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Before we get started…

Before we get started…. Need more help? Schedule a free consultation.

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Before we get started…

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  1. Before we get started… Need more help? Schedule a free consultation. This social media style guide template is to help get your social content aligned with your firm’s brand message. Each section is completely customizable, giving you the ability to change or add information specific to your business. You will see examples in many of these sections. These are only meant to get you started on the right track, so please make sure to delete our examples and add your own about your firm’s strategy. Additionally, all photos can be changed. Simply right click on any picture and select “Change Picture” to upload your own. Once complete, save the document as a PDF and post internally so you and your team can easily access it. This is meant to be a living document, so make sure to update it frequently. And remember, delete this page before you’re ready to publish your guide!

  2. [Your Law Firm’s Name] Social Media Style Guide Last updated: September 11, 2018

  3. TABLE OF CONTENTS 3 4 5 6 8 9 10 11 Purpose Active Accounts Voice Image and Design Hashtags Grammar and Terminology Questions and Reviews Contact Information

  4. PURPOSE In this section, include a strategy statement and guidelines your firm will follow on social media to ensure a consistent brand image. For an idea of how to use this space, fill in the text below. Example: The purpose of this style guide is to outline [Firm Name’s] overall strategy for our social media accounts. Every post we publish should empower and educate our readers and should always be truthful and authentic. In order to achieve our firm’s goals, content will be friendly and motivating, with a clear focus on our customers and their needs. Catch up on the latest marketing ideas and trends from our blog. Select this callout and delete before publishing.

  5. ACTIVE ACCOUNTS • Compile a list of all your active social media accounts here. Also include users who have access to each account in case you need to get ahold of someone quickly. • Facebook Page Name • Account URL • Owner’s name • Work email • Twitter Page Name and Handle • Account URL • Owner’s name • Work email • Instagram Page Name and Handle • Account URL • Owner’s name • Work email • LinkedIn Name • Account URL • Owner’s name • Work email • YouTube Channel Name • Account URL • Owner’s name • Work email

  6. VOICE AND TONE Select the voice and tone you would like to use on social media. Briefly describe the difference between your firm’s voice and tone, as well as a description of your writing style. Example: The [Firm Name’s] voice and tone should always match with the content on the website, as well as print and digital advertisements. The difference between these is that while our voice should always be confident and reassuring, our tone on social media should be light, informal and upbeat. Place a brief description here. Helpful and friendly voice that is positive and professional. Our content is conversational while offering tips and advice for readers to turn to when they need legal help. The tone is optimistic and informal while also staying realistic. We want to provide a comforting environment for our clients. Include screenshots of brands you admire here. To edit, right click and select “Change Picture.” Include screenshots of brands you admire here. To edit, right click and select “Change Picture.”

  7. IMAGE AND DESIGN Core visual element information should be included in this section, including color palette, typography specifications, approved filters and photography guidelines. Make this color palette your own by right clicking on each circle, select “Format Shape” and change the color to match your firm’s palette. Primary Palette CMYK RGB HTML PMS CMYK RGB HTML PMS CMYK RGB HTML PMS CMYK RGB HTML PMS Secondary Palette CMYK RGB HTML PMS CMYK RGB HTML PMS CMYK RGB HTML PMS CMYK RGB HTML PMS Ready to learn more? Contact your local FindLaw representative today. Select this callout and delete before publishing.

  8. IMAGE AND DESIGN Typography Include primary and secondary typefaces approved for use on social media graphics, as well as font size guidelines. If there is an accessible place for users to download your font, include the URL to the file. Include example here:HEADLINESArial typeface (black)Always capitalized (25 pt. font or larger) subhead Arial typeface (narrow)All lowercase (16 pt. font or larger) Approved Filters If your law firm has a specific look in mind, think about selecting two or three filters that should be consistently used when posting on certain platforms like Instagram. Make this image your own by right clicking and selecting “Change Picture.” Repository Include the URL to a repository of your firm’s photos and logos.

  9. HASHTAGS • Facebook • #HopkinsAndJohnsonLaw • Twitter • #PersonalInjury Approved Brand and Industry Hashtags Include your approved industry-specific hashtags, as well as frequency and when/where to use them. • Instagram • #AttorneyLife • Frequency and Use Examples: • Try to include at least one hashtag in every Twitter and Instagram post. • Avoid using four or more hashtags per post.

  10. GRAMMAR ANDTERMINOLOGY Proper grammar should be used everywhere, even on social media. Add specifics about the writing style you use and any specific terminology related to your firm. • Writing Style • Example: Use AP style when writing all posts. For questions, use the AP Stylebook: https://www.apstylebook.com • Dates and Times • Example: Spell out month unless it’s used with a date • August 2018 vs. Aug. 29, 2018 • Punctuation and Capitalization • Example: In a series of items, do not use a comma before the conjunction • Firm Terminology • Example: Never abbreviate our law office name or use an ampersand (Hopkins and Johnson Law, not H&J Law) • Words to Avoid • Example: • LOL

  11. QUESTIONS ANDREVIEWS In this section, include responses to frequently asked questions so everyone on your team answers consistently and correctly. It’s also a great idea to have a template to reference when a positive review is posted online. And of course, be prepared for negative reviews with rules and steps for your firm to follow. Frequently Asked Questions (Examples) Q: What are your office hours? A: Thanks for reaching out! Our office hours are Monday through Friday, 8:30 a.m. to 5:30 p.m. If you have a legal emergency, please give us a call at (555) 555-5555. Add your response template here: Thank you so much for taking the time to leave us a review! We are happy to hear about your experience working with [law firm’s name]. Our firm truly values feedback from our clients and we are committed to your satisfaction. Please feel free to reach out to us if you have any questions or need anything additional. Have a great day! Responding to Reviews Include a preapproved positive review response template. Note: Remember to not use the same response every time. Make them unique to each reviewer! How to Handle Negative Reviews 01 02 03 Don’t ignore it. Maintain your composure. Fix it offline.

  12. CONTACT INFORMATION Include contact information of the main person in charge of your firm’s social media for additional questions related to your social media strategy. Name Title Email Phone

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