How We Think

4 Things NOT to Do on Your Business's Social Media

May 01, 2019

Sure you’ve got accounts for yourself on Facebook, Instagram, Pinterest, Twitter, Snapchat, etc. to stay connected with your friends and family in your personal life, so you know exactly what to do and what NOT to do on your BUSINESS social media accounts....right?

In today’s world, social media accounts can make or break a business and should be handled in a different manner than you handle your personal social media accounts.  There are significant “DOs and DONTs” to follow, and the “DONTs” can definitely be detrimental to your business and the way it’s perceived online. Here are 4 things you should definitely NOT do on your business social media account.

1. DON’T Disregard Your Audience

When writing content for your social media accounts, make sure you are keeping your audience in mind.  This means writing customer-centric content that is geared towards your target audience, is important to them, and is easy to understand.  This can mean using laymen’s terms instead of technical terms and foregoing the post(s) about something that is of interest to you but not to them. How do you find out what they’re interested in? Analytics. (…but that’s a whole other can of worms)

2. DON’T Just Promote Your Product or Service

Avoid flooding your social media account with only promotional-based content.  Instead, shoot for a healthy mix of content within the “Three Ps:”

• Purposeful:  information that serves a purpose for your industry or audience – which may or may not be directly tied to your company – such as relevant articles, education, technical information, current trends, etc.

• Personal: photos or information that allows your audience to get to know your business on a more personal level, such as content about your employees, facility, company activities and beliefs, holiday greetings, etc.

• Promotional: content geared toward the promotion – and sales! – of your product or service, such as current specials, new products/services, etc. 

By mixing up your content within the “Three Ps,” your social media should create better loyalty for your brand and won’t essentially “turn off” your audience from you with constant “buy from us” messaging.

3. DON’T Lose Control of Your Account

Ensure that you are the Administrator and Manager of all of your business accounts. It’s common for a business to task an employee or outside marketing firm with social media management – and you shouldn’t be scared to do so! – but you’ll always want to keep admin access. What happens when a disgruntled employee starts posting negative items that you cannot edit or change?! It can be a recipe for disaster.  At the end of the day, it is your business and you should have final control over the account.

4. DON’T Delete Bad or Negative Reviews

So someone has left a bad review and your first instinct is to “get rid of it!” - but hear us out.  Deleting bad reviews could look like you may have something to hide and can also seem unrealistic (you cannot please everyone).  Businesses seem more genuine and “human” by showing their audience both the good and the bad reviews. Instead of deleting or hiding the negative review, respond to it professionally and in a non-threatening manner. It gives you the opportunity to respectfully address the situation and shows your audience how you handle tough situations.

Has reading this made you nervous because you’re potentially DOing one or more of these DONTs? Not to worry, it’s not too late to switch gears. Social media is ever-evolving and ultimately a fairly-disposable marketing medium that is easy to try new things on. If you’re looking for a refresh or reset – we are always here to help right your social media woes, no matter the “DOs and DONTs!”