Humour, sarcasm and satire don’t translate well on social media. Remember that even if your clients are local, your audience is potentially global on Twitter. Many high-profile Twitter accounts have come under heavily criticism because they tweeted insensitive or offensive “jokes.” Don’t rely on gender, cultural or sexual stereotypes for a cheap laugh. Avoid weighing in on political, social or moral debates and medical topics unless you’re an expert in the field. If you want to make social commentary, start a personal Twitter account, but be aware that your personal account and those of your employees will reflect on your company.

A better approach is to have a professional marketing strategy for your Twitter account, which is distinct but integrated with your other social media. People expect transparency. Be inclusive with your tweets. Engage everyone into a conversation and inform your followers about news and advice that will enhance their lives.