Social Best Practice Guide
PURPOSE
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A channel-specific best practice guide for social media content creation aimed at driving
consistent, engaging and effective content.
Every Platform has a Different Role to Play
FACEBOOK AND INSTAGRAM
CHANNEL ROLE AUDIENCE CONTENT PILLARS
WE SHOULD
POST
While many Hologic employees and medical professional can be found on Facebook,
users come here to connect with friends and family rather than to look for education or
thought leadership.
Facebook will serve as the public face of Hologic for a broad consumer audiences.
Primary
• Consumers
Secondary
• Medical
professionals
• Employees
Tertiary
• Investors
• Policymakers
Primary
• Women’s Health 101
• Health Equality
• Patient Stories
Secondary
• Employee Spotlights
3-5X / week
Feed
The Instagram feed functions primarily as emotional and visual storytelling for a
primarily consumer audience. Our Instagram feed is where we can highlight powerful
patient stories and purpose-driven content.
Stories
Our Stories can house our more casual and fleeting consumer facing content, such as
behind the scenes moments or partner reshares.
Primary
• Consumers
Secondary
• Medical
professionals
• Women’s Health 101
• Health Equality
• Patient Stories
Feed
3-5X / week
Stories
5-10X / week
Every Platform has a Different Role to Play
TWITTER AND LINKEDIN
CHANNEL ROLE AUDIENCE CONTENT PILLARS
WE SHOULD
POST
Where users come for news, trending topics, thought leadership and real-time event
coverage.
Twitter is the channel where we'll share updates about everything happening at Hologic
for our professional audiences, as well as selective consumer-facing content.
Primary
• Medical
professionals
• Employees
Secondary
• Consumers
Tertiary
• Investors
• Policymakers
Primary
• Innovation at Hologic
• Women's Health
Thought Leadership
• Hologic News
Secondary
• Women’s Health 101
• Health Equality
• Patient Stories
5-10X / week
Where users come to network, job search, and advance their career skills.
LinkedIn will be our primary platform for sharing industry thought leadership, company
news well as employee engagement and recruiting
Primary
• Medical
professionals
• Employees and
prospective
employees
Secondary
• Investors
• Policymakers
• Innovation at Hologic
• Healthcare Thought
Leadership
• Employee Spotlights
• Hologic News
• Recruiting
3-5X / week
Every Platform has a Different Role to Play
YOUTUBE AND TIKTOK
CHANNEL ROLE AUDIENCE CONTENT PILLARS
WE SHOULD
POST
Where users can watch, like, share, comment and upload their own videos.
YouTube offers a way for us to share long-form videos and use the power of video for
educational purposes by providing our audiences with longer content that cannot be
shared on other platforms.
Utilize platform improve the findability of video content with search optimized titles,
descriptions and keywords.
Primary
• Medical
professionals
Secondary
• Consumers
Tertiary
• Investors
• Innovation at Hologic
• Women’s Health 101
• Health Equality
• Patient Stories
As developed -
working up to 2x
per week
TikTok is the fastest growing social media platform of all time, making the shortlist as
one of the most downloaded apps globally for the past three years.
The platform utilizes short-form video and targets young audiences. Its fast-paced
nature keeps users engaged for relatively long periods of time.
Platform may be used on campaign-based frequency – Current discussions around
utilizing for Sexual Health campaigns.
Primary
• Consumers
Secondary
• Medical
professionals
• Women’s Health 101
• Health Equality
• Patient Stories
Campaign -based
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Best Practices:
Publishing Principles
CONTENT SHOULD BE CREATED TO ADHERE
TO SOCIAL EYE-MAPPING:
1. Prioritize the image, which captures users in feed and where
the eye goes first
2. Images should be branded and critical information should
appear on the image itself, keeping the 20% rule in mind
3. Post copy should be succinct and action-oriented
4. Logo should remain consistent as profile image to be
associated with each post
Remember, the majority of people will view your content on a
mobile device – so we must take a mobile-first approach.
