When you write up your postings for whatever social media networking sites you frequent, please consider:

Rules apply.

Grammar, spelling, and sentence structure all matter. How closely you wish to follow these rules depends on the image you wish to convey. Or, to say that the other way around, however you express yourself will convey an image. If you want to appear at all professional, stick to good grammar, correct spelling and as few exclamation points as possible.

Be consistent with personal pronouns.

You can use I or you can use we. Just pick one and stick with it. Let’s say your Facebook page represents your restaurant, Bistro la Lune:

Using I allows you to present a personal face and personal opinion, which can be inviting to readers. They can enter into conversations with “a real person.” However, I also appears to be merely one person’s opinion, rather than an official statement from the restaurant. It can also make your business appear to be a small shop.

Using we has a more corporate and official impact. It is less personal than I but more authoritative. You can still write in a warm tone using we, and yet it also conveys a firm tone of strength. But if you’ve been using we, people will be puzzled if you shift to I. (Who is this I person and why should I listen to him?)

If you decide to use I, be sure that you occasionally re-introduce yourself to your readers. They know it’s not the Bistro itself speaking. Are you Bistro la Lune’s owner? Chef de cuisine? Marketing Manager?

Be conversational.

Speak as you might talk, using short sentences, with energy, using active verbs, contractions and everyday phrases.

People do not talk like this:

Bistro la Lune is planning for Thanksgiving. Our menu will include traditional dishes and some new items. Seatings on Thursday, November 26 begin at 1:00pm. Reservations required.

People talk like this:

Getting ready for Thanksgiving Day! We’ve got a scrumptious menu — turkey and all that goes with it, plus some new treats from Chef Garcia. We open at 1:00 on Turkey Day. Make your reservation!

Being conversational doesn’t mean being sloppy. Again, it’s about image.

The Fourth Rule, which is the most important of all

People keep forgetting this one: BE NICE. Whatever you post on the Internet circles the global within heartbeats and has a half-life similar to carbon-14. If you can’t think of anything nice to write, write nothing.