Personality and tone of voice

Our social media content should be written in a less formal language than how we write on the website to replicate the way that people usually speak. With this in mind, we should:

  • use the active voice instead of the passive voice (“we collected data” instead of “data were collected”)
  • use contractions (“don’t”, “we’ve”, “can’t”)
  • ask questions
  • address the user as “you” (“You can read our full release here”)
  • refer to the organisation as “we” and “us” instead of “ONS”; if necessary, we should say “the ONS” (for example, when comparing with data from another source)