companies have faced via social media:
Key idea = Non-governmental organisations and activists
use social media for many of their campaigns.
British Petroleum:
Social media attacks against BP:
BPs oil spill disaster in 2010 generated
a lot of negative online coverage
Creation of hundreds of facebook
groups against BP
More than 900 YouTube videos posted
about the disaster
Over 150,000 hostile tweets per week
BPs (in)actions:
Limited presence in social media
BPs facebook page stayed silent
The twitter account was almost non-
existent, one tweet per week and no
reply to other tweets
Cairn Energy:
Cairn Energy vs. Greenpeace:
Cairn Energy explores for gas and oil off the coast of Greenland
Greenpeace activists dressed as polar bears entered in the
ofces of Cairn Energy to protest against Arctic drilling
Cairn Energy takes out a court injunction to stop Greenpeace
activists from posting and tweeting photos
Greenpeace has to stop disseminating material about Cairn to
avoid bankruptcy
Online counter- attack activism:
Thousands of people ignored the court injunction
Thousands of protest tweets against Cairn Energy
Creation of facebook groups hostile to Cairn Energy
Shell:
Shell vs. Amnesty international:
Shell faced online attacks related to Amnesty International campaign pointing
out alleged environmental transgressions in the Niger Delta (Nigeria).
Amnestys social media campaign:
Amnesty used Facebook, Twitter, MySpace and blogging to raise money
The money raised was used to buy ofine advertising space in national
newspapers in the UK during the day of Shells annual general meeting.
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Context
ArcelorMittal Dofasco (Dofasco) is a supplier of
high quality at rolled steels. Strategically located in
Hamilton, Ontario, Canada, at the western end of
Lake Ontario on the St. Lawrence Seaway.
The companys 750-acre steelmaking complex, its
home since the company was founded in 1912,
features three coke plants, two operating blast
furnaces, a basic oxygen steelmaking furnace, an
electric arc furnace, two slab casters, a hot strip
rolling mill, pickling lines, cold rolling mills, annealing
and tempering facilities, galvanizing lines, an
electrolytic tinning line and two tube mills.
There are 5,000 employees and over 500,000 local
residents.
Dofascos communication team has developed an
outstanding approach to social media.
Dofascos social media outreach strategy was ofcially
launched in June 2010. The intent is to:
Empower the company to tell its own story and
reduce the reliance on paid and earned media.
Support licence to operate objectives by
nurturing relationships with existing stakeholders
educating and reminding them consistently of
Dofascos positive impact on the community.
Develop new audiences, expanding the reach
and amplify the ArcelorMittal Dofasco brand and
communicate about recruitment.
Bridge the divide between work and home for
employees. Allow the workforce to showcase in
their personal networks, what they do and where
they work.
ArcelorMittal Dofascos social media strategy was:
Developed as a value-added service for internal
and local external stakeholders.
Activated through social media channels: Dofascos
website, Facebook, Twitter, Flickr and YouTube.
The communication objectives:
Steel needs to be in the minds of everyone in
the local community
Increase awareness about the economic,
environmental and social impacts of Dofascos
advanced manufacturing operations
Social media gave Dofasco a unique opportunity to be
part of the community conversations.
There is one person at Dofasco who is in charge of
social media and there is no budget spent on social
media advertising. The major cost is employee time.
Audiences
1. Community partners
2. Local residents
3. Media
4. Local authorities
5. Local associations
Strategy
1. Leverage partners for content
2. Attract the audience through a unique offering
(modern design, positive news, source of
information for the community)
3. Build and sustain online presence
4. Develop the relationship with local stakeholders
5. Improved visibility of initiatives supported by
Dofasco
3. ArcelorMittal Dofasco case study
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So how did they do this?
The rst step was to create an online strategy:
Community Strength
Community Strength is Dofascos connection to the
people, events and organisations that make Hamilton
a special place to live, work and visit (this is in addition
to ArcelorMittal Dofascos corporate website).
www.communitystrength.ca is accessible through
Dofascos corporate website and is linked to Facebook,
Twitter and YouTube.
Same content is being shared through all the tools
1,600 - 2,000 unique visitors per month at an
average new visitor rate of 66%
1 new article posted every week
Dynamic design and content which is constantly being
updated (encouraging more returning visitors).
Widely used by employees (when prompted).
Analytical tools allow Dofasco to track developments
closely.
The website a few interesting facts:
The website attracts external stakeholders and also
adds value for ArcelorMittal employees who use
the website to nd out information and news on
ArcelorMittals community projects.
Their approach when reacting to critical comments
is to identify whether or not the statement
is emotional or factual. If it is emotional (i.e.
ArcelorMittal sucks), then they ignore it. However,
if the comment is factual, they will respond - usually
by correcting an inaccurate fact and then they do
not revisit the issue.
