How to Create a Social Media Style Guide for Your Law Firm (with template!)
What is a style guide?
A presence on social media is no longer optional for a successful online strategy. Millions of people are logging into the social arena every day to learn more about you, read what others are saying and observe how you interact with people online. Your website can be a visual masterpiece, but that’s likely not the only source your potential clients are using to measure your reputation.
A social media style guide helps align online content with your brand message and works in concert with your overall marketing strategy. Whether you’re a large firm with a dedicated social media guru or a solo attorney wearing all the hats, adhering to a style guide keeps your messaging and appearance consistent on all platforms, no matter who’s in charge.
What to include
Let’s start with the basics. Compile a list of all your active social media accounts with a URL to each platform. Also add the contact information for everyone who has access to your firm’s social media accounts in case you need to get ahold of a page admin quickly.
Pro tip: It’s likely you’ll join another social media platform in the future, so include acceptable naming conventions that can be used by your firm here. For instance, the handle @JandJLaw may already be in use when you want to join Instagram, so have alternative firm names established in your guide (like using your city name at the end).
Ready to make
How you present yourself on social media sets the tone for how your firm operates. Read over your blog, website and any other online content to settle on a consistent voice that resonates throughout. For example, Coca-Cola is known for their friendly, uplifting tone while Wendy’s takes a more witty and humorous approach. Once you’ve established your voice, write a detailed description of what you’d like conveyed.
Image and Design
The visual aspects of your brand are also part of creating a cohesive message on social media. Be aware of the colors you’re using in the images and videos you’re posting. It may seem like a small detail, but the colors and filters you select go a long way in establishing a well-known brand. Include your firm’s color palette, with signature and supporting colors, along with approved fonts and photography guidelines.
Grammar and Terminology
Using proper grammar may seem like a no-brainer, but you wouldn’t believe how many companies drop the ball in this department. If you follow a certain style like AP or MLA, note it here. Also include specific terminology related to your firm that is frequently used. These details will go a long way in creating consistency throughout your platforms.
Questions and Reviews
One of the more important parts of your guide: your rules of engagement on social media. It’s tricky to know exactly how to respond to a negative comment from a past client or a question you’re not exactly sure how to answer. Include clear directions on how to craft an appropriate response to feedback so your firm is prepared for any situation.
No matter if you’re just getting your feet wet on Facebook or if you have accounts on all the latest platforms, a style guide is the perfect place to detail how you’d like your firm to be perceived and why.