The Good Social Media Model Information for Your Model in 2022


Each model, publication, and web site wants a great fashion information. And each good social marketer wants a fantastic social media fashion information.

A method information helps hold your model constant throughout all of your channels. It should be sure that everybody in your workforce is utilizing the identical terminology, tone, and voice.

Let’s take a look at why you want clearly outlined social media model pointers, together with some nice fashion information examples so that you can mannequin.

Why you want a social media fashion information (aka model pointers)

A social media fashion information is a doc that outlines the precise fashion selections you make on your model on social media.

This consists of every thing out of your emblem and branding colours to how you employ emojis and hashtags. In different phrases, it’s a algorithm that dictate the way you current your model.

Why trouble making a social media fashion information? As a result of consistency is essential on social. Your followers ought to have the ability to simply acknowledge your content material, irrespective of the place they see it.

Ask your self this:

  • Do you employ serial (aka Oxford) commas?
  • Are spelling with British English or American?
  • Do you say zee, zed, or one thing else utterly?

And that’s to not point out that small points like spelling, grammar, and punctuation can have a huge impact on model notion.

If you wish to construct recognition, belief, and loyalty on your model, then it is advisable be constant in the way you current it. That’s the place a social media fashion information is available in.

What your social media fashion information ought to embody

A method information for social media must be clear and concise. It ought to reply fundamental questions on your model voice, goal market, and tone throughout completely different social platforms.

Right here’s a full breakdown of what to incorporate in your social media fashion information.

A listing of all of your social media accounts

Begin by creating an inventory of all of the social media accounts your online business presently makes use of. That is vital as a result of every platform may have barely completely different guidelines in terms of voice and tone.

For instance, LinkedIn is a extra formal platform than Twitter, and Fb is a mixture of each. Figuring out the place your model falls on the spectrum will assist you to create content material that resonates along with your viewers.


As effectively, be certain that to incorporate your social media deal with(s) in your fashion information. This can assist you to get a transparent image of the naming conventions you’ve used on your accounts.

Are the names constant throughout channels? If not, now’s the time to select a method and be aware it in your fashion information. This manner you’ll be able to guarantee new accounts on new channels are simply discoverable by your present followers.

Voice and tone

To attach along with your viewers, it is advisable have a clearly outlined model voice. Some manufacturers are super-cheeky on social media. Others preserve a reasonably formal tone.

You may take both method, or some variation, however it is advisable hold it constant.

Outlining your voice and tone in your social media fashion information will assist you to guarantee all of your content material sounds prefer it’s coming from the identical supply.

It’ll additionally assist any new workforce members who come on board to rapidly get a really feel for a way they need to be representing your model on-line.

Listed below are some questions to think about as you outline your model voice and tone.


Will you employ it? Except you’re in a extremely technical trade with a really area of interest viewers, your finest guess might be not.

Stick with plain language that’s straightforward on your viewers to grasp, and make an inventory of jargon-y phrases to keep away from.

speech bubbles showing different types of jargon words

Supply: The World Based on Skype

Inclusive language

What pointers will you observe on social media to ensure your language is inclusive and honest? Contain workforce members within the dialogue as you develop your inclusive language pointers. In case your workforce is just too giant for everybody to affix within the dialogue, ensure you have numerous viewpoints represented. Flow into the preliminary pointers to hunt suggestions.

Keep in mind, accessibility is a key element of inclusivity.

Sentence, paragraph, and caption size

Typically, quick is finest. However how quick? Will you’re taking the identical method on Fb as you do on Instagram? Will you use threaded Tweets to transcend 280 characters?



Does your model use emojis? If that’s the case, which of them? What number of? On what channels? How typically? Have the identical dialogue about GIFs and stickers.

earnest ice cream instagram caption using different types of emojis

How and the place to make use of CTAs

How typically will you ask your readers to take a particular motion, like clicking a hyperlink or making a purchase order? What sorts of motion phrases will you employ in your calls to motion? What phrases do it is advisable keep away from?

telus instagram post asking users to check out their open postions

Submit authorship

Do you publish as a model? Or do you attribute your social posts to particular person workforce members? For instance, it’s widespread for customer support social accounts to make use of initials to point which workforce member is replying to a public message. If that is the way you method buyer feedback, you’ll want to define this in your social media fashion information.


