Protocols for establishing and managing social media. Looks at Social media brand voice: the personality, character, lexicon, and message intent; Social channels best use and strategy tips; Content structure, addressing primary audience focus and content composition; Image and graphic use, providing size dimensions for each social channel; Copyright practices and disclaimers; The approval process from contribution, word crafting and scheduling, editing and review, and posting and distribution; and Staff responsibilities.

1. Joyce Power
Digital Media, Virtual Events and Social Media Specialist
SOCIAL MEDIA PROTOCOLS

2. Page 2 of 9
Table of Contents
Strategic Goals...................................................................................................... 3
Objectives............................................................................................................. 3
Social Media Brand Voice ...................................................................................... 3
Social Channels Best Use and Strategy Tips ............................................................ 4
Content Structure.................................................................................................. 5
Image and Graphic Use.......................................................................................... 5
Copyright and Disclaimers ..................................................................................... 6
Approval Process................................................................................................... 7
Staff Responsibilities ............................................................................................. 8

3. Page 3 of 9
Strategic Goals
 Create supportive systems for staff through peer sharing and mentoring opportunities.
 Increase the availability of resources.
 Facilitate access to information, tools, and best practices – “what works.”
 Promote collaboration among agencies and systems, and between agencies and non-traditional
partners.
Objectives
o Engage the field in discussion and peer learning activities.
o Provide a call to action to look deeper into key issues affecting the field.
o Introduce meaningful micro-learning and guide users toward learning.
o Encourage users to actively contribute and help shape their supportive system.
o Collaborate with partners who share your vision and encourage users to collaborate with each
other within and across disciplines.
Social MediaBrand Voice
VOICE
Personality
 Inspiring
 Professional
 Positive
TONE
Character
 Professional
 Honest
 Open
LANGUAGE
Lexicon
 Simple
 Savvy
 Inclusive
PURPOSE
Message Intent
 Inform
 Engage
 Educate

4. Page 4 of 9
Social Channels Best Use and Strategy Tips
PLATFORM BEST USE STRATEGY TIPSListserv
• Disseminate time-sensitive information
to large number of people.
• Include a call to action by linking to additional
information
Website
• Repository for resources.
• Marketing channel for upcoming
events.
• Use compelling visuals
• Create call-to-action engagement
• Encourage visits to social channels
Facebook
• Go-to source of information for
significant portion of key audience
• Rewards quality content (visuals,
video) with higher engagement
• Use visual opportunities. Ex: share images with
text calls-to-action overlaid
• Repurpose content. Find a new angle
• Share stories. Take the time to craft multiple
compelling headlines
LinkedIn
• Professional and informative
information.
• Share news and engage in discussions thru
Interest Groups
Twitter
• Concise messaging - 140 characters to
ignite real-time engagement
opportunities.
• Hashtags easy to create
 Use bit.ly to save space on links
• Share visual content
 Monitor often and look for opportunities to
engage with people
• Have a professional voice
YouTube
• No limit on number of videos you can
upload for free
• 15-minute time limited on video length
• Upload compelling thumbnail images for
videos rather than using default
• Include standard tagline in all video
descriptions to highlight mission
• Offer helpful links. Ex: how to engage
• Include a call-to-action to subscribe, share or
like a video as a form of support
• Stay relevant. Upload videos consistently &
refresh channel’s programming regularly
Pinterest
• Impact thru showing using images.
Share: ideas, desires, dreams and
inspirations.
• Pair interesting images with “how-to checklist”
or “step-by-step guide,” linking back to website
• Use at events to show behind the scenes
SlideShare
• Posts of appealing presentations and
popular topics; connected with LinkedIn.
• Offer compelling PPT slides with new
information or perspective

5. Page 5 of 9
Content Structure
Audience Focused
Keep the audience in mind when selecting content relevant to their interests and needs.
Content Composition
 Brief and Concise: Write with micro-learning in mind. Remove words that do not add value. Be
direct and make the message meaningful.
 Scan-able: Include elements to promote information scanning: headers, links, highlighted text,
bulleted lists, graphics, captions and pull-quotes. Be cautious of over-emphasizing content with too
many elements to avoid confusion.
 Meaningful Headers: Use words that clearly introduce the preceding content.
 Active voice: Use the active voice for a conversation and more engaging style.
 Language: Use language familiar to the target audience. Be sure to be consistent with key words
to enforce relevancy and assist with search and find-ability.
 Professional: Professionalism is important to ensure audience trust and respect. Avoid buzz words
and talk to viewers not at them.
 Links: Make links valuable by pointing viewers to relevant content that adds value.
Image and Graphic Use
IMAGE SIZES NOTES
Facebook
Cover: 851x315
Profile: 180x180
Tab: 111x74
Link image: 1200 x627
Shared image: 1200x1200
Photos account for 62% of all
brand posts and 77% of all post
engagement
LinkedIn
Standard Logo: 100x60
Square Logo: 50x50
Banner: 646x220
Shared Image size limit: 100 MB
Using photo on LinkedIn post
typically doubles the engagement
rate. Square images work best
Twitter
Header: 1500x500
Profile: 400x400
Shared: 1024x512
In-stream photo preview 220x440
Twitter in-stream photo preview
follows a 2:1 ratio.
Recommendation: use 880x440
images to tweet. Maximum file size
5 MB
YouTube
Profile: 250x250 (pulled from Google+)
Channel Art: 2560x1224
Custom video thumbnail: 1280x740
Tablet display: 1855x423
Mobile display: 1546x423
TV display: 2560x1440
Desktop: 2560x423
Pinterest
Profile: 165x165
Large thumbnail: 22x150
Small thumbnail: 55x55
Board Display: 22x150
Use enticing photos that are
relevant to a particular board.

