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Social media opens up valuable opportunities for businesses to engage with customers, promote their brand, and drive growth. But without the right strategy, social platforms can also expose brands to new risks. Mastering social media requires learning the dos and don’ts specific to each network.
Just posting random updates or self-promotional content won’t cut it. Savvy businesses shape social strategies around their target audience’s preferences and expectations. Steer clear of common social media faux pas with this overview of best practices to follow – and mistakes to avoid – when promoting your company online.
The Dos: Social Media Best Practices for Business
Taking advantage of social media’s potential requires understanding each platform and adhering to standard etiquette. Here are some top dos to incorporate when using social for your business:
Do: Complete Your Business Profiles
Fill out profiles completely on each social network where you have a presence. This gives customers and prospects ample information about your company when visiting your pages. Include details like:
- Business description
- Location
- Website URL
- Contact info
- Hours
- Photos/videos
Complete profiles lend credibility and allow you to fully utilize available features.
Do: Separate Business and Personal Accounts
To maintain professionalism, create separate business and personal accounts. Don’t share company updates from your individual profiles meant for connecting with family and friends.
Using distinct accounts helps avoid mixups like sharing personal opinions from an official brand profile. Customers expect a professional tone from business accounts.
Do: Consider Content Carefully Before Posting
Not every thought needs to be shared online, Pause before posting to evaluate whether the content constructively contributes to your brand identity and aligns with your target audience
Avoid political statements or unrelated topics. Stick to subject matter tied directly to your products services, industry and expertise.
Do: Post Consistently
Don’t use social channels sporadically. Posting regularly keeps customers engaged and helps content perform better in algorithms.
Aim for an attainable posting frequency your team can sustain, such as 2-3 Facebook updates per week or 1-2 tweets per day. Consistency matters more than large batches of irregular posts.
Do: Prioritize Networks Relevant to Your Goals
With so many social platforms available, focus efforts on networks that best reach your audiences and support business goals.
Rather than spreading yourself thin across every channel, concentrate resources on the 2-3 platforms that drive results related to awareness, leads, sales, etc.
Do: Interact With Followers and Fans
Social media is a two-way street. Respond to comments, questions, and mentions to foster relationships with current and potential customers.
Being social on social media differentiates brand profiles from static advertisements. Humanizing your brand makes customers feel valued, not just marketed to.
The Don’ts: What to Avoid on Social Media
While best practices pave the way for social media success, pitfalls to avoid can also sabotage your strategy. Here are key don’ts:
Don’t: Come Across as Needy or Desperate
Avoid constantly pleading for followers, shares, likes, or reviews across your updates. Sounding desperate reflects poorly on your brand, and customers pick up on the overt self-promotion tactics.
Share helpful, relevant content instead of always asking for engagement. Let your content’s quality and value speak for itself.
Don’t: Over-Promote or Spam Followers
A common social media mistake is sharing nothing but product pitches and promos. Followers will tune out repetitive spam-like promotions.
The 80/20 rule balances self-promotion with other content. Aim for roughly 80% valuable insights, industry news, tips, etc. and 20% directly promotional updates about sales, events, new products.
Don’t: Neglect Customer Service Issues
Nothing spreads on social media faster than unresolved customer complaints. Monitor channels closely and respond promptly to service issues or negative feedback.
Diffuse tensions quickly and diplomatically. Show you take their concerns seriously by addressing matters publicly or following up directly.
Don’t: Break Posting Etiquette
Each network has its own subtleties regarding posting etiquette. Avoid rookie mistakes like using lots of hashtags on Instagram or posting text-only updates on image-focused platforms.
Study each platform’s unique style and tone. When in doubt, check the network’s help documentation for guidelines.
Don’t: Disable Comments and Messages
Social media is meant for two-way interactions – so don’t block followers from commenting on or messaging your profiles. Remaining responsive nurtures customer relationships.
Moderate and filter comments as needed instead of shutting down conversations completely. Manage messaging volume by automating common responses.
Network-Specific Dos and Don’ts
Beyond general best practices, certain dos and don’ts apply specifically to major social platforms like Facebook, Instagram, Twitter, and LinkedIn.
