---
title: AHS Social Content Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-24-ahs-marketing-meeting-132457509.md
tags:
- ahs
- social-media
- content-strategy
- asbestos
- vermiculite
- compliance
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS Social Content Strategy

Guidelines for social media content produced for [[wiki/clients/ahs/_index|Madison Asbestos & Hazardous Services (AHS)]], covering copy standards, imagery requirements, legal compliance, and approved post-level feedback. Derived from the [[wiki/meetings/2026-03-24-ahs-marketing-meeting|March 2026 Marketing Review]].

---

## 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 [[wiki/knowledge/paid-social/ahs-content-calendar|AHS Content Calendar]] 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 [[wiki/knowledge/video/ahs-video-case-study-strategy|AHS Video Case Study Strategy]].

---

## Approval Workflow

1. Draft revised posts incorporating feedback above.
2. Send updated posts to Gina Richardson for final approval before scheduling.
3. 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)

---

## Related

- [[wiki/meetings/2026-03-24-ahs-marketing-meeting|March 2026 AHS Marketing Meeting]]
- [[wiki/knowledge/seo/ahs-seo-performance|AHS SEO Performance]]
- [[wiki/knowledge/paid-social/ahs-content-calendar|AHS Content Calendar]]
- [[wiki/knowledge/video/ahs-video-case-study-strategy|AHS Video Case Study Strategy]]
- [[wiki/clients/ahs/_index|AHS Client Index]]