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The Essential Guide to 
Social Media Etiquette 
Jennifer Sable Lopez 
Director of Community at Moz 
@jennita
Social is Easy… 
Right?
@jennita #SMX 
Anyone Can Do It.
But Humans 
Screw Up 
Unlike us 
Robots ;)
@jennita #SMX 
And This Happens…
No Matter How 
Good the Tools Are
Or How Magical 
You Are
@jennita #SMX
Let Me Show You 
My Own Mistakes
@jennita #SMX 
Copy/Paste Fail
@jennita #SMX 
Truncation Fail 
I edited this post, 
promoted it on Facebook, 
and promptly went to bed.
@jennita #SMX 
Truncation FAIL 
Without realizing that 
Facebook truncated in 
rather inappropriate 
place.
How Do You Stop 
These?
Social Media Etiquette 
• Don’t auto follow 
• Don’t auto DM 
• Don’t buy followers 
• Don’t say dumb things 
• Don’t scre...
Social Media Etiquette 
• Don’t auto follow 
• Don’t auto DM 
• Don’t buy followers 
• Don’t say dumb things 
• Don’t scre...
Social Media Etiquette 
• Don’t auto follow 
• Don’t auto DM 
• Don’t buy followers 
• Don’t say dumb things 
• Don’t scre...
What We Already 
Know 
About Social
@jennita #SMX 
Be Human
@jennita #SMX 
Let Automation Help 
But don’t let it rule. 
(Stay on top of things)
@jennita #SMX 
Be Relevant
@jennita #SMX 
Show You Care
@jennita #SMX 
Have a Voice
@jennita #SMX 
A Conversation
@jennita #SMX 
Wherever You Can 
Hehe. GW responded 
via Instagram!
Own The Conversation 
@jennita #SMX
@jennita #SMX 
Have a Little Fun
But, “Funny” is Subjective 
@jennita #SMX
Many Brands Are 
Exceptional
Lego 
@jennita #SMX
KLM 
@jennita #SMX
@jennita #SMX
Gwynnie Bee 
@jennita #SMX
Their 
Communities 
Love Them
@jennita #SMX Gwynnie Bee
@jennita #SMX 
Buffer
What Happens 
When Brands 
Screw Up?
Image credit: http://www.androidguys.com/2011/07/14/surprised-netflix-rate-hike/netflix-angry- 
mob/ 
@jennita #SMX
10 Ways to Avoid 
the Pitchforks
@jennita #SMX 
#1 
Never mix business 
with pleasure
1 App for work 1 for Personal 
@jennita #SMX
So this doesn’t happen to you 
@jennita #SMX
@jennita #SMX 
Or this…
@jennita #SMX 
#2 
Never judge a book 
by its cover
Think before you reshare 
@jennita #SMX
@jennita #SMX 
#3 
Be kind, rewind
When tragedy 
strikes… 
@jennita #SMX 
Check 
scheduled 
posts
@jennita #SMX 
#4 
Read all about it
Know what’s happening 
@jennita #SMX
Before you post 
@jennita #SMX
But also after you post 
@jennita #SMX
Click on that #hashtag first 
@jennita #SMX
@jennita #SMX 
#5 
Oops, I did it again
Don’t 
schedule a 
post, 
while you’re 
*obviously* 
doing 
something 
else He had *just* given a 
@jennita #SMX 
speech a...
@jennita #SMX 
#6 
The need for speed
Don’t let 
automation 
rule 
@jennita #SMX
@jennita #SMX 
#7 
You complete me
It’s about them Not you. 
@jennita #SMX
@jennita #SMX 
#8 
Mr. Cellophane
Transparency Matters 
@jennita #SMX
@jennita #SMX 
#9 
You’ve Got Mail
Take it offline 
@jennita #SMX
So they don’t go all crazy 
@jennita #SMX 
Or the brand… 
in this case.
@jennita #SMX 
#10 
Hashtags Aren’t 
Forever
Your vision for a #hashtag… 
@jennita #SMX
@jennita #SMX 
Probably 
isn’t what 
you’ll get.
#11 (bonus!) 
Take a Chill Pill 
@jennita #SMX
When all hell 
breaks loose, 
@jennita #SMX 
Stay cool 
and calm
And never feed the trolls 
@jennita #SMX
Jennifer Sable Lopez 
Director of Community at Moz 
@jennita 
jen@moz.com 
Thank 
You
The Essential Guide to Social Media Etiquette
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The Essential Guide to Social Media Etiquette

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You’ve read the horror stories: Well-intentioned company makes a social media blunder, and seemingly within moments they’re being criticized and mocked as news of the mistake spreads like wildfire across the social media landscape. As even prominent brands and giant companies have learned, it’s easy to make disastrous mistakes with social media. But it’s also relatively easy to take preventive measures to avoid getting into trouble. This session shows you how to mind your social manners.

This was originally presented at SMX West 2014, but was updated and presented again at SMX Social Media 2014.

