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Many brands strive to be the hot buzz on social media, but how many instead end up in hot water? Stories consistently arise outlining creative spin gone wrong with companies crashing sensitive conversations to those whose humor hit a sour note. So how do you avoid becoming the next headline on Mashable? Smart posting starts with knowing some basic rules of engagement…

  • Stay Relevant: Joining existing conversations and utilizing trending hashtags are great ways to grab consumer’s attention, drive engagement, and learn about your target market. However, making sure the conversations you’re joining are relevant to your brand and goals is paramount. Focus on the conversations that mean the most to your market and deliver the greatest insights.
  • Be Aware: Before joining a conversation or using a hashtag, do some research to fully understand the context of related posts. Posting unrelated or off topic content can drive negative feedback.
  • Stay Positive: If your content attracts negative feedback or comments, stay positive. Reciprocating negatively reflects poorly on your brand and encourages further negative comments.
  • Be Copyright Smart: Many images and logos, especially team and league logos, have copyright and trademark restrictions. Avoid using images containing logos without permission and give credit to content producers.
  • Set the Rules: Know what kind of content is acceptable for your community to post and communicate that with fans.
    • Clearly displayed guidelines on your page set the tone for what will be accepted
    • Developing protocols for handling off topic, negative, or inappropriate comments on content is helpful in quickly and efficiently moderating content.
      • Decide how you will handle negative feedback or complaints and what, if any, types of comments need to be hidden or deleted.
      • Facebook allows page managers to hide comments on content for everyone but the poster and their friends. This allows innocent but off topic conversations to continue for those involved without distracting from your content.
  • Promote In Moderation: Balancing promotional content with other interesting content is important but also knowing how each platform views promotional content is key. For example, Facebook automatically limits the reach of content that it deems overly promotional. Tailor your posts to the platform you are posting on.