Content should engage people and be of real value
to the audience you need to understand your
audience.
Use of www.socialmention.com to measure the
impact of their social media tools.
Qualitative feedback helps them understand what
people want to see and be informed about, it is in a
sense more helpful than the quantitative feedback.
Website content strategy
Community Events section suggests this months, last
months and all the published events in and around
Hamilton City.
A registration form is available to allow users to
register directly.
Key idea = Make it a key
place to stay informed
of local events and add
strong call to action to stay in
touch with audience.
Social media integration strategy
A twitter news link displaying the last tweets appears
on the homepage of www.communitystrength.ca.
Social media buttons linking users directly to
Twitter, Facebook and YouTube also appears on the
homepage.
Key idea = All social
media channels are
fully integrated in order
to maximise their reach and
effectiveness.
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Facebook
Community Strength Fan page
http://www.facebook.com/arcelormittaldofasco
1500 Likes
20,740 Post Views
39 Post Feedbacks
2,182 Active Users
An informal poll determined that the users of the
facebook page were a wide mix of employees,
retirees, community organisations and the general
public. The page has become a positive space for
engagement (both internal and external) and this
is reected in the growth of the group, which has
increased by nearly 300% since March 2010.
At rst sight:
Immediate call to Become a Fan
Overview of the Tabs and services provided
Values of the ArcelorMittal group emphasised
by the branded prole picture
Latest news, such as available jobs, on the
Welcome Tab
Tell Your Story: Strong visual call to action to publish
your article on the blog communitystrength.ca
Key idea = a customised
welcome tab doubles your
fan conversion rate.
Facebook wall posts
Dynamic and light tone
Direct links towards the community strength blog
posts
Announcements of Dofascos support to charity and
educational projects
Key idea = Quantity is not
important, engagement is
do not focus solely
on the number of fans.
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Twitter
ArcelorMittal Dofasco
http://twitter.com/ArcelorMittal
_
D
766 followers - Followers are a diverse group:
businesses, activists, employees and the general
public.
38 listed
Daily tweets
Direct linking with Facebook, YouTube and
communitystrength.ca
Types of tweets
Job search tweets
Announcement of corporate releases or local events
Answering questions
Regular conversations with followers
Assisting ArcelorMittal Corporate by ReTweeting
tweets from the Corporate twitter account @
ArcelorMittal
Examples of engaging with your audience on
twitter
a) To answer requests for funding:
b) Providing answers to general questions:
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YouTube
ArcelorMittal Dofascos channel is AMDofasco
http://www.youtube.com/user/AMDofasco
3,521 Channel Views
1,400 Top video views
Videos about ArcelorMittal projects and technology
Helps people to understand the activity of the
company in a visual manner.
Key idea = Use entertaining media to engage your audience.
How does ArcelorMittal Dofasco
combine all of their social media channels
together to ensure the most efcient
communications result?
Example: ArcelorMittal Dofasco is the main stage
sponsor of the Burlington Sound of Music Festival
(BSOMF), see diagram below which explains how
Dofasco utilised social media to publicise this
sponsorship:
Through a well integrated social media approach, ArcelorMittal Dofasco:
Strengthens the sense of belonging between its employees
Engages with the external community
Is going global: brings global corporate content closer to the local community
Creates added value and engages people through various professional and extracurricular activities
Is ready to manage its reputation in case of negative communication or headlines
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4. External benchmarks
How are other companies using social media?
British Petroleum (oil and gas)
Facebook:
36,723 Fans
End of 2010: 1 post every 2-5 days
End of August 2011:
1 post every 2 weeks
Up to over 30 comments in response
to posts
Twitter:
Over 29,000 followers
1 tweet every 2-6 hours
Every 3rd tweet is a response to an organisation
or the press
Main tweets about:
Wildlife
Gulf of Mexico
Alabama
Turtles
Rio Tinto (mining)
Facebook:
2,981 Fans
Weekly posts
Facebook page content:
Posts giving information about Rio Tintos local
activities.
Posts about local events and sports activities.
Reply posts and job offers information.
Interaction with their community on posts and
questions.
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Lafarge (Cement)
Facebook:
Over 10,000 Fans
1 post twice a week
Facebook page content:
Interactions with people, 10-35 comments on
their posts. A real dialogue!
Photos matching the posts!
Twitter:
2,474 followers
Daily tweets
Main tweets:
Tweets about Lafarges actions throughout the
world and locally
Tweets about organisations supported by Lafarge
Reply tweets
YouTube:
Content includes:
Videos of their recent campaigns:
- Scurit Routire - Driving Safety
- World Wildlife Foundation, rehabilitation project
Information about their construction sites
15
EDF (Energy)
Facebook:
4,259 Fans
1 post per month
Facebook page content:
Question to stimulate discussion about general
themes.
