Social Media Guidelines

Welcome to the Women’s March Global Social Media guidelines doc. Here we’ll share general best practices for conducting social media within the Women’s March network. While the guidelines presented in this document are intended as suggestions, please ensure that all communications adhere to our Mission, H.E.R.S. Framework, and Unity Principles.

We have drafted these best practices tools to maximize your local WMG chapter social media as well as amplify what we can do as a community together. The more we adhere to these guidelines the stronger both our local movement and our global movement will become

Introduction

What are the goals of the Women’s March Global social media pages?

  1. Communicate with the world about what is going on within the Women’s March Global community and share what is going on within Women’s March Global.
  2. Educate and mobilize people around the issues in our H.E.R.S. Framework and Unity Principles
  3. Offer guidance and our take on current events framed by our H.E.R.S. Framework and Unity Principles

What is the Women’s March social media voice?

We are intersectional. We are women-centered. We are broad-reaching. We are informative and educational. We are bold but responsible. We are unafraid to challenge our audiences. We lean into critique. We are proactive and vision-oriented (as opposed to anti-). We are not loyal to any political parties.

Who is our target social media audience?

Everyone who believes that women’s rights are human rights; inclusive; not just one group of people; all kinds of activists — from first-time activists to seasoned, lifelong activists; people seeking to stay informed about resistance movements.

What do we consistently post across all platforms?

  • Uplifting local chapter and partner organisation issues: We do our best to uplift global community chapters and local actions and key resistance victories.
  • H.E.R.S framework and Unity Principle issues: We are making a concerted effort to address each of these issues as frequently as possible: Disability; Economic Justice / Workers’ Rights; Environment; Health care; Immigration; Indigenous rights; LGBTQIA+;
  • Criminal Justice Reform / Police Violence; Racial Justice; Sexual Violence.
  • Rapid response: When appropriate, we use our platforms to respond to key issues, events and stories impacting intersecting identities and marginalized communities.
  • Coalition Actions: When our global community has formed coalitions to address issues and call for a specific action, we post the work and action of the coalition.

A note on Women’s March Global vs. Women’s March (U.S.)

Leading up to January 21st, Women’s March (U.S.) identified as the “Women’s March on Washington,” (WMW for short). After the 2017 march, Women’s March U.S., dropped “on Washington” and the ‘W’ in WMW from branding, becoming known as “Women’s March” (sans “the” and “WM”). This goes for all graphics, titles, and copy.

Women’s March Global is the sister organisation of Women’s March U.S. with similar brand attributes (please see brand guidelines for further details). The key point of difference in regards to social media is that Women’s March (U.S.) is the voice of movement in the United States. Women’s March Global includes all chapters, partner organisations and individuals outside of the U.S. including Canada.

We've created a unified system for Women’s March logos, Your logo will be used on all of your branded materials. The branding guidelines are were developed for you, to protect you Women’s March Brand. Keep in mind a strong brand will benefit the entire global community. And while all your design materials for your chapters and events will want to be consistent with the branding guidelines you should also think about how to make them uniquely yours. You can find the Women’s March Global Complete Branding, Communications and Social Media Guidelines here [New doc Link], which will explain how to use your logo. It also includes a logo generator that you can use to create your logo.

Facebook

What do we use Facebook for?

The Women’s March Global Facebook page is used primarily for engagement, conversation, dialogue, sharing of Global Community news and Women’s March Global news and updates. There is a particular emphasis on articles, videos and graphics with a focus on longer-form conversation and engagement with our audience. With captions, we try to be concise yet informative as possible.

Frequency of posts

We strive to do between 3-6 Facebook posts per day. We generally aim to space posts out at least an hour.

Naming your Facebook page

We recommend including “Women’s March” in the front of your name followed by your specific identifier (no dashes, slashes, or parentheses). Here are a few examples:

Women’s March London Women’s March Milan, Italy Women’s March Milan Women’s March Sydney Youth

Facebook tips

Visit the link here for our full set of Facebook Live guidelines. When sharing an article, no need to include the URL in the caption. Please turn reviews off on your Facebook pages if you have them on. A Facebook group should not take the place of a Facebook page.