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Transcript of "The Essential Guide to Social Media Etiquette"

  1. 1. The Essential Guide to Social Media Etiquette Jennifer Sable Lopez Director of Community at Moz @jennita
  2. 2. Social is Easy… Right?
  3. 3. @jennita #SMX Anyone Can Do It.
  4. 4. But Humans Screw Up Unlike us Robots ;)
  5. 5. @jennita #SMX And This Happens…
  6. 6. No Matter How Good the Tools Are
  7. 7. Or How Magical You Are
  8. 8. @jennita #SMX
  9. 9. Let Me Show You My Own Mistakes
  10. 10. @jennita #SMX Copy/Paste Fail
  11. 11. @jennita #SMX Truncation Fail I edited this post, promoted it on Facebook, and promptly went to bed.
  12. 12. @jennita #SMX Truncation FAIL Without realizing that Facebook truncated in rather inappropriate place.
  13. 13. How Do You Stop These?
  14. 14. Social Media Etiquette • Don’t auto follow • Don’t auto DM • Don’t buy followers • Don’t say dumb things • Don’t screw up @jennita #SMX
  15. 15. Social Media Etiquette • Don’t auto follow • Don’t auto DM • Don’t buy followers • Don’t say dumb things • Don’t screw up @jennita #SMX
  16. 16. Social Media Etiquette • Don’t auto follow • Don’t auto DM • Don’t buy followers • Don’t say dumb things • Don’t screw up @jennita #SMX Do better, Jen.
  17. 17. What We Already Know About Social
  18. 18. @jennita #SMX Be Human
  19. 19. @jennita #SMX Let Automation Help But don’t let it rule. (Stay on top of things)
  20. 20. @jennita #SMX Be Relevant
  21. 21. @jennita #SMX Show You Care
  22. 22. @jennita #SMX Have a Voice
  23. 23. @jennita #SMX A Conversation
  24. 24. @jennita #SMX Wherever You Can Hehe. GW responded via Instagram!
  25. 25. Own The Conversation @jennita #SMX
  26. 26. @jennita #SMX Have a Little Fun
  27. 27. But, “Funny” is Subjective @jennita #SMX
  28. 28. Many Brands Are Exceptional
  29. 29. Lego @jennita #SMX
  30. 30. KLM @jennita #SMX
  31. 31. @jennita #SMX
  32. 32. Gwynnie Bee @jennita #SMX
  33. 33. Their Communities Love Them
  34. 34. @jennita #SMX Gwynnie Bee
  35. 35. @jennita #SMX Buffer
  36. 36. What Happens When Brands Screw Up?
  37. 37. Image credit: http://www.androidguys.com/2011/07/14/surprised-netflix-rate-hike/netflix-angry- mob/ @jennita #SMX
  38. 38. 10 Ways to Avoid the Pitchforks
  39. 39. @jennita #SMX #1 Never mix business with pleasure
  40. 40. 1 App for work 1 for Personal @jennita #SMX
  41. 41. So this doesn’t happen to you @jennita #SMX
  42. 42. @jennita #SMX Or this…
  43. 43. @jennita #SMX #2 Never judge a book by its cover
  44. 44. Think before you reshare @jennita #SMX
  45. 45. @jennita #SMX #3 Be kind, rewind
  46. 46. When tragedy strikes… @jennita #SMX Check scheduled posts
  47. 47. @jennita #SMX #4 Read all about it
  48. 48. Know what’s happening @jennita #SMX
  49. 49. Before you post @jennita #SMX
  50. 50. But also after you post @jennita #SMX
  51. 51. Click on that #hashtag first @jennita #SMX
  52. 52. @jennita #SMX #5 Oops, I did it again
  53. 53. Don’t schedule a post, while you’re *obviously* doing something else He had *just* given a @jennita #SMX speech at the Nelson Mandela tribute
  54. 54. @jennita #SMX #6 The need for speed
  55. 55. Don’t let automation rule @jennita #SMX
  56. 56. @jennita #SMX #7 You complete me
  57. 57. It’s about them Not you. @jennita #SMX
  58. 58. @jennita #SMX #8 Mr. Cellophane
  59. 59. Transparency Matters @jennita #SMX
  60. 60. @jennita #SMX #9 You’ve Got Mail
  61. 61. Take it offline @jennita #SMX
  62. 62. So they don’t go all crazy @jennita #SMX Or the brand… in this case.
  63. 63. @jennita #SMX #10 Hashtags Aren’t Forever
  64. 64. Your vision for a #hashtag… @jennita #SMX
  65. 65. @jennita #SMX Probably isn’t what you’ll get.
  66. 66. #11 (bonus!) Take a Chill Pill @jennita #SMX
  67. 67. When all hell breaks loose, @jennita #SMX Stay cool and calm
  68. 68. And never feed the trolls @jennita #SMX
  69. 69. Jennifer Sable Lopez Director of Community at Moz @jennita jen@moz.com Thank You
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