This week, Eric Sachs joined #ContentChat to talk about how to avoid common social media missteps PR and marketing professionals make. We took the opportunity to give the chat a slightly different format. Instead of your usual educational Q&A, we presented common social media missteps and brainstormed as a group how to avoid them.

Q1: Why should comms pros avoid befriending journalists on social media? When does the conduct cross over from professional?

@SFerika A1 You’ll share things with friends about your employer/your business that journalists shouldn’t know (yet or ever). #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A1: That depends on what platform for starters #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A1: Journalists are 1st and foremost journalists. You might unintentionally post something newsworthy (& not the good kind). #ContentChat https://t.co/bNMXNSPz8M

— Tim Mohler (@TimothyMohler) May 1, 2017

A1 If there’s a reason is mostly for the fact on how those pros take criticism from journalists. #contentchat pic.twitter.com/wNZ3sGdnIz

— Tony Stephan (@OmnipoTony) May 1, 2017

A1 Getting beyond a professional relationship with media could cause you to let sensitive info slip. That’s beyond an oops! #ContentChat

— Jim Katzaman (@JKatzaman) May 1, 2017

@TimothyMohler Yes! So much this. You may not intend it to make the news, but a comment you make might become a story. #ContentChat

— Erika Heald (@SFerika) May 1, 2017

A1: Muddied waters on what’s considered ‘on the record’, for one. #ContentChat

— Jennifer Daugherty (@GlitterOtter) May 1, 2017

@thewarfortalent I’d suspect some journalists might be more willing to connect than PR pros would. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A1: Depends on platform. Following journalists on #Twitter coiuld be helpful. Reach out to share leads.#ContentChat

— Danielle Bullen Love (@daniellewriter) May 1, 2017

A1. It’s that fine line between business and personal. At the end of the day, they’re still journalists looking for a scoop. #contentchat https://t.co/7zfOeouS82

— Maggie Bizzell (@MaggieBizz) May 1, 2017

A1: Their job is the story and the last thing you need to become is part of their job. #ContentChat

— Jeff Higgins (@ItsJeffHiggins) May 1, 2017

A1: Their job is the story and the last thing you need to become is part of their job. #ContentChat

— Jeff Higgins (@ItsJeffHiggins) May 1, 2017

@SFerika A1: They should not unless they can’t handle the responsibility. Pitch carefully. Tag responsibly. Troll never-ly. #ContentChat pic.twitter.com/cPbQBSaqY5

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

@MDRunning And even if it’s not, doesn’t take much for journo to ask someone on the record about something they’ve seen. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

@SFerika a2) I don’t think we should as long as it remains professional. It crosses over when coffee/lunch turns dinner/drinks #contentchat

— DeirdreLopianPR (@DeirdreLopianPR) May 1, 2017

A1: See I believe in building relationships with all of my contacts and that requires me to be a real person. so N/A? #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

A1 Befriending journalists is necessarily a bad thing, but keeping things strictly professional is a must. #avoidaprscandal101 #ContentChat pic.twitter.com/JhMWWvhC6G

— HeyOrca! (@HeyOrca) May 1, 2017

A1 I think it’s OK to do this. If you can do damage by sharing it, then it’s best kept to yourself (or your inner circle) #contentchat

— Dennis Shiao ✍️ (@dshiao) May 1, 2017

A1 Following each other on social media is fine. Networking is more than that. Outreach is probably best outside of social. #contentchat

— Cristy (@lacristysalinas) May 1, 2017

@MDRunning Definitely hard to have a heart to heart, especially if it’s a topic they cover. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A1 Relations w journalists in your industry can complicate stories & wreck good PR relations, be friendly but aware #ContentChat

— Mike Mathews (@memathews) May 1, 2017

A1a: For me there’s a difference between social and in-person. I strive to avoid expressing negative opinions in person. (1/2) #ContentChat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A1: Wouldn’t it be okay to choose “follow” on certain platforms (FB/LinkedIn) instead of becoming friends or connecting? #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

@SFerika A1 If you’re trying to befriend a journalist to pitch them, pause. It can do more harm than good. (YOU may be the story) #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A1: An issue could be a lot of #contentmarketers and #freelancers are writing under pen names. Befriending a fake person hmmm #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A1b: But on social I tend toward the positive while still showing my true self. (2/2) #ContentChat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A1b: People like to work with people they like to work with. Be a person ppl would like to work with w/o being inappropriate. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@JKatzaman Depending on how fast information travels, you might never be able to retract something #contentchat

— HeyOrca! (@HeyOrca) May 1, 2017

Exactly — the whole point of being online is to be able to connect offline. Keep it professional. #ContentChat https://t.co/Q8yaqEh3LU

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A1. Unless it’s FB, or your profile is private…aren’t the journalists just going to find you anyway? Because, job? #ContentChat pic.twitter.com/VZtOgc4aiH

— Rogue Jess (@JessOB1kenobi) May 1, 2017

A1c: Have good business ethics that cross all the different types of relationships. Don’t be weird about it. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@SFerika A1: I’d never suggest comms pros avoid befriending journalists – it’s part of the job. Just be protective when necessary. #ContentChat

