AHS Social Content Strategy

Guidelines for social media content produced for ^[1], covering copy standards, imagery requirements, legal compliance, and approved post-level feedback. Derived from the ^[2].

General Principles

Technical accuracy is non-negotiable. Gina Richardson (AHS admin) reviews all posts for industry-correct terminology. Expect revision requests on phrasing that sounds plausible but is imprecise (e.g., directional language around physical actions, service terminology).
Avoid overstating legal obligations. Wisconsin regulations around asbestos testing and abatement can be difficult to enforce uniformly (especially for homeowners doing their own work). Default to advisory language rather than declarative legal claims.
Wisconsin-specific framing. AHS operates exclusively in Wisconsin. Where hazard prevalence differs by state (e.g., vermiculite asbestos content), copy should reflect the Wisconsin context explicitly rather than using hedged national language.
CTAs should match the actual service offered. Use "estimate" rather than "evaluation" or "inspection" unless AHS is specifically performing a formal inspection or test.

Post-Level Guidelines

Asbestos Post

Element	Requirement
Copy — physical action	Use "take down floors" (not "pull up floors"). Direction matters for technical credibility.
Copy — legal claim	Replace "Wisconsin law requires asbestos testing before demolition" with "Asbestos testing should be done before demolition." Avoids overstating enforceability, particularly for residential DIY scenarios.
Image	Replace any powder/dust imagery with a microscope graphic. Powder images are visually ambiguous and may not read as asbestos to a lay audience.

Vermiculite Post

Element	Requirement
Copy — hazard framing	State that vermiculite in Wisconsin "is known to contain asbestos" (not "may contain asbestos fibers"). In WI, this is treated as a given, not a possibility.
Copy — CTA	Change "schedule your vermiculite evaluation" → "schedule your vermiculite estimate." AHS is providing a removal estimate, not a formal evaluation or test.
Copy — follow-on content	Update any copy that references "finding out if you have asbestos" — once the WI-specific framing is adopted, the question is removal, not detection.
Image	Replace current photo (appears to show sawdust on plywood) with an accurate vermiculite image. Attic framing/setting is approved; only the material close-up needs replacing.

Content idea (future post): A separate post on unsafe vermiculite/asbestos removal, linking to the Wisconsin DHS reporting page. Frame around businesses performing improper abatement — avoid neighbor-reporting framing to keep tone professional rather than punitive. See ^[3] for scheduling.

Content idea (future post): Vermiculite disturbance from routine home improvements (installing ceiling fans, light fixtures, etc.) — not just full insulation replacement. Broadens the audience beyond renovation projects.

Earth Day Post

Approved as-is. No copy or imagery changes required.
The Earth Day image is a strong visual asset — flag for potential reuse on the AHS website (homepage or service pages).

Imagery Standards

Asbestos content: Prefer microscope graphics or clinical/scientific imagery over raw material photos. Powder and fiber images are easily confused with other materials.
Vermiculite content: Use accurate vermiculite aggregate photos. Attic settings are appropriate context. Avoid anything that could be mistaken for sawdust, insulation batting, or other granular materials.
General: Earth Day-style environmental imagery has tested well with the client and may be reused across the site.

Legal / Compliance Notes

Do not assert that Wisconsin law requires asbestos testing in all demolition/renovation scenarios without confirming enforceability in the specific context (commercial vs. residential, contractor vs. homeowner).
When referencing regulatory bodies or reporting mechanisms (e.g., DHS unsafe removal reporting), reserve those for dedicated posts with appropriate framing — do not append them to service-promotion posts.
Client (Sarah) video testimonial is approved for use. Strip any location identifiers beyond "Madison" and remove metadata tags. No last name, no property address, no identifiable jewelry/valuables visible. See ^[4].

Approval Workflow

Draft revised posts incorporating feedback above.
Send updated posts to Gina Richardson for final approval before scheduling.
For net-new post concepts (unsafe removal, DIY disturbance), get concept sign-off before writing full copy.

Primary approver: Gina Richardson (admin@madisonasbestos.com)
Secondary reviewers: Bob Stigsell, Brady (madisonasbestos.com)

^[5]
^[6]
^[3]
^[4]
^[7]