Social Media Identity Guide

Are your social media efforts sporadic, misguided and not responded to? A social media identity guide can help. We’ve developed social media identity guides for our clients and we find it helpful to work these ideas through to make sure you social media efforts are efficient and effective. Here are the elements we include in the social media identity guide.

Personality Statement

Your brand’s personality statement should reflect your core values while incorporating this into the way the brand communicates with its followers. How much information do you want to share? Are you looking to connect with your followers on a personal level? The personality statement is a statement depicting what you want your brand to be personality wise. This should also tie in to the brand’s core values so that there is a feeling of continuity and consistency. This further illustrates your brand’s social media identity.


The language you use is important. Apart from appropriate brand messaging the words used must appeal to the demographic your audience is. An example is if a brand’s demographic are teenagers the terms used would be different from a brand who targets an older demographic. The subject and conversation style are also a part of this. The way you engage with the audience through conversation is important. The subjects of these conversations also matter, what themes often dominate these conversations? What is the brand trying to communicate within its audience and others? This helps build your social media identity.

Imagery  & Formatting Guideline

We all know how very vital image is and this is especially important in the social media identity guide. And, given that social media can be super visual, it is important that we make conscientious effort to ensure image, illustration and video follow a high quality standards. And, that fonts, typeface combos follow a tight style.  How often will the status be updated and with what kind of information? Considering what Facebook and Twitter features you use is important to getting more people excited about engaging on your page.


The brand should also have a list of words they should use with their social media platforms. This should include both positive and negative keywords. The positive of the sentiment is to identify meaningful data in source materials. What a sentiment analysis does is to determine the overall tone of a speaker when he or she writes a material. So with the sentiment for a brand, whatever positive keywords used promote the brand and reinforce the message the brand wants to share. gives reasons why brand pay attention to statement. Some these include measuring success, research and competitive analysis. The site also lists a set of tools that can be used to help measure sentiment.

Customer Care & Social Media Identity

What is a customer care script? It is a detailed guide for employees to follow during a service encounter. This script includes specific words, phrases and other expectations for the employee to use during this procedure. So, when customer care is needed what kind of script do you practice, what guidelines, what words and phrases are used when trying to communicate with customers? Branden Williams outlines some great guidelines on how to go about service scripting.


The brand should be able to integrate its content into its various social media platforms because different customers use different social media platforms. The brand should endeavor to use correct formats when integrating and do it in such a way that the format fits the platform.


In the social media identity guide, content attribution and the fair use policy is included. As with all things there have to be restrictions put in place to regulate its use. A fair use policy should be put in place and made available to all employees especially those with access to the brand’s social media platforms.


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