We use social media to build relationships with Rooftop users and share all the cool stuff we do. But it also creates opportunities to say the wrong thing, put off customers, and damage our brand. So we’re careful and deliberate in what we post to our social channels. This section lays out how we strike that delicate balance.
Rooftop is a new brand without a big social media presence yet. However, here's how we use each network for:
These channels are all managed by the Marketing team. The guidelines in this section apply to all of Rooftop channels.
Our writing for social media should generally follow the style points outlined in the Voice and tone and Grammar and mechanics sections. Here are some additional pointers, too.
Some social media platforms have a character limit; others don’t. But for the most part, we keep our social media copy short.
To write short, simplify your ideas or reduce the amount of information you’re sharing—but not by altering the spelling or punctuation of the words themselves. It’s fine to use the shorter version of some words, like “info” for “information.” But do not use numbers and letters in place of words, like “4” instead of “for” or “u” instead of “you.”
Do your best to adhere to Rooftop style guidelines when you’re using our social media channels to correspond with users. Use correct grammar and punctuation—and avoid excessive exclamation points.
When appropriate, you can tag the subject of your post on Twitter or Facebook. But avoid directly tweeting at or otherwise publicly tagging a post subject with messages like, “Hey, we wrote about you!” Never ask for retweets, likes, or favorites.
We employ hashtags rarely and deliberately. We may use them to promote an event or connect with users at a conference. Do not use current event or trending hashtags to promote Rooftop.
Do not use social media to comment on trending topics or current events that are unrelated to Rooftop.
Be aware of what’s going on in the news when you're publishing social content for Rooftop. During major breaking news events, we turn off all promoted and scheduled social posts.