Representing PAF Online

This section provides some direction on how best to represent PAF on our social channels.

Table of Contents:

Messaging Guidance

Do's and Don'ts

Engaging with Other Content

Messaging Guidance

Here are a few things to consider when posting to PAF’s social channels.

1. Ensure Accuracy and Credibility

If you plan to share any facts or statistics, you are encouraged to fact-check, provide reliable sources where needed, and share the lower end of a statistic for the sake of accuracy. Misinformation can harm the campaign's reputation and credibility.

2. Use a Positive and Inclusive Tone

Please avoid any negative or divisive language that could alienate potential supporters. A respectful and constructive tone when posting or having online discussions will resonate with a wider audience and is more likely to be persuasive.

3. Focus on Visual Storytelling

Visual content (photos, videos, reels) that include people or animals tend to get the best engagement, and can be used to tell our story effectively. People especially love to see other people, so it’s great to include photos and videos of our community members in as many posts as possible. You can find some good ones in our Slack channels!

4. Make a Call to Action

While persuading people of the importance of what we’re trying to accomplish is key, we also want to share how to channel their support into action.

Examples:

• “Come join our next campaign social.”

• “Help us make history for animals!” [link to proanimal.org/volunteer]

• “Donate to support our fight for animal freedom.” [link to proanimal.org/donate]

• “Be a pro-animal voter [sign our petition / vote yes].”

**Include relevant links where possible to make it easy for people to take action! On Instagram, you can include a link in a story, and on Facebook it’s best to link in a comment. You can also add links into your images by using the QR code app in Canva.

Do’s & Don’ts

A quick list of what to do and what not to do when posting to PAF channels.

Do:	Don’t:
Check to see if something has already been posted or is scheduled to be posted that day.	Post on the same day another post has been made or is scheduled.
Review PAF’s style guide.	Post things that are not in line with our organizational voice, brand, or guidelines.
Use images of groups of activists in our community and tag them.	Make posts talking about activists by name or highlighting them specifically without their approval.
Get feedback from PAF leadership before posting in support of other causes.	Make posts supporting causes that haven’t been vetted by our team.
Consider cultural sensitivities, even when posting something that may seem harmless, such as celebrating a holiday.	Post about specific cultural practices, identities, or holidays without running it by PAF leadership.

Engaging with Other Content

Liking or commenting on other posts helps to boost our engagement and broaden the reach of our account.

Here are some things to keep in mind when interacting with other posts and accounts.

Do Engage With:	Don’t Engage With:
Content that we are tagged in, unless it appears controversial or unrelated.	Content that is obviously divisive or highlights a particular human-specific political stance.
Content from activists supporting our measure or other pro-animal causes.	Content that is non-inclusive or mean-spirited (e.g. making fun of meat-eaters).
Posts that appeal to the vegan community while not alienating the general public.	Too many posts specifically related to veganism or diet change.