3.1 FACEBOOK (eng) S.7

  • Be careful! Please note: The following text was not written by a lawyer. It should only be considered a recommendation without any guarantee. Please contact your lawyer if you need binding legal advice.


Copyright

Basically, every work is protected by copyright and may only be used with the consent of the author. Most images, texts and videos that can be found on the Internet are protected by copyright and may not be used. Any work that can be used free-of-charge under certain conditions is particularly marked, e.g. by licences of Organisation Creative Commons (www.creativecommons.org). Please check the licence holder of third-party images before posting them on Facebook! In addition, please note that Facebook reserves the right to further use images according to its general terms and conditions. If you upload images on Facebook, this image will automatically be licensed. Keep this in mind when concluding agency and photographer contracts for images you want to use on Facebook. It is worth asking the licensor to grant this right or to include a clause that a picture can also be used on Facebook.



Right to one’s own image

We recommend you not to post pictures with people unless you have obtained the written consent of each of them. Each photographed person has the right to determine what happens with his/her picture, where and whether it is published. For children, the legal situation is even stricter. For absolute legal certainty, signature and consent of both parents or legal guardians are required.  There are exceptions to this rule but a nuanced view, experience and good understanding are necessary.

An example of these exceptions is a picture of a public events or persons being considered decorative attachment to the picture.



Mandatory legal notice (Impressum)

In some countries, it is mandatory to include your legal details (Impressum) on Facebook, as well. Enter the required information in the “Impressum” section under “Page Info”.



Promotions

You always have to publish conditions for participation in promotions and make them clearly available, either directly in the description of the prize draw or by clicking on a link. Facebook requires the following details:

  • Who can participate in the promotion
  • Start of the promotion (except for immediate starts)
  • End of the promotion
  • How the winners are determined
  • Disclaimers of warranty and liability, if any
  • Note on data protection
  • If required, rights to use the winners’ pictures and publish their names
  • Right to contact the winners (you may also specify that winners are mentioned in a post with their Facebook names [e.g. “Hi @JohnDoe, you won!“] and have to contact you within a certain time)
  • Clause for notification and specification what happens provided the winner does not react within the specified time
  • Liability and/or exemption clause for legal violations by participants
  • Legal details (Impressum) and contact details

3.1 FACEBOOK (eng) S.6

After Facebook receives your verification code or business document, they review your info to confirm that it matches public records. Within a few days, you receive a notification or e-mail about your verification status.



Not all pages are verified at the first attempt. Sometimes, documents such as business licences are not accepted, sometimes you have to provide a phone number instead. Important: If verification of a page was denied once, this kind of function is not completely blocked, you may try it again.



3.1.3 BUSINESS PROFILE FOR YOUR STAFF

In addition to your company presence, your staff should also be present on Facebook. This is important for different reasons:

  • Positioning as travel expert: as travel agent, you connect with friends, but also with customers, on Facebook. Position yourself as travel expert! You represent the travel agency towards the outside world.
  • Share your travel pictures to inspire others! Speak of your travels.
  • Use Facebook for networking, congratulate others on their birthday, stay in touch!
  • Answer all requests you personally receive on Facebook. Not all will contact the travel agency directly. Many people prefer to contact someone they personally know to get tips, for example!
3.1.4 DO’S AND DON‘TS ON FACEBOOK: WHAT IS IMPORTANT?


  • To be successful on Facebook, we recommend the following:

  • React promptly to requests, comments and, above all, criticism. Stick to the facts.
  • Vary the types of posts, in particular, at the beginning. Watch what works with the fans.
  • Add suitable photos or videos to your posts to achieve higher interaction rates.
  • Refer to the current situation, e.g. holidays, bank holidays, etc., or special offers of your travel agency.
  • Ask appropriate questions at the end of your post, such as “Do you know where your next trip takes you?”

3.1 FACEBOOK (eng) S.5

You can also define add or edit country or age restrictions for your Page to restrict your Page from appearing to certain audiences. This function determines to which target group your page is preferably displayed in the organic page recommendations. This does not mean that other users will no longer see it. You should enter the town where your travel agency is located and other towns at a radius of 20km around this town to mainly address people in your area.





3.1.2 VERIFYING A FACEBOOK PAGE


You can verify a Facebook page to show your users that it is an official and authentic page of your company (or a person). They are also shown up higher in the Facebook search results, i.e. they have a better visibility. Verified pages can be recognised by a small white tick on blue or grey background next to the page name. However, this is only possible if several conditions are met, i.e. not every page qualifies for verification by Facebook.

Companies can only verify their Facebook page if they chose “Local Business”, “Company” or “Organisation” as category for the page. The page also needs a profile picture and cover photo.

