AHS November Social Posts — Revisions & Guidelines
Guidelines and approved revisions for AHS's November social media posts, established during the [1] monthly marketing review on 2025-10-28. All edits were reviewed and approved by Gina Richardson and Bob Stigsell.
Overview
Four posts were reviewed. Each required graphic and/or copy changes before publishing. The recurring themes across revisions: use accurate, Wisconsin-specific language; match imagery to the actual service being promoted; and localize copy to Madison/Dane County.
Post 1: Vermiculite Insulation
Graphic
- Replace: Fiberglass insulation photo (and any image showing vermiculite in walls)
- Use instead: Attic vermiculite image — either sourced online or supplied by AHS (Gina may have a photo with crew member Esteban)
- Rationale: AHS rarely remediates vermiculite from walls; attic is the typical and preferred context. Showing fiberglass insulation is inaccurate and misleading.
Copy
- Add: Mention of potential rebate/refund available for vermiculite remediation
- Fix legal language: In Wisconsin, vermiculite contains asbestos — not "could contain" or "may contain." Use definitive language: "In Wisconsin, vermiculite contains asbestos."
- Replace "testing": AHS does not test for asbestos. Swap "testing" for "inspection" or "evaluation" throughout (e.g., "Get it inspected and removed" or "evaluated and removed")
Post 2: Safety Training
Graphic
- Replace: Outdoor photo of people
- Use instead: Indoor classroom setting — safety equipment (hard hats, etc.) is appropriate to keep if present in the new image
Copy
- Localize: Replace generic "Wisconsin" with "right here in Madison" or "Dane County"
Post 3: Asbestos Services
Graphic
- Replace: Sharps container graphic — client feedback is that it reads as needles/viruses/bloodborne pathogens, not asbestos
- Use instead: An asbestos-specific image, such as a labeled disposal bag (asbestos waste is bagged in special labeled bags on job sites)
Copy
- Refine service area: Use "serving homeowners and contractors in Madison and Southern Wisconsin" or "Dane County and surrounding areas"
- Avoid: References to Milwaukee or areas AHS does not actively serve
Post 4: Thanksgiving / Review Request
Copy
- Remove: Employee's first name ("Julian") — generalize to "our foreman", "our supervisor", or "the crew"
- Format: Use ellipsis (…) to continue the quote naturally
Link
- Add: Direct link to AHS Google Reviews page
Standing Guidelines for AHS Social Content
These principles apply across all AHS posts, not just November:
| Topic | Guideline |
|---|---|
| Vermiculite language | Always use definitive WI-specific framing: "contains asbestos" |
| Testing vs. inspection | AHS does not test — use "inspect," "evaluate," or "assess" |
| Service area | Madison / Dane County / Southern Wisconsin; avoid Milwaukee references |
| Imagery — asbestos | Use asbestos-specific visuals (disposal bags, attic remediation); avoid medical/pathogen imagery |
| Employee names | Use role titles, not first names, in public-facing content |
| Political topics | Do not reference political events or controversies, even when asbestos is tangentially involved |
Related
- [2]
- [3]
- [4]