Midea SNS Playbook – Overview

Purpose:
The Midea SNS Playbook defines the global framework for all Midea social media operations, ensuring a unified, professional, and emotionally engaging brand presence across markets. It serves as both a governance manual and creative guide for all Business Units (BUs) to align naming conventions, visual identity, and communication style under one global direction.

Strategic Foundation

At its core, the Playbook reflects Midea’s ambition to be recognized as a global leader in smart home innovation and sustainable living.
Through the AAI Framework (Attention–Affinity–Interaction), Midea builds meaningful digital relationships by:

1. Capturing Attention with creative, playful, and human-centered content.

2. Fostering Affinity through trust, authenticity, and relatable storytelling.

3. Driving Interaction to strengthen loyalty and community engagement.

Core Components

1. Account & Profile Governance

· Unified naming conventions for Facebook and Instagram.

· Standardized profile visuals to ensure brand consistency.

· Centralized creation and HQ oversight for all new accounts.

2. Visual Identity System (VI)

· Clear layout rules for logo placement, typography, and aspect ratios (1:1, 4:5, 9:16, 16:9).

· Emphasis on bright, natural, and lifestyle-oriented imagery.

· Mandatory adherence to the “clean, warm, authentic home” aesthetic that defines Midea’s personality.

3. Global Social Matrix

· HQ as content hub and facilitator, while regional accounts execute localized storytelling under the “Think Global, Act Local” principle.

· Global incentive plan supporting reposts and performance-based rewards (up to USD 1K per post).

· Data-driven management through monthly performance reviews and content distribution via Midea Cloud.

Brand Expression

Every post should communicate emotional warmth, intelligent functionality, and real human connection.
Midea’s tone is friendly, optimistic, and human, turning household innovations into relatable stories that make people feel at home.

Platform Collaboration & Localization

BUs are encouraged to leverage HQ’s Content Library and Midea Cloud:

· English versions for direct deployment.

· Clean versions for localization and cultural adaptation.
This system ensures both efficiency and creative freedom — maintaining one Midea voice while adapting to diverse markets.

Facebook BU Account Naming Guidance

Display name:

 → Midea+MarketFullName (without a space) 

(Fixed globally due to Global Pages system).

Handle / URL:

 →  Midea+[Space]+[BU Market's name]

E.g. facebook.com/MideaES, facebook.com/MideaSingapore

Non-Compliant Naming Examples​​

Please review and avoid the following non-standard formats:

​​Avoid Uncommon Regional Abbreviations​​ (Common abbreviations like USA, UK are acceptable).

​​❌ ​​​​Midea VN    ✅ ​​Correct to: ​​Midea_Vietnam

​​Ensure a Space between "Midea" and the Market Name.​​

❌ ​​MideaKorea   ✅ Correct to:​​ Midea_Korea

​​Remove Redundant Words​​ such as "Official" or "Electronics".

❌ ​​Midea Peru Official, Midea Electronics Indonesia  ✅ ​​Midea Peru,Midea Indonesia

(Other brand FB Account Name List for Reference)

Instagram BU Account Naming Guidance

Display name:

 → Midea+[SPACE]+Market Full Name

Handle / URL:

 →  Midea+[ _ ]+[BU Market's full name]

E.g. Midea_Vietnam / Midea_Korea 

​​Non-Compliant Naming Examples​​

Please review and avoid the following non-standard formats:

​​Avoid Uncommon Regional Abbreviations​​ (Common abbreviations like USA, UK are acceptable).

​​❌ ​​​​Midea VN    ✅ ​​Correct to: ​​Midea_Vietnam

​​Ensure a Space between "Midea" and the Market Name.​​

❌ ​​MideaKorea   ✅ Correct to: ​​Midea_Korea

​​Remove Redundant Words​​ such as "Official" or "Electronics".

❌ ​​Midea Peru Official, Midea Electronics Indonesia  ✅ ​​Midea Peru,Midea Indonesia

(Other brand IG Account Name List for Reference)

Midea BU Account Portrait Guidance

Mandatory Profile Picture

• To ensure Midea’s standard brand image, please use the bellow image as the account official profile for all Midea’s BU  accounts:

The download link for the logo： Content Library 【LINK】

Facebook Guidelines for Account Creation

Create a Facebook Account

1. Use the link to register a new Midea email account

https://perm.midea.com/flows/batch-service?optId=10093

2. Provide the following information

3. Contact HQ to help register the Facebook account

4. Give marketing@midea.com full access of your account

Instagram Guidelines for Account Creation

Create an Instagram Account

1. Use the link to register a new Midea email account

https://perm.midea.com/flows/batch-service?optId=10093

2. Register an Instagram account

3. Switch it from a personal account to a professional account

4. Fill in as much additional information as possible

5. Follow some relevant accounts to ensure activity

6. Provide username and password to HQ, HQ helps connect Facebook and Instagram account (During connection, you need to keep online to get an verification code)

Matters Need Attention

1. Avoid frequently switching login locations.

2. Provide complete account information.

3. Maintain the activity level of the account.

4. After registering an account, finish the secondary verification and finish the FB-INS connection ASAP

Midea Global Social Media Operations Approach 

AAI Strategy Framework

The Attention, Affinity, Interaction (AAI) Framework is useful for Midea Global SNS matrix because it systematically guides how we use each platform — from capturing audience attention through compelling content, to fostering a deep connection and community, and finally to stimulating active engagement, thereby enhancing global brand visibility, loyalty, and interaction.

Channel Differentiation & Strategic Approach 

2026 Roadmap

Social Media Recommended to Do & Things to Avoid

Recommended

Things to Avoid

MIDEA HQ INCENTIVE PLAN

SOP

Content Library Access

*Path: MIB HQ → Midea → Digital Always-on → 2025  

- Download either project files or release files by month

Global Footage: Available in the 2025 folder

   - EN Version (with English copy)  

   - Clean Version*(text-free for localization) 

Click on: Content library link

Midea Cloud Updates

Every two weeks, HQ will compile a PPT summarizing the past two weeks’ published content, including the format, copy, advertising objective, initial effects, people, and platform. The PPT will contain clickable links for cloud drive download and reposting.

You can click the corresponding numbered folder in the PPT to download the files, which are available in both EN and Clean version.

How BU can utilize global content

1. Download files from Content Library / Midea Cloud

- EN Version: Direct use in English-speaking countries

- Clean Version: For non-English markets to fit with local languages & products

2. Adjust copy & visuals

- Localize language & adapt to local market features

3.Replace products & models

- Based on regional specifics, then publish