With billions of people active on social media daily, your business’s online presence is a crucial extension of your brand. While social platforms offer an incredible opportunity to connect with your audience, missteps can result in unprofessional appearances, miscommunications, or even a PR disaster. To help you navigate social media effectively, here are seven essential DOs and DON’Ts for small businesses.
1. DO Double-Check Your Grammar
It may seem basic, but it’s worth emphasizing: your social media profiles are the face of your business in a highly visible, public space. Poor grammar, spelling errors, or sloppy sentence structure can project carelessness. Even worse, these mistakes may erode trust in your business. People associate professionalism with attention to detail, so take the time to proofread posts before publishing. A simple grammar check can help maintain credibility and create a positive impression.
2. DO Research Popular Hashtags
Using hashtags strategically can significantly expand your reach, but it’s essential to use them wisely. Overusing hashtags or using irrelevant ones can appear desperate or inauthentic. Stick to one to four well-researched hashtags per post. Tools like Twitter or Instagram’s search features can help you identify trending hashtags relevant to your niche.
Before adopting a hashtag, check how it’s being used to avoid mishaps. For example, Celeb Boutique’s infamous misuse of #Aurora after the tragic mass shooting in Aurora, Colorado, led to significant backlash. They tweeted about a dress without realizing the hashtag’s connection to the event. Avoid similar mistakes by thoroughly vetting hashtags before using them.
3. DO Engage with Your Community
Social media is about building relationships, not one-sided broadcasting. Consistent engagement is key to fostering loyalty and trust. Respond promptly to comments, whether they’re questions, complaints, or compliments. Ignoring your audience can lead to disengagement, while thoughtful interactions create a sense of connection.
Additionally, share content that resonates with your followers, even if it’s not created by you. For example, reposting an industry-relevant article or celebrating a local community event can show that your business is in touch with your audience’s interests. Engaging with other businesses or influencers in your niche can also boost visibility.
4. DON’T Plagiarize
Curating content is an excellent strategy but always credit the original creators. Claiming someone else’s work as your own—especially visual or written content—can lead to reputational damage or even legal consequences. If you’re sharing someone else’s content, tag or mention the source. Giving credit not only avoids plagiarism but can also build goodwill with the content creator.
5. DON’T Post Offensive or Negative Comments
Social media gives your business a voice but wields it wisely. Avoid criticizing competitors, making sarcastic remarks, or responding defensively to negative feedback. Negative or offensive posts can tarnish your reputation much faster than positive ones can enhance it. Always remain professional, polite, and focused on fostering goodwill, even in challenging situations.
6. DON’T Post If You’re Unsure
The golden rule of social media: when in doubt, leave it out. If you’re uncertain whether a post might offend, confuse, or seem unprofessional, it’s best not to post it at all. Instead, seek feedback from a trusted colleague or advisor to ensure your message aligns with your brand’s values and tone. A single ill-considered post can undo years of hard work building your reputation.
7. DON’T Take a Political Stance
While you’re entitled to personal political views, keep them separate from your business accounts. Aligning your brand with specific political parties or ideologies can alienate potential customers. Your primary goals on social media should be increasing brand awareness, fostering relationships, and driving sales. Political debates rarely contribute to these objectives and can polarize your audience unnecessarily.
Social media is a powerful tool for small businesses, but it demands thoughtful use. By focusing on clear, professional communication, actively engaging with your audience, and avoiding divisive or careless posts, you can build a positive and lasting online presence.
What other social media DOs and DON’Ts have worked for your business? Share your tips with us—we’d love to hear from you!
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