Social Media Guide

 

Purpose

To define the Whoever voice on our social media profiles and create guidelines for tone, style and content.

 

The XX voice creates a connection and draws the person in. It makes them feel like they are part of a family of likeminded individuals. Through mission-based content, it creates a sense of purpose that everyone wants to be a part of. Views are balanced and supportive of other opinions. We teach and express XXXXXX.
 

Social Media Guidelines: Facebook
 

Tone and style

• Conversational, friendly, inviting – more casual than our website or printed materials

• Informational – provides value

• Inspiring and positive

• Approachable

• Responsive

• Expressive when appropriate (“Cool!” “Great news!”)

• Uses inclusive language (us, we, you)
   

Posting tips

• Ask questions to engage people in conversation

• Respond to people’s responses

• Be respectful – don’t incite or engage in aggressive debates

• Remember XX’s philosophy of XXX – no one diet, way of life, or philosophy is right for everyone

• Talk like a person, not a machine or a press release

• Use correct grammar, even if it’s common/spoken language

• Use slang sparingly

• Find opportunities to naturally build engagement hooks into posts

• Focus on one idea at a time

• Only speak when it improves on silence (i.e. have something meaningful to say)

• Have fun, and remember enthusiasm and joy must be authentic – don’t go overboard

• Don’t over use exclamation marks or smiley faces.

• Don’t exaggerate to get the readers attention

• Facts alone are boring, tell a story
   

Status Updates

• Inspirational quotes/ images

• Health & wellness news from reputable media sources

• XX events – webinars

• Videos via XX YouTube, guest speakers, graduates

• Shared quotes and articles from guest speakers and other likeminded brands

• XX community promo: graduate, student and client success

• XX promotional information should be shared on a 1: 9 ratio

• Refrain from sales language like, “Enroll Now”, “Call us”, “Sign up here”

 

Social Media Guidelines: Twitter
 

Tone and style

• Conversational and friendly – more casual than our website or printed materials

• Informational – provide value with links

• Inspiring, uplifting language
   

Posting tips

• Use tweets to drive traffic to blog, landing pages.

• 140 characters are short – take out unnecessary words.

• Shorten URLs using Hootsuite or Bit.ly.

• Leave space for RT’s and and @reply’s by using less than 140 characters.

• Use hashtags (#) to join trending conversations, and to create branded conversations.

• Do not use more than 2 #’s per tweet.

• Links back to the blog don’t have to be to new articles – recycle.

• Don’t forget it’s a two-way conversation – when someone responds, send them an @[their name] response back.