# Social Media – Language and Tone

## Purpose
This section defines how the brand communicates on social media platforms to maintain consistency, professionalism, and engagement while reflecting brand personality.

## Key Principles
- **Authenticity:** Be genuine and human; avoid corporate jargon.  
- **Clarity:** Keep messages simple, scannable, and accessible.  
- **Engagement:** Encourage conversation, not just broadcasting.  
- **Respect:** Treat all users with dignity; avoid sarcasm or hostility.  

## Language Guidelines
- Use **plain language** that is easy to understand.  
- Maintain a **friendly and approachable tone** while remaining professional.  
- Use contractions where natural (e.g., "we’re" instead of "we are").  
- Avoid slang, memes, or trends that do not align with brand values.  
- Use inclusive language (e.g., “everyone” instead of “guys”).  

## Tone by Context
- **Announcements:** Clear, direct, factual.  
- **Customer Engagement:** Friendly, supportive, and solution-focused.  
- **Celebrations/Milestones:** Upbeat, appreciative, community-centered.  
- **Crisis/Issues:** Calm, measured, empathetic, and factual.  

## Platform Nuances
- **Twitter/X:** Concise updates, timely responses, hashtags where relevant.  
- **LinkedIn:** Professional updates, industry insights, thought leadership.  
- **Instagram:** Visual-first storytelling with concise, supportive captions.  
- **Facebook:** Balanced mix of announcements, community posts, and event sharing.  
- **TikTok (if used):** Authentic, creative, but aligned with brand voice.  

## Response Guidelines
- Respond to comments and messages **within 24 hours** when possible.  
- Acknowledge criticism respectfully; do not delete unless offensive or abusive.  
- Use escalation protocols for **customer complaints or sensitive issues**.  

## Do / Don’t Examples
- **Do:** “Thanks for your feedback—we’re looking into it and will update soon.”  
- **Don’t:** “Calm down, that’s not our problem.”  

## Accessibility
- Always add **alt text** for images.  
- Use **CamelCase** for hashtags (#ThisIsAnExample).  
- Avoid using only emojis or GIFs to convey meaning.  

## Measurement & Maintenance
- Track engagement metrics: reach, shares, sentiment, response time.  
- Review tone and engagement **quarterly** to ensure alignment.  
- Refresh guidelines **annually** or after major platform changes.