In this digital age, social media posts are current for five minutes and then quickly become “old news”. It is important to get your message out fast and on time so that your audience gets relevant information. But WAIT. Before posting, you need to be aware of how your message will be received. It is easy to quickly type words and hit send, but the after effect could be detrimental to your brand in the long run. Once it’s on the web, it is there forever. So, before clicking that post button, ask yourself these three questions and avoid making a huge branding mistake.

1. Does This Post Add Value to Your Brand and Its Audience?

Social media can be such an asset to your brand – helping to build (and keep) a loyal following, but if your posts do not add any value then your audience will not feel there is any benefit in being dedicated to your brand. Any post on your brand’s social media should give your audience a feeling of importance, or make them feel as though what you’re showing them provides an advantage or gain of some sort. No post can be meaningless, everything must have a point and purpose. Keep in mind that social media posts should either engage, entertain or educate – whatever makes most sense for your brand.

If you answered yes to the above, move on to the second question. If not – DELETE.

2. Does This Tone or Message Apply to Your Brand’s Morals and Values?

Read your post carefully. If it’s a graphic – make sure every corner of it applies to the morals and values behind your brand. Your social media posts should reflect whatever your brand finds important, what makes you different, what makes your brand good and nothing else. For some brands, humour is appropriate and for others, it can be a total step backwards. Sometimes reflecting political views is appropriate and sometimes it can really offend your audience. Know who your brand is, what it stands for and what your audience expects before pressing post.

3. Where Does This Post Fall on the Line of Your Brand’s Boundaries?

Boundaries are a huge thing to consider when it comes to building a brand. Decide where your boundary line is and never stray too far from either side of it. If you are not pushing boundaries enough, your posts will become dull and expired. On the other hand, if you stray too far and push boundaries far beyond the limit, your brand could be ruined on social media and have no chance of recovery. Boundaries are a balancing act and something that needs to be considered on social media.

Building a brand and a following can be an extremely exciting and satisfying process, but only if done properly. By asking yourself these three questions before every post, you will increase your chances of social success and lessen the risk of a fatal mistake. Remember, what’s posted online will always be there and you need to make sure your brand speaks for itself, correctly.