Design System

Social media voice and tone

Voice

Who We Are

Enthusiastic and informative.

We share transportation information with energy and sincere interest, helping Minnesotans stay informed about our work and opportunities for engagement. Our enthusiasm is genuine, never exaggerated or intense.

Humble and quietly confident.

We communicate with grounded expertise. We know our work matters, but we don’t oversell it or exaggerate impact. Our confidence shows through clarity and dependability, not bravado.

Empathetic and approachable.

We speak in a way that makes people feel welcomed and included. We listen actively, recognize diverse perspectives and invite conversation rather than lecture or talk down.

Traits to Avoid

• Fanatical — overly intense or extreme
• Pedantic — overly technical, nitpicky or condescending
• Subservient — apologetic, deferential or overly compliant
• Arrogant — boastful or dismissive
• Performative — trying too hard or overly emotional
• Unprofessional — informal in a way that undermines trust

Tone

While our voice stays consistent across platforms, our tone adjusts to match the situation, the audience’s needs and the type of content we're sharing. Our goal is to maintain a tone that is clear, poised and welcoming — while still leaving room for personality and moments of lightness when appropriate.

Situational Tone Guidance

Straightforward and confidence-driven (default tone)

Our baseline tone is strong, clear and plainspoken. We focus on what people need to know and why it matters, reinforcing trust through accuracy and transparency.

This tone is especially important during construction updates, safety alerts, winter weather events and crisis communications.

Warm, empathetic and people-centered

We acknowledge the experiences of the people we serve. We show understanding and appreciation without sliding into overly apologetic or subservient language. We communicate with humanity: recognizing frustrations, celebrating community and putting people first.

Enthusiastic and educational

We use an educational tone that encourages curiosity and learning. Our enthusiasm should feel natural — a reflection of our commitment to public service — rather than like a marketing pitch.

We break down complex topics in plain language and avoid pedantic or overly technical explanations.

Humor and playfulness (used strategically)

Humor can help reach certain audiences, increase engagement and make our content more relatable. When used well, it creates moments of connection and passive learning.

We may use humor when it aligns with audience expectations and norms or when participating in appropriate trends. Tone can be lighthearted as long as it remains professional and authentic.

Never use humor when:

• issuing crisis communications
• sharing information about emergencies or safety risks
• announcing road closures or severe travel impacts during a weather event
• discussing injuries, fatalities or memorials
• addressing community harm (wildfires, floods, storms, environmental hazards)
• responding to public frustration or complaints
• communicating about politically sensitive issues
• acknowledging mistakes, construction delays or service disruptions

Examples

Serious / Just-the-facts

This tone is used for safety information, crisis communication, project updates and travel conditions.

Example posts:

• Wildfire response  
• Workers Memorial Day  
• Travel alert  

Warm & informative

Used when educating the public about our work.

Example posts:

• On My Way Program  
• Zipper Merge  
• District 8 Ospreys  

Lightly humorous / playful

Used sparingly when appropriate for platform norms or audience engagement.

Example posts:

• E-Pass/ Gray Duck  
• “State flower”  
• April Fools’ Day  

How to Apply This in Practice

Before posting, ask:

• What is the purpose of this post? (inform, educate, alert, connect, engage?)
• Who will be impacted by this information?
• Which tone best fits the situation? (serious, warm, educational, lighthearted)
• Does this message reflect our core voice attributes? (enthusiastic, informative, humble, quietly confident, empathetic, approachable)
• Is the tone appropriate for the moment?
• Does humor help or distract? (if you’re unsure, do not use humor)
• Does the post steer clear of traits we want to avoid? (fanatical, pedantic, subservient, arrogant, performative, unprofessional)
• Is the wording plainspoken, accessible and respectful?
• Could this be misinterpreted?

This guide is designed to support consistent, high-quality communication across MnDOT’s social media channels. It provides direction and examples, while allowing staff to use judgment based on context, timing and audience needs.