With Social Media, people have the greatest opportunity to market themselves and expand their networks at a rapid pace.  However, with this new channel of communication comes a different level of dialogue.   Some conventions we have used in the past when information was not accessible do not apply in Social Media.   We cannot assume that no-one else is paying attention, or can hear your voice.

These are some conventions that EVERY Brand can use.

DO NOT gripe about your current employer / DO NOT bite the hand that feeds.

An employer who knows or sees any dissent among the ranks, especially without prior knowledge of said issue can be grounds for termination from your place of employment.  It is a good etiquette and practice not to burn bridges anyway, but online, the damage can be residual if future employers decide to look through your previous status updates.

DO NOT gripe about specific people or brands.

Calling someone out over a social media line of communication is really bad form.  Not only does it damage the other person’s brand, but it also damages your reputation as someone who doesn’t respect boundaries.  Take every precaution to deal with issues and conflict offline.   Escalating an issue should be a last resort, and there are plenty of resources to gripe about brands with authority.

DO NOT gripe about relationship issues, especially during legal matters.

Again, this is more of an etiquette rule.  Relationships don’t work out, for whatever reason.  Burning bridges and ‘letting everyone else know too’ is also bad form.   This become more prevalent in legal matters, especially divorce.  Even ‘relationship status’ changes can be tracked and used against you.

DO NOT incrementally update your whereabouts.

This is a common sense rule concerning your safety.  Some enterprising young thief may follow your Social Media presence to find out when you will be away for extended periods of time and take advantage of the opportunity.

DO NOT share your physical address online unless absolutely necessary.

Just because we’re sharing information about our lives online is not a license to trust that the information shared will be used by the intended audience.  Following this, posting all sorts of personal information is not recommended, especially if you plan on being found.  Follow the safety rule of if you want to meet someone, do so in a public place.  If you’re having a party at home, share the location privately.

DO NOT share pictures, photos or art that could potentially incriminate or embarrass you.

While it was a fun bachelor or bachelorette party that you attended with your friends last year, or the trip to Cancun that you were wasted, those pictures should not be shared online.   If someone chooses to share a picture of you (or tag it in facebook, etc.) request that friend to take it down or de-tag yourself from the photo.   Make it a policy if you or anyone else wishes to engage in those activities to respect your online boundaries.  Repeated violation of this boundary usually leads me to block any access the offender has to my brand.  (One picture of Michael Phelps smoking weed destroyed his reputation and credibility as a Olympic Gold Medalist and World Record Breaker, think about that)

DO NOT immediately react to negative spin or press.

Think about it before you respond.  Most of the time, the other person wants to vent and get out his or her frustration.  He or she chose to do it in an immature and petty fashion online.   People online have a tendency to say things they normally would not say in public due to perceived lack of consequences.  How you respond can make or break your brand / reputation.   A rule of thumb is that unless the message is being broadcast on your brand (i.e. your wall, facebook page, etc. ), it’s a safe bet to ignore the online bait, take the opportunity to contact the user directly or offline, and then post the resolution as a reply.

Be CAREFUL what you say online.  MONITOR your brand closely.  If you don’t, your customers and your competitor’s are defining the message FOR YOU.