Social media coverage

Your social media fashion information clarifies the small particulars of how your model makes use of social media. Your social media coverage clarifies the larger image.

A social media coverage outlines expectations for worker conduct on social media, and often consists of steering on issues like content material, disclosure, and what to do for those who obtain detrimental suggestions.

If you happen to don’t have one but, we’ve acquired an entire weblog publish that can assist you write a social media coverage.

Listed below are some key factors to incorporate:

  • Group roles: Who’s liable for creating and publishing content material? Who has the ultimate say on what will get revealed?
  • Content material: What sort of content material is suitable (e.g., product images, worker images, firm information, memes)? Are there any off-limits matters?
  • Timing: When is content material revealed (e.g., throughout enterprise hours, after hours)?
  • Safety protocols: The right way to handle passwords and safety dangers.
  • Disaster plan: How ought to your workforce deal with a disaster?
  • Compliance: The right way to keep on the proper aspect of the regulation, particularly in regulated industries.
  • Worker pointers: For private {and professional} social media use.

Buyer/viewers personas

If you happen to haven’t but outlined your goal market and developed your viewers personas, now could be the time to take action. Earlier than you’ll be able to develop an efficient model voice, it is advisable know who you’re chatting with.

When constructing out viewers personas, think about the next:

  • Fundamental demographics (location, age, gender, occupation)
  • Pursuits and hobbies
  • Ache factors/what they need assistance with
  • How they use social media
  • What sort of content material they interact with (e.g., weblog posts, infographics, movies)

The extra element you’ll be able to present to your workforce from the beginning, the higher geared up they’ll be to develop content material that appeals to your goal market.

Model language guidelines

There are doubtless a number of phrases, phrases, acronyms, and names which can be particular to your model. You want to outline exactly how you employ them.

For instance:


Your fashion information for social media ought to embody an inventory of all of your model logos. Don’t put your listing in all-caps, as a result of this makes it unimaginable to inform the distinction between, say HootSuite (incorrect) and Hootsuite (proper).

Present pointers for the right way to use your logos. Do you employ your product names as verbs? What about plurals? Or possessives? Sentence fragments? Get particular.

google trends do's and dont's of trademark usage

Supply: Google Tendencies Model Tips

Acronyms and abbreviations

In case your model is especially acronym-heavy, you’ll wish to embody a bit on the right way to use them.

For instance, NATO is at all times written out because the North Atlantic Treaty Group on the primary reference, with NATO in parentheses afterwards. Like this:

North Atlantic Treaty Group (NATO)

If you happen to’re utilizing an acronym that’s not extensively identified, spell it out on the primary reference.

As effectively, make an inventory of the acronyms your organization generally makes use of internally, together with what they stand for. Point out whether or not it’s applicable to make use of the acronyms on every social channel, or to make use of the complete time period.


Is there a proper approach to say your model title? If that’s the case, ensure you embody the right pronunciation in your fashion information. For instance, is it “Nikey” or “Nikee”?

In case your model title is difficult to pronounce, think about making a pronunciation key. This may be so simple as together with the phonetic spelling of adverse phrases subsequent to the phrase itself.

Pronunciation is more and more vital as social media strikes in direction of video content material.

Different language particular to your model

If there are different phrases or phrases which can be particular to your model, be certain that to incorporate them in your fashion information. This could possibly be something from the names of merchandise to firm slogans.

For instance, Hootsuite staff are affectionately often called “owls,” each internally and on social media.


Starbucks, alternatively, refers to their staff as “companions.

If you happen to use particular phrases like this, write them down. Not simply the way you consult with your staff, however any non-trademarked language you employ to consult with any side of your organization. For instance, do you’ve gotten prospects, shoppers, or friends? All of this data will assist carry readability to your social media fashion information.

Consistency pointers

Let’s carry it again to the linguistic points we touched on proper at the beginning. Consistency pointers assist everybody posting on behalf of your model to use the identical language each time.

Your first step in constructing out consistency pointers is to select a dictionary. (They’re all just a little completely different.) Listing it in your fashion information and ensure all related workforce members have entry to an on-line doc or a paper copy.

