Joyce Power

Digital Media, Virtual Events and Social Media Specialist

SOCIAL MEDIA PROTOCOLS

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Table of Contents

Strategic Goals ...................................................................................................... 3

Objectives ............................................................................................................. 3

Social Media Brand Voice ...................................................................................... 3

Social Channels Best Use and Strategy Tips ............................................................ 4

Content Structure.................................................................................................. 5

Image and Graphic Use.......................................................................................... 5

Copyright and Disclaimers ..................................................................................... 6

Approval Process ................................................................................................... 7

Staff Responsibilities ............................................................................................. 8

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Strategic Goals Create supportive systems for staff through peer sharing and mentoring opportunities.

Increase the availability of resources.

Facilitate access to information, tools, and best practices – “what works.”

Promote collaboration among agencies and systems, and between agencies and non-traditional

partners.

Objectives

o Engage the field in discussion and peer learning activities.

o Provide a call to action to look deeper into key issues affecting the field.

o Introduce meaningful micro-learning and guide users toward learning.

o Encourage users to actively contribute and help shape their supportive system.

o Collaborate with partners who share your vision and encourage users to collaborate with each

other within and across disciplines.

Social Media Brand Voice

VOICE Personality

Inspiring

Professional

Positive

TONE Character

Professional

Honest

Open

LANGUAGE Lexicon

Simple

Savvy

Inclusive

PURPOSE Message Intent

Inform

Engage

Educate

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Social Channels Best Use and Strategy Tips

PLATFORM

BEST USE

STRATEGY TIPS Lis

tserv

• Disseminate time-sensitive information

to large number of people.

• Include a call to action by linking to additional

information

Web

site

• Repository for resources. • Marketing channel for upcoming events.

• Use compelling visuals • Create call-to-action engagement • Encourage visits to social channels

Fa

ceb

oo

k • Go-to source of information for

significant portion of key audience • Rewards quality content (visuals, video) with higher engagement

• Use visual opportunities. Ex: share images with

text calls-to-action overlaid • Repurpose content. Find a new angle • Share stories. Take the time to craft multiple compelling headlines

Lin

ked

In

• Professional and informative information.

• Share news and engage in discussions thru Interest Groups

Tw

itte

r

• Concise messaging - 140 characters to

ignite real-time engagement opportunities. • Hashtags easy to create

Use bit.ly to save space on links

• Share visual content

Monitor often and look for opportunities to engage with people

• Have a professional voice

Yo

uTu

be

• No limit on number of videos you can upload for free

• 15-minute time limited on video length

• Upload compelling thumbnail images for videos rather than using default

• Include standard tagline in all video descriptions to highlight mission • Offer helpful links. Ex: how to engage • Include a call-to-action to subscribe, share or

like a video as a form of support • Stay relevant. Upload videos consistently & refresh channel’s programming regularly

Pin

tere

st

• Impact thru showing using images. Share: ideas, desires, dreams and

inspirations.

• Pair interesting images with “how-to checklist” or “step-by-step guide,” linking back to website

• Use at events to show behind the scenes

Slid

eSh

are

• Posts of appealing presentations and popular topics; connected with LinkedIn.

• Offer compelling PPT slides with new information or perspective

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Content Structure

Audience Focused Keep the audience in mind when selecting content relevant to their interests and needs.

Content Composition Brief and Concise: Write with micro-learning in mind. Remove words that do not add value. Be

direct and make the message meaningful.

Scan-able: Include elements to promote information scanning: headers, links, highlighted text, bulleted lists, graphics, captions and pull-quotes. Be cautious of over-emphasizing content with too

many elements to avoid confusion.

Meaningful Headers: Use words that clearly introduce the preceding content.

Active voice: Use the active voice for a conversation and more engaging style.

Language: Use language familiar to the target audience. Be sure to be consistent with key words

to enforce relevancy and assist with search and find-ability.

Professional: Professionalism is important to ensure audience trust and respect. Avoid buzz words

and talk to viewers not at them.

Links: Make links valuable by pointing viewers to relevant content that adds value.

Image and Graphic Use

IMAGE SIZES

NOTES

Face

bo

ok

Cover: 851x315

Profile: 180x180 Tab: 111x74 Link image: 1200 x627

Shared image: 1200x1200

Photos account for 62% of all

brand posts and 77% of all post engagement

Lin

ked

In

Standard Logo: 100x60

Square Logo: 50x50 Banner: 646x220 Shared Image size limit: 100 MB

Using photo on LinkedIn post

typically doubles the engagement rate. Square images work best

Twit

ter

Header: 1500x500 Profile: 400x400

Shared: 1024x512 In-stream photo preview 220x440

Twitter in-stream photo preview follows a 2:1 ratio.

