Lasted edited 09/09/2020 by Joe Lomax

Social Media Guidelines

The "what", "why", and "how" to managing and interacting on our social media platforms.




How content should sound and feel across the board, from marketing content to in-product messages, educational documents to tweets.

Our characteristics

Professional. Positive. Knowledgeable. Helpful.

Professional, but not square.

When it comes to our product, we’re confident and serious, but not stiff or distant. We care about our customers’ dreams and struggles. We’re not above sharing our excitement and cracking a joke now and again, especially on the blog and social media. Positive emoji and hilarious GIFs are right up our alley.

Positive, but to the point.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Knowledgeable, but not picky.

We know the hospitality industry, and we’re ready to share that knowledge wherever and whenever we think it’s useful. We’ve always got an authoritative reference at our fingertips, and we’re happy to share it.

Helpful and supportive.

Everything from our product’s feature set to our content marketing should be designed not to sell people on us, but to give them something useful and empowering. Yeah, we want you to upgrade to advanced features when they're available, but only if it's right for you.

How we name stuff

When we name our products, it should be simple but effective.

Presenting the name online and in print should remain universal and follow certain rules.

Naming guidelines

When referring to our brand, our name should never be capitalised, and it is preferred that it is suffixed with a full-stop/period. Where possible it should be bolded.

When referring to our product, follow the same rule as above, but the identifying word should be capitalised.


Once you've signed-up, download our trof. for Vendors app.

Huge thanks from everyone at Team trof.


All caps

Never use all-caps in body copy, unless:

  • You're using an acronym (note that file types are acronyms!)
  • You're employing the caption style noted for our level 6 headings (h6).

Instead, use bold or italics to indicate emphasis.

NOTE: You need a connect a Stripe account to take orders.


Ampersands should only be used in large text, such as headings, to save space. Don't use it in body copy (main post text).

Order & pay.


Emoji should be used to convey positive emotions in our communications via social posts, email, messages, and support tickets. We can also use hand gestures to direct users to a certain screen location, such as finger points and thumbs up.

Example emoji: 😄😊😉 😎

Do not use emoji for negative emotions at all, unless you know you and your audience share the emotion. For instance, on the day Gordon Ramsay dies, a 😢 would only be appropriate.

Example negative emoji: 😡😞😪

Thanks so much for your message, let me check that out for you 😎

When and how to use the various punctuation marks, including rules on serial commas and punctuation marks to avoid.



In lists of three or more items, use the Oxford, or serial, comma.

trof. The Order & Pay Marketplace that's better, faster, and cheaper.


Use to indicate omitted words in a quote or a pause in speech. Always insert a space before and after your ellipses. Please note that, although it may "look odd," ellipses are required whenever you omit portions of something someone actually said.

"Before we started using trof. we had ... now it's much more efficient."

Em dash

Use an em dash with a space on each side to indicate an aside (like a parenthetical remark) or dramatic pause. Here's how to make one:

On mac — Press and hold Option + Shift + Hyphen

On Windows — Press Windows (⊞) + Period (.) and select the em dash from the Symbols keyboard.

All you need to do is input your menu — let trof. take care of the rest.


People don't like being shouted at — only exclaim about stuff our users are really likely to be excited about.

In most cases, omitting the exclamation better conveys the professionalism of our brand.

Table reservations are coming this week!


You can use these for asides, but do so sparingly. In most cases, an em dash works as well and is less visually noisy.

If the parenthetical phrase is part of a sentence (like this one), the period goes after the closing parenthesis. (And if the parenthetical is its own sentence, place the period before the closing parenthesis.)

He finally answered (after taking five minutes to think) that he did not understand the question.


Don’t use periods at the end of a headline unless it runs to 2 or more sentences. Otherwise, use as normal.

Part of "normal" includes only using one space after a period. Never two. That practice went the way of the typewriter. Or should.

No-contact Order & Pay is the future of the hospitality industry. Browse, order and pay, directly from a smartphone.
" "

Quotation marks

Use quotation marks to indicate that you're quoting someone else, or as scare quotes: i.e., to indicate a sarcastic or skeptical take on a subject. E.g., Yeah, that's some real "blue sky thinking" there.

If you're only quoting a portion of a statement, the quoted material should not be capped, unless proper nouns appear in the quotation. If you're quoting one or more full sentences, use sentence case as normal. (See the example below.)

In most cases, you'll use double quotation marks — " " — but you'll want single marks — ' ' — for nested quotes. E.g., "He told me, 'order & pay is the future.'" In such uses, don't forget that the original double quotation mark still needs to be closed off.

If a quotation comes at the end of a sentence, be sure to place the final punctuation mark inside the quotation marks, not outside. The only exception is when you're using expressive punctuation that wasn't part of the original statement. E.g., He told me "responsive design is the future"!

Quotation marks should not be used with block quotes.

When asked about the future of eating out, Leonardo said, "It's all about 'order & pay applications.' That's the future."


Don't. If you’re tempted to use a semicolon, just start a new sentence.

The one acceptable use of a semicolon is in a list of three or more items where one or more items need a comma. See the example below.

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