Social Media Community Management Guidelines

SWOON SKINCARE: Social Media Community Management Guidelines

OVERVIEW

These guidelines establish consistent management practices across Swoon Skincare’s social channels (Instagram, TikTok, Facebook, and YouTube) when engaging with our community of conscious beauty consumers aged 25-45. Our approach prioritizes authenticity, education, and relationship-building to transform followers into brand advocates who champion our clean beauty mission.

RESPONSE FRAMEWORKS

1. QUESTIONS & INQUIRIES

Response Timing: Within 4 hours during business hours (9am-6pm PST), next morning for after-hours queries

Tone: Helpful, educational, and conversational

Approach:

• Begin by thanking them for their interest
• Provide clear, concise information (link to resources when appropriate)
• Include personalized product recommendations when relevant
• End with an open invitation for follow-up questions

Example:

Hi @username! Thanks for asking about our Vitamin C serum’s compatibility with retinol products. They actually work wonderfully together when used correctly! We recommend applying our Vitamin C in your morning routine and saving retinol for nighttime use to avoid irritation and maximize benefits of both. Have you tried our Overnight Renewal Retinol yet? It’s specially formulated with soothing botanicals to minimize sensitivity! Let me know if you have any other questions about building your routine. ✨ -Emma

2. COMPLAINTS & CONCERNS

Response Timing: Within 2 hours during business hours, flag urgent issues for immediate attention

Tone: Empathetic, solution-oriented, and transparent

Approach:

• Acknowledge their frustration without being defensive
• Take ownership of the issue regardless of fault
• Move detailed resolution discussions to direct messages
• Follow up after resolution to ensure satisfaction

Escalation Protocol:

• Level 1: Community Manager handles common product/shipping issues with standard solutions
• Level 2: Customer Experience Lead addresses complex product issues, refund requests over $50
• Level 3: Department Director manages serious complaints, potential PR issues, or persistent issues

Example:

@username We’re truly sorry to hear about your experience with our Hydration Hero moisturizer! That’s definitely not the texture or experience we want for you or any of our community members. We’d like to make this right ASAP. Could you please DM us with your order number and a few more details about the issue you’re experiencing? Our product specialist will help resolve this immediately. -Taylor

3. PRAISE & POSITIVE ENGAGEMENT

Response Timing: Within 24 hours

Tone: Grateful, celebratory, and reinforcing

Approach:

• Express genuine appreciation for their support
• Acknowledge specific elements they mentioned when possible
• Ask follow-up questions to deepen engagement
• Consider for user-generated content opportunities (with permission)

Example:

@username This literally made our day! 🎉 We’re thrilled to hear the Overnight Recovery Mask has transformed your skin concerns in just three weeks. Those before/after results are absolutely incredible! Would you mind if we shared your experience in our Stories? Your journey could really inspire others struggling with similar sensitivity issues! -Rachel

4. OFF-TOPIC COMMENTS

Response Timing: Low priority, within 48 hours

Tone: Friendly, redirecting, and brief

Approach:

• Acknowledge their comment when appropriate
• Gently redirect to relevant topics when possible
• Avoid engaging with completely unrelated discussions

Example:

@username Thanks for sharing that perspective! While we’re focused on skincare conversations here, we’d love to hear more about your experience with our Brightening Eye Cream if you’ve tried it. We’re always collecting feedback from our community to improve our formulations! -Sam

5. INAPPROPRIATE CONTENT

Approach:

• Hide or delete comments containing hate speech, discriminatory language, excessive profanity, spam, or competitor promotion
• Ban users who repeatedly violate community standards after one warning
• Document serious incidents (threats, harassment) with screenshots before removing
• Report serious violations to platform authorities when necessary

For Borderline Content:

@username We appreciate you being part of our community, but ask that all discussions remain respectful and supportive. Our page aims to be a positive space for skincare enthusiasts of all backgrounds. Please review our community guidelines highlighted in our bio. -Swoon Team

PROACTIVE COMMUNITY-BUILDING TACTICS

1. REGULAR ENGAGEMENT INITIATIVES

• Weekly Share Threads: Every Wednesday, post “Wins Wednesday” inviting followers to share their skincare victories
• Expert Q&A Sessions: Monthly Instagram/TikTok Lives with our formulation scientists and dermatologist partners
• Community Challenges: Quarterly skincare routine challenges with rewards for participation
• Recognition Program: “Swoon Star of the Month” featuring standout community members

2. CONVERSATION STARTERS

Proactively comment on relevant industry conversations, adjacent wellness topics, and trending discussions to establish thought leadership and encourage engagement.

3. CONTENT AMPLIFICATION

Regularly share user-generated content with thoughtful commentary, highlighting diverse voices and experiences within our community.

VOICE & TONE ADAPTATIONS

These guidelines support our community goals of fostering skincare education, building brand trust through transparency, and creating a supportive environment where members help each other achieve their skin health objectives.