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Best Practices:
Visual Hierarchy
IN ORDER OF HOW CONTENT IS DIGESTED:
1. Visual: provides an instantaneous entry point into content and brings
subtext to life
2. Branding: should be present in every piece of content
3. Post Copy: refers to the visual or adds value but should
not be redundant; should be succinct
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2
3
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Shared content, such as medical studies, positive press, accolades, etc. that
are published by other entities should be shared using these techniques:
Does the content meet the filters for the corporate brand identity and narrative? If so:
• Share the post in the voice of Hologic and include a
mission-based statement in copy and if possible
• Tag the specific publisher in your post copy
Best Practices:
Sharing Content
SOCIAL MEDIA BEST PRACTICES
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Facebook:
Best Practices
Facebook is the largest social networking site that makes it easy for brands
and consumers to connect and share with family and friends online.
FACEBOOK’S
UNIQUE QUALITIES:
• Presents an entirely visual platform
• Provides opportunities to:
– Reach hyper-targeted segments
– Activate advocacy base
– Create a two-way dialogue
– Share long-form videos, multi-image
posts / units
– Promote action-oriented activities
driving to website, other owned
content or earned coverage
THINGS TO CONSIDER WHEN
ON FACEBOOK:
• Do not use hashtags on Facebook when
sharing another publisher’s content
– Hashtags on Facebook do not boost
visibility, and people do
not search on Facebook by hashtag
• Choose a Facebook post type and
paid amplification based on what
you’re trying to do, including:
– Link ad to drive to a website
– Image or 3-second animation
for awareness
– Sign-up form for lead generation
– Carousel to show off different parts
of your brand
– Video for deep engagement
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UNIT IMAGE TEXT
FACEBOOK
Photo
• Size: 1080 x 1080 pixels
• Image ratio: 1.9:1
• Text: Truncated after 125 characters
• Headline: 27 characters
• Link Description: 27 characters
• Your image should not include
more than 20% text
Video
• Aspect ratio:
- Landscape aspect ratio is 16:9.
- Portrait aspect ratio is 9:16 (if video
includes link, aspect ratio is 16:9).
- Mobile renders both video types to
aspect ratio 2:3.
• Text: 125 characters
• Headline: 40 characters
• Link Description: 30 characters
Carousel
• Size: 1080 x 1080 pixels
• Image ratio: 1:1
• Primary Text: 125 characters
• Headline: 32 characters
• Description: 18 characters
Creative Specs & Recommendations
SOCIAL MEDIA BEST PRACTICES
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Instagram:
Best Practices
Instagram is a photo- and video-sharing platform designed to help
consumers and brands tell a visual story through creative content.
INSTAGRAM’S UNIQUE QUALITIES:
Supports brand awareness objectives with:
• Lifestyle, portrait and scenic photography
• Short videos
• “Boomerang” videos (looping 1-second videos)
• “Stories” with icons and location tags
THINGS TO CONSIDER WHEN
ON INSTAGRAM:
• Highly visual with a community that is very
receptive to more unconventional, edgy
photography with limited text on the image
• Establish a strong artistic aspirational
aesthetic that is cohesive across posts
• Use location tags and meaningful hashtags
that allow for easy searches and to build
connections that bridge the gap of
geographic location and time
• There is no direct linking allowed on
Instagram captions; however, Hologic has
set up a “link in bio” option if the divisions
would like to share links
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Instagram Stories:
Best Practices
Stories is an immersive creative format that enables people on Facebook, Instagram
and Messenger to view and share everyday moments through photos and videos
that disappear (unless saved) within 24 hours.
INSTAGRAM STORIES UNIQUE
QUALITIES:
Supports brand awareness objectives with:
• Has unique text and sticker features that allow
brands to include a location, click-able hashtag
or sticker related to content.
• Has engaging features that could remain
anonymous or 1:1 between brand and user.
• “Boomerang” videos (looping 1-second videos)
THINGS TO CONSIDER FOR
INSTAGRAM STORIES:
• Keep attention with speed: People
consume Stories content much faster than
other mediums.
