By design, a Tweet has a different energy and phrasing style than a textbook. Readers expect a Tweet to be a condensed thought or sentiment. A textbook’s goal is to educate in a thoughtful, methodical way. In both cases, the audience must be reached and the goals of the message achieved.
The same goes for various types of online content produced for the UT Health San Antonio.
In all cases, content produced for our web pages should:
Have a consistent tone and voice. See detailed guidance on Tone and Voice in Chapter 3
- Use minimal acronyms and internal jargon (except for widely known acronyms detailed in Chapter 4) because even web content intended for internal audiences at the UT Health San Antonio can be viewed by external audiences.
- Excessive wording should be avoided. Online content should not be dry and robotic-sounding, but online readers expect editorial content to be on point and direct.
- Tell a story. Engaging content should show readers what the message means. Specific examples, good detail and quantifiable data make online content credible, useful and worth sharing.