Twitter

What is the Women’s March Twitter used for?

The Women’s March Global Twitter is used primarily for adding our voice to the conversation, amplifying the work of the global community and issues that receive minimal global attention, and to share Women’s March Global news and updates. There is a particular emphasis on articles, news alerts and updates, and short and concise takeaways on current events. With our tweets, we try to be as accessible yet bold as possible, while keeping our intersectional, women-centered voice at the forefront.

Twitter can also be used for education via tweet series and threads to spotlight issues and for following live actions as they happen.

Livestreaming can be shared across FB/Twitter - read our Livestream guidelines for further details.

Frequency

There is no cap on tweets per day.

Naming your Twitter page

Streamlining our Twitter handles will help us keep track of who is in our network. Here are some examples of the suggested format.

Women’s March Milan // @WMMilan Women’s March Milan, Italy // @WMMilan Women’s March Sydney Youth // @WMSydneyYouth

Twitter tips

  • We encourage you to keep your DMs on, and to check them frequently. We want people to engage with us as much as possible.
  • We strongly advise against engaging with trolls. If you have a snappy retort ready, feel free to use your personal Twitter to respond.
  • Please write out your tweets as full sentences whenever possible. We recommend that you avoid unnecessarily abbreviating words or replacing words with numbers.
  • Your bio should explain your role within the Women’s March Global network, i.e. “Women’s March Global is the sister organisation of @womensmarch.”
  • Your avatar should be a version of the Women’s March Global logo, or the name of your Women’s March chapter.
  • Don’t share Instagram posts on Twitter through the Instagram app; share the photo itself in a tweet.
  • We encourage you to include image descriptions in tweets that include photos to make them more accessible. In order to do this, you will need to go to “settings” and then “accessibility” to add a checkmark for image descriptions. For more on image descriptions, visit the General Social Media Best Practices section below.
  • See our Hashtag guidelines doc for more details on best practices on Hashtags and Tweetstorms.

Instagram

What is the Women’s March Instagram used for?

The Women’s March Global Instagram is a visual representation of the movement through photos, artwork, and graphics. There is also a focus on uplifting the art and work of women of color and marginalized groups.

Frequency of posts

Our general frequency is 1-4 posts per day.

Naming your Instagram page

Streamlining our Instagram handles will help us keep track of who is in our network. Here are some examples of the suggested format.

Women’s March Milan // @WMMilan Women’s March Milan, Italy // @WMMilan Women’s March Sydney Youth // @WMSydneyYouth

Instagram tips

  • Photo resolution: Instagram posts should be larger than 1080 x 1080 pixels, though we recognize that this is not always possible.
  • It’s best to save images from your computer to check resolution before posting.
  • When reposting images, we strongly advise against including repost logos. If you’re at a computer, visit dinsta.com to download a photo from Instagram. If you’re on your phone, a paid version of the Repost app allows you to repost images without the logo.
  • We encourage you to include image descriptions in your Instagram captions to make them more accessible. For more on image descriptions, visit the General Social Media Best Practices section below.

Medium

What is the Women’s March Global Medium used for?

The Women’s March Global Medium is the place where we share the stories of our global community. The voice of our Global Community IS the voice of Women’s March Global. Posting to the Women’s March Global Medium Channel and developing a content strategy is an integral part of creating an interconnected global network of ideas and innovations that deliver impact.

Further detailed guidelines for how to submit to our Medium Publication, can be found here.

Women’s March Global Social Media FAQs

Talking about the politicians

One thing that is unique to Women’s March Global as a voice is our tendency to give people a proactive vision of the kind of world we’re building together. As such, we lean away from overt critiques of any political administrations and instead seek to uplift our ideals and values. Here are some general guidelines to keep in mind:

Focus not on the government or specific politicians Focus instead on how policy informs social justice and human rights abuses Identify the human rights abuses that come about due to policy decisions When calling out world leaders - do so in a way that calls for action. Again - attack the policy, not the person.

