{"id":2498,"date":"2012-01-30T09:05:00","date_gmt":"2012-01-30T14:05:00","guid":{"rendered":"https:\/\/meetcontent.com\/?p=2498"},"modified":"2017-04-20T00:14:08","modified_gmt":"2017-04-20T04:14:08","slug":"creating-a-social-media-style-guide","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/creating-a-social-media-style-guide\/","title":{"rendered":"Creating a Social Media Style Guide"},"content":{"rendered":"
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For social media, a style guide is invaluable<\/figcaption><\/figure>\n

Style guides are essential partners in the creation of effective content. They help ensure consistency of tone, voice, brand, spelling and grammar, giving our content credibility and value. Rick provided a great breakdown of the elements of editorial style for the web<\/a> last August.<\/p>\n

But what about social media? Since we can\u2019t erect an editorial process around every individual tweet, status, comment or response, it is critical to have a style guide shaping our social media communication\u2014particularly when that work is typically distributed across campus. And of course, while social media has unique considerations, both your web and social media style guides should be in alignment with each other and your organizational goals.<\/p>\n

We\u2019ve all (hopefully) arrived at the understanding that a successful social media engagement is underpinned by a well-thought out strategy. If the strategy is the why, the style guide is the how. It shapes our execution to ensure our strategy is successful.<\/p>\n

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\nSocial media moves in real time, which makes it all the more vital to think twice and publish once.\n<\/div>\n<\/div>\n

Social media moves in real time, which makes it all the more vital to think twice and publish once. A style guide can be that \u201csecond thought\u201d assuring us our content is appropriate and consistent.<\/p>\n

If social media has been one person\u2019s responsibility since it became something worth worrying about, how do we separate that person from the institutional brand? What happens when that individual moves to Bora Bora tomorrow? These considerations should never live in one person\u2019s brain or reflect one person\u2019s preferences; they should be put into a living document that can inform (and be informed by) everyone\u2019s efforts on campus.<\/p>\n

The Foundation of Social Style<\/h2>\n

Social media is about connecting with people, which lends itself to a conversational style. But how do you define that? Branding guidelines are a valuable base from which to build. They will inform the voice, tone and substance of your social communications. <\/p>\n

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If you have gone through a messaging exercise, think through the ways that social media can reflect the brand attributes developed there<\/span>. Provide guidance and even brief examples of how they might apply. For example, if one of your brand attributes is to be \u201cstudent-centered,\u201d that might translate to being responsive to student queries and concerns expressed via social media, sharing content related to student interests or speaking less formally.<\/p>\n

Also, how does your brand carry through to your social media properties? Beyond the content, is it also done through avatars and profile images? Color customization options? Naming conventions? Boston University provides a great social media branding guide<\/a> for campus social media managers.<\/p>\n

Once you have a sense of your brand and how it can be communicated via social channels, we need to develop more precise guidelines on how to do that. Voice and tone can be tricky to define for social media, but it is important that they are consistent in order to build trust and establish relationships. <\/p>\n

Establishing Your Voice and Tone<\/h2>\n

We always hear this advice for communicating via social media: \u201cBe human! Be authentic! Be conversational!\u201d But what does that mean? That can mean something different for everybody. <\/p>\n

Generally speaking, I think these characteristics apply:<\/p>\n