Social Media – dos and don’ts


Choose your platforms wisely: You don’t need to have a presence across all social media platforms. Do some competitor and market research to find out where your customers are, and focus on those platforms – having two great, up-to-date social channels is much more powerful than having five badly managed channels.

Optimise your social profiles: Make sure your social media profiles are complete and optimised for search engines. This includes filling out your bio, adding your logo, and using relevant keywords.

Develop a strong brand voice: It’s essential to establish a consistent tone of voice for your brand that resonates with your target audience. Your brand voice should be unique, authoritative, and reflect your brand values.

Create valuable content: To engage your followers and attract new ones, create valuable content that is shareable, informative, and relevant to your audience. This can include blog posts, videos, infographics, podcasts, and more. Also keep an eye on new ways to share content – things like Stories and Reels are a great way to build engagement!

Use analytics: Use analytics tools to track your social media performance, including engagement, reach, and conversion rates. This information can help you optimise your content and improve your social media strategy. You can also use analytics to do competitor research!

Build a community: As well as engaging with your followers regularly by responding to comments, messages, and mentions, you should also build a community of loyal followers. You can do this by creating a sense of exclusivity and belonging, for example by creating a Facebook Group, hosting live Instagram chats, or creating a hashtag campaign.

Make the most of paid advertising: Use social media advertising to increase your reach and target specific demographics. This includes sponsored posts, display ads, and video ads.

Conduct social listening: Monitor your online reputation regularly by tracking mentions of your brand on social media and responding to any negative feedback; this is called ‘social listening’. This helps protect your brand image and build trust with your audience.

Stay up to date: Stay up to date with the latest social media trends and best practices. This includes attending webinars, following industry leaders, and experimenting with new social media features.


Don’t ignore negative feedback: Ignoring negative feedback or deleting comments can damage your brand’s reputation. Instead, respond respectfully and try to address any concerns or complaints. Try to take the conversation out of the public eye, if possible, by moving to private messages or email.

Don’t be offensive: Avoid posting offensive or insensitive content, as this can alienate your audience and damage your brand’s image. Be mindful of cultural sensitivities, diversity, and the latest news.

Don’t oversell: While promoting your products or services is important, don’t overdo it. Try to stick to the 80/20 rule, with 80% of your content being informative or entertaining, and 20% being promotional.

Don’t spam: Avoid spamming your followers with excessive posts, messages, or notifications. This can annoy your audience and lead to unfollows or even complaints. Instead, post better content at the key times your followers are online.

Don’t copy content: Seen a great competitor post? Great! However, copying content from other sources without permission can lead to copyright infringement and legal issues, so don’t just copy and paste to your own feed. Instead, create original content or properly attribute the source.

Don’t ignore data privacy: Ensure that you are following data privacy laws and regulations, and only collect and use data that is necessary for your business operations.

Don’t share misinformation: We all know about ‘False News!’. Sharing false or misleading information can harm your brand’s reputation and potentially lead to legal issues. Make sure you verify all information before sharing.

Don’t neglect your audience: Failing to engage with your audience can result in a lack of brand loyalty and decreased social media presence. Instead, regularly respond to comments, messages, and feedback to show that you value and appreciate your audience.

Do you need some help with your social media? Get in touch using the contact details below…