Centering the voices of women of color

As with our Unity Principles, Women’s March Global social media centers the voices of women of color and the most marginalized among us. We expect all chapters to adhere to this principle.

Pussyhats

While we recognize that the pussyhats were an iconic symbol of the women’s marches around the world, Women’s March Global does not endorse the pussyhats on social media. We do this because trans folks and Black women have shared with us that the pink pussyhats are not inclusive. While it’s certainly okay to share photos that feature the pussyhats, we do not make them the focus of our posts and campaigns.

The word “female”

We shy away from using the word “female” as a descriptor, preferring the word “woman”. We do this to be as inclusive of trans women as possible.

“Sisters, brothers and siblings”

Because we are a women-led and centered movement, we will often refer to other women as our “sisters.” However, when we talk about communities at large, we use the phrase “sisters, brothers and siblings” as a more inclusive, women-fronted alternative to “brothers and sisters.”

Prayers

We do not reference “prayers” in our individual social media copy (i.e. “sending our prayers”), as this is alienating for people who are not religious. We prefer language like “we hold [x] in our hearts” or “our thoughts are with”.

Merch, ticketed events, fundraising

At this time the Women’s March Global pages do not share merchandise, ticketed events and fundraising requests from third party vendors and orgs.

“Stand with…”

We do not use the term “stand with” (i.e. “we stand with [x] community”). We do this because this is not accessible to the disability community. Instead, we use phrasing such as “we join with,” “we unite with,” “we’re in solidarity with.”

Global/Local issues and matters

We try to keep all social media content as broad-reaching as possible. When it comes to local issues and matters, we aim to uplift the work of Global Community and Partner organisations. Please feel free to DM @WM.Global with specific tweets you would like us to consider retweeting/sharing.

Other language concerns

Please review these articles and lists for other language guidelines to maximize accessibility:

  • Audre Lorde Media Guide: How to respectfully talk about trans and gender non-conforming (TGNC) people. (Fill out info to download)
  • GLAAD Media Guide: LGBTQIA+ inclusive and respectful reporting
  • Glossary of ableist terms and language to avoid.
  • 12 words you need to ban from your vocabulary to be a better ally

General Social Media Best Practices

Credit all images

Please remember to credit all photos, art, and graphics. If you are carrying the Women’s March Global name and branding, you are representing the entire Women’s March organisation. Google image search is a helpful tool for tracing images. In instances where you’re unable to attribute image credit, include a note asking if your followers know who the artist or photographer is. (i.e. “Do you know who this image should be credited to? If so please comment below.”)

Helpful apps & tools

  • Whitagram is great for sharing tweet screengrabs on Instagram.
  • Repost is great for reposting photos on Instagram from your phone. (Note: as a rule we do not include logos in our reposts.)
  • If you’re at a computer, visit dinsta.com to download a photo from Instagram.
  • Visit offliberty.com to download a video from YouTube.
  • Visit the link here to download a video from Twitter.
  • Canva.com is a great website for simple graphic design.

Image Descriptions

We include image descriptions on all Instagram, Facebook and Twitter image posts detailing what’s pictured. The purpose is to make our visual posts accessible. See our Instagram for examples of image descriptions.

Hashtags

We capitalize the first letter of each word in our hashtags (camel case), as they are easier and more accessible to read this way. Examples: #HearOurVote, #WhyIMarch, #PledgeOfLiberation. Read our Hashtag guidelines for our full set of guidelines for hashtags.

Closed captioning

Please include closed captioning on all original video content. When sharing third party video content from YouTube, please consider sharing videos that have closed captioning as an option.

Submitting content and upcoming actions for amplification on global socials

We are always looking for global/local victories, campaigns and issues to highlight. We are looking for 3 types of content in particular:

  • Powerful acts of resistance (i.e. creative resistance, large numbers, cross-issue collaboration with other groups, successful campaigns)
  • Upcoming events and campaigns
  • Global/Local issues that connect to the H.E.R.S. Framework and Unity Principles

To share your action and content with Women’s March Global socials, please liaise with the social media director (Currently: Uma Mishra-Newbery) to share further details.