— Jack Appleby (@JuiceboxCA) May 1, 2017

@MaggieBizz Again, depending on the person a good scoop is worth losing a good friendship 🙁 #contentchat

— HeyOrca! (@HeyOrca) May 1, 2017

A1: Comms have access to information that is not yet public. Applies to all employees… That can be a problem. #ContentChat

— Zlatka Larsen (@palkoviz) May 1, 2017

A1 This also holds true for social media: The mike is always hot. #ContentChat

— Jim Katzaman (@JKatzaman) May 1, 2017

@SFerika A1: If a comms pro is immature he/she should avoid befriending journalists on SM. Outside of that, it should be an aim. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

@SFerika A1) Gotta be careful what you say around them. Some value their career over friendship. Not all…but some. #BreakingNews #ContentChat pic.twitter.com/ix2CFelFDw

— Jason Schemmel (@JasonSchemmel) May 1, 2017

@CTrappe I’m legit friends with some journos. There’s an understanding of what can be shared and what can’t be. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A1b: Unless you’re real (offline) friends, sharing too much personal detail (political views) can get dicey. #ContentChat

— Tim Mohler (@TimothyMohler) May 1, 2017

A1: 88% of journalists view connecting through multiple social platforms as overkill. Stick to 1-2 max. #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A1b. MEMO to anyone who thinks a tweet is “off the record,” namely with a journalist. You’re doing it ALL WRONG! #contentchat pic.twitter.com/HKvIgONuVz

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

@SFerika @thewarfortalent Some journalists draw a line not because it’s unprofessional, but because they don’t want to be incessantly pitched. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

@martinlieberman @SFerika Honestly, there are things you shouldn’t share. End of story. #contentchat

— Zlatka Larsen (@palkoviz) May 1, 2017

@JKatzaman For sure. These days, anyone can be an amateur “journalist.” See something, tweet something. Then it’s seen by many. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A1: Best to avoid befriending in order to stay objective as a journalist #ContentChat

— TechWyse (@TechWyse) May 1, 2017

@SFerika A1: They shouldn’t. Don’t overtag or over @. Listen, learn what they post and even react to it, don’t just pitch/tag en masse. #contentchat

— Jesse Ghiorzi (@jesseghiorzi) May 1, 2017

A1b. But, keep your friends close and your enemies closer. (Not that they’re enemies!) Just remember to keep an eye open. #contentchat

— Maggie Bizzell (@MaggieBizz) May 1, 2017

@palkoviz @SFerika Sure. And that transcends journalist/comm pro relationship. But some people do anyway. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

@JasonSchemmel @SFerika Some will metaphorically throw you under the bus given the chance for advancement #contentchat

— HeyOrca! (@HeyOrca) May 1, 2017

@ShannonRenee The only way you can protect your content from ‘prying-eyes’ is to have a private accnt; which has its own problems for growth. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

Agreed. I feel like this becomes muddled on Twitter. I wouldn’t add a journo on Fb/IG, but on Twitter? Thats where both network #ContentChat https://t.co/yW46mSx07q

— Eric Sachs (@EricSachs_SEO) May 1, 2017

@MktgInnovator @SFerika I tend to agree. I have lists for public personas so I’m not actually “following” them. #ContentChat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

Q2: What constitutes oversharing on social media and why should PR + marketing pros avoid it?

@SFerika A2: If you’d whisper it in real life, don’t post in on social media. No one likes an oversharer. #contentchat

— Jesse Ghiorzi (@jesseghiorzi) May 1, 2017

A2: Oversharing can do extreme harm to the brand and turn off future prospects and current clients #ContentChat

— Mike Dill (@MDRunning) May 1, 2017

A2: Be true to your real life values. If you don’t talk trash and bait people IRL, don’t do it online. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@SFerika A2: It goes with #PR101. Know your audience. If you don’t have THAT kind of relationship with every follower, put a lid on it. #contentchat pic.twitter.com/K5rS50xmqL

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

A2: Not a specific set but sharing several posts within min of each other is a bad idea #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A2: You start being more annoying than adding value #ContentChat pic.twitter.com/mg6kYsr1ZE

— Wriber (@WriberInc) May 1, 2017

A2: It’s totally fine to be genuine and share personal details, but don’t get TOO personal. It can turn off your audience. #ContentChat

— Express Writers (@ExpWriters) May 1, 2017

@martinlieberman @EricSachs_SEO I handle my social profiles this way too. Facebook is a personal space where I get to share my unedited views. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

A2a Social Media is the image that you craft. You have control of what you share, and more than often it’s your best side #ContentChat pic.twitter.com/lwcvLieTb8

— HeyOrca! (@HeyOrca) May 1, 2017

A2: Oversharing on social can breach confidentiality or paint your brand in a negative way – even with “opinions are my own.” #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

@SFerika A2: Opinions from a brand account, especially on politics or personal matters, is oversharing territory to me. #ContentChat

— Emily Cummings ⭐️ (@emilyrcummings) May 1, 2017

@SFerika A2: Personally, I can’t stand users that appear on my stream consecutively for several minutes. Let the content breathe. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

