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Remember – not all of us are born to be examples. Some of us are here as cautionary tales. And I am afraid that the self proclaimed example of MODERN PRESIDENCY is one of those cautionary tales.

Trump is like the gift that keeps on giving when it comes to demonstrating the importance of positive social and knowing how to use it to engage your audience in a way that enhances your brand and reputation, not destroy it.

So when you are putting together a social strategy that enhances your business objectives for the next financial year – ask yourself this….. “WWTD?” and do the opposite.

  1. Social media is a tool
    If using it makes you look like one yourself it’s not because Facebook, or Twitter, (or whatever your platform of choice is) has done something wrong. It’s because you’re, um, a tool. That goes for both individuals and global brands.
  1. You set the tone for engagement
    The tone of voice you use when engaging with people in the digital space is just as important as the tone of voice you use when you’re in a physical space. If you want people to talk to you respectfully, listen to you carefully and respond appropriately, you need to set those parameters by doing exactly those things.
  1. Think dialogue not monologue
    Nobody likes somebody banging on about themselves or how great they are all the time unless they are able to take part in the conversation. Brands or people that just push, push, push are unlikely to be very popular, no matter how well known they are.
  2. Positive anything is better than negative somethings
    It goes back to your Mum telling you that if you can’t say anything positive, don’t say anything at all. It’s one of the cornerstones of positive social – if the only way you think you can push you and/or your brand forward is by being horrible about others, you’ve probably got to rethink your business proposition.
  3. Structure before spontaneity
    You can do whatever you want on your social platforms sure. But if the time you spend there is going to be effective, you need to know what it is you are trying to achieve. That means a plan and a content delivery team that knows what it is doing, and when. Spontaneous and time relevant posts are great when they are aligned with your overall proposition but random, off topic posts, delivered by unhinged employees don’t do great things for your reputation overall.