• Create content for Stories-first: Content in
a 19:6 format/vertical is best for using on
Stories
• Enhance with motion: Content with motion
typically performs better given the quick
nature of Stories.
• Pair text with a focal point: Centrally
located text helps relay the message
efficiently to users.
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Creative Specs and Recommendations
UNIT KPIs IMAGE TEXT
INSTAGRAM
Photo
• Likes
• Impressions
• Reach
• Image ratio: 1:1
• Minimum Width: 500 pixels
• Minimum Aspect Ratio: 400 x 500
• Maximum Aspect Ratio: 191 x 100
• Text: 125 characters
• Headline: 40 characters
Video
• Views
• Likes
• Impressions
• Reach
• Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile
only)
• Minimum Width: 120 pixels
• Minimum Height: 120 pixels
• Length: 1 second to 241 minutes
• Text: 125 characters
• Headline: 27 characters
• Description: 27 characters
Carousel
• Likes
• Impressions
• Reach
• Image ratio: 1:1
• Min. number of cards: 2
• Max. number of cards: 10
• Min. resolution: 600 x 600 pixels
• Max. resolution: 1080 x 1080 pixels
• Max. size: 30MB per image
• Text: 125 characters
• Headline: 32 characters
• Description: 18 characters
• Landing Page URL: Required
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Creative Specs and Recommendations
UNIT KPIs IMAGE TEXT
INSTAGRAM
Instagram Story
• Likes
• Impressions
• Reach
• Ratio: 9:16
• Resolution: At least 1080 x 1080 pixels
• Maximum File Size: 30MB
• Minimum Width: 500 pixels
• Text: 125 characters
SOCIAL MEDIA BEST PRACTICES
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Twitter:
Best Practices
Twitter is the place users go to learn what’s happening in the world in real-time –
whether it’s music, sports, politics, news, food or everyday moments.
TWITTER’S
UNIQUE QUALITIES:
• The constant activity and candidness
of Twitter allows for brands to quickly
and succinctly develop a voice
• Provides opportunities to:
– Build relationships and engage
with advocates
– Break news and real-time company
or industry updates
– Comment on and cover
live events
– Join conversations with other
brands, patients or communities
THINGS TO CONSIDER WHEN
ON TWITTER:
• Avoid images with heavy text
• Keep videos to 15 seconds or less
• Consider using event or awareness hashtags
(limit to 1-2) to show up in relevant conversation
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KEEP IT SHORT
• Focus on one specific message for the most impact
• Longer messages should link to a website or blog
• Account for at least 23 characters for a link
• Hashtags account for the 280-character count as well
USE BRANDED VISUALS IN YOUR TWEET
• Add personality by including a branded image, video or GIF
• Twitter users are three times more likely to engage with tweets that
contain videos and photos
INCORPORATE RELEVANT HASHTAGS
• Hashtags expand your reach and allow you to tap into
trending conversations
• Use no more than two hashtags per tweet
• Hashtags should reflect keywords relevant to your business
ASK QUESTIONS AND RUN POLLS
• Questions allow you to engage with your audience and elevate
their opinions in the conversation
• Post open-ended questions or polls to survey on specific responses
– Use responses to inform future content
CURATE AND CONNECT WITH RETWEETS
AND REPLIES
• Maintain a robust presence via retweeting and replying to relevant content
• Positive customer feedback, helpful articles, and messages that align with
your business’s authentic voice can all be impactful content to retweet
• Don’t forget: your retweets reflect back on your business and should align
with your purpose and values
Twitter:
Best Practices
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UNIT KPIs IMAGE TEXT
TWITTER
Photo
• Likes/Retweets
• Impressions
• Reach
• Min. size: 600 x 335 pixels
• Optimal size: 1200 x 675
• Aspect ratio: 16:9
• Max. file size: 15 MB (organic), 3 MB (paid)
• Max. length: 280 characters (organic), 257 characters (paid, 23
characters are used for link)
Video
• Views
• Likes
• Impressions
• Reach
• Max. size: Under 1GB strongly recommended for optimal
performance
• Recommended aspect ratio: 16:9