@SFerika A2 I’m old fashioned, so I still follow the “if you wouldn’t want your clients, or customers to see it – don’t post it” rule. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

@MaureenOnPoint Trash talking is the worst. That’s one time to keep opinions to yourself, otherwise you risk turning people off. #ContentChat

— Express Writers (@ExpWriters) May 1, 2017

A2 Successive “thanks for following me” tweets (in the same minute) create noise. Makes me think about unfollowing #contentchat

— Dennis Shiao ✍️ (@dshiao) May 1, 2017

A2: I mostly avoid deeply personal subjects. Rather I tend toward the playful, as well as items most people can get behind. #ContentChat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A2: Besides sharing escapades at the night club? Probably shouldn’t say things negative about employers, employees, etc. #contentchat https://t.co/IXZvyw3wuk

— Jason Webb (@JasonLWebb) May 1, 2017

@SFerika A2 And other than more obvious red flags, oversharing can also mean just annoying and flooding your followers with posts. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

It’s tricky to be a strong personality who also represents a brand. #saysfromexperience #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

A2 Don’t be too personal and don’t share too much, no need for 20 posts a day. #ContentChat pic.twitter.com/UcbtHUquxh

— Tony Stephan (@OmnipoTony) May 1, 2017

A2: Political beliefs, religious beliefs, confidential client info, negative opinions of any kind regardless of relevance. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A2 Anything you can’t do during an SEC quiet period is oversharing, job-wise, anything else should be open. #ContentChat

— Mike Mathews (@memathews) May 1, 2017

@SFerika A2b: I define “oversharing” as the type/nature of content shared, not amount or frequency. Although too many posts is annoying #ContentChat

— Emily Cummings ⭐️ (@emilyrcummings) May 1, 2017

@SFerika A2b: Or sharing information that offers no business value or vanity sharing. You’ll lose your professional audience like that. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

@ExpWriters If you’re trash talking you’re making assumptions about ppl &their place in life-not oversharing, being an insensitive human #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@SFerika Oversharing is like obscenity: you know it the second you see it. #contentchat

— Ken Gordon (@quickmuse) May 1, 2017

@quickmuse @SFerika oversharing is like saying F*** in front of your grandparents. You just dont’ wanna do it it A2: #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A2: Professionals need to realize that their mistakes on social media can become a huge PR disaster through virality. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A2 Would your tweet(s) embarass your mom? Then maybe they shouldn’t be shared 😉 #contentchat

— Dennis Shiao ✍️ (@dshiao) May 1, 2017

A2. Don’t treat sm like a journal or diary! So many people get comfortable with sm, that anything goes. BE CAREFUL. #contentchat https://t.co/Ds3xERuGkk

— Maggie Bizzell (@MaggieBizz) May 1, 2017

A2: Any pictures of you half-naked. Esp. if you want a job in social. Check your profiles b4 putting them on applicants, ppl! #ContentChat pic.twitter.com/iiUz39DJwY

— Rogue Jess (@JessOB1kenobi) May 1, 2017

Q2: If it’s unsolicited personal info, stop. Same goes for inner details of brands. No 1 needs to know how the sausage is made. #ContentChat

— Jennifer Daugherty (@GlitterOtter) May 1, 2017

A2: Sharing personal things meant only for close friends. Or, endlessly sharing the same complaint, viewpoint etc. just to vent #ContentChat https://t.co/HAVFP3DK5C

— Tim Mohler (@TimothyMohler) May 1, 2017

Q3: When does a friendly debate turn into a flame war? How can you make sure not to cross the line?

A3 When it strays from the matter-at-hand to become personal #contentchat

— Dennis Shiao ✍️ (@dshiao) May 1, 2017

@SFerika A3 In a friendly debate, you don’t personally attack someone you are debating with. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

@SFerika A3 Friendly debate turns into a flame war when emotions get caught up… snarkiness, personal shots, personal criticisms. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A3: You can get into personal debates and be professional; don’t resort to name calling, be factual/professional #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A3: Healthy debate becomes flame-war when parties forget to keep the debate on the topic rather than each other. #ContentChat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A3: Define a “friendly” debate. I don’t think friends should have public debates in the first place. Take it to DMs. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A3 You will know, some curse words will be said and it gets personal. Don’t take it personally. #contentchat pic.twitter.com/2WkAbFTpH5

— Tony Stephan (@OmnipoTony) May 1, 2017

@SFerika A3 Stick to the facts. Social media is PUBLIC, and the people who are reading your comments may be forming their opinion. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A3: When folks start using personal attacks and digging deep outside of real issue..it’s a flame war #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A3: Swearing is a good sign #ContentChat

— Wriber (@WriberInc) May 1, 2017

@SFerika A3: If there’s ever a doubt, have someone unattached read it. If they question via inference, #DELETE! #ContentChat pic.twitter.com/EFZjc897bm

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

A3 Any healthy debate can turn savage, just gotta put in that cool meme to defuse things lol. #ContentChat pic.twitter.com/8svAdSil7s

