Many people think that the writer’s best friend is a dictionary. But it is not so. A real Holy Grail is a style guide. The same is true for all employees who work with social networks.

Beginners in the style guide will be able to find the answer to almost any question. It will also help speed up the process of including a new employee in the work and make the process of adaptation as smooth as possible.

But the style guide is useful not only for new team members. It should become the basis of your SMM strategy, a fundamental document that will ensure the clarity and unity of work with social networks. You can also check, Infographics: Neurometric study of mobile advertising

In today’s article, we’ll look at 10 key components of the style guide for SMM. Depending on your industry, brand and goals, some items will be more important than others. Your goal should be to create a unique document, optimized for the needs of your organization.

It’s also important to update your style guide regularly. The obsolete document will not be of any use. If your strategy changes and your audience develops, the guide should be optimized accordingly.

1. List of active accounts and contacts


It’s easy. Start creating a style guide by creating a list of active accounts in social networks and links to them. Also, you need to add a list of names and contact information for all employees responsible for SMM. Clearly state the access rights to each account and the roles and responsibilities of each team member. Learn more, Expert Guide on the Ideal Client Experience

2. Your goals SMM

In the style guide, it would not be bad to remind everyone of the importance of SMM for the company. List the goals and add references to the overall marketing plan and strategy.

3. Audience


Whom do you want to embrace? How do the representatives of Central Asia communicate, consume content and behave in social networks? Do these features vary from platform to platform?

The style guide should clearly indicate who you want to attract, and whom to influence in social networks. This guarantees a single focus for all your efforts.

4. Tone

In the style guide there should be indicated not only what your brand will talk about in social networks, but also how it will do it. In this case, the tone of communication in social networks should not significantly differ from the tone that your brand uses for other channels. However, it should be more personalized.

Your customers will expect personal communication when addressing a brand in social networks, so your tone should be the same as when you are talking on the phone. You can also view, 7 excellent ecommerce themes for your online store

5. Terminology


There are many words and phrases unique to your business or industry that the brand can use in social networks. List all terms and describe how to use them. For example:

  • Spelling of product names and brand names
  • How to contact customers
  • When to use abbreviations and abbreviations
  • What words not to use together

6. Publications

This paragraph should describe in detail the rules for publishing in social networks. Pay attention even to minor details that will affect the overall picture. After all, brand communication shapes its perception by consumers, therefore it is necessary to make sure of the unity and uniqueness of its voice. Learn more, 35 types of marketing strategies


Will authorship of publications be specified? Or all posts will be added on behalf of the brand?

Publication on different platforms

Do you publish the same post on different platforms? Or do you create unique content for each social network? If you practice the first approach, check the texts for specific terms, for example, retweet.

Try not to refer to other users in posts that will be published on multiple platforms, as their names may differ in different social networks.

Where to search for content

One of the most common questions employees working with social networks, “what to publish?”. Tell them where to look for blogs, news, images, videos or GIF that will suit your brand. If you have a ready-made content library, add a link to it.


Your brand already, perhaps, has a guide on written communication. If so, add a link to it. Either list the basic rules to observe the unity of all publications. Pay special attention to the signs of punctuation, abbreviations and the use of lowercase and uppercase letters.


Make a list of all the relevant hash tags for your brand that you can use on social networks. The hashtags for a particular product or campaign, as well as hashtags for increasing the involvement (hashtags of the day, for example) should also be included here. Be sure to specify how to use hashtags. For example, use all lowercase or uppercase letters at the beginning of each word.



Emoji in social networks is a great opportunity to say more, using fewer symbols, and add an element of fun to posts. They also help increase involvement – but only with proper use. Indicate in which context (and how) your business should use emoji.


When using someone’s images or articles, how should I refer to the author? On Twitter, you can decide to use @username. In Instagram, many people use emoji with a camera.

Using the links

Reducing links in social networks will allow you not only to free up more space for text, but also to track the effectiveness of efforts. Do I need to specify different UTM parameters in the references?

Guidelines for each platform

Each social network has its own characteristics that must be taken into account.

For example, does your brand retweet other users or use Quote Tweets? How long should there be posts on Facebook?

7. The schedule of publications

Schedule the time of publication of posts.

Will it depend on the type of post? Who will be responsible for the publication? Should the difference in time zones be taken into account?

Set the frequency of publications, as well as the number of posts per day.

8. Content Calendar


Add a link to the current content calendar for social networks. Do not forget to specify the frequency of publications on each platform.

9. Images and Design

Images and design of publications on social networks should be consistent with the visual content that you publish on other platforms. This includes profile photos and covers, as well as any other published content: photos, videos, animations. Also add a list of optimal image sizes for each social network.

10. Legal Aspects

If your business operates in a regulated industry, the guide should include legal aspects. It is especially important to consider the use of content protected by copyright law.


Follow these simple instructions and you will receive a complete and informative guide on creating the style of your brand in social networks.


How to create a guide to style your brand for social networks
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How to create a guide to style your brand for social networks
Depending on your industry, brand and goals, some items will be more important than others. Your goal should be to create a unique document, optimized for the needs of your organization.

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