As the Internet grew from a text-based platform to the expansive web we know today, the need for online etiquette is continuously underpinned.
Online platforms, like social media channels and mobile apps, especially those designed for connections, even have their own guidelines and policies to make their respective spaces safe for users.
It’s not optional to follow platform rules, but on top of these, there are universal online norms and expectations your brand should keep in mind and practice no matter where on the web.
The things you post online can be stored somewhere beyond your control. This means that anything your brand shares, whether it’s a comment, photo or video, might resurface at any time.
But netiquette isn’t just about playing nice on the internet. Let’s talk all about netiquette in this blog:
• What Is Netiquette?
• The Original Core Rules of Netiquette
• Why Is Netiquette Important for Brands
• 10 Basic Netiquette for Brands To Follow
• Let’s Help Your Brand Follow Proper Online Etiquette
What Is Netiquette?
Netiquette, a blend of “network” and “etiquette,” has evolved to mean “internet etiquette” in recent years. It encapsulates the unwritten rules and conventions governing our behavior online, promoting respectful and considerate digital communication.
The origin of the term “netiquette” is a bit of a debate. Many credit Intel for coining the term in 1995, framing it as a more structured concept during the early days of the internet’s commercialization. However, some sources argue that the term appeared much earlier in Usenet forums around 1982, aligning with the initial use of the word “internet” itself. This perspective suggests that netiquette naturally emerged from the interactions of early internet users.
Adding to the mix, Merriam-Webster notes that “netiquette” entered the lexicon in the late 1980s. Despite these differing accounts, one pivotal moment in the history of netiquette was the publication of Netiquette by Virginia Shea in 1994. This book laid down the core rules and became the go-to guide for online conduct.
So, while the exact origin of “netiquette” may be a bit hazy, archival evidence suggests that it emerged in the 1980s. This evolution reflects the collective efforts of early internet users to create a more harmonious online community.
The Original Core Rules of Netiquette
Here is the original set of rules for proper online behavior, according to the book Netiquette by Virginia Shea.
• Rule 1: Remember the Human
• Rule 2: Adhere to the same standards of behavior online that you follow in real life
• Rule 3: Know where you are in cyberspace
• Rule 4: Respect other people’s time and bandwidth
• Rule 5: Make yourself look good online
• Rule 6: Share expert knowledge
• Rule 7: Help keep flame wars under control
• Rule 8: Respect other people’s privacy
• Rule 9: Don’t abuse your power
• Rule 10: Be forgiving of other people’s mistakes
According to the reference, the prime directive of internet etiquette is that there are real people out there behind the screen.
Why Is Netiquette Important for Brands
At its core, traditional etiquette is about making people feel comfortable and respected in your space.
For businesses, netiquette translates to creating a professional, mutually respectful atmosphere that fosters clear and productive digital communication.
When a brand consistently behaves professionally and reliably, it doesn’t go unnoticed. Your actions online reflect your brand values, and people pay attention.
Customers are far more likely to engage with a brand that demonstrates good netiquette. They feel appreciated, respected and understood.
But ultimately, embracing netiquette isn’t just about avoiding online mishaps. Instead, it’s an online reputation management (ORM) strategy that’s all about actively practicing good conduct as a brand that draws people in and keeps them coming back.
So, make netiquette a priority and watch your business relationships flourish.
10 Basic Netiquette for Brands To Follow
Just as individuals have guidelines for online behavior, brands must also navigate the online world with care and respect. Inspired by the original core rules of netiquette, here are some essential internet etiquette for brands to follow:
1. Humanize Your Brand
2. Maintain Professionalism
3. Understand Your Online Spaces
4. Value Your Audience’s Time
5. Uphold Your Brand Image
6. Share Your Expertise Generously
7. Foster Positive Interactions
8. Protect Customer Privacy
9. Use Your Influence Responsibly
10. Embrace Imperfection
1. Humanize Your Brand
Humanizing your brand means infusing it with personality, empathy and authenticity. This is crucial because your audience consists of real people who seek genuine connections and relatability. By showing that your brand values more than just sales, you build confidence and foster meaningful relationships.
People appreciate brands that understand their needs and emotions, making them more likely to engage and stay loyal. Remember, behind every screen is a person looking for real connections.
