It might sound like a tip from an overprotective mother, but once you post something on the Internet, it becomes public and it is hard to undo. I’ve heard adults pass this knowledge along to teens that live and breathe in a virtual world, posting every feeling or rant to Facebook or Twitter.
There have been plenty of articles about how sharing too much information or the wrong information via Twitter can put you, as an individual, in danger, but the same is true for brands. Just like sharing personal information, such as your address, social security number or password is a no-no, there are certain tweets a company should also avoid.
We have all heard the horror stories of employees posting to the wrong handle, but even simple, intentional posts meant to increase engagement can be harmful. Ragan Communications recently published an article, “12 things not to share on Twitter–ever,” that offers some advice. I pulled some of the Ragan tips that I’ve found helpful as we work to manage social media handles for some of Communiqué PR’s clients.
Consider the following:
- Don’t Bash the Competition. Take the high road and leave the competition off your Twitter handle. You’ll only draw attention to your competitor and could create a Twitter war, which takes the focus off of your customer. For example, have you seen political ads that bash the competition? Ask yourself how it resonates with viewers, because it will often drive them away. We typically recommend that our clients take a positive approach.
- Don’t Brag About Your Vacation. Some brands overshare and post vacation photos from their employees, but this can hurt you. Posting extravagant photos of you diving in Bora Bora can make customers jealous and remind them of how much money you are making off of them. We also suggest thinking through how your post links back to your company’s objectives. Mediabistro also offers additional reasons why posting about vacations are not a good idea for professional and personal reasons in a post, “This Summer, Don’t Tweet Your Vacation.”
- Don’t Promote Your Political Agenda or Religion. Religion and politics are two hot button issues that you should avoid. Both can create divides and as a brand, you don’t want to turn off a potential customer.
- Don’t Throw Tantrums. Avoid ranting or whining tweets. A lot of people use Facebook and Twitter as a platform to rant about work, friends, relationships and the government, but brands should avoid tantrum tweets at all costs. For example, celebrities that maintain their brand on Twitter often make headlines for their Twitter rants and quickly follow it up with a public apology. As a company, avoid this spotlight.
- Don’t Get Angry. It is easy to respond to tweets and shoot back at those that have wronged you, but you should avoid this. Sending angry tweets makes the company look bad. For example, we had a client that was being “bullied” via social media about a corporate change. We let the conversation play out and didn’t engage. Most of the time, the bully won’t be satisfied with the response and you will only fuel the fire. The flame will extinguish on its own.
- Don’t Exaggerate or Lie. Have you ever seen an infomercial that makes outrageous claims that you know are too good to be true? Don’t use your Twitter handle to do this either. Your company and credentials should speak for themselves. If you exaggerate or lie, people will likely find out and lose trust in your brand.
- Don’t Rely on Your Intern. Many companies think that because someone is young, they are savvy with social media and know how to properly use Twitter. But being young often comes with inexperience, so make sure whoever you put in charge of the social media account is the best point person. One mistake on Twitter can damage your brand. For example, Marc Jacobs had an intern designated to manage its Twitter handle. A few weeks into the job, the intern had a meltdown via the Marc Jacobs handle and tweeted, “I can call him out! I’m out! Won’t work in this town again! I know that! Learned a lot. But, I don’t have the energy for what is expected!”
- Don’t Tweet During Happy Hour. Happy hour is not an appropriate time to Tweet from a professional handle. After a few drinks you could either post something you normally wouldn’t post or misspell something.
- Don’t Get Too Personal. You want your Twitter followers to feel like there is someone behind the handle, but be careful not to expose too much and make it about you.
If you are in doubt, it is best not to post something you’re unsure about. You should always err on the side of caution. Make sure you are staying true to your brand and sending messages you want your consumers to associate with you, because you never know who is watching or when those posts might resurface. For more tips about Creating an Authentic Presence on Social Media or Tweeting as a Brand: Do’s, Don’ts and Companies Worth Learning From, read our previous posts on these topics.