With its broad reach and highly-engaged users, Facebook offers extensive marketing opportunities. But avoid these drawbacks:
Do:
-
Post visual content like images, videos, Stories
-
Use clear, descriptive text alongside visual posts
-
Join relevant Facebook Groups to connect with your audience
-
Create Facebook Live videos to engage followers in real-time
Don’t:
-
Rely solely on link shares without visuals or description
-
Post text-only status updates
-
Bombard followers with constant promotions
Instagram provides an outlet for brands to express visual identity. Best practices include:
Do:
-
Post high-quality, eye-catching photos and videos
-
Use relevant hashtags and location tags
-
Share Instagram Stories frequently
-
Engage with followers by commenting on their posts
Don’t:
-
Forget to include a caption for context
-
Use excessive numbers of hashtags
-
Neglect Stories, Reels and other features
-
Shoehorn promotional posts that don’t fit the platform
Twitter supports timely, conversational engagement. Follow these tips:
Do:
-
Post often to stay top of mind
-
Interact frequently with other accounts
-
Respond promptly to mentions and customer questions
-
Share articles, links, and resources relevant to your industry
Don’t:
-
Auto-DM new followers with sales pitches
-
Leave concerning mentions unanswered
-
Send identical repeated tweets
For professional B2B brands, LinkedIn guides users appropriately:
Do:
-
Keep content focused on industry topics, leadership, career advice
-
Establish yourself as a thought leader with regular long-form posts
-
Join and actively participate in relevant LinkedIn groups
-
Connect with prospects and partners strategically
Don’t:
-
Stray from the platform’s professional context
-
Make desperate pleas for followers/engagement
-
Overtly pitch products – focus on useful insights
Learn the Ropes Firsthand
Social media marketing involves much more than just setting up profiles and posting occasionally. Mastering each platform requires diving in to learn the subtle norms and techniques that resonate within its culture.
Rather than just reading about social best practices, start actively engaging with your target audiences. As you post content, respond to comments, and interact with influencers in your space, you’ll quickly gain firsthand experience with what works – and what falls flat.
Social media changes rapidly, so remain flexible and keep up with evolving trends and algorithms. The brands that sustain success are the ones continually optimizing efforts based on real-time learnings. They turn followers into advocates by providing value beyond promotions.
Make social media work for your business by delivering the content experience your customers seek. Keep these dos and don’ts in mind, but don’t lose sight of the bigger picture: social channels help connect your brand with the people who care about it most.
Don’t force the sale
A lot of people follow brands to stay in the loop of new product or service offerings. Some may follow a brand due to their funny personality or creative posts. The majority of users are not following a company to see pushy or salesy content. Try building connections first and focusing on creating consistent content. Once that trust is established, sales will come naturally.
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Don’t use slang or jargon
One of the most important things to remember is that not all your followers are industry experts. Actually, most of them are looking to you for thought leadership. Make sure your content doesn’t include high-level industry lingo, especially abbreviations without a brief explanation. This way, anyone coming across your message can clearly understand.
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Don’t spam your followers with an unreasonable amount of content. While you may think that more posts will lead to more online visibility, the opposite is more likely to happen. If your business is posting too often, followers may become annoyed and unfollow your account. Instead of flooding social feeds, carefully and strategically spread posts out to keep your audience engaged.
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The Dos and Don’ts of Social Media Management in 2023
FAQ
What are the do’s and don’ts of social media etiquette?
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1. Do
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read every message before clicking “Send.”
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6. Don’t
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bully or gang up on people.
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7. Do
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strive for honesty and transparency in your interactions.
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8. Don’t
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feel obligated to “follow” or “friend” someone. Likewise, don’t make others feel obligated to “follow” or “friend” you.
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Is social media etiquette bad for your business?
Poor social media etiquette can lead to terrible consequences for an erring company. For example, in 2018, Snapchat lost an estimated $800 million after making a post that seemed to trivialize domestic violence. If you don’t want similar terrible consequences to your business, then you need to take social media etiquette seriously.
Is social media bad for your business?
Social media can be a great platform for business owners to show off their work, but it’s important not to get sucked into the comparison trap. It’s easy to compare yourself to other brands and businesses on social media, but this can be detrimental to your confidence and success.
Why do businesses use social media?
Many businesses create social media accounts to attract potential clients, communicate information and build brand awareness. Understanding how businesses can use social media properly may help you create engaging content for users. In this article, we describe 25 basic do’s and dont’s of social media for business.
How do I use social media for my business?
Once you’ve created your business social media accounts, make sure to use them often by providing regular updates. Diversify your content to engage your audience and reach new communities with each post.
