January 27, 2016

Social Media Mores: The Do's and Don'ts

By Dora Sobze

Over the past few months we’ve been working with our friends at Codeword to launch the Airmega brand and website. During that time, our teams have worked hard to create engaging, on-brand messaging for multiple channels, including social media. Due to the ever-changing landscape of the social world, it can sometimes be tricky to launch a new brand and keep your tone and messaging appropriate. So, we’ve put together a short list of things we learned along the way to help make your next foray into social media a bit easier.



Don’t overuse irrelevant hashtags, especially if they aren’t on-brand. It tends to look like you're trying to shoe-horn your way into something that doesn't fit. 

As with your own personal social media use, it’s better be to genuine!

Don’t use a ton of hashtags, either. You know you’ve seen it: #happy #instamood #instagood #latergram #sun #flower #spring #april #smile



Do make sure you look up hashtags before using them to make sure the associations are what you intended.

If you see something that aligns with your brand or the tone of your social media, jump on board and join the fun. It shows your audience that you are aware of the latest trends and makes your brand seem more relatable.

Tone it Up


Don’t use false, unnatural language that is disingenuous to your brand. No one will interact with you if you sound like a robot.


Write like a human, but keep the tone and voice of your posts on-brand. Work with a team who can help set brand standards, and use these as guidelines for what you post. Your audiences will be more likely to interact with you if they feel like they are talking to a human, rather than a brand.

It’s also nice for you audience to see a face behind your social media, so be sure to share pictures and give everyone a taste of your brand culture.

Actually Be Social


Don’t pump out content without interacting with users. Social media is a two-way street. If you’re sharing content that your audience interacts with, you need to interact back.

Don’t ignore negative feedback/sweep it under the rug. Sometimes it can be tough to know how to respond to negative feedback, but deleting it or acting like it’s not happening makes it seem like your brand doesn’t care about feedback.


Respond to many interactions as possible on your pages. Like back, comment back, and make it genuine.

Respond to negative feedback and handle it with grace – whether through humor, compensation, apology…etc. It’s a good plan to have strategies in place to handle negative feedback, that way your social media team knows how to act.

Spewing Logos


Don’t plaster your logo over all of your images (especially ones that are not yours!) It will stop people from sharing your content. Once you’ve thrown your logo over something, it makes it less human and more brand. It’s important to strike the right balance, but we can assure you that no one wants a logo splashed across a meme.


Add a logo to content that is yours, and is sharing important/new brand messaging.

And, include a small watermark/emblem/logo somewhere on other sharable images to give yourself credit without discouraging someone from sharing. If you’re feeling really brave, don’t even put your logo on it at all, trust your audience to share content that just links back to you organically.

Copying Isn't Always Flattering


Don’t copy other brands. Don’t copy other campaigns. Audiences can tell when they’re seeing a re-purposed strategy, and you don’t want to be on the receiving end of that kind of criticism.


Use successful (and unsuccessful) social media strategies and campaigns as springboards for your own ideas. Learn from the success of others, and use that knowledge to build your own strategies. See what works and what doesn’t, and analyze how these techniques can be applied to your own brand in a new way.

Now that you’ve gleaned a bit of advice for managing your brand on social media, head on out there and apply it! If you’re still a bit stuck or need some move advice, let us know and we will be more than happy to help!