• Max. length: 2 minutes and 20 seconds
• Recommended frame rate: 29.97FPS or 30FPS
• File type: MP4 or MOV
• Max. length: 280 characters (organic), 257 characters (paid, 23
characters are used for link)
• Title (under video) length : 70 characters
• Description (under video) length: 200 characters
Website Card
• Clicks
• Impressions
• Reach
• Image size: 800 x 418 pixels for 1.91:1 aspect ratio,
800 x 800 pixels for 1:1 aspect ratio (Max. 3MB)
• Aspect Ratio: 1.9:1
• Max. length: 257 characters (paid, 23 characters are used for link)
• Website title length: 70 characters
- Note: device/app settings could truncate titles beyond 50
characters
Creative Specs & Recommendations
SOCIAL MEDIA BEST PRACTICES
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LinkedIn: Best Practices
LINKEDIN’S UNIQUE QUALITIES:
• At its core, LinkedIn is a networking tool
• The platform is evolving into a centralized
hub for business content
• LinkedIn offers the opportunities for brands to
enhance thought leadership about their
respective industries
• Users expect all News Feed content to be
relevant to their professional career
– They visit LinkedIn to learn about career
trends and better understand an industry
or company’s profile
• Provides opportunities to:
– Target a unique, hyper-targeted
audience
– Drive awareness and action on the
world's largest professional network
THINGS TO CONSIDER WHEN
ON LINKEDIN:
• Keep content short and noteworthy (150
characters or fewer)
– Include compelling statistics or quotes
lifted out of a larger piece of content
– Include a CTA (helpful advice here)
• Prioritize posts with rich media
– Format graphics for conversions – include
CTAs to encourage click-throughs
– Include text within your videos to
accommodate silent viewing
LinkedIn is niche platform for sharing your company’s
professional identity.
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Creative Specs & Recommendations
UNIT KPIs IMAGE TEXT NOTES
LINKEDIN
Photo/Link
• Clicks
• Views
• Impressions
• Reach
• Size: 1200 x 627 pixels, more than
400 pixels in width
• Image ratio: 1.9:1
• Max. length:
- Introductory text: 150
characters
- Headline: 70 characters
- Link Description: 30
characters
• All URLs must have the "http://" or
“https://" prefix
• URLs longer than 23 characters are shortened by the
LinkedIn shortener
Video
• Views
• Impressions
• Reach
• Size: 1200 x 627 pixels
• Aspect ratio: 1:2:4 to 2:4:1
• Max. size: 5 GB
• Max. length: 10 minutes
• YouTube, Vimeo, and SlideShare
URLs are supported, animated gifs
are not accepted unless in MP4
format and more than 3 seconds
long.
• Max. length:
- Introductory text: 150
characters, including URL
- Title: 70 characters
• Videos will silent autoplay in the feed once member
scrolls to them.
• Note: Lead Gen Forms do not support video.
SOCIAL MEDIA BEST PRACTICES
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YouTube:
Best Practices
YouTube is the perfect platform for storytelling and
housing a versatile bank of video content.
YOUTUBE’S UNIQUE QUALITIES:
Supports brand awareness objectives with:
• Long-form videos
• Video series
• Owned branded content
• Building a community of subscribers
THINGS TO CONSIDER WHEN
ON YOUTUBE:
• YouTube is the second biggest search
engine, - search optimization is very
important in determining ranking and
visibility. Videos should include:
– Keyword-optimized titles and
descriptions
– Relevant topic tags
• Curate an organized community with intuitive
playlists
• Establish consistency with video content
types in order to cultivate a community
that subscribes to the channel
• Content should often be educational in
nature, as many users arrive on YouTube
after googling answers to specific questions.
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Creative Specs & Recommendations
UNIT KPIs IMAGE TEXT
YOUTUBE
Video
• Views
• Impressions
• Reach
• Aspect ratio:16:9
• Min. resolution: 1920 x 1080 pixels
• Title: copy: 70 – 100 characters
• Description copy: 5,000 characters max – include most
important information and relevant key words in the first
157 characters.
THANK YOU
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