— HeyOrca! (@HeyOrca) May 1, 2017

@SFerika A3 The line is crossed when one party brings up something personal or tries to say that the other party ‘wouldn’t understand’ #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

A3: There’s never a need to attack someone personally if you’re debating a topic. That’s when you’ve crossed the line. #ContentChat

— Express Writers (@ExpWriters) May 1, 2017

@SFerika A3 Sometimes, it’s just perception. You think you’re being funny, but other person thinks you crossed a line. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A3: I’ve found \social is an awful place for real discussion. The brevity of the format breeds lack of understanding. #contentchat https://t.co/VUBeCrlAeI

— Tim Mohler (@TimothyMohler) May 1, 2017

A3 Sometimes it’s best not to engage at all. When you do and it gets a little ugly, just find a way to politely move on. #contentchat

— Cristy (@lacristysalinas) May 1, 2017

A3: If u r representing a brand, flame wars are largely irresponsible cust svc. Unless your brand jives with flame wars. #ContentChat pic.twitter.com/canCkSVegF

— Maureen Jann (@MaureenOnPoint) May 1, 2017

A3: Friendly debates online are dangerous because what’s humorous on one end can insult more than just active participants. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A3b: If anyone gets offended, overly passionate, 1 kind response then get on the phone/skype/whatever. #ContentChat

— Tim Mohler (@TimothyMohler) May 1, 2017

A3b. Also, understand very few people can have a “friendly debate” without making it personal (and ultimately, stupid) #contentchat pic.twitter.com/P26ZyP9ocP

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

A3. Anything can turn into flame war. Keep a level head, don’t blame/accuse/cuss out the other party. ~Try~ to be civil. #contentchat https://t.co/nDyqgmg0YP

— Maggie Bizzell (@MaggieBizz) May 1, 2017

@SFerika A3: Once you’ve shared several exchanges w/o any agreement it’s time to agree to disagree. Kill the convo & keep it moving. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

@SFerika A3: Extreme personal/petty attacks & all -isms create 🔥. If you wouldn’t say it in front of your nana, don’t tweet it. #contentchat pic.twitter.com/N5zcqufxlL

— Jesse Ghiorzi (@jesseghiorzi) May 1, 2017

@SFerika A3) When name calling, shade throwing is at the forefront. I won’t engage or if I see it is getting heated #contentchat pic.twitter.com/TdhRyj8FNu

— DeirdreLopianPR (@DeirdreLopianPR) May 1, 2017

@DeirdreLopianPR @SFerika Keep the shade under the tree #ContentChat

— HeyOrca! (@HeyOrca) May 1, 2017

A3b. SM is just like an argument in person, except its online. You can tell when smthn starts heating, esp when trolls show up. #contentchat

— Maggie Bizzell (@MaggieBizz) May 1, 2017

A3 A flame war is likely to occur if there isn’t respect on both sides of the conversation. Either way, it won’t be productive. #ContentChat

— Derek Pillie (@dpillie) May 1, 2017

A3: If you start a flame war, be ready for the other person to take/share screenshots of that “private” conversation you had. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A3: Avoid name-calling, hyperbole, etc. If a debate is turning, recuse yourself first. Be the bigger person. #ContentChat

— Rogue Jess (@JessOB1kenobi) May 1, 2017

@memathews @MaureenOnPoint @EricSachs_SEO Yup. That’s smart. If you wouldn’t want it published on a billboard, don’t post it. Smart conventional wisdom. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A3: One time I was discussing politics with other users and a “Troll” posted a photo of me and my daughter then it got personal #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A3: HA! I’ve seen ‘friendly’ debates on Twitter Chats turn hostile. It’s imp to know when to admit different opinions & bow out #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

And to publish it on a blog or a contributed post somewhere… #ContentChat https://t.co/y6ZoTPj6WE

— Erika Heald (@SFerika) May 1, 2017

A3: When the insults start flying. Always try to take the high road. Leave the discussion if someone gets nasty. #contentchat https://t.co/yYeJmUexQp

— Jason Webb (@JasonLWebb) May 1, 2017

A3.2: With anything, if you approach a debate with mutual respect, you control the narrative that you present. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A3c: Always remember, Social Media is the wrong place for real discussion. Stick to the cat videos people! #ContentChat pic.twitter.com/TD1eAXw2xK

— Tim Mohler (@TimothyMohler) May 1, 2017

Q4: How personal should your professional social accounts be? When is a topic to controversial for business conversation?

