1. Dos and Don’ts for
Brands on Social Media

2. Social Media
 The unparalleled growth in popularity and interest in social sites like
Facebook and Twitter saw an initial clamour from organisations of all
sizes to adopt social media marketing. A consequence of this was a
series of out of touch corporate organisations attempting to force
their brand messages on to consumers in an environment they were
wholly inexperienced and unprepared for. Learning from those
mistakes the majority of brands are now highly social media savvy
and able to interact smoothly with consumers.
 Being a casual consumer led environment, users are often wary of
corporate brands intent on mere self-promotion rather than
adhering to the values of the site itself.
 It is a fine line for corporations to balance the need to advertise with
the need to interact and getting the balance wrong will seriously
damage their consumer PR efforts.
 Take a look at the following guide to dos and don’ts on social media
and you will make sure your brand doesn’t run the risk of losing
followers or fans online.

3. Do Ensure Every Post is
Meaningful
 The quickest way to lose followers or “likes” is posting bland and
meaningless updates.
 Why should anyone follow or read about an organisation that offers
nothing of value?
 Give customers a reason to engage and interact with you by offering
them something worth interacting with.
 Share something valuable (or link to someone else’s)
 Avoid at all costs mundane and generic posts asking people how
their weekend went, their thoughts on last night’s Eastenders or
complaints about Monday mornings.

4. Don’t Spam Newsfeeds with
Constant Updates
 This is a well-known problem and one which infuriates
users.
 It’s great if you are producing worthwhile content and
engaging with customers regularly. Just make sure it is not
too regularly.
 Twitter and Facebook vary in regards to what constitutes
spamming but be aware that relentless posting will not
boost engagement and most likely turn people off from your
brand.
 There is no need to update your Facebook page more than
once a day – you will still be able to pick up fans and
followers readily.

5. Do Write Your Own Content
 Consumers will follow or like your company because they
are interested in what news you have to say or what
thoughts you have to share.
 If all you do is share other people’s content than you are
offering little of value in and of yourself.
 Consumers will simply follow your links or get the same
information directly from the source, negating the need to
visit or engage with your site.
 Write your own content, seeing it as an opportunity to
showcase your own skills and expertise to a wider audience.

6. Don’t Just Advertise
 If there is one thing consumers dislike most about
brands and social media it is shameless advertising.
 By all means share achievements and success with your
audience.
 Outline why you are the leaders in your industry and
what you do better than anyone else.
 But you must substantiate this with genuine information
and data lest it be pegged as meaningless corporate
advertising.

7. Do Be a Human
 One advantage social media gives corporations is the
opportunity to humanise their organisation.
 A major gripe with consumers is trying to interact with a
faceless corporation out of touch with the common man.
 Social media is a way of reaching out to the public and
showcasing the human side of the company on a personal
level.
 Engage directly with consumers on a person to person
basis, having your staff answer consumer queries
personally.

8. Don’t Use Automated
Programs
 As a consequence of your attempts to appear real and
genuine, avoid the use of automated response
programs.
 These tools automatically send a generic message to any
new followers thanking them and often attempting to
proposition them a client.
 This does nothing but antagonise new visitors and will
damage your attempt to gain new leads.