2. Maintain Professionalism
While humanizing your brand is vital, maintaining a professional digital presence is equally crucial. Your relationships with customers should always reflect respect and consistency.
Live by your brand values, visuals and tone of voice consistently across all platforms. This consistency not only reinforces your brand’s identity but also exudes professionalism, assuring your audience that they can trust and rely on you.
3. Understand Your Online Spaces
Be mindful of the different platforms you use and the diverse audiences they attract, each with unique preferences, ages, and needs. Tailor your digital communication to fit the context of each space.
What works on TikTok might not be suitable for LinkedIn. While adapting to different environments, ensure your core brand remains consistent and professional. This approach respects the nuances of each platform while maintaining the integrity and reliability of your brand.
4. Value Your Audience’s Time
Respect your audience’s time by providing valuable, concise and relevant content.
Time your email and SMS marketing campaigns thoughtfully to avoid spam and information overload. Stick to your content schedule — if you’re going live at a specific time, be punctual.
In customer support, ensure availability and manage wait times effectively, both online and in person. Delivering on these promises shows respect and fosters trust, keeping your audience engaged and satisfied.
5. Uphold Your Brand Image
Maintaining your brand image ties back to the earlier rule on professionalism. To do this, you want to build or reiterate your brand guidelines. Reinforcing your brand identity could also mean using proper grammar and a consistent tone. By doing so, you establish brand credibility.
Your brand reputation is another element you want to pay attention to. Keeping an eye on your brand reputation online means being prepared to address any negative feedback professionally.
6. Share Your Expertise Generously
Avoid gatekeeping valuable information from your target market while maintaining an advantage over your competitors.
Your blog or social media channels are great places to share insights and knowledge with your audience and favorably shape your brand reputation.
By offering valuable content, you position your brand as an industry leader and will likely build a loyal following online.
7. Foster Positive Interactions
Online interactions can be just as tricky as face-to-face ones, with the potential for friction. Not every interaction will be positive, and not every customer experience will be favorable.
However, you can take steps to promote positive interactions, even in the face of a negative review.
You can de-escalate conflicts and address negative comments calmly and constructively. Intentionality also goes a long way in resolving issues and turning a negative situation into an opportunity for growth and improvement.
8. Protect Customer Privacy
Neglecting customer privacy can undermine a business’s operation. Even big companies are at risk. So, to respect and safeguard your customers’ privacy, you want to be transparent about how you store and use their data and ensure their information is secure.
Clear, accessible policies allow customers to understand your practices and trust your brand. By prioritizing privacy, you not only comply with regulations but also build a solid foundation of confidence among your customers.
9. Use Your Influence Responsibly
You’ve heard it before: With great power comes great responsibility, and this holds true for businesses. Brands often have significant reach and influence, so it’s crucial to use them for good, such as making appropriate stances on certain social topics and supporting good causes.
For entrepreneurs, it’s equally important to ensure your personal brand avoids inauthentic manipulative tactics like promoting a product you don’t believe in. By leveraging your influence ethically, you contribute positively to your community and industry.
10. Embrace Imperfection
Even with all the right rules in place, mistakes are inevitable. There will be less-than-perfect days, and that’s okay. Mistakes are opportunities to grow and learn. Extend grace to yourself, your customers and your fellow brands.
Just like Rule 1, which emphasizes humanizing your brand, remember that making mistakes is a fundamental part of being human. Embracing imperfection in a manner that’s accountable promotes authenticity and resilience.
There are only some basic principles your brand can follow to build strong, positive relationships with your audiences and create a respectful, engaging digital presence.
Let’s Help Your Brand Follow Proper Online Etiquette
Practicing good netiquette helps you be mindful of your digital presence and understand that your online actions can have real-world consequences.
So, whether you’re engaging in a heated debate or sharing a funny meme, think before you post.
Consider the impact your words and actions might have on your brand image, not just today but in the long run. With the help of Thrive Local, we can position your brand as a positive contributor online and promoter of safe spaces for its audience.
Thrive Local’s services include:
• Social media reputation management
• Franchise reputation management
• Reputation management software
• Online reputation repair
