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Home / E-Commerce Content  / Social media content Do’s and Don’t’s for Businesses

Lots of people around the world use social media in order to make connections, but also to share content. On the professional side, you can use social media to show your knowledge in a particular area and build a professional network by connecting with other professionals in your field. More importantly, though, social media allows you to build a relationship with your customers by having a conversation with them, getting feedback, and increasing brand value. Moreover, you will need a plan and strategy to deal with social media content.

Here are 8 do’s and don’ts!


You should create a calendar that contains an overview of your plans on your different social media. Of course, you can create daily, weekly or even monthly recurring themes or topics to engage with your audience. In fact, high predictability increases the number people who visit your social channels. They know what to expect and are thus more likely to engage!


You know that prospective clients will see all your social channels and the content and message displayed there.  This means that you should share content that reflect the identity and the values of your company.  Make sure social media content and message are aligned on all your platform. You don’t want to confuse potential customer after all. Having a crystal clear brand identity will make it easy for consumers to relate to your brand. The more they relate, the more they will buy


Just as with your social plan, you should test your social media content marketing to know what elements of your strategy work, and what other elements need optimization. For instance, to increase engagement, likes, and followers, you can keep track of what days and times are best and adjust your content to the most optimal times. Also, thoroughly test which type of content works best on what platform. A certain type of visual might work excellently on platform A, but perform horribly on platform B. Definitely test when your target groups are active online. You’ll only want to send messages when people are around to see them. Tiny audience equals tiny sales.


You should answer every comment that is relevant or needs feedback. This shows that you pay attention to your audience and you want to create a relationship with. Social media is a conversation between a brand, its customers and followers (who are potential customers). If people see that you answer them, they will feel appreciated and will continue to follow you, like your posts and act as an ambassador for your brand.


Indeed, each social media has its own advantages and goals. As you know, utilizing good social media content in your business strategy is one of the best ways to increase your popularity and find new customers. Here’s what you should not do with regards to content on the various social platforms:

FACEBOOK: Don’t post publications that are not linked to your products and services. It will not engage your audience and they will not be incentivized to comment, like or even click through to your website. The more people are engaging, the more frequently you’ll appear in other peoples timeline.

INSTAGRAM: Remember that people who use Instagram are (potential) customers. If you don’t include any links to your website, nobody will be able to visit it, and much less so if you don’t write a compelling bio on your profile. Additionally, posting low-quality images is a definitive no-no: it will decrease visitors drastically and harm your bottom line.

TWITTER: Don’t publish boring content. Talk about your company and its presence in the news, or you will not attract people and your followers will not grow. Twitter is a good way to share quick thoughts, news etc. which can generate traffic to your website. But, it’s important to make sure you’re also building relationships with followers. However, craft your messages carefully and be careful of the ‘echo chamber effect’. Finally, not using hashtags is a mistake! They will bring you a larger audience. Period.

LINKEDIN: Don’t forget that LinkedIn is a professional networking platform. Adjust your message to that notion. Don’t try to be an evangelist. And also, do not hoard connections just to boast about your connections. Your content should add to a discussion or spark one, not just be a motivational meme or likewise. Forget about double spacing, it does not make your message more powerful. Invest in a decent headshot and always use product/service visuals were ever you can. And also, no emoji. Never.

PINTEREST: Pinterest is very interesting in terms of marketing when compared to the other social channels. If you don’t  post a clickable picture and shot caption for your audience, you will lose out. On Pinterest, more is more, so have as many high-quality images of what you sell as possible. Let the pictures speak (and thus sell) for themselves. Also, Pinterest users are  mostly female and therefor more curious, they want to be able to click on each image to have more information about the subject. In other words, guide them to were you sell.


It is important to take your time and determine priorities. Before thinking about sales, you should create effective, relevant and attractive content for your different social channels (a perfect social media content strategy). As soon as people like it, share it and comment, you can start with your sales efforts… but… be patient! A consultative approach to selling works better than any cold and hard approach.


You have a unique brand identity, so make sure you sync your brand message and visual content across the different social networks. It should be consistent and appeal to the same crowd every time. If you try to “be everything for everybody, everywhere”, you will not target a specific enough audience and your lose engagement. The more transparent and specific you are, the more engagement you will have.


Potential customers and followers want to feel that you’re speaking directly to them. For example, the difference between “Know more about what our product can do” and “Know more about what our product can do for you” is immense, so don’t forget to address your potential customers directly, it’s called B2C for a reason! In case of B2B business content, the same applies. After all, professionals are people too. They like to be charmed, flirted with, and made feel special. So, next time you reach out, add a personal touch.

Need advice on your Content Marketing or Content Creation Strategies? Contact us to find out how we can help you.

We specialize in:

  • Content advice
  • Content production
    • Packshots
    • Hero images
    • Mobile-ready images
    • Social media content
    • (3D) Renders
    • Video
    • Copywriting

Paxshot is the E-commerce Content Creation agency for the 21st century. We stay ahead of the curve by staying on trend. Our highly automated processes allow for high quality and true consistency. Additionally, it allows us to handle large volumes quickly and at a competitive price.

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