And the contact details of the pages must be completed correctly. If all these conditions are met, a company page qualifies in most cases for a grey verification tick on Facebook.



If verification of the page is generally possible, you will find the third item “Page Verification” under “Settings” > “General”.





To verify your page, click on “Verify this Page”. Then enter an officially registered phone number of your company, the country in which the company is located and the language.  Click “Call Me Now” to allow Facebook to call you with a verification code. Then enter the four-digit verification code in the field.



Instead of entering the verification code received by phone, it is also possible to verify the page with a business document. Follow the steps mentioned above up to “Verify this Page with documents instead”. Then upload a picture of an official document showing your business’s name and address, e.g. business licence, tax assessment or invoice. Letterheads, business cards, flyers or similar are not accepted.

3.1 FACEBOOK (eng) S.4

  • Important: You will get the logos from our web2print Tool MyDesigns. Please do not use any of your own pictures as profile picture to assure a standardised online presence.


You can choose any photo as cover photo. We will provide you with an image pool of panorama photos (in myDesigns) that you may use as cover photos.



  • Some tips:

  • It is not necessary to use Photoshop for image processing. There are numerous free-ofcharge tools that can be used, such as https://www.gimp.org/ or https://www.canva.com/. Under https://pixabay.com/de/, you will find images covering a variety of topics for free. 
  • You will get the logo for your profile picture from headquarters. 
  • Headquarters will also provide you with a pool of panorama photos that can be used as cover photos. 
  • To get more information about optimum image sizes and formats please click here.
  • On request, headquarters will create a Facebook page for you against payment.


Please do not forget to publish your page again under “Settings” if you undid the publication at the beginning. Then, the page is published and you can invite people to like your page or create your first posting.

There are numerous other options under Settings that will only be described shortly in this manual.



  • Visitor Posts: You can configure whether other users may post on your page. You should allow this so that your customers can, for example, share photos with you on your page. However, if you notice misuse of this function and only spam is published, you can set that you review posts by other people and approve them manually or you can disable visitor posts completely for your page. 
  • Review: Customers may review your travel agency on Facebook. You should allow this function and enable ratings under Settings. 
  • Messages: You should also allow direct messages on your page, as well as visitor posts. Please remember to answer these messages. In chapter 5, you will get more information about how you can enable automated replies for Facebook messages.


Furthermore, you may also block gross language on your page or define age/country restrictions. However, this should only be necessary when misuse of the page is detected or spam is posted.


You will find more options in the list on the left under Settings. You may, for example, edit the page, define administrators, assign edit rights for the page to other people, etc.

3.1 FACEBOOK (eng) S.3

User name, and thus vanity URL, should match the profile name. However, we recommend shortening “Lufthansa City Center”, it is too long. The user name would be “YourNameLCC”.



Then, complete your general company data, in particular, the company’s contact details. Click on “Edit Page Info”. Then proceed step by step and complete the fields.



Select “Travel Agency” as sub-category. Add a short description of your company, preferably in line with your core story (see chapter 4). The profile should be completed as much as possible.



Information that may not be missing and mandatory details:

  • Legal details (Impressum)
  • Name: Travel agency name + Lufthansa City Center
  • Complete contact details (address, phone number, e-mail address)
  • Website (LCC website / landing page or your own website, if any)
  • Opening hours
  • Category: Local Business
  • Sub-category: Travel Agency


You should then upload a profile picture and a cover photo. Use the travel agency logo as profile picture to ensure a higher recognition value.



3.1 FACEBOOK (eng) S.2



Now your page has been created and already published. If you want to undo this and first complete your profile, click on “Settings” above and then on “Page visibility”. Select “Unpublish page”. Now the page is only visible for you. You should then complete all other data of your company.



On the left you click on “About” and now you can edit all the company data.




Under “Username”, you can  define a user name for the page so that it is also possible to define a customised vanity URL for the page.



3.1 FACEBOOK (eng) S.1

3.1 FACEBOOK



3.1.1 FACEBOOK-FANPAGE


You need a personal Facebook profile in order to create a Facebook page for your travel agency. Log into Facebook and click on the small arrow on the top right.





There you will find the “Create page” menu item. If you are already administrator of a Facebook page, it is also shown in this area. After having clicked on “Create page”, you may decide which type of page you want to create. For a travel agency, select “Business or Brand”.



In the next step, you are requested to select a sub-category and to enter the address in the relevant fields. Select the name as follows:



  • Your name + Lufthansa City Center (to match the travel agency’s logo)


We recommend choosing “Travel Agent” as sub-category for a travel agency.