Do put a communications strategy in place. What are you trying to achieve, what do you want to say, where, how and to whom. This will make it much easier to keep control
Do develop a style. Tone of voice will need to be different for each audience and situation, but make sure that your brand personality comes through in everything you do. If relevant, incorporate your brand values and where appropriate, use first person language to humanise the conversation.
Do strike the right balance between conversation and sales. Nobody wants to receive an overt sales pitch via social media, but be honest about why you are talking to consumers. Ignoring the fact that you have something to offer will make you seem disingenuous and untrustworthy.
Do set limits for what you will and won't tolerate in any channel. Just because you want to seem approachable and conversational doesn't mean you have to put up with abusive comments from consumers.
Don't be afraid to vary your strategy per channel. Don't just assume all social media channels work in the same way. Different networks have different user profiles, so the tone and content used for one will not necessarily work for another.
However, do be consistent. Make sure you use the same URL naming convention across all channels, to avoid confusion. Make it easy for people to find you. Also brand the different platforms with your company logo and colour theme to fit where applicable. You want the essence of the brand to be immediately conceived on visiting on the page.
Don't forget to update your content. There is nothing worse than starting a Twitter feed which is active and updated for the first three weeks but then goes silent, or a Facebook page which still has reference to an event which occurred three months ago on a landing page tab. Social media needs to be a constant consistent investment and can be a full-time job, so make sure you have the resources to keep your channels manned and your information up to date.
Read the full article at: http://www.businesszone.co.uk/topic/marketing-pr/social-media-etiquette-dos-and-dont/29932
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