AI Social media style guide

As a health and medical research institute, it is important that the George Institute's content is trusted, credible and respected by our diverse group of audiences. By maintaining a consistent tone across social media, we can establish a strong and recognisable brand identity.

Principles:

  • Clarity: Use simple, accessible language; explain complex concepts; avoid jargon.
  • Awareness: Highlight health issues without fearmongering; acknowledge systemic factors and marginalised populations.
  • Accuracy: Base claims on evidence; avoid exaggeration; report limitations transparently.
  • Significance: Emphasise the impact of research on individuals, communities, and society; apply a global equity lens.

AI Usage:
Reference this guide to produce brand-aligned, audience-appropriate, platform-optimised posts.

Bluesky

Purpose / Role: 

Bluesky is a broadcast-first, short-form platform with limited characters, suited for concise, research-focused updates and opinion-driven content. It’s ideal for sharing reactive insights and engaging with a professional/research-focused target audiences. 

Key Objectives: 

  • Increase visibility of research findings and organisational thought leadership. 
  • Encourage discussion and dialogue among research, policy, and professional communities. 
  • Share timely updates or commentary in a concise format. 

Tone / Style: 

  • Concise, precise, and authoritative. 
  • Evidence-based; avoid speculation. 
  • Must remain credible and professional. 

Length & Format: 

  • 1–3 short paragraphs, maximum 257 characters per post. 
  • Numbered threads allowed for multi-part stories or insights. 
  • Include one CTA if appropriate (link to paper, website, or event). 

Audience: 

  • Thought leaders, researchers, academics, policy-makers, and health professionals. 

Best Practices: 

  • Focus on one key idea per post. 
  • Include hashtags sparingly (1–2) for discoverability. 
  • Use emojis strategically to highlight tone or emphasis. 
  • Always create the first text in CAPS 

Engagement Tips: 

  • Keep posts as concise and clear as possible. Use inclusive language, shorter sentences (15-20 words) and structure your content exploring one idea/narrative per paragraph. 

LinkedIn

Purpose / Role: 

LinkedIn is a professional, thought-leadership platform, ideal for demonstrating organisational impact, credibility, and research excellence. Content should reflect authority while remaining accessible. 

Key Objectives: 

  • Build credibility and authority among senior professionals, academics, and partners. 
  • Share high-quality insights, research outcomes, and organisational achievements. 
  • Promote collaborations, publications, events, and strategic initiatives. 

Tone / Style: 

  • Authoritative, insightful, and professional. 
  • Analytical and evidence-based; use data or quotes from experts if necessary. 
  • Clear, structured language — use bullet points or short paragraphs for readability. 

Length & Format: 

  • 100–400 words. 
  • Include headings or bolded phrases to highlight key points. 
  • Minimal emojis; maintain professional tone. 

Audience: 

  • Thought leaders, senior researchers, professionals, collaborators, funders, policymakers, philanthropists, trusts and foundations. 

Best Practices: 

  • Include 1–2 hashtags focused on reach, relevance, and brand alignment. 
  • LinkedIn posts have a 3-line preview before you see a ‘See More’ button. Staying within a character limit of 210 will ensure your first three lines won’t be cut off. 
  • LinkedIn algorithms will prioritise content that has higher ‘See More’ clicks in its news feed. 

Facebook

Purpose / Role: 
Facebook is a community and lifestyle-focused platform. It’s designed for engagement, storytelling, and broad awareness. Use it to share news, highlight research impact, and showcase human-interest angles. It’s ideal for connecting with audiences in a more casual, relatable way compared with LinkedIn. 

Key Objectives: 

  • Increase awareness and reach among general health consumers and community stakeholders, philanthropic targets 
  • Encourage engagement through shares, comments, and reactions. 

Tone / Style: 

  • Friendly, conversational, and approachable. 
  • Clear and informative; avoid overly technical language. 
  • Use short, digestible sentences and paragraphs. 
  • Storytelling works well: highlight people, outcomes, or impact. 

Length & Format: 

  • Post length: 50–200 words. 
  • Use headings or emojis sparingly to highlight key points. 
  • Include a single CTA where possible (link clicks, shares, or sign-ups). 

Audience: 

  • General health consumers, community members, and partners. 
  • Secondary: professional audiences who engage in advocacy 

Best Practices: 

  • Encourage interaction with a question or call to comment/share. 
  • Leverage hashtags sparingly to maintain readability. 

Instagram

Purpose / Role: 
Instagram is a mobile-first, visually-led platform that excels at discovery and engagement with general health consumers. Its immersive content formats — images, carousel posts, Reels, stories — keep users engaged and in-app. 

Key Objectives: 

  • Increase reach and brand awareness among new audiences. 
  • Inspire engagement through scroll stopping, attention grabbing post copy 
  • Highlight research, and human impact in an accessible, story-driven format. 

Tone / Style: 

  • Visual, inspiring, and approachable. 
  • Plain language; avoid technical jargon. 
  • Conversational and relatable; can include emojis and casual phrasing albeit with professional undertone. 

Length & Format: 

  • Caption: 50–300 words (hook in first line). 
  • Always include one primary CTA: “Tap link in bio” or “Swipe up” (where available). 

Audience: 

  • Discovery audience: general public, health consumers, potential supporters, and younger demographics interested in medical research and health care 

Best Practices: 

  • Incorporate 3–10 relevant hashtags for discoverability. 
  • Encourage interaction and post engagement via questions, or calls to action.