Social Media

DoIT Communications social media guidelines

Quality over quantity

We think fewer posts of good quality content are much better than many mediocre posts.


Our writing should follow guidelines outlined in the DoIT Communications style guide.


DoIT has a presence on many social media platforms. Here are our most active accounts and what we usually post on each:

  • Twitter: DoIT news, brand marketing, events, recruiting, alerts, outages, tech tips.
  • Facebook: DoIT news, brand marketing, events, live streaming, recruiting, alerts, outages, tech tips.
  • LinkedIn: Work related DoIT news, recruiting content, tech tips.
  • Instagram: Event photos, product photos, photos of people using DoIT products.
  • YouTube: All captioned video content.
  • Snapchat: DoIT stories, events, entertaining pics.


  • Hootsuite: Schedule/manages the DoIT Twitter, LinkedIn and Instagram channels
  • Facebook scheduler

Write short, but smart

Some social media platforms have a character limit; others don’t. But for the most part, we keep our social media copy short.

  • Twitter: 125 characters or less (this leaves room for a manual retweet and comments)
  • Facebook: No limit, but we aim for one to two short sentences.
  • Instagram: No limit, but we try to keep it to one sentence or a short phrase. No links, but emojis are good.

To write short content, we simplify our ideas or reduce the amount of information —but not by altering the spelling or punctuation of the words themselves. It’s fine to use the shorter version of some words, like “info” for “information.” But do not use numbers and letters in place of words, like “4” instead of “for” or “u” instead of “you.”


  • We monitor all of our social networks for activity.
  • We engage our followers like a human being, not a organization.
  • If someone comments, we thank them for it with a like, heart, or we write them back.
  • We deal with outages on Social Media in a specific way.


  • We employ hashtags rarely and deliberately. We may use them to promote an event or connect with users at a conference.

Trending topics

  • We do not use social media to comment on trending topics or current events that are unrelated to DoIT.
  • We aim to be aware of what’s going on in the news and when we are publishing social content for DoIT.
  • During major breaking news events, we monitor pre-scheduled content, and we turn off all promoted social posts.

Also see: UW-Madison Social Media Branding.

Social media protocol during outages

Twitter is our expected medium to communicate news-type information, but we also post information to Facebook as well. We experiment with posting related images on Instagram and Snapchat.

With social media posts:

  • We are not only dealing with the outage/crisis, but how people feel about it and how it makes them feel.
  • We post only about the issue at hand
  • We review what posts are already scheduled. If the outage/crisis situation is at hand, we don’t post other off-topic information.
  • We aim to be factual, clear and concise.

In social media posts we try to include the following information:

  • Status of outage.
  • Time frame to correct the outage.
  • Where they go for more information.
  • If available, present an image/illustration of the outage or service.

In social media posts, during “crisis” situations we aim to:

  • Provide facts.
  • Cut to the point.
  • Empathize with the user’s struggles.
  • Be honest about the situation.
  • Be compassionate.
  • Respond specifically to what the user is saying.

In social media posts during “crisis” situations we avoid:

  • Including too much information.
  • Being overly technical.
  • Being too wordy (140 characters or less on all posts).
  • Not responding to user’s specific concern.
  • Angry responses.
  • Sarcastic responses.
  • Joking around.

Keywords:networks social media twitter facebook LinkedIn instagram youtube snapchat   Doc ID:97978
Owner:ERIK G.Group:DoIT Communications KB
Created:2020-02-14 15:58 CDTUpdated:2020-06-01 08:09 CDT
Sites:DoIT Communications KB, DoIT Help Desk
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