Photos of the prizes given to the winners of the
Energy Taskforce Game.
Posts about current affairs and matters of general
interest.
ThyssenKrupp (Steel)
Facebook:
124 Fans
0 post
Facebook page content:
Description of the company from Wikipedia
Twitter:
ThyssenKrupp has a few different corporate twitter
accounts for different functions:

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In summary
Do:
Involve your audience in your posts
Questions, polls, requests
Offer exclusive and added value contents
Is the published information interesting?
Offer exclusive benets
Event invitations, exclusive information about
projects
Create regular editorial appointments
Act as a moderator on your page and be involved

!
Give your
audience reasons
to follow you!
Do not:
Have a too familiar tone... or too corporate!
Adapt to your audience and remember it is not
classic communications
Publish too often... or not enough!
Risk of overloading the page (people will
unlike ) or on the contrary disappointing your
audience
Talk only about your products and your brand
Do not use social media to publicise company
information that has not been made public

!
Do not give your
audience reasons to
forget or ignore you!
General learning points:
Many companies have a social media approach but very few do it well
Different social media strategies exist depending on the target audience and the culture
The trend is still growing, people are in a test and learn mode
Community management has to be operated on a regular basis and should encourage dialogue with the
audience. Do not let your page or account die!
It is crucial to develop a social media strategy to manage risks and corporate reputation
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Before deciding to launch a facebook page or any
other social media application for your local site make
sure that you agree with local management that it
is necessary. Be sure that you are able to allocate
the appropriate resources required to moderate the
channel, and decide whether you would like the page
to be interactive (giving users the ability to leave
comments) or static.
Key idea = Include a link to
the ArcelorMittal Corporate
website page on your
local facebook page.
Facebook and other social media applications are
constantly being updated by their creators, so make
sure you are aware of any changes to your pages that
might occur.
Remember to follow the ArcelorMittal Brand
guidelines when creating a new page.
Key idea = Always alert
Corporate Communications
before creating a new
local social media application.
Structure of a company facebook page:
It is important to understand the role of these
different elements and how to effectively use them
1. Name of your page
The name should be:
Simple and recognisable
Connected with the ArcelorMittal brand or the
company - check proposed name with Corporate
Communications
Recommendation:
ArcelorMittal + [name of the local site]
The category informs the audience on:
the classication of the page: activity sector +
location
If you have more than 25 fans of your facebook
page you can create a vanity URL, which:
Permits a better recognition of the page address
Adds an extra level of professionalism to your
business page
5. Developing a local facebook page
!
When creating a password to manage your local page, make sure it is
at least 8 characters using a combination of lower and upper case
letters, numbers and special characters such as !#$%&()*+,-.:;<=>?@^_
to make your password harder to guess by the tools used by hackers.
Read about best practice and security recommendations on the Group IT
Compliance section on myarcelormittal.com.
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To create a vanity URL:
Your page must have at least 25 fans
Visit facebook.com/username
Choose a username for your personal prole
Example of a vanity URL:
http://www.facebook.com/arcelormittaldofasco
2. Your cover image
Your cover photo is the rst thing people will see
when they visit your Page.
Choose a unique photo and change it as often as you
like.
How should I choose a cover photo for my Page?
Use a unique image that represents your Page. This
might be a photo of a popular menu item, album
artwork or a picture of people using your product. Be
creative and experiment with images your audience
responds well to.
Cover images must be at least 399 pixels wide and
may not contain:
Price or purchase information, such as 40% off or
Download it at our website
Contact information, such as web address, email,
mailing address or other information intended for
your Pages About section
References to user interface elements, such as Like
or Share, or any other Facebook site features
Calls to action, such as Get it now or Tell your
friends
3 Adjust your prole picture
Your prole picture represents your Page on other
parts of Facebook, like in news feed.
Use your logo or another image that represents
your Page. Choose an image thats square and
at least 180 pixels wide.
4. Highlight whats important
Photos, likes and apps are now at the top of your
Page. Photos are shown in the rst spot, but you
can change the order of everything else so people
see what matters most. You can show a maximum
number of 12 apps, so make sure to put your most
important ones rst.
5. Review your Page timeline
Hover over a story and click on the star icon
to make it wider or on the pencil pencil icon
to pin it to the top of your Page, hide or
delete it entirely.
!
Make it clear to your audience
that your social media pages/
channels are local ones,
avoiding confusion with the
corporate ones.
Key idea = Use the
ArcelorMittal brand guidlines
which can be found at
www.arcelormittalbrandid.com
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6. Manage everything in one place
Keep track of your activity on your Page from the
admin panel. Respond when people write on your
Page timeline and view your latest insights.
Visit your activity log to review all your posts and
activity.