A4: Honestly depends on what your personal brand is as a professional. Do you wanna be transparent? Do you want to be safe?Edgy #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A4: When personal opinions contrast your company goals, values… or those of clients. #contentchat

— TechWyse (@TechWyse) May 1, 2017

A4: Prepare for the worst. Post under the assumption that you will be trolled. #contentchat

— Shelly Lucas (@pisarose) May 1, 2017

A4: like with any social media, make sure that the conversation is on topic for your brand, personal or otherwise. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@SFerika A4 Are you representing your company or yourself? With a company, unless you deal directly with political issues… stay away. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A4: As personal as possible without being boring, anything that sparks division among followers should be avoided #ContentChat

— Wriber (@WriberInc) May 1, 2017

A4: The most personality I show on Twitter comes from my participation in Twitter chats. I try to be engaging, not emotional. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A4: If by professional account, we mean one that represents me – I’m still myself. It’s important for finding the right fit #contentchat

— Chris Barrows 🎙 (@CBarrows) May 1, 2017

A4: I avoid discussions where the parties are bound by an ideological divide. #contentchat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A4 Depends on the brand. If you love controversy and clickbait, it can work in your favor. #contentchat

— Cristy (@lacristysalinas) May 1, 2017

@SFerika A4 And IF you engage, be ready for backlash. See: Target, Nordstrom… #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A4: Brand account should have a POV & voice but need to stay on topic & professional #ContentChat

— Danielle Bullen Love (@daniellewriter) May 1, 2017

A4: It’s just like the office. Share what you’d share at work, if you knew it would be overheard by your most difficult client #ContentChat https://t.co/gRNJ6SYWn5

— Tim Mohler (@TimothyMohler) May 1, 2017

@SFerika Q4: You can’t shine light on your personality w/o being personal, but I avoid polarizing issues that can easily lose context. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

A4: Anything that shows political opinion should be off professional accounts #ContentChat

— Mike Dill (@MDRunning) May 1, 2017

A4 Depends on the account, but most should be personal w/o being controversial–unless that’s your intent (i.e., Fake News) #ContentChat https://t.co/0TNwwEfBLo

— Mike Mathews (@memathews) May 1, 2017

A4: Professional brand accounts need to sound human and their ‘thoughts’ should reflect the overall brand. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

@SFerika A4: If you’re asking yourself if something is too private to share, it probably is. #ContentChat

— Jack Appleby (@JuiceboxCA) May 1, 2017

A4: When tempted to post a POV that clashes w/ your employer’s brand, turn it into a question to glean others’ perspectives. #contentchat

— Shelly Lucas (@pisarose) May 1, 2017

A4 For business conversation, stay away from electrified third rails: politics, religion, sexual matters. #ContentChat

— Jim Katzaman (@JKatzaman) May 1, 2017

A4: I like to be human, show my personality. I won’t touch politics, religion, sex, money…the things not 2 discuss at dinner #ContentChat

— Jennifer Daugherty (@GlitterOtter) May 1, 2017

A4: Business conversations can lead to personal relationships. Read your audience, understand the intent. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@SFerika A4) Total judgment call. What’s your brand’s online voice? Is it more personal/professional? Is your audience more laid back? #ContentChat

— Jason Schemmel (@JasonSchemmel) May 1, 2017

A4 Don’t be too personal but don’t keep quiet either. You’re allowed to have an opinion. Also depends on the company. #ContentChat pic.twitter.com/AB2fKi4JkY

— Tony Stephan (@OmnipoTony) May 1, 2017

A4.2: If you get too personal as a professional brand, you risk isolating your followers – they can no longer relate. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A4: Case in point – my Captain America backpack has led to freelance social media jobs. If I wasn’t me, that wouldn’t happen #contentchat

— Chris Barrows 🎙 (@CBarrows) May 1, 2017

A4: Keep it real, but ask yourself what your audience would actually be interested in seeing from you before posting. #ContentChat

— Express Writers (@ExpWriters) May 1, 2017

@SFerika A4: If you must take a “side” on an issue from a pro account, ensure the side is the client’s. If not, you’re on your own. #ContentChat pic.twitter.com/GRvHCUDyHb

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

@SFerika A4 If it could cause a family debate/fight on a holiday, don’t talk about it on your brands’ social pages #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

@SFerika If “you” are the brand/ face of the brand, keeping it personal makes it more engaging. Everyone wants a sneak peak. #ContentChat

— Naveen Trivedi (@dxnaveen) May 1, 2017

A4: As an agency, you also represent the brands you work for. Stay in your lane. Avoid politics, gossip, controversy. #ContentChat

— Rogue Jess (@JessOB1kenobi) May 1, 2017

A4c. But you wouldn’t make your diary public, so don’t do that with your accounts. #contentchat

— Maggie Bizzell (@MaggieBizz) May 1, 2017

A4 Good rule of thumb is if it’s an uncomfortable topic to bring up with family at Thanksgiving, don’t say it. #ContentChat pic.twitter.com/cZqAKIspRP

— HeyOrca! (@HeyOrca) May 1, 2017

Q5: One person’s hilarious status update is another person’s firable offense. What’s the place of humor on social?

