Spend time listening before you start posting. What is on the minds of the people you want to connect with? The better you understand the people you are intending to reach, the more likely you are to post content that they will want to comment on or share.

Social media are unique because it’s the interaction–comments, likes, retweets–that makes the content valuable. Be conversational, ask questions, thank people, comment on other people’s posts.

Make sure that you have all the facts before you post. It's better to verify information with a source first than to have to post a correction later. If you see a question or complaint online, it’s fine to say that you’re getting more information and will reply shortly. If you make an error, correct it quickly and visibly. This will earn you respect in the online community.

If you feel angry or passionate about a subject, don’t post until you calm down. If you wouldn’t say it publicly, don’t say it online.

Use privacy settings to restrict personal information on otherwise public sites. Choose profile photos carefully. Be thoughtful about the type of photos you upload. You’re legally liable for what you post on your own site and on the sites of others. Also, employers are increasingly conducting Web searches on job candidates before extending offers. Be sure that what you post today will not come back to haunt you.  

You are more likely to be regarded as trustworthy if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person.  

Make sure you understand the policies of the social media outlet you are using. Read the terms of services before beginning so you know the rules.

Don’t post confidential or proprietary information about your institution, its students, its staff or its alumni. Use good ethical judgment and follow institutional policies. If you discuss a situation involving individuals on a social media site, be sure that they cannot be identified. As a guideline, don't post anything that you would not say in public.  

 When posting to your blog, Twitter or Facebook, ask yourself if your content adds value and interest to the discussion. Make sure your comment, post or tweet is a valued piece of information. If your insight helps people improve knowledge or skills, discover something interesting, solve problems, or better understand you and/or your subject, then you are adding value. 

In the social media realm, you are encouraged to use your own voice and express your individuality. The Web is a venue that is relaxed, open and diverse–embrace it and contribute to the diversity.

being honest about who you are, being thoughtful before you post, respecting the purpose of the community where you are posting, understanding that social channels are conversations (not soapboxes), being civil, honest, ethical and responsive, and remembering that nothing is private on the Web.