We use social media to build relationships and share what our organization is up to. But it also creates opportunities to say the wrong thing, put off clients, and damage our brand. So we’re careful and deliberate in what we post to our social channels. This section lays out how we strike that delicate balance.
Basics
The Center for Practice Transformation has a presence on the following media platforms:
These channels are all managed by our team. We also have a few team-specific accounts on other platforms. The guidelines in this section apply to all of the Center’s channels.
Guidelines
Our writing for social media should generally follow the style points outlined in the Voice and tone and Grammar and mechanics sections. Here are some additional pointers, too.
Write Short, but Smart
Some social media platforms have a character limit; others don’t. But for the most part, we keep our social media copy short.
- Facebook: No limit, but aim for 2–3 short sentences.
- LinkedIn: No limit, but aim for 2–3 short sentences.
- Twitter: 280 characters.
To write short, simplify your ideas or reduce the amount of information you’re sharing—but not by altering the spelling or punctuation of the words themselves. It’s fine to use the shorter version of some words, like “info” for “information.” But do not use numbers and letters in place of words, like “4” instead of “for” or “u” instead of “you.”
Engagement
Do your best to adhere to these style guidelines when you’re using our social media channels to correspond with users. Use correct grammar and punctuation—and avoid excessive exclamation points.
When appropriate, you can tag the subject of your post on Twitter or Facebook. But avoid directly tweeting at or otherwise publicly tagging a post subject with messages like, “Hey, we wrote about you!” Never ask for retweets, likes, or favorites.
- Yes: “Janna Gewirtz O’Brien, MD, FAAP from the @University of Minnesota will dive into the scope of vaping and comorbid mental health concerns. O’Brien will also explore the impact of vaping on the adolescent brain, and describe the link between vaping and other substance use.
- No: “Hey @universityofminnesota, can you retweet this post?
Hashtags
We employ hashtags rarely and deliberately. We may use them to promote an event or connect with users at a conference. Do not use current event or trending hashtags to promote the Center.
Trending Topics
Do not use social media to comment on trending topics or current events that are unrelated to the Center’s research and training.
Be aware of what’s going on in the news when you’re publishing social content for the Center. During major breaking news events, we turn off all promoted and scheduled social posts.