Etiquette is necessary in any social setting. Before you start remembering the S-P-O-O-N goes on the R-I-G-H-T and the F-O-R-K goes on your L-E-F-T rule, think about where codes for polite behavior are useful. Etiquette can be applicable to businesses, public parks, and social platforms. It can be a brilliant code of conduct that helps us navigate a global society in a digital world.
If you are unfamiliar with how to be a proper brand, gentleman, or lady online, don’t fret. Lady Grantham (aka Dowager Countess) and I have some advice to impart.
You are what you (tw)eat.
The saying “you are what you eat” was coined by Jean Anthelme Brillat-Savarin in Physiologie du Gout, ou Meditations de Gastronomie Transcendante. I hope you read that in a stereotypical, fancy, French voice. He says, “Dis-moi ce que tu manges, je te dirai ce que tu es” (Tell me what you eat and I will tell you what you are).
Monsieur Brillat-Savarin may have been talking about dietary habits’ effect on the mind, but nowadays the phrase is applicable to the words you digest as well. What you choose to pay attention to affects your actions. What you choose to share affects the way you are seen.
Each message you share helps to position your brand. The nature of social media is relational, so avoid thinking of a social post as an ad placement. Your message should be direct and valuable to a defined audience. Be genuine about who your brand is, and think twice before chiming in on a viral social topic. Does it make sense for your product or service to be involved in a conversation surrounding the Obama Administration and trans-fats? Maybe. Discernment starts with an internal style guide, a reference for content creators to use while choosing what messages to share.
In addition to what you share, consider how you share it. Here are some quick tips to follow when posting on social media:
- #DontPostLongHashtags and #Dont #Overuse #Them #Please
- ALL CAPS SHOULD BE USED SPARINGLY. STOP YELLING AT PEOPLE.
- Avoid stock photography that looks like stock photography — just try to avoid it in general.
- Post the appropriate number of times each day, based on the platform you choose to use. If you post five Instagrams in a row, I may have to reprimand you.
- Finally, differentiate copy across platforms based on your audiences. Most of my clients have different audiences per platform; they deserve separate copy.
Answer your audience…properly.
It’s impolite to ignore someone who asks a question or compliments you in person, so don’t do it online. A response in the form of a like or favorite has become the equivalent of a small nod, and barely suffices as acknowledgement of another person. Further more, an automated response is quickly recognized. If someone decided to tell me, “Emily, I love chocolate cupcakes,” and I said, “Thank you for sharing, PERSON X!” would that person continue the conversation or tell a friend how awesome I was? Reinforce your audience’s choice to engage with your brand with a custom, humanized response.
The same principle should be applied to direct messages. Although an auto-DM responds almost immediately, it’s impersonal and tacky. When done properly, quickness is recognized. Facebook will reward your page with a response rate, which helps users gauge how effective it would be to pose a question on the page.
Of course, you need not always respond. Some notifications deserve ignorance or a “hide.” If you have trouble thinking about who you should respond to, just think about who you’d respond to in person. Gloria from Florida who says, “Your business isn’t going to succeed,” isn’t worth your time. See ya, Gloria.
Give credit where credit is due.
Do not steal creative assets such as photos, stories, or logos without permission.
If you’re unsure whether or not a website is OK with you taking a photo or section of copy to add to your own, look for a terms of use policy. It’s usually located at the bottom of a web page.
Choose your social circles wisely.
As a brand, it’s permissible to be pompous on occasion. You must evaluate influencers thoroughly before asking them to contribute to your social campaign. Consider their audience, potential reach, credibility, and subject of expertise. There are plenty of accessible tools you can use to evaluate a potential influencer and make an informed decision.
Be sure to also check who you decide to retweet or share from. At Hurrdat, if a profile is public, we double-check to see if the user posts appropriate content. You never know unless you check. That user that just said, “Love your site!” could be a bot.
Have any social do-nots to add? Share your social media etiquette tips in the comments below. We’d love to hear them.
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Hurrdat is a Lincoln, Neb. digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Neb. in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 75 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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