Social media can do wonders to engage your target audience and significantly boost your brand, but it can also prove disastrous if you aren't careful. The trick is knowing what NOT to do. Start with the following:

Don't offend anyone

You should be using your social media channels to build bridges, not burn them, so never post anything that could be interpreted as offensive. Under no circumstances should you ever make disparaging remarks about a person's gender, class, ethnicity or disability, especially online, and if you don't know the facts about an issue hold off on expressing an opinion. Steer clear of issues related to religion or politics and restrict your jokes to those that make fun of you, never someone else.

Avoid text heavy tendencies

Text-heavy messages are unlikely to be read and shared, whereas a well-placed image or two can do wonders to engage, educate and deepen your brand appeal. According to MDG Advertising, articles containing relevant images are viewed on average 94% more often than those without images. Ensure the images you use are of high resolution, relevant and appropriate, as well as that you are legally allowed to use them.

An inconsistent voice sounds unprofessional

The tone of voice you use in all of your social media should be consistent and on-brand; otherwise, you will come across as unprofessional. Every business should have a Style Guide that lays out the intricacies of their written content, such as whether to use an active or passive voice and clear guidelines regarding the use of capitals and acronyms. If your business doesn't have a Style Guide yet, create one! Anyone responsible for contributing to your social media profiles needs to know and understand your business's voice. For best results, restrict access to one or two main contributors.

Don't get too personal

Your business accounts should reflect your business, not your personal opinions. While it is fine to reveal something relevant about those important people behind your business, always keep your core brand ideas front and center. No matter how strongly you feel personally about an issue, keep it to yourself, because even one impassioned outburst can seriously damage your brand.

Avoid being drawn into a fight

If someone is complaining about your business on social media, be sure to respond, but doing so in a respectful manner is always best. Stick to the facts, be reasonable and if there is clearly a bigger issue to handle, offer to call rather than get dragged into an ugly scene. No matter what is said about you or your business, taking the high road will win you far more fans than engaging in a slanging match. It can help to create a simple guide for those who handle your social media, this will ensure that messages are always consistent, regardless of how difficult the question may be. Amy's Baking Company showed exactly what NOT to do when its two owners got carried away trying to defend themselves after a horrific appearance on Gordon Ramsey's TV show Kitchen Nightmares.

There is a definite art to mastering social media, so it is wise to take a cautious approach when starting out. Do yourself a favor and learn from the way major brands use this increasingly powerful medium.

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Written by Jo Sabin on Wednesday, June 10, 2015

Jo Sabin is Head of Designer Community at DesignCrowd. She's led the company's public relations and social media programs since 2012. With more than ten years' experience working with Australian and international tech startups in the creative industries, Jo has been instrumental in meeting DesignCrowd's objectives in Australia and abroad. Get in touch via Twitter.