Lenovo
Implementing Inclusive Social Media Practices at Lenovo
About Lenovo
Lenovo is a global technology company that focuses on designing, manufacturing, and marketing a wide range of consumer electronics, personal computers, software, business solutions, and related services.
Some of its most recognized brands include the ThinkPad business laptops (originally acquired from IBM), along with the consumer-focused IdeaPad, Yoga, LOQ, and Legion laptop lines. For desktop computers, Lenovo offers the IdeaCentre, LOQ, Legion, and ThinkCentre series.
As of 2024, Lenovo holds the position as the world’s largest personal computer vendor by unit sales.
ROLE
Global Social Media Specialist
TIMELINE
Sep 2022 - Jan 2023
LOCATION
Remote
challenge
Lenovo's social media content was not fully accessible, limiting its reach and excluding audiences with disabilities.
There was an urgent need to implement accessibility guidelines to ensure all users - including those who are visually or hearing impaired - could engage with our content.
The challenge was to develop and enforce new accessibility standards across Lenovo's global social media platforms to promote inclusivity and expand our audience (more customers!).
process
I led the initiative to create and implement brand-new accessibility guidelines for Lenovo's social media content.
To start, I conducted extensive research on digital accessibility standards per platform and legal requirements to ensure our guidelines were well-informed.
Using this research, I crafted comprehensive accessibility protocols, making it compulsory to include subtitles on all video content and alt text for all images to aid users who rely on screen readers.
I collaborated closely with key stakeholders across various departments to secure buy-in and facilitate the smooth integration of the new guidelines.
Additionally, I organized training sessions and developed resource materials to educate our global social media teams about the importance of accessibility and how to effectively implement the new standards.
Outcome
The introduction of these accessibility guidelines led to a significant increase in audience engagement and reach on Lenovo's social media platforms.
By making our content more inclusive, we connected with a wider audience and reinforced Lenovo's commitment to diversity and inclusion.
The success of this project was recognized through multiple awards:
Employee of the Month from my team for outstanding contributions.
On-the-Spot Award from HR for exceptional initiative.
Kudos! Award for Marketing Innovation from our Vice President, highlighting the project's impact on our marketing efforts.
Additionally, these accessibility standards have been adopted across our global social platforms and communicated to geo marketers, setting a new benchmark for Lenovo's digital presence.
The initiative not only enhanced our brand image but also demonstrated how empathetic and inclusive practices can drive business success.