A5: You have to have a sense of humor while keeping the message in brand. Dry doesn’t get clicks #ContentChat

— Mike Dill (@MDRunning) May 1, 2017

A5: You have to have a sense of humor while keeping the message in brand. Dry doesn’t get clicks #ContentChat

— Mike Dill (@MDRunning) May 1, 2017

A5: It’s a fine line. It doesn’t matter how many emojis or GIFs you use. Your humor can still be misunderstood by some. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

@SFerika A5: When in doubt, don’t. If you still think it’s funny, ask the most easily offended person in your office. #contentchat

— Jesse Ghiorzi (@jesseghiorzi) May 1, 2017

A5: Keep it funny but also keep it tasteful and also make sure you know your brand’s employee/social handbook #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A5 A little humor is OK in the proper context. Generally, humor is best left to licensed comic professionals. #ContentChat

— Jim Katzaman (@JKatzaman) May 1, 2017

@SFerika A5 Face it: not many SMM’s can pull off being as “out there” or satirical as the social media teams for @Wendy’s or @Dennys. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A5: I stick to puns and otherwise “Dad Joke” material most of the time – the most controversy I stir up is a groan or two! #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A5) Humor should never be vulgar or obscene. I think well-timed humor is excellent in most cases. #contentchat

— Kyle Murray (@TheKyleMurray) May 1, 2017

@SFerika @Wendy @dennys A5 Always err on the side of caution. If you aren’t known for humor by your audience, don’t risk being misunderstood. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A5: I like to keep my jokes that I can say around my kids #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A5: If you’re going to use humor on social media, keep it private with friends or keep it very clean for global audiences. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A5 I wish I knew, it’s a roll of die whenever I make a joke on social. #ContentChat pic.twitter.com/ad7aDZYvtP

— Tony Stephan (@OmnipoTony) May 1, 2017

…but for me, that’s a part of my personality – I need to be lighthearted and joke around to be true to myself. #ContentChat https://t.co/dIJezdCc5c

— 🎙JMatt (@JMattMke) May 1, 2017

@SFerika A5: Hopefully you’ve developed your brand’s sense of humor thru storytelling. Slightly silly is usually better than hilarious #ContentChat

— Emily Cummings ⭐️ (@emilyrcummings) May 1, 2017

ALWAYS run a “joke” by at least 1 other person in the office. Tone is hard to read online. #ContentChat https://t.co/jP07fysK8m

— Eric Sachs (@EricSachs_SEO) May 1, 2017

ALWAYS run a “joke” by at least 1 other person in the office. Tone is hard to read online. #ContentChat https://t.co/jP07fysK8m

— Eric Sachs (@EricSachs_SEO) May 1, 2017

@SFerika A5: Any material you might have gotten from a stand up comedy show shouldn’t be shared online. This isn’t Def Comedy Jam. 😎 #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

So important to remind brands they NEED to have guidelines for their SMM’s on these topics. #ContentChat https://t.co/YV0DCdbjVI

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A5.2: Professional brands need to be careful with humor – if it isn’t G or PG, it’s not worth the risk. Never isolate your aud. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A5: DONT SHARE SEXIST HUMOR ON SOCIAL MEDIA! DONT BE PROBLEMATIC! #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A5: I know not everyone has logic – but seriously, THINK before you post. It’s such a simple concept that people don’t execute #contentchat

— Chris Barrows 🎙 (@CBarrows) May 1, 2017

A5: I’m a passionate believer that humor is a fundamental human connector. Be tasteful, kind. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

A5: I’m a passionate believer that humor is a fundamental human connector. Be tasteful, kind. #ContentChat

— Maureen Jann (@MaureenOnPoint) May 1, 2017

@SFerika A5 Humor can be used to raise awareness, however unless that’s your brand’s goal, stay professional & out of possible crossfire #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

A5: Be very, very careful of injecting humor into hashtags. #contentchat

— Shelly Lucas (@pisarose) May 1, 2017

If you don’t know humor’s place on humor, jump out of the stream, dry off, and get cracking on your latest damned whitepaper. #contentchat

— Ken Gordon (@quickmuse) May 1, 2017

A5 Humor’s really tricky, but check @Cinnabon & @Heineken_US last week, they get it! #ContentChat https://t.co/zK15K9sQuV

— Mike Mathews (@memathews) May 1, 2017

@memathews @Cinnabon @Heineken_US I love how @wendys handles their social #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

A5B) I usually stick to humor on my personal account. Depending on industry, it may be really specific. #contentchat

— Kyle Murray (@TheKyleMurray) May 1, 2017

Quoted for truth! Gotta stay consistent and have to know your audience. #contentchat https://t.co/EmJgaQ6aWs

— Jason Webb (@JasonLWebb) May 1, 2017

So many horror stories on this one… remember @DiGiornoPizza‘s? Ack. Don’t jump on a hashtag just because it’s trending. #ContentChat https://t.co/mLNeRfjc0p

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A5: The more ‘serious’ your brand, the harder it is to be tongue-in-cheek. #ContentChat

— Jennifer Daugherty (@GlitterOtter) May 1, 2017

A5: As an international company, your target audience will have different points of view. Some may get offended by your humor. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A5b: Business opportunity – an “Is it funny?” app in the vein of Mechanical Turk. #ContentChat pic.twitter.com/BmRq9LiXsc

— Tim Mohler (@TimothyMohler) May 1, 2017

Q6: There are many automation tools for social media. Why shouldn’t we use them to automatically share/amplify content?

