Channels
Writing for social media
Social is slightly warmer than product UI — still no emoji, no exclamation marks, no hype.
Global rules
- No emoji (brand rule — overrides platform norms)
- No exclamation marks
- Claims need evidence or must be opinion clearly framed
- Link to primary source (event page, blog post) not engagement bait alone
By platform
| Platform | Tone | Focus |
|---|---|---|
| Professional, B2B | Organizer outcomes, industry standards, verification | |
| Visual, human | Event moments, organizer stories — caption supports image | |
| X / Twitter | Concise, factual | One idea, link or question without bait |
| Community | Event discussions; moderate promotional tone |
Do / don't
| Don't | Do |
|---|---|
| We're SO excited to launch!!! | Organizers can now reply to verified reviews from one inbox. |
| Amazing race weekend vibes!!! | What surprised you most about your last race — course, aid stations, or finish experience? |
Engagement
Questions should be genuine prompts, not empty engagement farming. Prefer specific sport context over generic "How was your weekend?"
Sporting Scouter Content Style Guide
Component-enforceable rules: design-system.sportingscouter.com/voice. Tokens from
packages/config/tailwind/theme.css.