It's hard to decide what's appropriate for posting on social networks without an etiquette road map—and harder still when you're doing it as a company, not just as yourself.
Among her guidelines:
DO be informative. Cone's Consumer New Media Study found that people expect value-adds, not just entertainment, when following brands. Discounts help, but think bigger: 46% of survey respondents want more than offers; they want tips, tricks, or product info. Consider sharing how-to articles or videos—info your users can actually use! In turn, ask them to share their tips with a special hashtag on Twitter.
DON'T neglect replies. Social media's big difference from traditional broadcast media is just that: It's not about broadcasting, it's about discussion. Connect on a level that makes the brand feel human; that's what visitors are seeking. Don't hesitate to move the discussion to a private place (email instead of a Facebook wall) when appropriate.
DO create traditions! In the same way families bond over holidays with lively gatherings around a heaping dinner, establish online traditions that you share with customers on specific days. DKNY holds a weekly rendezvous with its followers to watch Gossip Girl!
DON'T parrot. Repetitive content and info overload are the main reasons people stop following brands. A full 44% of Facebook users say they will unlike a brand for posting too often; and 52% of tweeters call repetition a deal-breaker. Mix it up a little, and avoid adopting the voice of a bot.
The Po!nt: Mind your manners. Online engagement is like any other kind: There are rules to socializing. Learn them and you'll be a social butterfly in no time!