You may additionally wish to select an present fashion information, just like the Related Press Stylebook or the Chicago Handbook of Model.

This manner you don’t should resolve on each grammar and punctuation selection your self.

Listed below are some consistency points to think about.

US or UK English

Relying on the place your organization calls residence, you’ll wish to use both US or UK English in your social media fashion information. When you have a world viewers, chances are you’ll want to think about each.

That is vital not only for spelling (e.g., coloration vs color), but in addition for vocabulary and grammar. For instance, in US English, it’s normal to write down dates as month/day/yr, whereas in UK English the order is day/month/yr.

If you happen to don’t use language constantly throughout your channels, you threat complicated or alienating your viewers.

Punctuation and abbreviations

Typically, you need to use correct punctuation in your social media posts. This consists of issues like utilizing apostrophes appropriately and avoiding textual content communicate (e.g., lol, ur).

In fact, there are at all times exceptions to the rule. For instance, hashtags don’t use punctuation, and it’s usually accepted to make use of abbreviations on Twitter (e.g., TIL, IMO).

Make sure to define the place and when it’s applicable to make use of abbreviations and slang in your social media fashion information.


Serial commas

Serial commas are a little bit of a divisionary topic. There’s no proper reply on whether or not to make use of them. The Related Press is usually towards them, however the Chicago Handbook of Model says they’re a should. Make your individual selection on this subject and use it constantly.

Headline capitalization

Your social media fashion information ought to make it clear the way you wish to format your headlines. For instance, the AP Stylebook recommends utilizing sentence case for headlines whereas the Chicago Handbook of Model says to make use of title case. Once more, decide and magnificence and stick with it.

Sprint fashion

True story: I as soon as gained a Dale Carnegie Pen for a speech in regards to the variations between a hyphen (-), an en-dash (–), and an em-dash (—).

You won’t be as into punctuation as I’m, however you continue to must outline your sprint fashion to make sure consistency.

Dates and occasions

Do you say 4pm or 4 p.m. or 16:00? Do you write out days of the week or abbreviate them? What date format do you employ? Make sure to embody all of those particulars in your social media fashion information so everyone seems to be on the identical web page.


Do you employ numerals or spell out numbers? When do you begin utilizing numerals? These are vital inquiries to reply in your fashion information so that everybody is on the identical web page.


How typically will you embody hyperlinks in your posts? Will you employ UTM parameters? Will you employ a URL shortener? Be sure that your social media fashion information consists of these particulars.

Curation pointers

Not each thought you share on social media can be uniquely your individual. Curated content material may be a good way so as to add worth to your social feed with out creating new content material of your individual.

However which sources will you share from? Extra importantly, which sources will you not share from? You doubtless wish to keep away from sharing posts out of your opponents, for instance.

Additionally outline your pointers for the right way to supply and cite third-party photos.

Hashtag use

We cowl the right way to use hashtags successfully in several weblog posts. In your social media fashion information, your aim is to outline a hashtag technique that retains your social channels constant and on-brand.

Branded hashtags

Do you employ branded hashtags to encourage followers and followers to tag you of their posts, or to gather user-generated content material? Listing any branded hashtags in your fashion information, together with pointers about when to make use of them.

Additionally present pointers for the right way to reply when folks use your branded hashtags. Will you want their posts? Retweet? Remark?

Marketing campaign hashtags

Create an inventory of hashtags particular to any one-off or ongoing campaigns.

When a marketing campaign is over, don’t delete the hashtag from this listing. As a substitute, make notes in regards to the dates the hashtag was in use. This manner, you’ve gotten a everlasting document of the hashtags you’ve used. This can assist spark concepts for brand new tags for future campaigns.

For instance, as journey shut down in March, Vacation spot BC launched a marketing campaign with the hashtag #explorebclater. As native journey started to open up in early summer season, they transitioned to #explorebclocal.

What number of hashtags?

The ideally suited variety of hashtags to make use of is a matter of ongoing debate. You’ll must do some testing to study what number of are proper for your online business. As effectively, this quantity will differ between channels. Take a look at our information on utilizing hashtags for each community to study extra.

