Putting Your Business On Social Media: What And What Not to Do

Did you know that the average person spends about 145 minutes on social media every day? For psychologists and worrisome parents, that's a troublesome number. But this is great news for businesses.

In the last decade, companies realized that social media is the gateway to more business. To tap into the demand, many opened accounts to "socialize" with their audiences. But using your social media account incorrectly can hurt your business.

Here are best practices and strict no-nos -- a what and what not to do, if you will -- for running your company's social media pages.

What to do on social media

Choose your audience and platform

While it's attractive to be on Facebook, Twitter, Instagram and Reddit all at the same time, your audience doesn't use all of these platforms all the time. Strategic focus is the best way to ensure that you create the best content that targets, reaches and elicits the best reactions from your customers. For instance, a clothing boutique will find better success using Facebook or Instagram than Reddit or TikTok.

Keep your account active

Everyone can open a social media account, but the real test comes in the ability to use it consistently. To maximize and enjoy the benefits of your social media account, have a posting schedule and stick to it. Do you post about new offers, partnerships, or social movements you support? Whatever your content, keep it relevant and regular. You want your followers and customers to always know what you are up to. You'll soon find that being active raises brand awareness and exposes your business in ways you never thought possible.

Engage your followers

Social media is great for creating social connections, and as a business, you can use it to initiate conversations with your constituents. With customers turning to social media every day, they are more likely to choose brands that offer support through social media chat rooms. Utilize the capabilities of your social platform to support customer service goals.

Successful businesses hire social media experts to run accounts and respond to customer queries in real time. If you can't hire a full-time social media guru, responding to comments frequently sends the right message, too. Engagement shows that you are available, trustworthy and accommodating.

What not to do on social media

Spam your followers with sales

Don't be that brand that is always selling, selling, and selling some more with every post. All businesses aim to make money, but on social media, this should not be your focus. Avoid being over-enthusiastic about your products or services since most customers are not always buying every day.

Exercise the 80/20 rule by trying to make 80% of your content interactive or entertaining. Only 20% of posts should be related to your products directly. If you sell brushes, post more about DIYs and projects to try at home than about your new paintbrush. Try to help your followers more than you sell to them.

Steal & copy-paste content

Developing quality content for social media is expensive, but no one loves a content thief! As a business, realize that an original creator invested a lot in their content. Avoid stealing it from them. Even when a photo, video, or quote has no copyright attached to it, don't copy and paste without permission. It's better to consult with the content owner and give them credit before posting to avoid costly blowbacks. If it's not your content, be clear about it and acknowledge the source when sharing!

Ignore negative feedback

Unlike face-to-face confrontations, social media never forgets. So when you receive negative feedback, handle it gracefully. Social media trolls thrive on negativity, and if you put on your boxing gloves for everyone, you'll be fighting every day. Arguments go viral faster than positive content, and if you value a positive brand image, avoid getting inflamed.

Still, companies like Tesco Mobile are famous for turning negative comments into humorous tweets. But if you don't have a huge PR budget or following, don't try to get more attention by returning fire with fire. You might pay dearly.

Social media is a double-edged sword!

Social media has the power to take your business to the next level, but like all tools, it is a double-edged sword. The effective use of social media can help build your reputation, visibility and engagement with customers. But you'll be punished by negative publicity with even the smallest mistake. So don't just log in and post. Always think of the bigger picture!