Social media etiquette for businesses

Simon Quance's dos and don'ts for business users of different social media platforms. 
 
The new generation of social media tools such as Twitter, Facebook and LinkedIn give customers a much stronger voice in the marketplace. They can make make or break a brand through word of mouth.
 
Online consumer power changes the game for business. If companies don't take engage with their audiences to manage their brand actively, conversations will go on without them. Joining the dialogue may not give you control over people's feelings, but it does allow you to respond quickly and with credibility to any issues or queries.
 
Businesses that succeed in social media improve customer service by listening and responding to what people are saying. But a once-size-fits-all approach won't work. Tone, content and language should all be adjusted when addressing customers, prospects, fans or detractors.

Listen to what is being said, and by whom, and then ensure that the response acknowledges their view, even if the response contradicts this position.  

The backlash from failing to follow social media etiquette can be disastrous - just ask Dell, Habitat, Dr Pepper or any other corporate victim of online humiliation. The difference between a customer service problem offline and one which occurs in a social media environment is the sheer scale. The web's viral character spreads bad news like wildfire, and lasts forever. There is no use in trying to cover up negativity. any attempts to quash, hide or delete unflattering comments will be spotted by eagle-eyed users and will only add insult to injury.

However Dell and Dominos Pizzas managed to turned around the negativity by investing heavily in a focused social media strategy. The tips that follow can provide a framework on which to build yours.

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