It's important for brands' social-media representatives to tread the line between presenting a human and engaging public face and remaining professional and courteous, writes Dawn Foster. To strike that balance, be sure to proofread your posts, refrain from posting to social-media sites while angry and put everything you write to the "mom test." "Before posting anything, think about whether you would feel embarrassed if your mom (or boss, or other role model) saw it. If so, then it probably isn't appropriate to post on behalf of your company," Foster writes.
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