7. Managing permissions
In the Admin menu of your facebook page you can
change your settings and basic information as well as
managing your permissions which will allow you to
control who can post on your wall.
You cannot control who can comment on photos or
posts so you will need to monitor this quite regularly.
8. The wall
The wall is your landing page and content page and is
where most of the activity happens.
The wall is where you can add videos, photos, events,
articles etc.
Key idea = Monthly reports
will allow you to monitor
the performance of your
page and analyse the content
that engaged the audience most
(comments, re-posts, likes etc.).

All your actions on facebook will be visible on the wall
in a chronological way.
You should set up a language function (in the page
settings) if your site is in a multi-language area.
When you activate your wall, be prepared to manage
comments and engage in dialogue.
9. Event tab
The event tab enables you to invite your audience to
participate in events that you might be sponsoring or
that your partners might be organising, giving you the
opportunity to interact with them in person.
10. Content
What is the interest of becoming a fan of the page?
Take into account the different types of content you
can post on a page:
News, Events, Sponsorships, Product information
To keep audiences engaged, think about posting
multimedia content, such as photos and videos.
!
Do not only talk about your
products and your activities but
also include local events, local
news and other things that will be
interesting for your audience!
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Organise photos in themed albums
according to their content (products,
photo, events, date etc.)
Ensure the descriptions of the photos
or albums are clear and correct
Upload videos and give them a title
and description

Sourcing content and publishing
Look to ArcelorMittal corporate website at
www.arcelormittal.com and social media channels for
added content to share
Think about the length and frequency of the posts to
ensure that you attract your audiences attention.
Length: Wall posts should be brief (maximum 20 to
30 words or 3 to 4 lines). Where more information is
needed/required, redirect the user towards an article.
The summary of the article can be posted on the wall.
Frequency: The frequency and the regularity of
the posts are important. To avoid being seen as a
spammer, we suggest a publication of maximum
3 to 4 posts a week during a normal period. However,
this number could increase during special times
throughout the year such as leading up to and
during a large event.
Stakeholders should be at the heart of the editorial
approach and you should adapt to their interests while
respecting ArcelorMittals Communication Policy and
strategy.
Find the right balance between what people want
and what message ArcelorMittal should transmit
Think about having two types of content:
Regular content - content whose publishing is
planned, it is the pages main content.
Ex: local news, events
Emergency content - content whose publishing
should intervene when there is a crisis. This news
should be announced simultaneously by a press
release.
Ex : Fatality, explosion, award
Key idea = Defne a
lead social media
communicator in your
team, it does not need to be a
full time job but it is important
that the person shows passion
and is familiar with this type of
communication.
Publication & monitoring basic process:
Before publication:
After publication:
On the occasion of the crisis:
Validates the content to be posted and call
upon the lead social media communicator
in a proactive manner for assistance with the
editing of posts and articles.
The lead social media communicator
reinforces the monitoring of comments.
Edit ready-to-use responses (if available) to
optimise the reactivity of response
Local
Communication
Team
Communicator
Designated
Team of Local
Communicators
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Use your monitoring to see when is best day and
time to post, when your audience is typically
using social media channels.
11. Recruiting fans to your page
Identify and engage rather than advertise.
Tips:
Identify the local communities use search engines
to nd them and get to know the local atmosphere
and environment your company is operating in
Engage with local event organisers, media,
institutions and organisations - online and ofine
contact
Show interest in your fans and non-fans activities
Be a fan of their pages and get involved in their
conversations, comment
Recommend their pages/websites via your
professional facebook prole
12. Moderation and reaction
Before deciding to react to, you have to analyse the
comment or the post.
Exercise good judgment and common sense when
deciding what to post or how to respond to a post
you do not need to respond to all posts.
Below is a ow chart from the US Air Force
on web posting response assessment, the same
can be applied to local ArcelorMittal sites:

U
S

A
i
r

F
o
r
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e
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Twitter is an online
social networking and
microblogging service that
enables its users to send
and read text-based posts
of up to 140 characters,
informally known as
tweets
Twitter explanation (video):
http://www.YouTube.com/watch?v=ddO9idmax0o
It is a real-time tool, allowing users to spread news
instantly.
Twitter is good for things such as:
Linking up with a community of people who share
your interests
Live event reporting
But remember that tweeted information becomes
public immediately.
Creating a twitter account
Before you create a twitter page for your site,
make sure you decide that it is necessary and you
have the necessary resources needed to run it
effectively.
Step 1: Go to http://twitter.com.
Step 2: Click the Sign Up!
