Writing for Social Media



Our north star: Write succinctly. Experiment often. Be consistent.

In general, we keep social media posts crisp and to the point, which is partially a response to the character limits on social media and a reaction to our straightforward content style. Our tone on social media is conversational. We ask questions, use familiar words, and make easy to digest statements. We clearly communicate our point while being engaging.


Social Media Best Practices:

  • Each post should have a clear call to action.  
  • Post high-level format: A strong lead that sparks curiosity and engages first, simple detail(s), then a call to action.  
  • One or two short sentences is usually all that is needed. Use bullet emojis if more content is needed. 
  • Use conversational sentence case


Emoji Usage

Overall: Place emoji at the end of a line (just before a hard return). Not in the middle or at the beginning. 

  • Use emoji on social where appropriate but not being “too much”. 
  • Don’t use emoji as punctuation or as a stand-in for vocabulary.

Twitter: Use often and liberally in tweets and replies. Emoji can be especially great when used in place of bullets within lists. 

Facebook: Use as needed in updates and replies. We are a bit more reserved with emoji on Facebook versus Twitter. Emoji will typically come at the end of the update text to add some visual interest and pop. 

Instagram: Use at the end of your update text as needed.  

LinkedIn: No emoji. 

YouTube: No emoji. 


Hashtag Usage

We use hashtags on our social platforms to organize topics and help operators find our content. Hashtags encourage our audience to explore topics that catch their eye and helps them filter information.  

Facebook:  Use up to 3 hashtags and add them at the end of the post. 

Instagram: Add 3-5 hashtags at the bottom of the post and if more are necessary, add them within the post comments.  

LinkedIn: Depending on the post topic, you can include 3 to 5 hashtags. Add the hashtags at the bottom of the post and not within the text. 

YouTube: Add up to 3 hashtags within the video description that are different from the hashtags that we used when uploading the video to help gain more views.



All posts should link to a blog/article/etc., photo, or video and include a call to action. We want them to learn more, trust our expertise, and take a next step in their relationship with 365. 

  • Images of people should be as diverse as possible (race, gender, disability, etc) 
  • Follow brand guidelines for colors and fonts



Always tag partners, customers, brands, companies, etc. associated with the post to demonstrate our commitment to partnership. 


Writing for LinkedIn:

The most important social platform of them all! Our target audience uses LinkedIn to stay up to date on the latest self-service innovations, connect with like-minded individuals, share how they are making a difference in the industry, and be a part of our 365 community.  

  • Overall goal of messaging should be telling the 365 story and provide thought leadership on the self-service industry. 
  • Verbiage and posts should be relatable to current operators, new operators, and decision makers. 
  • We share articles, media mentions, photos of operator’s markets, award winnings, blogs, press releases, new tech launches, etc. Everything that is for our target audience should be shared on LinkedIn. 
  • Cadence: 4-5 days


Writing for Facebook:

Our followers on Facebook are mostly employee and/or employee family based. While it isn’t a focus of our lead gen efforts, it’s still a representation of who 365 is and a part of telling the 365 story, so here’s a few guidelines to remember when posting: 

  • Overall goal of messaging should be highlighting employee success stories, acquisition news and community efforts.  
  • We share hiring posts, photos of operator’s markets, media mentions, award winnings, special events, new tech launches, etc. Instead of a blog on new operator features or an article talking to operators.  
  • Cadence: as needed


Writing for Twitter: 

Our industry tends to be more active on LinkedIn vs. Twitter. Since this isn’t a very engaging platform for us, we still tell the 365 story but in a breaking news and newsworthy way.  

  • Overall goal of messaging should be short announcements that tell the world what’s trending and new at 365. 
  • Verbiage and posts should be relatable to CEO/decision makers. 
  • We live tweet during events (NAMA), share and retweet articles that we are featured in, events that we are a part of, market pics that we can tag the operator or location in, Development department hiring positions, new product launches, awards, and press release/media. 
  • Cadence: as needed


Writing for YouTube: 

We use YouTube to educate on how to use our technologies and share micro market/vending best practices. We provide content that is easy to digest, informative, educational, and entertaining.

  • Overall goal of messaging: encouraging operators to watch the video to learn more about the topic, how we can help them, and what next steps we want them to take.  
  • Verbiage should be relatable to new and current operators. 
  • We upload videos that are educational: how-to’s, tutorials, documentaries, product reviews, trending industry topics, etc.
  • Videos that are entertaining: TBD
  • Videos that are self-promotional: new technologies, features, partnership, and other things 365.