The Ultimate Guide to Social Media Etiquette for Business

The rise of technology has made social media one of the most essential marketing tools for business of all shapes and sizes. Companies look to social media for increased brand awareness at a reasonable cost, and the simplicity of marketing in this way is appealing for smaller businesses.

The risk factor is that – given the fast-paced, essential nature of social media – mistakes can be made with the touch of a button. We’ve listed some social media etiquette rules for the four big platforms, helping you behave appropriately whilst using social media for your business. Do you have any additions to the list? Let us know!


Facebook is our favourite channel to market on, due to its large audience base and the advanced nature of its a

dvertising platform. We advise that all businesses maintain a presence on Facebook, but it’s advertising performs best for B2C businesses. Here are some etiquette rules when posting on FB.

Facebook Etiquette Do’s & Don’ts

  • Don’t make your fans feel unimportant. Ensure you’re replying to all comments, messages and reviews – even if they aren’t what you want to read. If you receive a negative comment or review, you might well be able to turn the situation into a positive, or grow your reputation with a timely, appropriate response.
  • Use hashtags sparingly. Unlike other platforms, hashtags aren’t really essential on Facebook, so make sure you only use one, or two max, and only where relevant. Using a hashtag to jump on a trending topic is an example of how to do it.
  • Use analytics to post at the right time for maximum engagement. Facebook’s insights section lets you see when your fans are most active, so ensure you’re posting at these times.
  • Always provide value – don’t spam people’s feeds with overly-salesy posts. Find out what your fans need and deliver what they want.

FB Analytics

How to do it right: People who wear Vans clothing or footwear generally love three things – shoes, streetwear and skating. The Vans Facebook page provides all three in abundance, making the page highly relatable to their followers. Regularly updated, eye-catching and engaging content generates a great response from their audience.

Vans Facebook


Twitter is a fast-paced platform that lets businesses communicate with their customers quickly and easily. Many customers use Twitter as an instant way to reach their favourite brands, so it’s a great platform for customer service. Let’s take a look at the best way to use Twitter.

Twitter Etiquette Do’s & Don’ts

  • Be concise. The Twitter character limit was recently increased, but you still only have 280 characters to voice your message. Keep it brief, but useful.
  • Respond fast. The key to Twitter is timing, so make sure you’re reacting to comments as and when they come in.
  • Stay positive. Don’t use your brand’s Twitter account to rant and rave about your bad day – people don’t want to read it!
  • Use the search facility to monitor what people are saying about you. Users might not always tag in your business when they’re talking about you, so use social listening to ensure you’re not missing anything. Respond to their comments – whether they’re positive or negative.

How to do it right: Everyone’s fast food guilty pleasure McDonald’s get their Twitter bang on. With branded hashtags, interactive content and delicious imagery, they appeal to their target audience and provide value with interesting posts. 196k followers shows that they’re doing something right.

McDonalds Twitter


New figures show that 25 million businesses are now using Instagram, up 10 million from July. This shows the rise in popularity of the visual platform, and its potential when used correctly. Instagram is especially effective for travel, food and fashion businesses. Let’s see how to use it right.

Instagram Etiquette Do’s & Don’ts

  • Don’t ask people to follow you. Instead, give them a reason to follow you by posting great content and using the correct hashtags.
  • Engage with other users. This is important if you want to grow your Instagram without using bots (naughty). Schedule some time in for liking, commenting and following other users. You’ll reap the rewards.
  • Don’t spam your followers. Be considerate and limit the amount you post – we recommend 3-5 posts a week for smaller businesses.
  • Use hashtags. Instagram is the ultimate platform for hashtags, and using them correctly is key to getting noticed. Studies show that nine hashtags is the optimum amount for maximum engagement. Do your research to find out the right ones for your industry.

How to do it right: New York eatery Egg Shop have nailed their Instagram game. Their crisp and clear imagery revolves around the humble egg and their delicious menu. They follow a colour scheme – white, yellow and duck-egg blue, naturally, allowing them to stay on-brand and on point. #YolkPorn all day long.

Egg Shop NYC Instagram


LinkedIn is a vital platform, especially for those working in a B2B industry. With a focus on networking, the professional channel provides a brilliant opportunity to spark conversations with other likeminded businesspeople. It’s an excellent resource for jobseekers and brands alike.

LinkedIn Etiquette Do’s & Don’ts

  • Keep your content industry-relevant. Remember – it’s a professional environment, so keep your content and interaction industry-focused. You can still think outside the box, but don’t stray too far from the path.
  • Fill out your profile details. You never know what kind of opportunity could be waiting around the corner.
  • Follow up your connections with a personalised welcome message. This is your chance to get noticed.
  • Be specific with your connection requests. Our InSurge service can help with this…

How to do it right: As you’d expect, internet giants Google have a great LinkedIn page. They share relevant content, and their profile is filled out with all the info you need to know about the life and culture at the company. Their Life page is a brilliant read, and will definitely make you aspire to work for Google.

Google LinkedIn

If you stick to these ground rules, you’re likely to see great successes with your social media marketing. The next rule to remember is to have fun. If you’d like any help or assistance with your social media, don’t hesitate to ask! You can contact the DMT team by calling 0800 808 9980 or dropping us a line at

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