While social media can be a great marketing tool, businesses should be aware of how quickly a mistake on social media can tear down any marketing efforts made to create a strong online presence.

Just like sharing relevant and engaging content can publicise a business’s brand, so can poor client experiences, mediocre services or even misinterpreted messages to or from online clients.

That is why it is important to understand social media etiquette and act accordingly. Businesses need to find the balance between sharing the right things, developing relevant content and effectively communicating with both current and potential clients.

Don’t constantly promote:
While it is important to regularly publish content that portrays the personality and professionalism of your business, owners and social media team members should understand that no client wants to be marketed to all the time. Constantly promoting products and services can bore people and can result in audience members unfollowing or unsubscribing from posts. Finding the right balance between sharing stories, photos or news that are relevant to your target audience, on the other hand, is a better way to improve audience engagement and trust.

Don’t clog up the newsfeed:
Posting on a regular basis is part of every good social media strategy, as it keeps businesses relevant and engaged with their online audience. However, posting on a regular basis can be quite subjective to different types of business. Those who post too often and clog up the newsfeed risk overwhelming and deterring audiences. Posting one or two posts a day is a good place to start, sometimes less is more.

Don’t delete negative comments and/or reviews:
Although the instant reaction to having a negative comment or review posted to your social media profile is to delete it immediately, businesses should avoid deleting the negativity. Instead, use the opportunity to showcase to your online audience (that includes potential clients) how effectively you can handle negativity, by addressing the client’s grievances. Businesses should try to acknowledge their online client’s claim and suggest taking their feedback into consideration.

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