---
title: AHS November Social Posts — Revisions & Guidelines
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-28-ahs-marketing-meeting-97410361.md
tags:
- social-media
- client:ahs
- content-guidelines
- asbestos
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS November Social Posts — Revisions & Guidelines

Guidelines and approved revisions for AHS's November social media posts, established during the [[wiki/clients/ahs/_index|AHS]] 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

- [[wiki/clients/ahs/_index|AHS Client Overview]]
- [[wiki/meetings/2025-10-28-ahs-marketing-meeting|AHS Marketing Meeting — November Review (2025-10-28)]]
- [[wiki/knowledge/paid-search/ahs-ppc-strategy|AHS PPC Strategy]]