Social Media Style Guide

This one-page how-to is meant to provide style guidelines and some technical support for your social media work to promote an equitable clean energy future for Minnesota.   If you have questions, please contact Maria Langholz at or (715) 209-6463

TOPLINE: This campaign is grounded in relationships.  The best messenger for the people you know is you.  You can share your story via a 20-60 second selfie video, a threaded tweet, or an Instagram or Facebook post letting your people know why you are committed to an equitable clean energy future for Minnesota.  You believe more is possible. You know we need to act now. You are grounded in your own story.

No matter what the format, here are a few pointers to keep in mind:

  • Tell a detailed, first-person story about yourself.

  • Use the hashtags #100percentMN for the campaign, #MNLeg for a general legislative audience, and #MNGov, #MNAttyGen, #MNHouse, or #MNSenate for more particular audiences.

  • Include photos or video whenever possible! Plus links to any articles or actions (petitions, letters, etc) that are relevant.

  • Tag other people generously in your posts -- it helps your message reach further!

  • Stretch yourself to try new things,  but when in doubt, ask for advice.

  • Social media is about relationships! If you engage in others’ content, they’re more likely to engage with yours! Like, follow, retweet, & comment generously.



Platform-Specific Guidance


selfie video

Plan a 30-60 second video

  • Pick a spot that works well for you, is not too loud and has decent lighting

  • Rehearse enough, but not too much. Don’t memorize it, you should sound natural.

  • Look straight at the camera.

  • You can easily caption and edit your video on Facebook. Instructions are here for doing so.

  • Share the video on Facebook, Twitter, and Instagram. All these mediums work well for video sharing.



It’s all about visuals.

  • Instagram is WAY less political than Facebook or Twitter. Go for feel good and/or emotionally engaging content.

  • Generally, captions on your visuals should be pithy. But you know your friends better than anyone else, so communicate in the way that feels right!



  • Timely content does best.

  • Use hashtags in a limited way. Don’t use too many. Use strategically. Is there a hashtag for an event? Is there a hashtag for a natural disaster? Think of it as a way to join a conversation. But don’t overload.

  • When sharing news articles try to not just share the headline, think about it and provide a more personal analysis.

  • You don’t need to be clever. Know your voice - and be you!

  • Use the thread function to express longer thoughts.



  • Success is all about the algorithm that shapes our feeds:

    • Comments, reactions, and shares generate more traffic than likes. Ask yourself: if I saw this, would I engage/share/comment? How can you make it more engaging and active?

    • Share content people can spend time with, like selfie videos.

    • Facebook prioritizes videos (Live video more than regular video too) and links over graphics right now.

  • Many people use Facebook for sharing information within specific groups of friends, people they have something in common with, etc. When posting content, be sure to post on your own wall, but also consider if there are groups where your content would be relevant - and share there too!


Suggested language for the 100% Campaign

Digital storytelling in the era of climate change,

       from Thelma Young,

Digital storytelling training cards, from