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Posted on:
February 12, 2024
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Digital Marketing
On social media , consistency, transparency and professionalism are crucial for any brand or business. Social Media Guidelines become a compass for those representing the company on digital platforms.
These essential documents set out the standards, values and expectations for the use of social media on behalf of the brand. Here is a step-by-step guide to writing effective Social Media Guidelines for your clients but first:
What is a Social Media Guideline?
A Social Media Guidelines, also known as a social media policy or standards manual, is a document that sets out the rules, guidelines, and expectations for the use of social media on behalf of a business, organization, or brand. This document provides clear guidance on how to represent and communicate the brand on social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and others.
Social Media Guidelines are essential to ensure that all team members managing social media are aligned with the brand strategy and follow best practices for effective and consistent online communication.These guidelines address aspects such as tone of voice, frequency of publication, handling of comments, use of images and videos, interaction with the audience and crisis management, among other aspects.
The primary goal of the Social Media Guidelines is to protect brand reputation and maintain a consistent and positive presence on social media. By providing clear structure and guidance, the document helps minimize the risks associated with using social media and maximize opportunities for meaningful engagement and interaction with the target audience.
1. Understand the Brand Identity and Values:
Before you start writing, it's crucial to understand the brand's identity and values. Research the company's mission, vision, and values, as well as its tone of voice and communication style.
Example: If the brand is a travel agency that focuses on adventure and exploration, the Social Media Guidelines should reflect this spirit in their tone and content.
2. Establish Clear Guidelines for Communication:
Defines the tone of voice, style and personality that the brand wants to project on social media. Specifies how brand representatives should interact with the audience and how to handle different situations and comments.
Example: For a chic and sophisticated fashion brand, the tone of voice can be formal yet approachable, with a focus on quality and elegance in all interactions.
3. Define the Appropriate Topics and Contents:
Determine what topics and types of content are appropriate to share on syria business email list brand’s social media channels. This includes the type of visual content, posting frequency, and topic areas relevant to the audience.
Example: A real estate brand can share content about market trends, tips for buyers and sellers, customer success stories, and visual content of featured properties.
4. Establish Standards of Etiquette and Behavior:
Define how brand representatives should behave online and set clear guidelines for audience engagement, including handling negative comments, responding to queries, and moderating content.
Example: Brand representatives should respond to feedback in a timely and courteous manner, addressing customer concerns in a professional and respectful manner.
5. Define Crisis and Emergency Management Protocols:
Prepare a detailed action plan for crisis situations, such as viral negative comments, controversies, or brand-related emergencies. Establish who is in charge of what and how to respond in the event of a crisis.
Example: In the event of a PR crisis, the designated team should immediately communicate internally, assess the situation, and prepare a coordinated response that reflects the brand's values and stance.
6. Educate on Legal and Regulatory Compliance:
Provides guidance on compliance with relevant laws and regulations, such as privacy policies, copyrights, and regulations specific to each social media platform.
Example: Staff should be reminded not to share confidential client information, and to always respect copyright when using images or content created by others.
7. Provides Useful Resources and Tools:
Provides resources and tools to help your team create quality content, schedule posts, monitor social media activity, and analyze campaign performance.
Example: Social media management tools such as Hootsuite, Buffer or Sprout Social can be recommended to schedule posts and monitor online activity.
8. Update and Review Regularly:
Social Media Guidelines are not static and should be updated regularly to reflect changes in branding, social media platforms, and market trends. Schedule regular reviews to ensure the guidelines remain relevant and effective.
Example: Set a schedule to review and update Social Media Guidelines every six months or after major changes to brand strategy.
9. Promotes Continuous Training and Development: