Social Media Style Guide
Follow this guide to make sure everything we post on our social media channels looks, sounds and feels like Frog.
If Frog was a person, what would they sound like? At times they may have to put on ‘different hats’, sometimes more serious, sometimes more fun but always respectful and kind.
The following ‘recipe’ outlines the tone of voice that our messaging/imagery needs to include…
|Always…||When explaining…||With the right amount of…|
Kind and upbeat
Have a purpose.
What is the purpose of your post? A successful post can be measured - most social platforms will provide analytics on views, interactions and clicks. Using these analytics we can identify if a post has been successful - but to measure success you need a purpose or a goal. Some examples of goals are highlighted below...
- Visit a page/blog post on the Frog website
- Submit a form
- Respond/comment on the post
- Come to the Frog stand when at an event
- Share the post
- 'Like' the post
Every so often 'awareness' is the purpose of the post, this is more difficult to measure as an interaction is not always necessary.
Hashtags are really useful to ensure that your posts have the widest available audience. But please ensure that you follow the following points…
- Use hashtags on the keywords, add additional ones at the end of your posts.
- Use capitalisation in your hashtags, for example #WorldHashtagDay.
- Don’t use too many hashtags, “two or three is best and definitely no more than four”.
- Don’t use confusing hashtags, like #justbecauseitsthursday.
- Use hashtags when it is right, not just to fill a gap or simply to get one in.
- Jump on a bandwagon if something is relevant, utilise it!
When social posts are focused on Frog attending or featuring an event – please ensure that the correct hashtag is being used. Incorrect hashtags will significantly diminish the post visibility.
Emojis – it’s a balancing act. Too many, none at all… Getting it just right depends on the message...
- If you are writing a post around a very serious subject, which people may feel strongly about, maybe it’s better to leave them out! At most use one ‘conservative’ emoji.
- If the post is observational on a subject that is not too sensitive in nature – add an emoji as appropriate.
- If you are having some 🎉fun – use emojis to pull out the ⭐main points in your opening statement – feel free to use ‘expressive’ ones. But make sure they don’t crowd your post. If you are to use an emoji later in the 📝post, we lean towards a ‘conservative’ one.
- If your post is a mixture of tones, for example a fact-based statement followed by an official comment. Just use a more ‘conservative’ emoji in the second part.
|Examples of ‘conservative’ emojis:
|Examples of ‘expressive’ emojis:
Images that are used on social media have got to confirm to the following principles:
- They enrich the post
Not all posts need an image. If an image is used it needs to compliment and enrich the post.
- They are quality images – reflective of a premium brand
You can write a great tweet but if you stick a poor image with it, the message will be ignored. Avoid gimmicks, clip-art and any images that have already been used widely on social media by lots of other people.
Adding the Frog logo
Ideally when posting images the Frog logo should be incorporated to constantly improve the brand awareness.
Bad examples of images
A. Images that are clearly staged or feel 'non-genuine' should be avoided.
B. Do not use 'clip-art' or poor quality illustrations.
C. If a picture would be for a supposedly 'inspirational' poster - it's not right for Frog.
D. Cheap looking image compositions should not be used.
Good examples of images
A. Quality images that capture a moment or feeling.
B. Illustrations need to look cool and have a particular style to them.
C. Messaging images need to be clear, not overly complex and look modern.
D. Compositions should look like real-life and not be overly cluttered.
When adding an image to your post please endeavour to use the following image proportions:
- Square - 1:1 (Suggested size… 1024px x 1024px)
- Landscape - 2:1 (Suggested size… 1024px x 512px).
If you do not have photo editing software on your computer please use an online service such as - www.picresize.com, this will allow you to generate images at the correct proportions.
Spelling and Grammar.
Sloppy writing can be detrimental to Frog’s reputation and your personal brand (especially in the Education sector). It’s important to make sure your spelling and grammar are accurate. Avoid using abbreviations and shortened words as if you were writing a quick text message.
On a typical day no more than three pre-scheduled posts should go out on one of the accounts. If three posts were scheduled they should be part of a coordinated plan.
Supporting an Event
When Frog are exhibiting at/attending/hosting an event, social media channels are not restricted to three posts in a day. Both pre-scheduled and ad-hoc posts can be made to generate as much physical and digital traffic.