We explore the do’s and don’ts of social media marketing. Find out how to get the best value form your social media accounts.
Social media can help people in the UK find your brand, trust it and buy from it. To do social media marketing well, you need a clear plan, safe rules and simple language.
This article gives the dos and don’ts so you avoid mistakes, build trust and grow your audience across multiple channels.
Why A UK-focused Social Media Marketing Plan Matters
The UK has its own rules on advertisements, data and consumer rights. People here also have local habits, bank holidays and culture.
A UK focused social media strategy keeps you safe, relevant and trusted. It also helps you drive traffic to your website, build brand awareness and plan future campaigns that fit your target audience and niche.
Social Media Marketing: The Do’s
Do set clear goals
Decide what success looks like for your business. For example, reach, website visits, email sign ups or sales.
Pick one main goal per campaign so your content and spend stay focused. Track numbers, traffic and messages so you can analyse results and improve your marketing.
Do know your UK audience
Start with simple questions. Who are they. What do they need. Which platforms do they use. When are they online. Use insights from platform analytics and past posts to guide your choices.
Research competitors and other businesses to learn what works in your industry. Identify the social media platform that your audience prefers and tailor your approach.
Do follow UK ad rules
If a post is paid, gifted or includes affiliate links, label it clearly at the start. Use simple labels like Ad, Gifted or Affiliate. Make sure claims are true, fair and can be proven.
If you work with creators, agree the wording and labels before anything goes live. Keep records of data and endorsements for transparency and legitimacy.
Do protect people’s data
Only collect what you need. Get clear consent when required. Keep data secure. Be ready to remove data if asked.
Link your privacy policy from your bio or link hub so social media users can find it quickly. Respect personal details in direct messages and emails.
Do plan content in advance
Use a calendar for at least one month. Note UK bank holidays and events. Balance your mix across four types. Educate. Entertain. Inspire. Sell. Aim for helpful posts more often than sales posts.
Use tools like Hootsuite to schedule social media posts and keep a consistent rhythm. Keeping a steady plan makes work easy and reduces risk.
Do write in plain English
Use UK spelling, short sentences and everyday words. Avoid jargon and buzzwords. Do not use idioms.
Make your calls to action clear. For example, Learn more or Shop now. Proofread for spelling and grammar. Good grammar and correct spelling show professionalism and care.
Do make content accessible
Add alt text to images. Use captions on video. Avoid flashing effects. Use high contrast and readable font sizes.
Accessibility helps everyone and widens your reach. Clear visuals, quality photos and simple text improve the impression you make.
Do engage with people
Reply to comment and messages in a friendly manner. Aim to respond promptly, ideally within one working day. Thank people for good feedback.
If you receive a complaint, acknowledge it, address the issue and move to direct messages if personal data is needed. Positive interaction helps build trust and a loyal community.
Do measure and improve
Review results each week and month. Track reach, engagement, engagement rate, likes, link clicks and conversions. Keep what works. Fix what does not.
Test one change at a time so you know what made the difference. Use data to determine objectives for future campaigns and to develop better strategy.
Do prepare for problems
Have a simple crisis plan. Decide who writes replies, who signs off posts and what you will say.
Save a neutral holding statement for serious issues while you check the facts. Be transparent and stay calm. A clear response can protect your reputation.
Do keep your social media profiles tidy.
Use a readable logo, brand colours and fonts. Make sure pages reflect your brand’s values.
Check that every page, profile and account has a clear bio, a link to your website and up to date contact information. Consistency across platforms shows a professional appearance.
Do share relevant content that offers value.
Mix original content with curated pieces and give credit when required. Use images, short video and live videos when useful.
Write interesting content that fits the character limit on twitter and consider retweeting helpful posts from other businesses. Use hashtags that fit your topic, but do not overdo them. When you share valuable content, you help people and increase followers.
Do use social media to communicate, not only to promote.
Encourage conversation. Invite feedback. Answer each question or comment with respect. If negative comments appear, do not hide them unless they break rules.
Instead, talk to the person, show empathy and provide help. Good service improves customer satisfaction and can lead to fans who share your posts.
Do set simple guidelines for your team.
Include the dos and don’ts, and rules for tone, language and images. List the steps for dealing with spam accounts, bots, inappropriate claims or confusing messages.
Make sure everyone is familiar with the plan and comfortable using it. Keeping clear guidelines reduces mistakes.
Social Media Marketing: The Don’ts
Don’t hide adverts
Do not bury Ad at the end, after hashtags or in a tag. Do not rely on vague labels like Spon or Thanks to. If money, gifts or a chance of payment are involved, label it clearly at the start to maintain legitimacy and trust.
Don’t make risky claims
Do not promise results you cannot prove. Avoid absolute words like cure, guaranteed or best unless you have strong evidence that meets UK ad rules. Bad claims can harm your brand and waste money.
Don’t ignore complaints
Do not delete reasonable questions or negative comments. If a mistake is yours, say sorry and explain the fix. If a complaint needs private details, move to direct messages and resolve it there. People expect a fair response.
Don’t post without consent
Do not share other people’s photos, reviews or staff images without permission. Get consent in writing. Credit the creator if they ask for it. Respect privacy at all times.
Don’t rely only on trends
Trends can bring reach but they fade fast. Make sure trend posts still fit your brand, your audience and UK culture. If it feels wrong, skip it. Focused plans beat fads.