Step 3: Create a Username -15 character limit
Username? ArcelorMittal + [local entity] if you
do not have enough room (there is a character
limit) use AM instead of ArcelorMittal example:
AMDofasco
Step 4: Create a prole -160 character limit
Step 5: Brand your prole (see next slide)
Step 6: Follow the Corporate twitter account:
www.twitter.com/arcelormittal
Customising a twitter account
Prole Picture:
Click on the 5th tab, Picture
Click on Browse and select one of your pictures
Click on Save button
Background:
In the navigation bar, click on Settings
Click on the last tab of settings, Theme
Select one model, change your text and background
colours or change your background picture
Save your modications
You can create your own custom background (but
this often will require a budget)
To change the location, website, picture, or biography
listed on your prole, visit the Prole tab under
Settings, make the desired changes, and click Save.
Posting tweets
Type your tweet into the What is happening?
box at the top of your screen.
You can also use special twitter apps such as
Co-tweet
Make sure your update is fewer than 140
characters long. Twitter countys the characters for
you! Remaining characters show up as a number
below the box.
Try to keep your tweets to less than 100
characters so that it is easier for other people to
re-tweet
Click the tweet button to post the tweet to your
prole.
You will immediately see your tweet in the timeline
on your homepage.
To share an image on twitter just click on the
camera icon and add your picture.
Or you can use a special app such as Twitpic
6. Developing a local twitter account
Key idea = Twitter is a
fast and interactive tool
that requires constant
involvement so before setting up
a local account make sure you
have the time and resources
necessary to utilise it properly.
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Including URLs in your tweet
Start typing or paste a URL into the tweet box.
After you have entered the rst 13 characters of
a URL, a message will appear at the bottom of the
tweet box, letting you know that the link will appear
in shortened form.
Notice that even if you have reached the character
limit, you can continue to add text to the URL with
no consequence.
Once the tweet is posted, it will be assigned a
t.co link ID, but the link will appear as a shortened
version of the original URL, so people who see your
tweet will know the site they are going to.
@Reply
A reply is any update posted by clicking the Reply
button on another tweet.
People say lots of things on twitter, and sometimes
you want to say something back. Your reply will
always begin with @username (insert username of
the person you are replying to). Any tweet that is a
reply to you will show up in your @Mentions tab on
your homepage.
To post a reply on twitter
Find the tweet you want to respond to on twitter.
Hover your mouse over their message and click the
reply icon.
Complete your tweet in the box that pops up, and
click tweet to send it

Hashtags (#)
People use the hashtag symbol # before relevant
keywords in their tweet to categorise those tweets
to show more easily in a twitter Search.
Clicking on a hashtagged word in any message
shows you all other tweets in that category.
If tweet with a hashtag on a public account, anyone
who does a search for that hashtag may nd your
tweet.
Do not #spam #with #hashtags. Do not over-tag a
single tweet. (Best practices recommend using no
more than 3 hashtags per tweet.)
Use hashtags only on tweets relevant to the topic.
Recruiting Followers
Promote your twitter prole with your
personalized URL
Make sure you email this URL out to your fans, and
share it whenever you talk about twitter.
People who go to this URL and sign up for twitter
will start following you automatically. Use this link
whenever possible to promote your presence on
twitter and gain more followers!
Make sure you appear in Search
Twitter user search ranks results for every user by
name, username, and the biography on your prole.
In order for your account to appear in search results,
make sure your username, full name, and biography
are all lled out and contain keywords that you
would like to be associated with your twitter
account.
It is also important to tweet, retweet, and mention
regularly to gain resonance amongst your followers
so that search results are up to date.
Follow others to be followed in
return, look for the infuential
tweeters in your community
Key idea = Tools like Tweet
Deck and Hootsuite can
help you to monitor and
follow what people are saying
about you on twitter.
Key idea = You can post
pictures and videos
on your twitter account
and link all of your tweets to
your facebook page so that
they appear automatically on
the pages wall avoiding
duplication of work.
24
7. Developing a local YouTube channel
YouTube is a
web-service that allows
anybody to post their
video les and share
them with other people.
Creating a YouTube Channel
1. Click the Sign Up link in the top right corner of
the website.
2. Fill out the short form on the sign up page to create
a YouTube account.
3. Return to the YouTube home page and click the link
that says Sign In.
Uploading videos
1. Click the Upload button to add a video to your
account.
2. Click on your user name at the top of the screen to
be taken to your YouTube Channel. You do not need
to sign up for a channel; it is created automatically
for you.
3. Enter the details required, the title of the video, the
description of the video, what category the video
should be in and the tags. Optionally, you can ll in
the Broadcast Options, the
Date and
Map Options and the
Sharing Options.
Without tags and an
appropriate title/
description, your video is
invisible within YouTube
Tips
If you want to attract a lot
of views, make the title
simple, and keep your tags
short and right to the point.
Use a creative title.
Make your tags not exactly
like the title so the video will
show up more often.
