Content & Social Media
05 / Community, Trade Fairs & Law
Key question
What happens after posting?
Publishing is only half the battle. After that, the conversations, numbers, and rights queries begin. Those who are thorough here build trust, learn from every post, and avoid costly mistakes.
Learning objective: You can maintain a community, review the most important legal issues and evaluate posts using a few key metrics.
Posting is the start of the conversation.
5.1 / Nurturing the community
Answer, ask, set boundaries.
Social media is not a billboard; it’s a conversation. Those who reply get noticed: platforms show posts with lively comment sections to more people.
01
Replies
Within a day, in person and by name.
02
Ask questions
Join the conversation: what would you glaze?
03
Setting boundaries
Clear rules for criticism, spam and insults.
Schedule time for replies. A quarter of an hour after posting often achieves more than another post.
Those who reply get noticed.
5.2 / Rights and Labelling
Public does not mean free.
Images, videos, music and text are protected by copyright. Anyone using other people's content needs permission or a suitable licence. Recognisable individuals have a right to their own image: ask before posting.
Advertising must be recognisable as such. Anyone receiving money, products, or other benefits for a post must clearly label it, for example with 'Advertising' or using the 'Paid partnership' tool. In Switzerland, this stems from the Federal Act on Unfair Competition (UWG) and the principles of the Swiss Commission for Fairness (SLK): advertising must be recognisable as such.
Ask first, post later.
5.3 / Measure and learn
A few numbers, reviewed regularly.
The platforms provide plenty of numbers, but only a few really matter: reach shows how many people saw the post. Saves and shares show whether it was useful. Clicks and enquiries show whether it's helping you achieve your goal.
Look back once a month: which three posts performed best, and what do they have in common? Adjust your pillars and formats accordingly. That way, your editorial calendar will get better every month.
Numbers are questions, not judgements.
Exercise
A month in review
Task: Analyse one month's worth of posts from Atelier Lumen or your own profile.
STEP 1
Collect reach, saves, shares and comments for each post in a spreadsheet.
STEP 2
Highlight the three strongest and the three weakest contributions.
STEP 3
Check two posts using the Rights Check.
STEP 4
Derive three changes for next month.
Evaluation: Which change brings you closest to your goal from Module 01?