Being Organised – Naming Conventions, Managing Your Digital Assets

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The world is full of files! Images, photos, documents, diagrams, presentations, spreadsheets ... there are BILLIONS of files out there on the internet. Social media posts, blog posts, the list goes on and on. Disk drives everywhere are full of files.

In digital marketing you will inevitably be working with many of these file types. As time goes by you will end up with possibly thousands of files. So you need to have a system to keep track and manage them effectively.

A couple of strong recommendations for you are as follows:


Never use spaces in filenames, always use hyphens. The reason for this is that as files get transferred between systems (e.g. from PC to web server, from PC into a project management system such as ClickUp), spaces can get replaced with %20 since spaces are forbidden in URLs - you will never see: site name has


Never use upper case letters in filenames, use lower case only. The Windows operating system doesn't distinguish but it will only let you have a single use of a filename in a folder. E.g. you could have "My-File.doc" or "my-file.doc" or "My-file.doc" - but only one of those.

Some webservers run the Linux operating system and this does distinguish filenames with upper and lower case letters so the following is possible:

That is three different files. By using only lower case characters there will never be any ambiguity or confusion when you upload files from your PC to your web host. For example, if a web page included

<img src="Img_girl.jpg" ...

and your uploaded file was img_girl.jpg, on the web page where you wanted to show the image you'd see something like this:

the HTML for the image looks for a file with a capital "eye" - I - but the image uses a lower case "eye" - i.

So you can see the confusion this can cause. I hence recommend that you only ever use lower case letters in filenames so there can be no such problems.

Social Media

Twitter, Facebook, Instagram, LinkedIn, Reddit, Tumblr ... and others - they each have many different placements for images - profile picture, cover picture, shared image, event image, highlighted image, header image ... there are so many permutations!  And they all have different dimension requirements - 1,500 x 500 pixels, 110 x 110, 1080 x 1080, etc. 

A good point of reference for knowing what social media image sizes to use is:

I suggest a naming convention for your files so that you can know which file goes where:

Required Filename


Image Needed

Size (Pixels)




Profile Picture





Header Photo



where identifier could be used to describe the image such as "poodle-parlour", "coffee-shop", "cycling" or whatever best describes the content.

  • 👍 I recommend displaying the Dimensions column in your file manager so that you can easily see the width and height of image files. Position your mouse pointer over column headings and right-click to see the different columns available then select the ones that you want.


Key Points!

There are plenty of options for naming conventions so just pick one that works for you and stick to it. Whilst it may seem tedious at first, in the long run it will make life a lot easier. When you create variant images from an original to fit in the different places, this kind of system will help you distinguish which file is which.

You may like to further suffix files with -r01, -r02 for revision identification - especially important for documents - you want to be sure you avoid wasting time reading an out of date document. And that when your team refer to a document, they can be sure you are all referring to the exact same revision.

So anytime you want to search for Twitter images in your file manager, you'd search for: -twt-*.*

I've attached a spreadsheet here for you to use if you wish - you can download and amend according to your needs.

Stay organised and you've cracked an important challenge!

Recommended Resources

  • Paid Tools

  • Free Tools

  • Templates

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  • {"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}