Battleship IOWA Social Media Guide

Social Media Style Guide

Emma Rowell Ashley Amaya Alan Morales Angel Benitez Olivia Murphy Julia Medina Maricela Ortiz

Introduction This document serves as a guide to how the organization, Battleship USS Iowa, is presented across all social media platforms. This style guide relates to and is a part of the overall marketing and communication strategy. Social media is ever-changing. We recommend reviewing this guide at least once a year to reflect changes in the social media landscape or organizational goals.

Authorized Social Media Accounts ●

Facebook: @pacificbattleship

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Instagram: @battleshipiowa

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Twitter: @ussiowa

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Youtube: Battleship USS Iowa Museum

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TikTok: @battleshipiowa

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LinkedIn: Pacific Battleship Center - Battleship IOWA Museum

Target Audience ●

Target Audience: ○

Men ages 50+ in the LA/OC area looking to engage in community service

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Men ages 25-40 in the LA/OC area with an interest in naval and/or American history

Audience Personas To help draft social media content, we’ve come up with two different personas. They each represent a different primary target audience with different needs and interests.

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Don ○

He is 55 years old and a veteran. He is patriotic and is immensely proud of the fact that he has served his country. He enjoys meeting people who have similar military backgrounds. He takes joy in educating and sharing his stories with the younger generation.

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Mark ○

He’s 29 years old and a history enthusiast. He has not served but knows family members or loved ones that have served in the U.S. Armed Forces. He enjoys learning about

American history but is not well-versed in navy history. He uses digital channels including social media to learn about history.

Writing Style When drafting written content for social media, all content must be written using a professional style.

Social media copy must provide clear information and provide the audience with an opportunity to interact with the account. Below are some other guidelines: ●

American English

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Follow AP Style

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No Oxford Commas

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Avoid run-on sentences

Organization Mission and Vision Statements Before we draft content, it’s important to keep the organization’s mission and vision statements in mind.

In order to create a cohesive social media presence, all content created must tie back to these ideals.

Mission The mission of the Pacific Battleship Center is to celebrate the American spirit through the preservation and interpretation of the Battleship IOWA, to educate the public on the accomplishments and sacrifices of American patriots, and to engage guests in unique and exciting ways that bring the ship to life by connecting the past with the present and the future.

Vision To promote civic responsibility and an appreciation of public service, as well as educate the public about the role of the sea services to influence American culture into the future.

Brand Voice and Tone

Our Voice Is

Why?

Do

Don’t

Informative

Our mission is to educate the public on the accomplishments and sacrifices of American patriots

- Share unknown facts and stories

- Avoid overly technical jargon -Talk at the audience

Creative

Our mission is to engage guests in unique and exciting ways that bring the ship to life

- Explore new ways to tell our story - Include the audience in our content

- Be too informal

Enthusiastic

Our mission is to celebrate the American spirit through the preservation and interpretation of the Battleship Iowa

- Be champions for Battleship USS Iowa and U.S. Navy -Use action verbs

- Be political - Use passive voice

Sentence and Caption Length Captions across all social media platforms should be kept short and concise. Below are guidelines for each individual platform. ●

Instagram ○

For general posts: ■

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For events or history-related posts: ■

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Keep captions under 125 characters

Use 2-sentence paragraphs.

Facebook ○

For general posts: ■

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100-250 character limit

For longer posts: ■

2-3 sentence paragraphs

Hashtags The following hashtags are approved for use when appropriate on Facebook and Instagram. ●

General ○

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#BattleshipIowa

Geotagging/Location-specific ○

#LongBeach

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#SanPedro

History/Trivia

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#MilitaryHistory

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#LivingHistory

Volunteer ○

#PreserveOurHistory

Templates and Designs This section is specifically designed for Instagram because it’s an aesthetic-based platform. However, some elements can be carried across into other social media platforms.

Color Palette

Primary Colors

Accent Colors

Using Color Palette in IG Posts: The main colors in use are pulled from the primary color palette. To add depth and a pop of color we’ve added accent colors. Note that this can apply to photographs. The second image below features red colors.