Look at the most viewed videos for hints on the
title, tags, and other things.
Include your username in the tags section of the
video.
Try to have a complete description. It will not help if
the description is the same as the title.
Provide a link to the Corporate YouTube channel:
www.youtube.com/arcelormittal.
25
It is important to create an effective network between all your digital activities in order to optimise each activity
and offer users the opportunity to choose his/her preferred channel.
Use your corporate website to link up with supporting social media channels (where they exist).
Facebook:
Integration of a Join us on Facebook link on the
Home Page
Direct relay towards the local facebook page
Incentive to like the page
Broadcasting of a facebook news feed on one of the
pages of your local website.
Automatic relay of the news published on the local
website on the facebook page.
Twitter:
Integration of a Follow link on the home page
Direct relay to the twitter account
Permits to follow the account
Broadcasting of tweets on the Homepage or
another page of the local website
Automatic relay of the news published on the local
website on the twitter account
YouTube:
Integration of a See us on YouTube link on the
Home Page
A YouTube channel with a customised skin
(requires a budget)
Use of a YouTube player (via an embedded code) for
all the broadcastings on the website
Relay towards the YouTube channel on one of the
local websites pages.
Broadcasting of videos through the YouTube player
Call to action to the YouTube channel on the home
page
Advantages:
No hosting costs for the streaming
Share option
8. Integrating your social media channels
Local Site
+
=
Integrated social media approach
Share information placed on
the local and global website
Promote the companys actions and
activities through socal media
26
9. Measuring, Monitoring and KPIs
It is important to think about how to measure the success of your page / account and adapt your social media
strategy.
Quality is more important than quantity!
Facebook:
Priority index: The interaction rate
Number of

+ number of comments
Number of fans of the page
Qualitative indexes:
Polarity of comments
Quality of contributions
Length and implication level of the comments
Other important quantitative indexes:
Evolution of the number of fans
Number of posts
Number + interaction rate on a post
Number of publications by fans & number of
interactions provoked
Twitter:
Priority index: The number and quality of retweets
Follow the indicators:
Number of followers + Evolution
Nature of the followers (key stakeholders, number
of followers themselves, spam followers...)
Number of subscribers (listed) + Evolution
Quality (polarity) of retweets with
#ArcelorMittal[local entity]
Number of retweets with
#ArcelorMittal[local entity]
Quality (polarity) of direct message
@ArcelorMittal[local entity]
Number of direct message
@ArcelorMittal[local entity] + who is engaging?
YouTube:
Priority index: The number of views
Follow the indicators:
Number of views / video
Evolution of views and referrers
Number and quality (polarity) of comments
Number of subscribers to the channel
Number of friends
Total channel views
Total upload views
27
Social media channels can be a very effective way
to engage your stakeholders, both internally and
externally, on a wide range of issues both positive
and negative. However, they should be treated as a
part of your communication strategy, interacting and
supporting other more traditional channels, rather than
replacing them.
While social media channels like facebook, twitter and
YouTube cost very little to develop and maintain, do
not think that they are a free solution. Successfully
operating social media channels and applications
requires a lot of time, resources, creativity as well as
constant involvement and monitoring. So before you
decide to jump into the social media pool, make sure
that you, or someone in your team, is able to give your
social media platforms the time and attention they
need to succeed.
Interaction is key when it comes to social media, not
just interacting with your various audiences but also
ensuring that your various channels interact with
one another, use your facebook page to guide the
user to your company website and vice versa. More
importantly, make sure that you connect your local
social media channels to the ones of the ArcelorMittal
group so that you can ensure you are not only
providing your audience with local information but that
you are also able to reect the tone and viewpoint of
the wider ArcelorMittal group.
Social media requires a new way of approaching
communications; therefore, as an authorised online
spokesperson for the company it is important that
you follow and that you encourage all of your other
colleagues, from the shop oor to the top oor, to
follow the ArcelorMittal Social Media Procedure for all
ArcelorMittal employees to ensure that they use social
media in a safe and acceptable manner.
This can be found at the back of this guide, as
well as the Communication Policy.
Finally, whenever creating a local social media
page or account, you should inform Corporate
Communications as this will help to ensure that only
ofcial ArcelorMittal pages exist so that only the right
messages are being communicated in the right format.
It is your role as a communicator to watch out for and
address any unauthorised ArcelorMittal accounts or
pages that may have been created by an employee, an
ex-employee or a local stakeholder and engage with
the owner.
10. Conclusion
1. Know your goals and priorities
Understanding your priorities, what it is you want to
get out of social media, will often lead you to your
goals make sure you know where you are going and
what you want to achieve.
2. Get to know your audience
Interact with your fans and followers, understand
what it is they are interested in and this will help
you to develop posts and content that is effective
in engaging your audiences and building trust with
them.
