The book of style in digital communication of a company or organization is one of the fundamental elements in the structure of the same, and yet, in many cases is the great forgotten when we implement the strategic processes in our digital communication.
In today’s entry I am going to propose a series of elements that should not be missing in the specific style book for the digital communication of our company.
In most cases we will commission a professional to develop our brand image: the logo, colors, typography … Our final decision will depend in large part on the impression that our audience will have of what we want to convey with that carefully crafted image.
Also on some occasions, and although it is not so frequent, we will have elaborated a dossier with valuable information about the mission and values of our organization, and based on them we will proceed to the drafting of much of the messages that we are going to transmit to our users. And I mean users at a general level, but obviously it extends to the audience, customers, partners, employees, partners…
And this is where the first great doubt occurs. If we want to create a style book that defines and identifies us as a brand, how will we adapt it to the different audiences that will be the true recipients of its content and final consumers of what we are going to transmit?
Well, you have to have these brand values well set , and type in a document everything that we want to transmit, and then order it. It may seem like an arduous task, so let us be agile.
Format: Small document written in a Word and located in the cloud, or created with Google Docs and hosted in the corporate Drive. Recall that all people involved in the communication of the company should have easy access to this document and, in fact, it is recommended that it is available to any employee.
Structure: The internal content organization must be clear, precise and detailed. No complex sentences should be used. The use of bullet lists is ideal.
Content: The content will be fundamental for the implementation of our style book. It should consist of:
Tone: Refers to the tone with which we are going to treat users. Obviously we must distinguish according to the channel that we are going to use. So in Facebook we will use a more cordial tone. It will be checked by default in all interactions, except in those in which the user addresses us from you (in this case, the same tone will always be answered). In international pages we will have to take care of the form (in French, for example, it will be “vous”).
The specific demands on products and services will be answered with a: “Good morning” “Good afternoon” + user name. The message will end with a courtesy line like “Greetings”
Interactions allow the use of smile, heart or wink emoticons.
Response time: It will obviously depend on the resources of the company to be able to issue acceptable responses to users. Ideally, it would be immediate, somewhat utopian in most scenarios. It is advised not to be more than 3 hours, although the important thing is to respond in less than a day. We must also consider the possibility of establishing a customer service schedule, and that this is visible in the information of the different channels. This information should be included in our book.
Redirects: When we have to redirect a user to our web, it should be stated in the style book if we are going to facilitate the link as is or shortened, and in this case, with what tool.
Portavocía: This document will have to state the person or team that manages the communication, and also who does the tasks of community management, to delegate that responsibility.
Arguments: I open a special paragraph to specify the actions to certain comments or answers that may happen in our channels, and that affect our branding. I am referring to possible insults, injuries or injuries that a user manifests, whether against our brand or against other users. In these cases, the different actions to be implemented, such as deleting comments or blocking users, should be reflected in our style book. For example: In case a user insults the mark will proceed to delete said comment and will be advised whenever possible to said user by private message of the rules of use of the channel or the presence of the style book of the mark.
I mentioned “the rules of use” of the channel. I refer to specific documents published on Facebook, Linkedin or on the web itself, where we are going to establish the corporate regulations on the interaction with other users. It will be a small style book adapted to the different platforms, which will allow readers to find out what is allowed, what is not, and how the organization is doing.
These would be the points that cannot be missing in our dossier. Obviously it can be extended to add other specific details, with the aim that its use is fluid and dynamic.
Have you already written your organization’s style book? Do you know if there is one in your company? Do you use it often?
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