Social media is a public forum where nothing is private. Everytime you say something online, assume that you’re standing at a podium in front of millions of people who are all listening to your words. That being said, there are a few things to avoid.
First of all, never insult or degrade your competition. It makes you appear insecure about your own brand, and also mean. Instead, you can see if your competition wants to be more friendly on social media, and engage in lighthearted jabs that ultimately uplift both brands.
Don’t brag about how great your brand, product, or service is. You can communicate your quality without rubbing everyone’s noses in it. Ultimately, you want to sell a product, but no one likes a pushy brand. Instead, always focus on the customer. You are not the hero here - your customer is the hero of their own story, and you are the force that can help them achieve their goals. Be conscious of your language. Instead of describing your product as “exclusive, opulent, and cutting-edge” try referring to it as “innovative, high quality, and unique”.
Don’t get overly defensive. If someone online has a problem and decided to angrily post about it in public, don’t go down to their level and start insulting them or arguing with them. First of all, comment that you will send them a direct message, then once you’ve established that connection, resolve the issue as best as you can in private. Be calm and professional, even if you think the customer is acting unreasonable. Outbursts from customers is one thing, but outbursts from a brand can be damaging to the brand’s online reputation.