This is a great question—and one that I’d love to answer in the context of content marketing.

According to statistics, 54% of social browsers use social media to learn more about products they’re interested in. So, as a business, you always want to make sure that you’re relevant to your audience, active and engaging on social media. When doing so, it pays to keep the following in mind:

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1. Stay Neutral

Your business social media accounts should steer clear of posts that could polarize your audience. No matter what your personal views are on potentially contentious subject matter such as politics or religion, make sure that you don’t use your business social media platform as a megaphone for it. As much as possible, stay neutral and focused on your brand’s values instead.

2. Avoid Overly Silly Posts

Humour has long been fodder for likes and comments, but it has a time and place. There’s a very fine line between a brand being clever and witty and a brand just riding on the coattails of a random Nyan Cat meme. Remember, your audience will very likely have very different tastes when it comes to what’s funny. If you’re posting something completely irrelevant to what you do, you’re more likely to get unfollowed rather than retweeted.

3. Never Post Something That’s Too Personal

A small caveat: while this rule entirely depends on your brand personality, in general, posting overly personal news on an official social media site can turn a lot of people off. For example, if you’re a brand influencer sharing news about a recent engagement, that’s still totally on-brand. However, if you’re running a content marketing company like myself, and use your official Facebook to show off your new puppy, it would be completely irrelevant and off-putting.

4. Never Rant About Your Customers or Clients

I get it—as a business, you will sometimes encounter clients or customers that will frustrate you. Your Facebook status update is not the place to air out your complaints or grievances, however. No matter what the case is, it’s never a good idea to post anything negative about clients or customers. There are other more professional ways to address these scenarios that won’t involve you destroying a business relationship. It will only reflect badly on you and your business.

5. Don’t Post Anything with Typos or Errors

This almost goes without saying, but it’s worth emphasizing. Something as simple as a grammatical error or a spelling mistake can reflect poorly on your brand and business. Take the time to run a simple spell check, double-check your post before publishing, and make sure you’re dedicating enough time and attention to post something worth engaging with and even reposting. After all, isn’t that the goal with social media?

There you have it. I’m sure there are more, but these five should definitely be at the top of your list. Hope my answer helps! If you have more to add, anything to share, or have questions, feel free to leave me a comment below or reach out to me via Leadspanda.