Writing for Social Media
We use social media to build relationships with small business and small entity owners and stakeholders and share all the advocacy work we do. We also use it to inform stakeholders of proposed rulemaking that may potentially affect their business and that we are here to advocate on their behalf through the communications we produce. We are intentional in what we post to our social channels, all while celebrating the contributions and victories of small businesses. This section outlines how we maintain that delicate balance.
Basics
Advocacy’s presence on social media is growing. We use our social media channels to inform stakeholders of current regulatory issues to drive calls to action (i.e., commenting on proposed rules, attending a roundtable or regional outreach event), but we also use our platforms to promote the success of our work.
Here are our active accounts and what we usually post on each:
Product news, brand marketing, outreach events, evergreen content, “we’re hiring!” recruitment content
Product news, brand marketing, events, evergreen content
Product news, brand marketing, events, evergreen content
These channels are all managed by the Information team. The guidelines in this section apply to all of Advocacy’s social media channels, however, for those who post or repost Advocacy content on their personal social media accounts, we are providing these guidelines to follow.
Guidelines
Our writing for social media should generally follow the style points outlined in the Voice and Tone and Grammar and Mechanics sections. Here are some additional pointers to keep in mind:
Write short but smart
- LinkedIn: Limit of 3,000 characters per post
- X (Twitter): Limit of 280 characters per post
- Facebook: Limit of 63,206 characters per post
Although LinkedIn and Facebook have larger character limits, shorter posts tend to perform better and get more engagement, so try to keep your posts as short as possible.