1) Establish a Presence
This may sound redundant, but you need to be on the social media trinity: Facebook, Twitter, and LinkedIn. LinkedIn is great for professional networking. Facebook is a more informal way to connect, although the business pages are very much B2B. People can “like” your business page, which is great for branding. Twitter is the cocktail party in social networking; just keep the tweets business-related!

2) Engage Your Peers
Your peers are your potential customers, business partners or employers, so you need to engage them with articles, blogs, comments and postings. It’d s great way to establish your brand and position yourself as a thought leader.

3) Make Sure Your Target Audience Knows Where to Find You
You need to promote the links to your Facebook, Twitter, LinkedIn and blog. An easy (and often overlooked way) is your AutoSignature. Make sure that you link your website and blog to your Facebook, Twitter and LinkedIn.

4) Find Your Voice
As the French say: “c’est le ton qui fait la musique”. Decide how you want to communicate with your target audience. Do you want to keep it formal (for B2B) or informal (for B2C)?

5) Pace yourself
Avoid starting with many tweets and blog posts a week that are impossible to keep up. Too much activity can be overwhelming and lead to burnout. It’s better to set up a schedule for your social media and stick to it.

6) Keep It Simple
Tweets, postings and blogs should be fun and easy to understand. Try to avoid using complex language or concepts.

7) Visuals Rule
A picture can tell a thousand words. Use visuals in your blog and postings; people love it!

8) Engage
You are using social media, so be social! React, like, and comment to other people’s posts. Be generous and informative. Again, it’s a great way to brand and position yourself as a thought leader.

Hypercorrection is a common phenomenon. It occurs when someone deliberately tries to avoid making an error in the use of language by overcompensating. As a result, that person is making another error in grammar or style.

The classic example of hypercorrection is the use of “you and I” when “you and me” would actually be correct.

The rule, which is drilled into us from early childhood, is never to use the word “me” in the subject of a sentence. A sentence such as: “You and me are friends” is therefore a no-no. Since this rule was so thoroughly hammered into our heads, many of us still feel uncomfortable about using a construction such as “you and me” anywhere in a sentence.

As a result, a proper sentence such as: “The inheritance will be split between you and me” just does not sound good. When someone mistakenly states: “The inheritance will be split between you and I”, he or she is hypercorrecting.

Another well-worn example of hypercorrection is substituting “whom” for “who” in a sentence like “I need to call my wife, who I know is going to be upset.” Since the rules for using “who” and “whom” are rather tricky and unintuitive, most people will opt for the option that sounds most pretentious.

As a general rule of thumb: it is really OK to start a sentence with “but” or “and”.

Furthermore, please feel free to split infinitives. Your English teacher might be upset, but just keep in mind: language is a tool for communication; and not some lofty scientific goal in itself!

Your corporate website will sometimes show an Error 404 page to your website visitors. There are several reasons why this occurs:

  • The URL written in the Address Bar may have incorrectly been written.
  • The link to the page may be broken.
  • The page may have been moved to another site.

From a marketing aspect, the Error 404 page offers an opportunity to engage the visitor. Having a good Error 404 page may even be as important as having great web content!

It provides an opportunity to communicate with page visitors and direct them back to your website. It is therefore a chance to re-engage them.

Many organizations realize this and have created some outstanding Error 404 pages – often using humor.

An example of such an Error 404 page is the one of the UK company “late late gifts”. It fits their brand perfectly.


Tips for a good Error 404 page:

  1. Avoid using “Error 404”
  2. Explain in simple and clear language what the problem is
  3. Make your apology short and to the point
  4. Offer one or more alternative links to your corporate website
  5. Avoid redirecting to your homepage (your customers and most search engines don’t like it!)
  6. Use the Error 404 page for additional information or to enforce your brand
  7. Add the main menu of the website and/or a search function ((e.g., Heinz)
  8. Add humor (carefully!)
  9. Make sure the Error 404 page has the same look and feel as your website (it is part of your overall branding!)
  10. Include an email link for feedback