So many horror stories on this one… remember @DiGiornoPizza‘s? Ack. Don’t jump on a hashtag just because it’s trending. #ContentChat https://t.co/mLNeRfjc0p

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A6: Automated social media posts are risky because reality is always changing. Context matters. #contentchat

— Shelly Lucas (@pisarose) May 1, 2017

A6: You’ll probably end up posting something you don’t mean to! #ContentChat pic.twitter.com/um52dUSMl7

— Wriber (@WriberInc) May 1, 2017

A6: You risk oversharing, burning a bridge, lots of duplicate content on followers feeds #contentchat

— Hank Conners (@How2GoViral) May 1, 2017

@SFerika A6) See any poorly timed social post after a tragedy happened. #ContentChat pic.twitter.com/NUE2hCnSE1

— Jason Schemmel (@JasonSchemmel) May 1, 2017

A6: I work in the field of automation controls. I am a proponent of automation. But “Automation” does not equal “Social.” #contentchat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A6: I work in the field of automation controls. I am a proponent of automation. But “Automation” does not equal “Social.” #contentchat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

A6 Be very careful about sharing content automatically or scheduled. The lieutenant governor of Texas found out the hard way. #ContentChat

— Jim Katzaman (@JKatzaman) May 1, 2017

@SFerika A6: many of these DO, but don’t THINK. Slight missteps are obvious to followers and come off as tone-deaf. #ContentChat

— Emily Cummings ⭐️ (@emilyrcummings) May 1, 2017

@SFerika A6: I say use automation… if you want to seem like an impersonal shell of a social who could care less about engagement. #ContentChat pic.twitter.com/KVSi3Wt2ed

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

@SFerika A6 Each platform is meant to be used differently. This includes posting, engaging, managing & maintaining. #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

@SFerika A6 Each platform is meant to be used differently. This includes posting, engaging, managing & maintaining. #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

A6: These can be useful, but there’s often a degree of editorial opinion required when amplifying content. #contentchat

— TechWyse (@TechWyse) May 1, 2017

A6: Tweeting from wrong account is easier on automation tool that handles multiple accounts #ContentChat

— Danielle Bullen Love (@daniellewriter) May 1, 2017

A6: I may be alone here, but I enjoy tools like #Hootsuite for sharing content. I can’t be up & active at all hours of the day. #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A6: Automation is a necessary evil, but be aware of current events with quick access to your tool. Be careful of your timing. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

@SFerika A6 ALWAYS using automation is lazy and is just being reactive to what’s going on, instead of being part of the conversation. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

Agreed, especially things scheduled far in adv. What was acceptable today can be an issue later due to public events. #ContentChat https://t.co/pJDGXGR2gj

— Erika Heald (@SFerika) May 1, 2017

A6: The situation may change. Something may happen that puts your message in a bad light. #contentchat https://t.co/ggJHqllKxf

— Jason Webb (@JasonLWebb) May 1, 2017

A6. They’re great for basics, but the human factor scrubs for inapp. content, and you need to react to changing situations. #contentchat https://t.co/veUHC1RddB

— Maggie Bizzell (@MaggieBizz) May 1, 2017

@SFerika A6: Because they turn you into a robot. People don’t like robots. #contentchat pic.twitter.com/JW9V8sVF3a

— Jesse Ghiorzi (@jesseghiorzi) May 1, 2017

A6 I dislike automation like this 👉 “thanks for being top influencers in my community last week” #contentchat

— Dennis Shiao ✍️ (@dshiao) May 1, 2017

@SFerika I compare #socialmedia to a family. You don’t call everyone at once and share every detail. You adjust based on who’s listening #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

True! I use automation for articles (esp my own evergreen content). Think the problem comes when you no longer take part in SM #ContentChat https://t.co/kx4nCV3Ixi

— Eric Sachs (@EricSachs_SEO) May 1, 2017

True! I use automation for articles (esp my own evergreen content). Think the problem comes when you no longer take part in SM #ContentChat https://t.co/kx4nCV3Ixi

— Eric Sachs (@EricSachs_SEO) May 1, 2017

A6.2: Automation has a time/place – does it improve your content delivery and engagement? …then use it in moderation. #ContentChat https://t.co/Dlmes2aZZp

— 🎙JMatt (@JMattMke) May 1, 2017

I think that nails it! I automate a few things, but focus on personal engagement in my personal accts. #ContentChat https://t.co/V7n8Ck32ij

— Maureen Jann (@MaureenOnPoint) May 1, 2017

A6: I don’t think it’s a matter of NOT using them. You need them. Instead, just don’t schedule and disappear. Pay attention. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

A6 I think it’s fine to use automation tools but it’s weird when brands just post through automation. Doesn’t look authentic.#ContentChat pic.twitter.com/KpIpHs5lS4

— Tony Stephan (@OmnipoTony) May 1, 2017

@SFerika A6 While scheduling can be great, you have to be flexible enough to adjust if/when something happens in real time. #ContentChat

— Krystal Blais ➳ (@krystalblais) May 1, 2017

A6.3: Even if you auto share content, you need the human touch of responding to comments and replies. Don’t auto THAT! #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A6: Automation tools can enable laziness. Just send stuff because it’s easy, without checking context, whether up to date, etc. #ContentChat https://t.co/i6fZOVtKzV