Ensure your social media fashion information outlines finest practices for hashtag use on every channel.

Hashtag case

As effectively, hashtag case use must be clearly outlined. There are three otions for hashtag case:

  1. Lowercase: #hootsuitelife
  2. Uppercase: #HOOTSUITELIFE (finest for very quick hashtags solely)
  3. Camel case: #HootsuiteLife

Consumer-generated content material

Consumer-generated content material could be a large increase to a model, however be certain that your workforce is aware of the right way to correctly curate and credit score it.

Tips to be used

Unsure the place to begin along with your pointers for UGC? We advise some fundamentals in our publish on the right way to use user-generated content material:

  • At all times request permission
  • Credit score the unique creator
  • Provide one thing of worth in return
  • Use search streams to seek out UGC you might need missed

The right way to credit score

Specify how you’ll credit score the customers whose posts you share. You need to at all times tag them, in fact, however what format will you employ for that credit score?

For instance, digicam icons are a standard manner of attributing images on Instagram.


Design pointers

We’ve talked so much about phrases, however you additionally must outline your model’s visible appear and feel for social media. Listed below are some design pointers to get you began.


If you happen to’ve already outlined your model colours, these will doubtless be the colours you employ in your social media accounts. You could want to outline which colours to make use of in several contexts.

spotify brand colour use do's and dont's

For instance, chances are you’ll wish to use a softer model of your model’s main coloration for backgrounds, and a extra saturated model for textual content and call-to-action buttons.

Emblem use

The place and when will you employ your emblem on social media? It’s typically a good suggestion to make use of your emblem as your social media profile image.

In case your emblem doesn’t work effectively as a sq. or circle picture, chances are you’ll must create a modified model particularly for social media use.

medium brand logo guidelines

Supply: Medium Model Tips


What sorts of photos will you employ on social media? Will you employ inventory images, or solely images that you simply’ve taken your self? If you happen to do use inventory images, the place will you get them from?

Will you watermark your photos? If that’s the case, how?

Make sure to embody all of this data in your fashion information for social media.

Filters and results

It’s vital to create a visible appear and feel on your model. Whether or not you go #nofilter otherwise you use the newest design instruments to edit your photos, consistency is essential.

Your social media fashion information ought to embody data on which filters and results to make use of (or not use).

Social media fashion information examples

Able to construct your individual social media fashion information? Use these examples as a jumping-off level on your personal information.

New York College (NYU) social media fashion information

The New York College (NYU) social media fashion information consists of

  • all energetic NYU accounts
  • the right way to attribute content material to particular sources
  • detailed info on punctuation and magnificence.

Additionally they embody platform-specific info, like what number of Retweets to make use of on Twitter every day. And, the right way to use line breaks on Fb.

twitter guidelines from nyu social media guidelines

Indigenous Tourism BC social media fashion information

Indigenous Tourism BC makes use of its fashion information for social media to enhance public understanding of Indigenous tradition throughout digital channels.

This part of the Indigenous Tourism BC social media fashion information has an enormous give attention to language. Language is a crucial a part of de-colonizing narratives round Indigenous peoples. By selling appropriate utilization of Indigenous Model throughout media, they’re paving the best way for higher understanding between Indigenous and non-Indigenous communities.

details of language usage for indigenous people in social media style guide

Starbucks social media fashion information

Starbucks’ social media fashion information provides a culture-first information to discussing and selling the Starbucks model on-line.

By explaining the “why” behind their fashion selections, they provide Starbucks companions a extra detailed understanding of the aim behind the model’s messaging.

starbucks social media style guide culture guidelines

Social media fashion information template

Feeling a bit overwhelmed? We’ve coated a variety of materials on this information. However don’t fear—we’ve created a free social media fashion information template you should utilize to construct your individual social media model pointers from scratch.

Bonus: Get a free, customizable social media fashion information template to simply guarantee a constant look, really feel, voice, and tone throughout all of your social channels.

To make use of the template, click on the File tab within the high left nook of your browser, then choose Make a duplicate from the drop-down menu. When you’ve executed that, you’ll have your individual model to edit and share. Be happy to delete any sections that aren’t related to your online business, or that you simply’re not able to deal with right now.

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