Answer to Question 1
Answer: If the company you work for has no guidelines, the following suggestions provide a good starting point for professional social media behavior. If it's personal, keep it personal. For topics not related to business, use your personal social media and email accounts, and don't mention your employer. Identify your connection. If you use social media as part of your job, identify the company you work for. Keep to topics related to your area of expertise, and let people know your views are yours, not the company's. Be honest and professional. Communicate as you would in face-to-face conversations. Avoid discriminatory content. Avoid arguments. Identify who you are: anonymous is not professional. Respect and protect what's confidential. Never reveal financial, legal, copyrighted, proprietary, or personal information about the company, customers, or employees. Add value. Share interesting, helpful information and ideas, and link to relevant content on your company's website. Your brand is the sum of what you share and how you share it. Present recommendations as personal. When you recommend or endorse colleagues on LinkedIn and other social networking sites, be clear that your recommendation is based on your personal experience. It is not an official recommendation of your company. Know the risks. Ignoring these rules could lead to your company firing you.
Answer to Question 2
Answer: Make it casual and conversational. Social media content is often less formal than a typical business message. In fact, tweets and Facebook posts work best when they are casual and conversational. Also, make it valuable. Focus on topics that are related to your businessand that your audience will find interesting and useful. Avoid blatant self-promotion or content that is designed only to sell your company's products and services. Third, be original. Audiences appreciate a new point of view, new insights on a topic, or new information they can use. They do not want to read content they already know. Fourth, be passionate. Before you can motivate your audience to care about your topic, you need to care about it yourself. Finally, make it interactive. Give your audience something to do or a reason to respond. Ask a question, provide an offer, or encourage readers to share their stories, ideas, and content.
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