Don’t overpost or vanish
Do not flood feeds in one day then go quiet for weeks. Set a steady rhythm you can keep. For many businesses, 3 to 5 posts a week per main platform works well. Quality beats quantity and keeping balance is essential.
Don’t forget UK dates
Do not schedule global content that clashes with UK moods. Check for UK bank holidays, school terms, big sports and national moments. Adjust tone and timing. Remember that timing and location can affect engagement.
Don’t misuse music
Do not add tracks you do not have the rights to. Use in app libraries or licensed music only. If you post from a business account, check what each platform allows.
Don’t exclude people
Do not use stereotypes or narrow visuals. Show real range in age, background, ability and region. Inclusive content builds trust and reach. It also shows your brand cares.
Don’t ignore platform rules
Do not run prize draws without clear terms. State who can enter, how to enter, the closing date and how winners are picked. Follow each platform’s rules to avoid risk.
Guidance For Social Media Marketing In The UK
Pick your social media platform
Choose platforms that fit your audience and your business goals. facebook can be great for community groups and business pages. instagram works well for visuals and short video.
Linkedin suits b2b services and professional profiles. twitter has a character limit so write short, clear posts, and build twitter followers with useful tips and by retweeting relevant posts.
Different platforms have their own set of rules, tools and nuances, so take the time to learn them.
Set up social media accounts properly
Fill each page completely. Add your logo, colours and fonts for consistency. Link to your website.
Keep your profiles updated with current services and location. A complete page shows professionalism and helps people recognize your brand.
Plan, create and share
Use a calendar to plan a week at a time. Mix original content with curated articles and give credit. Try live videos to introduce a new product or to answer a question.
Post entertaining pieces and helpful how to advice that fits your niche. Do not obsess over likes or beg for follow. Focus on sharing quality, relevant posts that fit your objectives and improve your reputation.
Engage and build trust
Invite conversation. Encourage feedback and interaction. Respond to each comment. When people send messages, answer quickly and in a friendly manner. Be transparent if you make a mistake. This approach can build trust and lead to loyal customers and clients.
Watch out for problems
Be aware of spam accounts, bots and spam. If you see fake profiles or unprofessional behaviour, report them.
Do not copy other businesses or hide paid advertisements. Mark paid posts clearly to show transparency. If negative comments appear, respond, then move private details to direct messages.
Content tips that make a difference
Keep language simple and clear. Use images and video where they add value. Add hashtags that match the topic.
Check spelling and grammar. Make sure visuals reflect your brand’s values and look good on mobile. Add your logo where it makes sense, but do not dilute the design. Maintain consistency in tone and style.
Measure and improve over time
Track reach, followers, likes and clicks. Analyse the data to identify what makes engagement rise. Use insights to tailor future campaigns.
Do not forget to compare with competitors so you can distinguish your brand and find opportunities. If results drop, experiment with new types of posts or different times of day.
Ethics and etiquette
Follow best practices and social media etiquette. Be kind, be professional and be transparent. Never share personal data without permission. Do not make claims you cannot prove.
Respect copyright when sharing. If something feels wrong, stop and check. Your reputation is paramount.
Make the most of social media graphics
Use clean visuals, readable text and on brand colours. Keep your logo sharp and placed with care. Square images work well on many platforms. Short captions with a clear call to action help people take action. Good graphics make posts stand out and can boost engagement.
Grow your community
Share helpful advice, free guides and interesting content that fit your audience. Run simple polls. Ask people to comment. Share success stories that show your expertise.
Link to longer articles on your website to drive traffic. Over time, organic sharing from fans can increase reach.
Stay safe and consistent
Set clear rules for staff. Write short guidelines that cover the do’s, the dos and don’ts, tone of voice, answering messages, dealing with complaints and how to use accounts.
Train a colleague to help so one person is not doing everything. Keeping records of what you publish will help if issues come up later.
Examples to learn from
A small café can use Facebook to promote daily specials, share photos of fresh cakes and ask for feedback. A local builder can use Instagram to show before and after images and short video tours.
A consultant can use Linkedin to share thoughtful articles and start a conversation with other professionals. Each example shows how to use social media effectively for a specific audience.
Set a simple plan
Social media can play a key role in your marketing, but it takes effort. Set a simple plan you can run each day. If you spend money on paid advertisements, track ROI so you know what works.
Use tools to schedule posts, check insights and keep your work simple. Remember, the goal is to help people, not to post for the sake of it.
Do’s and Don’ts of Social Media Marketing: Bringing it all together
Use social media to promote your business with care. Share relevant information, stay consistent and be human. Keep improving your strategy as you learn more.
With patience and good practices, your brand can grow, your followers can increase and your social media presence will strengthen across social platforms and social media pages.
Bring in more local customers by using local citations as part of your online marketing. List your business on the Noticed UK directory now. It takes minutes and helps people nearby find and trust you.
Sources
Advertising Standards Authority and CAP Code guidance on social media advertising and influencer marketing
Competition and Markets Authority guidance on endorsements and online reviews
Information Commissioner’s Office guidance on UK GDPR and direct marketing
Ofcom research on how people in the UK use online services and social media
Platform branded content and promotions rules for Facebook, Instagram, TikTok, YouTube and X