Recommendation: use 880x440 images to tweet. Maximum file size 5 MB

You

Tub

e

Profile: 250x250 (pulled from Google+) Channel Art: 2560x1224

Custom video thumbnail: 1280x740

Tablet display: 1855x423 Mobile display: 1546x423

TV display: 2560x1440 Desktop: 2560x423

Pin

tere

st

Profile: 165x165 Large thumbnail: 22x150 Small thumbnail: 55x55

Board Display: 22x150

Use enticing photos that are relevant to a particular board.

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Copyright and Disclaimers Government resources are copyright-free, which enables the public to use, publish, and distribute

resources as needed.

Respect other’s work; if you want to post an image, graphic or publication that is not in the public domain, get permission and give credit.

Disclaimers are posted to all social media channels and follow the government guidelines:

Endorsement Disclaimer - Links to Other Sites The web site has links to many other federal agencies, and in a few cases we link to private

organizations. You are subject to that site's privacy policy when you leave our site. We are not

responsible for Section 508 compliance (accessibility) on other federal or private Web sites.

Reference in the web site to any specific commercial products, process, service, manufacturer, or

company does not constitute its endorsement or recommendation by the U.S. Government or HHS.

HHS is not responsible for the contents of any "off-site" web page referenced from this server.

Information Disclaimer The information provided using this platform is only intended to be general summary information

to the public. It is not intended to take the place of either the written law or regulations.

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Approval Process

*Restricted to Federal sources

Word crafting and scheduling

Review, comments and editing

Posting and distribution

Project Director

Community Manager

Content Architect

Writer/Editor

DRAFT POSTS Contributor / SMM

REVIEWER Designated federal staff reviews content, with (guidance from other, as needed.

SM POSTING SMM posts social media approved content, as scheduled.

Federal contributors

IDENTIFY FORMATS Contributor / SMM confer on special formats, as needed.

APPROVAL TIMELINE Federal staff offers comments/edits and returns to SMM DUE: 2nd Week ea. Month:

LISTSERV SMM coordinates w/partners on wider outreach

OTHER

Collaboration Partners

SCHEDULE/TIMELINE SMM schedules posts in Playbook DUE: 1ST Week ea. Month

ADJUSTMENTS SMM makes edits and advises team of edits

WEBSITE Website Manager posts content, as needed.

COLLECTION POINT PLAYBOOK PREPARATION POSTING PREPARATION MONITORING

CONTACT Social Media Manager (SMM)

CONTACT SMM sends monthly Playbook to Federal staff for review/approval

CONTACT SMM ADD’L APPROVAL Major edits returned to Federal staff for second review and approval

CONTACT SMM EVALUATION SMM/Website Manager collect stats/summarize findings

1 CONTENT

CONTRIBUTIONS

2 CONTENT

CONSOLIDATION

3 CONTENT

APPROVAL

4 CONTENT

POSTING

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Staff Responsibilities Project Director, oversees the team and the social media initiatives:

Ensures all social media content supports advancement of the mission and goals

Communicates with the Federal Project Officer on social media campaigns and specific action

needs

Assists with content creation, adapting content to each specific social channel

Acts as the point person for Federal Project Officer on all social media questions and materials

Networks across partners to foster project collaboration

Conducts QC of social media items prior to posting

Updates the Federal Project Officer on social campaigns, feedback from the field, and

evaluations

Community Manager and Facilitator

Establishes and nurtures relationships with online communities

Encourages conversations and engagement to grow online communities and manage social

presence

Assists with content creation, adapting content to each specific social channel

Conducts environmental scanning to keep abreast of issues and relevant hot topics

Identifies, networks with and invites SMEs to promote learning on topical campaigns

Facilitates online gatherings, as needed

Content Architect and Social Media Manager

Develops and implements campaign frameworks based on approved social media project plans

Assists with content creation, using environmental scanning to keep abreast of issues and relevant

topics

Structures the online learning elements that coordinate with approved action plans

Curates content and adapts content to each specific social channel

Conducts virtual events, as needed

Coordinates video projects to coincide with social campaigns

Designs and implements marketing initiatives to promote organization and its projects

Collects statistical data and prepares weekly and monthly reports based on established goals

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Writer/Editor

Drafts social media content for campaigns

Assists with content creation, using environmental scanning to keep abreast of issues and relevant

topics

Assists with QC review of original and curated content

Creates templates, as needed

Develops visual content to assist in storytelling