704-R23117 - Attachment F - Social Media Guidebook.pdf
PDF 786 KB Posted
- Solicitation number
- URFP-113012
- Issued by
- James City County, Virginia
About this file
This file is a Social Media Guidebook for the Department of Behavioral Health and Developmental Services (DBHDS) in Virginia, serving as internal guidance for agency staff managing social media channels across multiple facilities including Eastern State Hospital, Western State Hospital, Piedmont Geriatric Hospital, and others. The guidebook provides comprehensive standards for creating social media content across Facebook, Instagram, and LinkedIn platforms, with emphasis on clear messaging at a sixth-grade reading level, professional yet friendly tone, and specific image dimensions and formatting requirements. Key guidelines include maintaining sentences of 25 words or less, using plain language and AP Style formatting, adding alt text to all images for accessibility, limiting hashtags to five maximum using Camel Case capitalization, and minimizing emoji use to one or two for emphasis. The document outlines emergency response protocols for social media interactions involving mental health crises, directing individuals to the 988 crisis line, and establishes policies for handling negative comments by correcting misinformation while avoiding argumentative engagement and removing only comments containing hateful or violent rhetoric that violate platform terms.
The guidebook specifies platform-specific strategies, including Instagram's focus on short-form vertical videos and photos directed at younger adults, Facebook's longer-form captions and horizontal content for older adults and families, and LinkedIn's professional networking approach. Content sourcing requirements prohibit copyright-protected and generative AI-created images while recommending free resources such as Canva, Pixabay, and Unsplash. Photo and video policies require signed release forms from individuals before posting, with special consideration for large events through registration and signage notice, and prohibit posting images of patients receiving care. The guidebook includes an annual campaign calendar aligned with mental health awareness months and observances from January through November, and lists current social media presence across nine DBHDS facilities with their respective platform accounts.
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Text version
Overview and Contact Details
Building a Good Social Media Post
Handling Negativity
Facebook & LinkedIn
Templates and Design
Annual Campaigns
Links to Social Media
Social Media Guide
Last Updated: November 2025
Contents
Social media offers our agency direct and creative ways to communicate with our audiences, including the communities we serve, stakeholders, legislators, and media.
This document contains information to help inform your work with agency social media channels as a follower, developer of content, or as a manager of an account.
The goal with all agency social media channels is to provide timely and accurate information that helps inform and educate our audience, and further advance our agency’s mission of supporting individuals by promoting recovery, self-determination, and wellness in all aspects of life.
This social media guide is intended to provide an overview of DBHDS social media for agency staff and is not intended for external distribution. This guide will be updated regularly.
This guidance only covers use of agency social media and does not cover personal use of social media for DBHDS employees.
Social Media Guide
Last Updated: November 2025
Overview
Contacts
Cassie Grillon Marketing and Communications Manager 804-874-2357 cassie.grillon@dbhds.virginia.gov
Lauren Cunningham Communications Director 804-956-5434 lauren.cunningham@dbhds.virginia.gov
Both are available to chat on Microsoft Teams.
Alternatively, submit content by emailing communications@dbhds.virginia.gov mailto:cassie.grillon@dbhds.virginia.gov mailto:cassie.grillon@dbhds.virginia.gov mailto:cassie.grillon@dbhds.virginia.gov mailto:cassie.grillon@dbhds.virginia.gov mailto:lauren.cunningham@dbhds.virginia.gov mailto:lauren.cunningham@dbhds.virginia.gov mailto:lauren.cunningham@dbhds.virginia.gov mailto:lauren.cunningham@dbhds.virginia.gov mailto:communications@dbhds.virginia.gov
Social Media Guide
Building a good social media post
Short clear messages that appeal to multiple audiences.
Try and keep sentences to 25 words or less.
Use friendly but professional language.
Stick to words and terms your audience is comfortable with.
Use plain language.
DBHDS uses AP Style formatting for writing social media posts, and aims for a sixth grade reading level to ensure maximum readability.
hemingwayapp.com
Language and Tone
Image sizes of 4:5 (1080x1350 px) work well on Facebook, Instagram, and LinkedIn. Make sure to add alt text to all images for accessibility. You can read about alt text best practices from Harvard University.
Images
Hashtags are no longer required, but if you wish to use them for organization, use five at maximum.
Make sure the hashtags you use have been used before by others and that the posts associated with them are in line with DBHDS values.
Keep hashtags short, simple, and easy to understand. If a hashtag contains multiple words, capitalize the first letter of each word to make it easier to read (also known as Camel Case).
