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Rabbi Style Guide

The document provides guidelines for managing Rabbi Marc Schneier's Facebook page including voice, language, formatting, hashtags, visuals, engagement, and legal concerns. It outlines maintaining an engaging tone that is caring, diplomatic and inspiring while bridging cultural gaps and uniting people through interfaith relations.

Uploaded by

Adri Jnsen
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
39 views6 pages

Rabbi Style Guide

The document provides guidelines for managing Rabbi Marc Schneier's Facebook page including voice, language, formatting, hashtags, visuals, engagement, and legal concerns. It outlines maintaining an engaging tone that is caring, diplomatic and inspiring while bridging cultural gaps and uniting people through interfaith relations.

Uploaded by

Adri Jnsen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Marc Schneier 
Facebook Public Page  
Social Media Style Guide 

Prepared by Adriana Jansen


Style Guide Purpose

The purpose of this document is to outline style guidelines for Rabbi Marc Schneier’s
Facebook page.

Active Accounts 
Facebook: ​https://www.facebook.com/RabbiMSchneier/​ (Managed by OAK)
Twitter: ​https://twitter.com/MarcSchneier

Social Media Voice 


- Who we are: We fight for principals. Caring. Warm. We value multi-cultural
understanding. We bridge cultural gaps and unite people. We are owning the
space for Interfaith relations.

- Our tone: Socially engaged, worldly, diplomatic. We present our messages with
a positive and inspiring attitude.

- Ownership: First person, all comes from the central account

Language/Grammar/Technology 
- Use a personal tone in the first-person singular when referring to him. Share
Rabbi’s quotes.  
- Write out full words for days of the week (Monday, Tuesday) and use dates 
(5/19) to save space or reference dates in advance. Months can also be 
abbreviated (Jan., Feb.) for space. 
- Facebook has no limit for characters but aim for 1-2 short sentences. 
- Terminology: Need some ideas from Rabbi on his personal lingo
- Punctuation:
- Every sentence must start with a capital letter and end with a period, a 
question mark, or an exclamation point.
- Use a colon and a space before a link, as follow:
‘’As President of FFEU, I am honored and proud to be a co-producer of
the movie Jinn, directed by Nijla Mu'min. The movie explores the themes
of identity, religion and coming-of-age. Click on the Link:
https://www.jinnfilm.com/ for more information.’’
Ex.:
https://www.facebook.com/RabbiMSchneier/videos/125942844758623/ 
- An exclamation point or question mark (followed by a single space) can
also introduce a link:
- I’m proud of my congregation and my community!
https://www.thehamptonsynagogue.org/
- Who will be joining me at the #IAmAMuslimToo rally this Sunday?
- Use a single exclamation point to signal excitement.
- Use an ellipsis (three periods, no spaces) to show where something has
Been omitted (as in a quote that’s been shortened) OR (in rare instances)
to signal suspense.
- Muslims, Jews….and Kosher-Vegan dinner!
#FFEUBenefit2017
- Em dashes can be used to set off various parts of a sentence. No spaces
before or after the em dash.
- Example: Attending a Muslim Jewish Interfaith Dinner in
Bahrain - another milestone for #FFEU
- Use dashes after quoting someone, followed by their name.
Ex.: “One of the things not mentioned nearly enough in the
media is the cooperation and friendships that are formed by
people of different faiths working together to achieve a
common goal." - Hatzalah Eli Beer

- Other things that create consistency in our content


- Similar tone and content throughout posts
- Visual cohesion throughout posts
- Imam Shamsi Ali, HuffPost blog by Rabbi & JTA (Jewish
Telegraphic Agency). Ask Rabbi for more.

- Technology: Using Hootsuite Photoshop and Video editing softwares


​Hootsuite​ must be loaded with at least 3 days worth of posts to ensure social
media remains consistent. The primary advantage to using Hootsuite is that it allows
posts to be pre-scheduled to selected dates and time.
​ Photoshop​ is our second most used tool for creating graphics and making
minor adjustments to images. It is also used to brand a content by adding logos and
quotes.

Video editing software​ is used when selected footage must be added to social
media, we add logos, images and music using a combination of video editing tools.
 
POST FORMATTING 
- Headlines must be engaging, informative and include appropriate tagging.
- Notes on Punctuation  
- Use a colon and a space before a link.
- Use single exclamation and question marks.

Hashtags 
Regularly include hashtags on posts and promote FFEU hashtags during events and
campaigns. Examples: #TBT for past content, #FFEUBenefit2017 and #FFEUBenefit for
past events.

Things Not To Do 


• Use ‘’I am proud’’ too often
• Abbreviations (except for Twitter)
• Post during Jewish holidays
• Copy a sentence from the article being shared
• Using more than 2 hashtags per post
• Engage with angry users
• Post too many past event’s content
• Use all Capital letters

Yes to 
•Fresh content
•Newly published articles
•Recently released images and videos
Post Frequency 
• 4 times weekly on Facebook

 
Visual Guidelines 
Profile images and cover images should be the same on all public platforms, except for
the personal account. Use the highest quality images available. Tag people in the
images and refer them by their title. Ex: President Ilham Aliyev

Behavior   
• Like audience’s comments
• Share Rabbi’s mentioned posts from FFEU or trusted partners
• Invite people who have engaged with a post to like the page
• Filter user’s language and delete comments when necessary
• Hide spam

Legal Concerns  
Always mention photographers and videographers credit.
Since no statutory immunities exist to shield users, the standard laws pertaining to
defamation and infringement apply. If a user is found to have posted defamatory
content, the user will be liable, even if the site can escape liability under Section 230.
Similarly, if a user posts material that infringes on another's copyright, the user will face
liability for the infringement, despite the site's potential safe harbor under Section 512.

Responding to Questions 
Strictly keep replies to comments brief and a casual thank you is ok.
Rabbi will reply directly to all direct messages himself.

 
 
Customer Personas 
Mature, multi-cultural.
We are targeting audiences in Europe, Gulf States and New York interested in interfaith
relations, Jewish culture, and religious pluralism. An audience is still developing, and
demographics with customer persona can be provided later on next year, 2018.

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