6. Page 6 of 9
Copyright and Disclaimers
Government resources are copyright-free, which enables the public to use, publish, and distribute
resources as needed.
Respect other’s work; if you want to post an image, graphic or publication that is not in the public
domain, get permission and give credit.
Disclaimers are posted to all social media channels and follow the government guidelines:
Endorsement Disclaimer - Links to Other Sites
The web site has links to many other federal agencies, and in a few cases we link to private
organizations. You are subject to that site's privacy policy when you leave our site. We are not
responsible for Section 508 compliance (accessibility) on other federal or private Web sites.
Reference in the web site to any specific commercial products, process, service, manufacturer, or
company does not constitute its endorsement or recommendation by the U.S. Government or HHS.
HHS is not responsible for the contents of any "off-site" web page referenced from this server.
Information Disclaimer
The information provided using this platform is only intended to be general summary information
to the public. It is not intended to take the place of either the written law or regulations.

7. Page 7 of 9
Approval Process
*Restricted to
Federal sources
Word crafting
and scheduling
Review, comments and
editing
Posting and
distribution
 Project Director
 Community Manager
 Content Architect
 Writer/Editor
DRAFT POSTS
Contributor / SMM
REVIEWER
Designated federal staff
reviews content, with
(guidance from other, as
needed.
SM POSTING
SMM posts social
media approved
content, as
scheduled.
 Federal contributors IDENTIFY FORMATS
Contributor / SMM conferon
special formats, as needed.
APPROVAL TIMELINE
Federal staff offers
comments/edits and
returns to SMM
DUE: 2nd Week ea.
Month:
LISTSERV
SMM coordinates
w/partners on
wider outreach
OTHER
 Collaboration Partners
SCHEDULE/TIMELINE
SMM schedules posts in
Playbook
DUE: 1ST Week ea. Month
ADJUSTMENTS
SMM makes edits and
advises team of edits
WEBSITE
Website
Manager posts
content, as
needed.
COLLECTION POINT PLAYBOOK PREPARATION POSTING PREPARATION MONITORING
CONTACT
Social Media Manager
(SMM)
CONTACT
SMM sends monthly
Playbook to Federal staff
for review/approval
CONTACT
SMM
ADD’L APPROVAL
Major edits returned to
Federal staff for second
review and approval
CONTACT
SMM
EVALUATION
SMM/Website
Manager collect
stats/summarize
findings
1
CONTENT
CONTRIBUTIONS
2
CONTENT
CONSOLIDATION
3
CONTENT
APPROVAL
4
CONTENT
POSTING

8. Page 8 of 9
Staff Responsibilities
Project Director, oversees the team and the social media initiatives:
 Ensures all social media content supports advancement of the mission and goals
 Communicates with the Federal Project Officer on social media campaigns and specific action
needs
 Assists with content creation, adapting content to each specific social channel
 Acts as the point person for Federal Project Officer on all social media questions and materials
 Networks across partners to foster project collaboration
 Conducts QC of social media items prior to posting
 Updates the Federal Project Officer on social campaigns, feedback from the field, and
evaluations
Community Manager and Facilitator
 Establishes and nurtures relationships with online communities
 Encourages conversations and engagement to grow online communities and manage social
presence
 Assists with content creation, adapting content to each specific social channel
 Conducts environmental scanning to keep abreast of issues and relevant hot topics
 Identifies, networks with and invites SMEs to promote learning on topical campaigns
 Facilitates online gatherings, as needed
Content Architect and Social Media Manager
 Develops and implements campaign frameworks based on approved social media project plans
 Assists with content creation, using environmental scanning to keep abreast of issues and relevant
topics
 Structures the online learning elements that coordinate with approved action plans
 Curates content and adapts content to each specific social channel
 Conducts virtual events, as needed
 Coordinates video projects to coincide with social campaigns
 Designs and implements marketing initiatives to promote organization and its projects
 Collects statistical data and prepares weekly and monthly reports based on established goals

9. Page 9 of 9
Writer/Editor
 Drafts social media content for campaigns
 Assists with content creation, using environmental scanning to keep abreast of issues and relevant
topics
 Assists with QC review of original and curated content
 Creates templates, as needed
 Develops visual content to assist in storytelling