NI_StyleGuide_Final 2019

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NI Style Guide and Brand Manual | 68Social Image Guidance, continuedCover PhotosCover photos should be properly sized (see “Image Sizes” on page 67) andprofessionally designed by GCG. Cover photos can change periodically based onkey campaigns, events, and seasons. Every social media channel owner for thebrand can choose cover photos or follow our corporate social media channels’ coverphoto calendar (follow the Social Media NI Talk group https://nitalk.jiveon.com/groups/social-media for updates).Profile ImagesProfile images should be properly sized (see “Image Sizes” on page 67). We haveone approved profile image for all social media channels representing the brand (seeimage below).Note: Some social media channels may display this image in a round format.
NI Style Guide and Brand Manual | 69Social Brand and ToneBrand Tone and Channel-Level ToneOn our social media channels and company blog, we always:■■■■■■Use informal, conversational tone (“don’t” instead of “do not”; words like“thrilled” instead of “pleased”)Speak in the first person (“We’re excited to release” instead of “NI is excitedto release”; “Our team” instead of “The NI team”)Ensure our tone matches our “four Hs”: helpful, honest, humble, humanOur channel strategy may also impact the tone we use on each channel. The waywe craft copy for a Facebook post will probably sound slightly different than one forLinkedIn, even if the CTA is the same.■■■■■■Facebook—Tone should be warm, inviting, and friendly. We want our poststo inspire conversation within and among our community membersTwitter—As the primary channel for real-time trends, live events, and mediacoverage, the tone of tweets should be concise and include a clear call to actionLinkedIn—Tone should clearly establish NI as an industry thought leader andposition the content we’re sharing in a professional mannerWhen we write for the NI Blog, we:■■■■■■Use a conversational tone - meaning we write like we’d talk and we wantreaders to feel like they’re talking to a human.Write in “chunks,” avoiding large blocks of text and enhancing content withimages, videos, and subheads.Avoid getting too technical, instead using CTAs that encourage the reader todive deeper into the topicPage/Account NamingAll of our brand’s social media channels should follow this naming convention:National Instruments [LOCATION] [Optional: SUBJECT].Examples: National Instruments UK & Ireland, National Instruments Careers,National Instruments JapanTwitter handles/usernames should follow this naming convention when possible:@NI[location/subject].Examples: @NIFrance, @NICareers, @NIglobalFacebook and LinkedIn vanity URLs should follow this naming convention whenpossible: .com/NI[location/subject].Examples: Facebook.com/NIFrance, Facebook.com/NICareersCharter and PolicyAll our brand’s social media channels should follow our Global Social MediaCharter and Global Social Media Policy, which are posted on the Social Media NITalk Group at https://nitalk.jiveon.com/groups/social-media.For more on blogging for the brand, visit the Social Media NI Talk Group, athttps://nitalk.jiveon.com/groups/social-media.
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NI_StyleGuide_Final 2019

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