3. Find tools to enhance your time management
Maintaining an effective social media presence can be
very time consuming, especially if you have multiple
channels. Keeping yourself organised is important and
there are lots of tools online that can help you with
that, such as Tweet Deck and HootSuite.
4. Quality over quantity
Social media is not about who has the most followers
or likes or posts, rather it is the quality of those
followers and posts that matters most. Share content
and information that is valuable to your audiences and
do not overload them with uninteresting material.
5. Promote your social media presence
Interlink your various social media channels, create clear
signposts on the various pages of your website, on
your email signatures, your advertising make it easy
for people to follow you rather than search for you.
6. Enable easy bookmarking and sharing
Make sure that you enable your audiences to share
your content with their personal networks as easy as
possible. Add social sharing buttons, such as ReTweet
and ShareThis, to all of your content if people like the
content their friends are sharing with them, they are
more likely to become direct followers of you too.
6 steps to improving your social media presence
28
1. Short description
ArcelorMittal places considerable importance on
effective communication using social media tools and
channels.
2. Purpose
ArcelorMittal employees should behave as if they
were representatives and ambassadors of the
Company committed to preserving and enhancing
ArcelorMittals reputation. The ArcelorMittal brand,
based on our brand promise transforming tomorrow
and our brand values of Sustainability, Quality and
Leadership, should be reected in everything we say
or do.
3. Scope
This Procedure applies to ArcelorMittal employees
who use social media in a work-related context.
4. Denitions
In the context of this Procedure, work-related
means accessing social media sites and the internet
from work through the internet access provided by
ArcelorMittal or while using a Blackberry or equivalent
tool provided by ArcelorMittal as well as when
identifying yourself, or making yourself identiable, on
social media as an employee of ArcelorMittal.
The term social media comprises all internet-based
communication tools or sites, such as blogs, public
discussion forums, chat rooms, websites, and social
networking sites such as Facebook, LinkedIn, Yammer,
twitter and MySpace.
To post means to publish documents, photos,
videos or comments on the internet.
5. Principles
Follow the ArcelorMittal Code of Business
Conduct: The Code of Business Conduct applies
to all employees of the ArcelorMittal Group
worldwide and must be observed at all times.
Furthermore, other policies, including the Insider
Dealing Regulations, the Human Rights Policy,
the Communications Policy and others are also
applicable to your work-related social media
activity.
Identify yourself as an employee of
ArcelorMittal: If you are commenting about
ArcelorMittal in a public forum, on a website or
personal blog, you are advised to fully disclose your
afliation with ArcelorMittal and to indicate that
your opinions are personal and not attributable
to ArcelorMittal. If you use an alias to identify
yourself on the internet, be aware that certain social
media sites are increasingly discouraging the use of
aliases and that any other person may reveal your
real identity online at any time.
Do not create new channels: ArcelorMittal
employees are not allowed to create new
ArcelorMittal web pages or groups for internal or
external purposes as this could cause the public to
incorrectly mistake them for an ofcial ArcelorMittal
page or group. It is important to protect the
ArcelorMittal brand from incorrect or inconsistent
uses, therefore any unauthorised use of the
ArcelorMittal logo and brand on the internet must
be avoided. Employees should refrain from making
statements or taking actions on any social media
site that could be interpreted as having been made
by or on behalf of the Company.
Only share publicly available information: The
only type of information about ArcelorMittal that
employees may share via social media sites is
information that is already publicly available. Do not
post information online about other employees,
customers or other third parties.
Act responsibly online: Always apply good
judgment and common sense when using social
media in both your personal and professional lives.
Keep your posts and comments polite, friendly and
professional. Always take a world view approach
when using social media and keep in mind that what
one culture deems acceptable might be considered
offensive in another.
Remember that on the internet local can
become global and private can become public:
All information and posts, including photos and
videos, that you share online and conversations that
you have or comments that you have posted may
11. Social Media Procedures
for all ArcelorMittal employees
29
become public despite the use of security settings
and may become global, even if they are done on
local or limited access platforms. Anything that you
post on the internet should be considered to be
public, regardless of any privacy settings a social
media site may offer. Be mindful of the fact that
once something has been posted on the internet, it
is next to impossible to delete it. So before posting
anything, it is recommended that you pause and
think twice about it.
Use common sense: Personal social media activity
(i.e., not work-related) during working hours should
be limited. ArcelorMittal may at any time, and in
any countries where it would be legally allowed to
do so and to the extent permitted by applicable
data privacy rules and policies, monitor social
media usage by its employees when this usage is
conducted from the workplace or otherwise (such
as during business travel) when using tools that the
Company has put at the disposal of the employee
for the purposes of helping the employee perform
his/her job (such as laptop, tablet, smartphones/
personal digital assistants, ArcelorMittal internet
connection or email address). Actions or statements
in disregard of this Procedure should be avoided and
may be subject to sanctions.