— Tim Mohler (@TimothyMohler) May 1, 2017

@SFerika Here’s a bunch of them from a few years ago: https://t.co/KKQFFg31Hn #Enjoy #ContentChat

— Jason Schemmel (@JasonSchemmel) May 1, 2017

@SFerika Here’s a bunch of them from a few years ago: https://t.co/KKQFFg31Hn #Enjoy #ContentChat

— Jason Schemmel (@JasonSchemmel) May 1, 2017

I agree, Eric! We can’t automate everything and use bots for every one of our needs. It’s a tool, not an end-all solution. #ContentChat https://t.co/qw1crL9jKN

— 🎙JMatt (@JMattMke) May 1, 2017

I agree, Eric! We can’t automate everything and use bots for every one of our needs. It’s a tool, not an end-all solution. #ContentChat https://t.co/qw1crL9jKN

— 🎙JMatt (@JMattMke) May 1, 2017

@GlitterOtter Also, Twitter is not intended to be an RSS feed. Don’t be an aggregator and only push content. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A6: There’s nothing wrong with automation, but don’t overdo it. Don’t use it in place of being present. You need to be social. #ContentChat

— Express Writers (@ExpWriters) May 1, 2017

A6: You should. You can’t always be on to reach your audience. You just can’t. Just also be around to engage when online. #ContentChat

— Rogue Jess (@JessOB1kenobi) May 1, 2017

@SFerika A6: Quoting (retweeting, etc.) someone can be perilous; some content can embroil you in controversy. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

@SFerika A6 Automation can work w your target audience, but be easily misunderstood outside that group, & SoMe can be too public #contentchat

— Mike Mathews (@memathews) May 1, 2017

Q7: There is such a thing as being too business-focused on your social accounts. What’s the right balance?

@SFerika A7: Especially on Facebook. It screams, “I have no life!” Not that I would know… #contentchat

— Shelly Lucas (@pisarose) May 1, 2017

A7: The right balance between business and social? 67.19176% to 32.80824%. #contentchat

— Jeremy Jones 🌤️ (@jerejone) May 1, 2017

@SFerika A6: Quoting (retweeting, etc.) someone can be perilous; some content can embroil you in controversy. #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

A7: I don’t think you should ever come off as a robot #ContentChat pic.twitter.com/W2UfYrXLmo

— Wriber (@WriberInc) May 1, 2017

A7: I think any brands that offer real-time customer service make it a lot easier to trust them vs a robotic brand. #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

@SFerika Just talking about your products/services is a real no-no. It has to be a mixed bag of other interesting stuff for #engagement. #ContentChat

— Naveen Trivedi (@dxnaveen) May 1, 2017

@SFerika A7: YES. I mean, even actuaries have a sense of humor. Well, kinda. pic.twitter.com/OaLrvaJFbg

— Shawn Paul Wood (@ShawnPaulWood) May 1, 2017

@SFerika A7 No one likes to be sold to… mix valuable info with your product/service so people don’t feel like they’re being pitched. #ContentChat

— Eric Sachs (@EricSachs_SEO) May 1, 2017

@MktgInnovator @How2GoViral And no one is telling you to be posting on social 24/7/365. Be there when you can. Be present. Don’t automate. #contentchat

— Martin Lieberman (@martinlieberman) May 1, 2017

A7: YES, you can be TOO business-focused; I believe the rule is 80/20 (20% of your content promotes yourself). #ContentChat

— 🎙JMatt (@JMattMke) May 1, 2017

A7: Depends on your audience.As long as you’re not salesy, you can focus on business (industry news, for example) #contentchat

— TechWyse (@TechWyse) May 1, 2017

A7: It’s a tough balance for me. Do my twitter followers really want to know what I think on other topics? Depends on audience. #ContentChat https://t.co/ZX3GPmuJnM

— Tim Mohler (@TimothyMohler) May 1, 2017

@SFerika A7: Varies by channel, but sharing details about your life can help make a connection based on common interests. #contentchat

— Jesse Ghiorzi (@jesseghiorzi) May 1, 2017

@martinlieberman @How2GoViral Or do both automation and engagement. Be present without losing your mind from unnecessary stress. 😉 #ContentChat

— Annaliese Henwood🌟 (@MktgInnovator) May 1, 2017

@SFerika A7: #B2B pros are more susceptible to this because their content is more dense. Share other interests (sports, art, etc.). #ContentChat

— Javier Sanabria (@SanabriaJav) May 1, 2017

A7 Oversimplifying, perhaps, but I say: 4:1 ratio of professional to personal #contentchat

— Dennis Shiao ✍️ (@dshiao) May 1, 2017

A7: Rule of thirds. Tweet 2/3 content that’s helpful in your niche that isn’t salesy. Also, be conversational in responses. #ContentChat

— Rogue Jess (@JessOB1kenobi) May 1, 2017

A7: For brands, it’s important not just to be expert in your field, but care about customers, community, share your culture. #ContentChat

— Tim Mohler (@TimothyMohler) May 1, 2017