The recent controversy involving tech tycoon Elon Musk and tweets he made in relation to taking Tesla into private ownership has brought to light the importance of correct social media implementation within businesses. Under the terms of Musk’s agreement with the US financial regulator, Musk will now have to comply with the company’s communications procedures when tweeting about the firm.

While the fallout may not be as drastic as with Musk, all companies should have processes in place to prevent any missteps or miscommunications. Here are four ‘Dos’ and ‘Don’ts’ to get you started.


Do Post the Right Content:

Before you post on social media, a social media strategy is an absolute necessity. You must identify your goals and your audience, and you must outline your tactics for reaching that audience and achieving those goals. This is a great time to brainstorm with colleagues on where the brand/business is heading as a whole, what your tone-of-voicie should be, and how your social media can drive lead generation and brand awareness. It can also flag any stumbling blocks or pitfalls, and clarify what is and isn’t suitable content.

Do Track Results:

Just like any other aspect of your business, you must review the results of your social media strategy. This helps you identify patterns, see what you are doing right and what you are doing wrong. It also allows you to familiarise yourself with your audience. The end product is a more efficient strategy moving forward.


Don’t Neglect your Social Media:

Being present on Facebook and Twitter is important but actually using them correctly is even more important. Remember to post frequently but you also don’t want to spam your followers. This is where your strategy comes into play. You should have a baseline of what you want to post every week.

Don’t offend your audience:

It may sound obvious but you should avoid content that may offend your audience. You want to use social media to promote your business – not your personal or political views.

Also, note that your personal social media accounts also represent your company. Be conscious of that when posting to your personal social media, even if you consider your account to be private. You never know who might be reading.


For more info on how we can build and manage your social media presence, contact  


Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.

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Springboard Communications
CRO 529581
Dublin | Cork