Topic 4: Writing for the Web & Social Media Tone of Voice

Topic 4: Writing for the Web & Social Media Tone of Voice

Objective:
To guide the tone and voice used in website and social media content, ensuring it is positive, engaging, and accessible to the broadest possible audience.

Internal and External Stakeholders:

• Internal: Program Manager of Communications and Strategic Initiatives, Staff Managing Web or Social Content

• External: Families, Students, Community

Step-by-Step Operations Procedure:

1. Website and social media content must reflect Old Saybrook’s commitment to Equity, High-Quality Instruction, and a Safe and Supportive Environment.

2. Tone should be upbeat, informative, and reflective of school culture.

3. Avoid slang, internal acronyms, and text shorthand (e.g., “u,” “gr8,” etc.).

4. Maintain a reading level that is clear to all family demographics.

Step-by-Step Communications Procedure:

1. Posts should celebrate students and staff, using phrases like “Ram Pride” to reinforce branding.

2. When posting photos, ensure proper permissions are secured.

3. Hashtags should be used thoughtfully and consistently (e.g., #RamPride, #OSRams).

4. The Program Manager of Communications and Strategic Initiatives monitors tone consistency and offers training as needed.

Possible Communication Mediums:

• District and School Social Media Platforms

• News & Events Sections of Websites

• App Notifications

• YouTube or Video Content