Keep hashtags to the end of the post copy to help with accessibility.
Hashtags
Avoid as they are not seen as professional.
If you must emojis as bullet points, use the same one consistently.
If using emojis for emphasis, use two at maximum, as this makes it easier for those with screen readers or other accessibility needs.
Emojis https://hemingwayapp.com/ https://accessibility.huit.harvard.edu/describe-content-images
While we do have an obligation to correct misinformation regarding DBHDS services, we do not have an obligation to respond to users who express negative opinions about the agency. We do not engage in a back and forth that can be viewed as argumentative, but rather, we ensure that there is a record of accurate information for other users to see.
If a user comments on a post from DBHDS with hateful or violent rhetoric, or rhetoric that otherwise violates the terms of that platform, we will report the user, delete the comment, and leave a comment stating, “DBHDS deleted a comment with hateful or violent rhetoric or rhetoric that otherwise violated the terms and conditions of this platform.”
Should multiple users comment with forceful negative or harmful language, we will discuss the possibility of removing the post.
DBHDS will remove tags from individuals who use hateful or violent rhetoric or otherwise violate the terms of the platform, but will not remove tags that express a negative opinion toward the agency.
Handling Negativity
Emergency Response
As a public mental health agency, we must be prepared to respond should an individual reach out on social media for help with an emergency situation, such as if they or someone they know is considering suicide or self-harm. Should this occur, whether through a comment or direct message, please respond to the individual as quickly as possible with the following prepared response. This response may be altered to appropriately respond to the situation, but please try to get approval on final language before responding if it is possible to do so quickly.
This is serious, and it sounds like you are in a lot of pain. We are so glad you took the first step toward getting help by reaching out. Please take the next step by calling or texting 988. This is a free, 24-hour line, available 7 days per week, and a trained mental health crisis worker will listen to you and help you decide the next steps to keep you safe. If you would like, they can also connect you to further mental health and community resources to help you feel better. If you have anyone with you who you trust, they may even make the call with you.
If you have a medical emergency or you feel you are in immediate danger of a suicide attempt, call 911 immediately and ask for a CIT officer.
Target Audience: General public; families, and younger adults.
Tone: Professional and friendly.
Content types: Short form vertical videos (15-90 seconds), photos (1-20 per post), “stories” in photo or video format (15 seconds)
Keep text in images to a minimum If using text in images, use 30pt as a minimum font size
Hashtags are not as useful as they once were. Incorporate them into the text.
Links in the captions are not clickable.
Direct people to the simplified website link, and guide them from there.
E.g. instead of “visit https://www.jobs.virginia.gov/jobs/sear ch?query=DBHDS” use “visit jobs.virginia.gov and search for
DBHDS”
Alternatively, use a link manager in the account’s bio https://www.jobs.virginia.gov/jobs/search?query=DBHDS https://www.jobs.virginia.gov/jobs/search?query=DBHDS http://jobs.virginia.gov/
Target Audience: General public; families, and older adults.
Tone: Professional and friendly.
Content types: Text only, vertical and horizontal videos, photos, “stories” in photo or video format (15 seconds)
Captions can be longer and spaced out into paragraphs to add more details.
Hashtags can be used here.
Links to relevant content are encouraged.
While text only posts are possible, images draw more attention. Consider added relevant images.
Target Audience: General public; other professionals, and adults.
Tone: Professional and friendly.
Content types: Text only, vertical and horizontal videos, and photos.
Captions can be longer and spaced out into paragraphs to add more details.
Hashtags can be used here.
Links to relevant content are encouraged.
While text only posts are possible, images draw more attention. Consider added relevant images.
Templates and Design Elements
Wavy lines for backgrounds Photo post templates Text post templates
Commonly used fonts
Helvetica (font family)
Poppins Childing
Images, Content and Design
Avoid using images or videos on social media that have a copyright attached to them.
Avoid using images created with generative AI.
Canva comes with high quality, free to use images. If you are unable to find what you are looking for, consider pixabay.com, unsplash.com, or Adobe Stock.
If you still cannot find an appropriate image, contact Cassie Grillon.
When posting pictures or videos of real people, it is a best practice to obtain their permission before posting. This is critical for pictures of individuals from outside of the agency as well as employees of DBHDS.
DBHDS has a photo/video release form that can be utilized for events where people may be photographed or recorded with the intent to use the photos or videos on social media. Individuals can sign the release offering their consent for their image to be used by the agency on social media, web, and other mediums.
