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Social media can be great for building awareness of your brand on the basis of a community of like-minded followers, but it can also show the worst of you and your business.

If you wish to make the best possible impression on your company’s Twitter followers, here are five things that it shouldn’t be doing.  

Including a link in every post

Your company’s Twitter profile will be most engaging when people can quickly glance at your profile and get a sense of what your firm is about.

Instead of leaving all of the interesting information about your brand stowed away in links, mix things up by incorporating relevant images, infographics, videos, polls and so on into your tweets.   

Expressing political or religious beliefs

These are sensitive subjects to discuss anywhere, but especially on Twitter, and it’s even more ill-advised to get involved in them from your company Twitter account, when they have nothing to do with what your business does.

Stay ‘professionally neutral’, and you can avoid alienating large chunks of your potential audience.

Insulting people or making negative comments

This is the kind of thing that is pretty much guaranteed to always reflect poorly on your brand, regardless of how ‘in the right’ you may feel yourself to be.

Instead, make sure you’ve got a responsible and professional customer care team – or at least person – manning your brand’s Twitter account, so that any negative tweets can be handled respectfully and sensitively.

Jumping between tones of voice

Remember that no matter how many employees communicate through your firm’s Twitter account, you are supposed to be speaking through one brand, with one voice.

Keep in mind your buyer persona and tweet accordingly and in a consistent manner – otherwise, you could confuse your followers who expected one tone of voice and instead get something else.

Interrupting Twitter chats with ‘salesy’ content

Yes, you will naturally want to sell your brand’s product or service.

But if you wish to be effective in doing this on social media, you need to convince those with whom you communicate that you genuinely care about and wish to solve their problem – which will, after all, likely be the reason they got in touch with you on Twitter in the first place.

If you aren’t exactly an experienced Twitter user, marketing your brand on the platform can be intimidating. However, there’s no reason why it has to be too difficult as long as you follow certain basic principles, ranging from telling the truth to not ‘over-selling’ your brand.