Social Media

Cassie heads up social media strategy and content production/publishing.

Overview of Workflow

Content Guidelines

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TEAM, PLATFORMS, & AUDIENCE OVERVIEW

TEAM / ROLES

- - Cassie Young - Manager and Content Creator / Editor (for most all content)
  - Jaelynn Grisso - Editorial SM Content Creator (especially new story promos)

PLATFORMS

Matter currently publishes to Facebook, Twitter, Instagram and Youtube. We also have a LinkedIn, but we aren't as consistent with it.

TOOLS

Airtable - where we track and edit social content
Canva - tool for making graphics
Hootsuite - content scheduler

AUDIENCE

Our biggest audience is on Instagram, with Facebook, Twitter and Youtube following respectively. On Twitter, our audience is fairly split along gender lines and are interested in dogs, politics, science-related topics, music festivals and comedy. On Facebook and Instagram, our audience is more female — about 60% female to 40% male — and most are between 18 and 44 years old.

SOCIAL MEDIA BRANDING INFO

VOICE

Matter’s social media voice is friendly, casual and informative. Our voice differs slightly from platform-to-platform as well. For example, Twitter is shorter and more data- and fact-focused, and Instagram is more humanizing and entertaining.

MEDIA STYLE

The style of our illustrations and photos are in-line with our brand guidelines, with a few exceptions. Media for social platforms can be less polished and more experimental than on the website, especially for disappearing media such as stories. Our language, especially for editorial posts, is consistent with AP Style, with the exceptions that some words can be shortened for brevity on platforms with limited space such as Twitter.

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