Please respect individuals’ wishes if they do not want to have their image shared on social media. For large events when it may not be possible to get a signed form for every attendee, make sure you communicate either at registration or by signage at the event that attendees may be photographed or recorded. Contact Cassie Grillon for specific language or more information.
DBHDS does not post photos or videos of patients receiving care.
Photos and Graphics https://www.canva.com/design/DAGv4evNy5E/2i9AeYD1w3Vy_2HoeCXjOA/edit?utm_content=DAGv4evNy5E&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton https://www.canva.com/design/DAGv4f1wV2E/kc1TOE8G_XEjvowg0vxYpg/edit?utm_content=DAGv4f1wV2E&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton https://www.canva.com/design/DAGv-q8JUSw/OeT3-udIZ2VBxc9uZtnKxg/edit?utm_content=DAGv-q8JUSw&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton http://pixabay.com/ http://unsplash.com/
Annual Campaigns
January Substance Use Disorder Treatment Month
February Black History Month
March Developmental Disability Awareness Month Problem Gambling Awareness Month Employee Appreciation Day (March 7) Certified Nurses Day (March 19) Social Worker Month
April National Prescription Medication Take Back Day (April 26)
DBHDS social media runs multiple annual campaigns that align with both agency priorities and different awareness days/weeks/months. A sampling of these campaigns is below. If you have content for any of these campaigns, or suggestions for future campaigns, reach out to Cassie Grillon.
May Mental Health Awareness Month AAPI Heritage Month Early Intervention Month Children’s Mental Health Week Resilience Week
June Olmstead Act Anniversary (June 22)
July BIPOC Mental Health Month
August International Overdose Awareness Day (August 31)
September Suicide Prevention Day (September 10), October National Depression and Mental Health Screening Month Disability History Awareness Month
November National Caregiver Month Indigenous Heritage Month
Current Social Media Presence
Virginia Center For Behavioral Rehabilitation (VCBR) Facebook: facebook.com/VirginiaCenterForBehavioralRehabilitation LinkedIn: linkedin.com/company/vcbr-burkeville
Piedmont Geriatric Hospital (PGH)
Instagram: instagram.com/piedmontghsocialmedia Facebook: facebook.com/PiedmontGeriatricHospital LinkedIn: linkedin.com/company/piedmont-geriatric-hospital
Eastern State Hospital (ESH) Instagram: instagram.com/virginiaeasternstatehospital Facebook: facebook.com/PiedmontGeriatricHospital LinkedIn: linkedin.com/company/eastern-state-hospital
Commonwealth Center for Children and Adolescents (CCCA) Facebook: https://www.facebook.com/profile.php?id=100062984543863
Western State Hospital (WSH) LinkedIn: linkedin.com/company/western-state-hospital Facebook: https://www.facebook.com/profile.php?id=100063918257344
The Individual and Family Support Programs LinkedIn: linkedin.com/company/western-state-hospital Facebook: https://www.facebook.com/IFSPCommunity
Catawba Hospital Facebook: facebook.com/catawbahospitalva
Southeastern Virginia Training Center Facebook: facebook.com/catawbahospitalva
Central State Hospital Facebook: https://www.facebook.com/centralstatehospitalVA
Hiram Davis Medical Center Facebook: https://www.facebook.com/HiramWDavisMedicalCenter LinkedIn: https://www.linkedin.com/company/hiram-w-davis-medical-center/ http://facebook.com/VirginiaCenterForBehavioralRehabilitation/ https://www.linkedin.com/company/vcbr-burkeville https://www.instagram.com/piedmontghsocialmedia?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw== https://www.facebook.com/PiedmontGeriatricHospital https://www.linkedin.com/company/piedmont-geriatric-hospital https://www.instagram.com/virginiaeasternstatehospital https://www.facebook.com/PiedmontGeriatricHospital https://www.linkedin.com/company/eastern-state-hospital https://www.facebook.com/profile.php?id=100062984543863 https://www.linkedin.com/company/western-state-hospital https://www.facebook.com/profile.php?id=100063918257344 https://www.facebook.com/profile.php?id=100063918257344 https://www.linkedin.com/company/western-state-hospital https://www.facebook.com/IFSPCommunity https://www.facebook.com/catawbahospitalva/ https://www.facebook.com/SEVTC.one https://www.facebook.com/centralstatehospitalVA https://www.facebook.com/HiramWDavisMedicalCenter https://www.linkedin.com/company/hiram-w-davis-medical-center/
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