Separate social media instructions are available
from Corporate Communications for ArcelorMittals
authorised spokespersons. If you need additional
guidance with respect to the subject-matter
covered by this Procedure, please contact Corporate
Communications or your local Communications
Department.
Adopted in March, 2012
30
Short description: ArcelorMittal places considerable importance on effective communication.
Scope: Relevant to all employees of the ArcelorMittal Group, including its subsidiaries and afliates worldwide.
The policy covers all forms of communication written, electronic and verbal.
For effective communication
1. Purpose
ArcelorMittal is a listed company and as a
consequence it is under the obligation to promptly
communicate any information to the public that could
have a signicant effect on the price of its securities,
such as shares and bonds.
The ArcelorMittal Communication Policy establishes
a set of principles to ensure that communication
across ArcelorMittal is effective and appropriate and
responds to the diverse information needs of all our
stakeholders. The purpose of this policy is to help
preserve and enhance the Companys reputation,
both internally and externally, and to help ensure that
relevant information reaches the targeted audience
in the right format and at the right time. It is key for
every ArcelorMittal employee to understand the value
of effective communication. Accurate and timely
communication with stakeholders is integral to a
business risk management process.
2. Principles
Communication at ArcelorMittal is guided by the
following principles:
1. Authorised spokespersons: Communication
with stakeholders, media and nancial markets
must be aligned with the Companys ofcial stance
and strategy and must only be done by duly
authorised Company spokespersons. Any person
not authorised to speak on behalf of the Company,
asked by the media, shareholders (internal or
external) or market analysts, or other stakeholders
must decline to comment and refer them to the
Corporate or local Communications team. Any
employee who does not follow this rule may be
held personally liable for his/her actions.
2. Responsible individual behaviour: All
ArcelorMittal employees should, in their daily
work, behave as if they were representatives and
ambassadors of the Company. Therefore, each
employee should be committed to preserving and
enhancing ArcelorMittals reputation. Any illegal
or offensive behaviour or statement, including via
social media accounts, which could cause damage
to the Company should be avoided. The core
values of Sustainability, Quality and Leadership
that underpin the ArcelorMittal brand should be
reected in everything we say or do.
Inside information may only be disseminated
through an authorised channel (Company press
releases). Each employee should keep any inside
information about ArcelorMittal strictly condential
and not trade in ArcelorMittal securities while in
the possession of inside information in line with the
Insider Dealing Regulations.
3. Transparency: ArcelorMittal is committed to
providing the public with clear, accurate and reliable
information at all times. We seek to establish close
relationships with our stakeholders, both internal
and external, through regular communication,
integrity and transparency.
4. Two-way communication: ArcelorMittal believes
in clear, accurate and reliable top-down and
bottom-up communication through all levels of
the organisation. Efcient two-way channels of
communication ensure that employees understand,
are aligned with and help the Company achieve its
business objectives. The communication with all
stakeholders, internal and external, must proceed
in line with the Companys ofcial stance and
strategy.
5. Presenting at conferences: When speaking at
conferences, the presentation should be checked
with Corporate Communications and Investor
Relations in advance.
12. Communication Policy
31
6. Ofcial language: ArcelorMittal recognises the
rich linguistic diversity within the Group. However,
English has been identied as the ofcial language
of the Group, and the learning and use of this
language should be promoted.
7. Fair and prompt disclosure: ArcelorMittal
recognises the value of communicating company-
related information in a timely and non-selective
manner. Publicly available information on company
related matters should be released to all internal
& external stakeholders and to the public
simultaneously.
8. Condentiality: All ArcelorMittal documentation,
correspondence and company-related information,
unless and until publicly available must be treated
as condential. Non-public information from or
concerning suppliers, customers, employees,
agents, consultants and other parties must also be
protected in accordance with legal and contractual
requirements, including the ArcelorMittal Data
Protection Procedure, when applicable.
9. Compliance: This policy should be read in
conjunction with the ArcelorMittal Code of
Business Conduct. ArcelorMittal is committed
to complying with all applicable laws and stock
exchange rules on the disclosure of nancial
and other information about the Company.
Furthermore ArcelorMittal fully respects the legal
rights of the employees in all countries. In case of
contradiction between this policy and applicable
laws, applicable laws shall prevail.
For further information please contact
any of the following:
Media Relations:
giles.read@arcelormittal.com
tobin.postma@arcelormittal.com
Internal Communications:
ewa.gebala@arcelormittal.com
Brand:
marion.saul@arcelormittal.com
Legal:
carole.wintersdorff@arcelormittal.com
emmanuel.cauvin@arcelormittal.com