Downtown Somerville Alliance (DSA) Social Media Guidelines
Our Commitment:
The Downtown Somerville Alliance is dedicated to supporting our businesses through every available channel, including social media To maximize the effectiveness of our platforms and ensure a positive experience for both businesses and residents, we’ve established the following guidelines:
Tagging and Engagement
● TAG US!: To increase the likelihood of your content being shared, please tag @DowntownSomerville in posts you want us to see and share We strive to engage with our followers, but tagging ensures we don’t miss your content
● Limit Multiple Tags: To maintain the quality of our story content, please tag us only in one (1) story per day and no more than five (5) stories per week. We will prioritize sharing content that aligns with our guidelines and is most relevant to our audience.
Story Reposts and Timeline Posts
● Story Reposts: We will generally share tagged content to our stories. However, to avoid overwhelming our followers, we may not repost all tagged stories, especially if they exceed one (1) story per day and no more than five (5) stories per week
● Weekend stories will now be scheduled. If there is a promotion or deal that you would like to promote on the weekends, please submit it to the DSA by Friday at noon to allow for us to create a schedule.
○ The submission will be in the Weekend in Somerville Business Submission email sent every monday Please specify in your submissions if there is a specific day you would like the story to be posted.
● Timeline Posts: The DSA reserves timeline posts for content that meets the following criteria:
○ Promotion of an event hosted by your business (e.g., pop-ups, openings, charity events)
○ Marketing of events or initiatives directly sponsored by the DSA
○ Raffles or giveaways coordinated with the DSA in advance
○ Content created by reputable news outlets featuring your business
○ Collaborations between multiple businesses within the district
○ Important announcements (e g , operational changes during construction) (this does not include sales deals within your business)
○ Celebrating your business’s anniversary
What we WON’T Post
● Posts that are not affiliated with a Downtown Somerville district business.
● Individual stylist, artists, individual accounts from within a business without indication that you are affiliated with said business
● Posts with profanities or inappropriate content.
Collaborations
What Are Collaborations?
Collaborations involve partnering with the DSA to create joint content or promotions that benefit both your business and the community. This could include co-hosting events, running cross-promotions with other businesses, or creating special content that aligns with broader district initiatives
Guidelines for Collaborations
● Focus on Larger Events and Cross-Promotions: We encourage collaborations that have a significant impact, such as district-wide events, seasonal promotions, or initiatives that involve multiple businesses These larger-scale collaborations provide greater value to the community and ensure more substantial exposure for your business
● Selective Approach: While we value our partnership with each business, we aim to limit collaborations to initiatives that align with our strategic goals and have broad appeal Unfortunately, we cannot collaborate on every post or minor event.
● Proposal Submission: If you’re interested in collaborating on a significant event or promotion, please reach out to us with your proposal We’ll review it to ensure it aligns with our objectives and can provide mutual benefits.
Examples of Ideal Collaborations
● District-Wide Events: Participating in events like Restaurant Week, Small Business Saturday, or themed festivals
● Cross-Promotions: Partnering with other local businesses to create joint offers, such as a shopping and dining package.
● Special Campaigns: Collaborating on a community-driven campaign, such as a charity drive or holiday initiative.
Instagram Algorithm Best Practices
To ensure your posts are seen and engaged with effectively, consider the following strategies aligned with Instagram’s algorithm:
1. Engagement is Key
a. Encourage Interaction: Create content that prompts likes, comments, shares, and saves. Ask questions, host polls, or run contests to boost engagement.
b. Respond to Comments: Actively reply to comments on your posts to foster community and increase visibility
2. Content Quality and Consistency
a. High-Quality Visuals: Use clear, high-resolution images and well-edited videos Visually appealing content attracts more engagement.
b. Consistent Posting Schedule: Maintain a regular posting cadence to keep your audience engaged and signal to Instagram that your account is active
3. Utilize All Instagram Features
a Stories and Reels: Regularly use Instagram Stories and Reels to reach a broader audience. These formats are prioritized in the algorithm and can increase your visibility
b. IGTV and Live Videos: Incorporate longer-form content and live interactions to engage followers in real-time.
4. Optimize Captions and Hashtags
a. Engaging Captions: Write compelling captions that encourage followers to interact Use calls-to-action (e g , "Double-tap if you agree!" or "Share your thoughts below!").
b. Relevant Hashtags: Use a mix of popular and niche hashtags relevant to your post and local community to increase discoverability Limit to 5-10 hashtags to avoid looking spammy.
5. Leverage User-Generated Content (UGC)
a. Feature Followers: Share content created by your customers or community members This not only provides fresh content but also encourages others to engage with your brand.
6. Timing Matters Post When Your Audience is Active: Use Instagram Insights to determine when your followers are most active and schedule posts accordingly to maximize reach and engagement
7. Stay Relevant and Authentic
a. Authentic Content: Share genuine stories and behind-the-scenes content to build a stronger connection with your audience.
b. Trend Participation: Engage with current trends and local events to stay relevant and increase the chances of your content being discovered
8. Avoid Algorithm Penalties
a No Spammy Practices: Avoid excessive posting, irrelevant hashtags, or low-quality content, as these can reduce your content’s visibility.
b. Compliance with Guidelines: Ensure all posts adhere to Instagram’s community guidelines to prevent content from being hidden or accounts from being penalized.
9. News Articles and Media Coverage If your business is featured in an article or mentioned by a news outlet, send it our way! We’ll help amplify the coverage by creating a graphic for our feed and adding the link to our bio for broader reach
10.Additional Promotion Opportunities: Weekend in Somerville Newsletter: We encourage businesses to submit deals, sales, or special offers to be included in our “Weekend in Somerville” newsletter. This is a great way to gain extra exposure beyond