If you’re a business trying to boost your brand and increase your following, you’ve surely read all the articles about how to get likes, how to increase your following, and how best to use Instagram tools. But what may be equally important to a company interested in improving its social presence, generate sales, and maximize revenue is knowing what NOT to do. The last thing you want to do is inadvertently turn consumers off to you and your company by making social media mistakes that lose followers.

Remember that your social media followers can turn off as easily as they switched on if you don’t accurately plan and execute your social media content. It’s important to understand the key balance and know what causes people to tune out your brand. Here we’ve gathered some important things to consider.

. According to a recent study that surveyed more than 1,000 consumers, 57 percent of people report that they find it annoying when brands post too many promotional items. Social media is about developing a community and initiating two-way communication, and more than 46 percent of those surveyed indicate that they will unfollow a brand that is constantly blasting out advertisements. The operative word in social media is social, so remember that, unlike paid ads that are part of a marketing strategy or posting in places where people expect to find a majority of self-promotional behavior, your social media platforms should maintain a balance with interesting content like relevant articles, interactive games, and connected blogs.

. While it’s understandable that different industries have words that are part of their disciplinary conversations, remember that consumers will grow weary trying to untangle too many acronyms or decipher content that is too heavy with unfamiliar words and phrases. What is equally annoying to consumers is having a brand that attempts to get in touch with a particular demographic by appropriating their language or attempting to use phrases that sound like a retiree tweeting as if he were a hormone-driven teenager. Almost 30 percent of those surveyed indicate they will unfollow brands that use slang or jargon that simply doesn’t fit the company brand or purpose. Instead, choose a communication style that makes sense for both your brand and your audience without trying too hard to sell yourself or sound cool to a particular demographic you may not understand. Stick with the image and message your brand embodies.

. A surprising 41 percent of consumers surveyed report that they will unfollow a brand if the content posted is not relevant to the company’s brand, product, or service. People will follow your brand to hear about promotions and incentives and may even join your social media platform to be entertained. But more than gaining followers, you will want to engage them with interesting and pertinent copy if you want them to stay and become a paying customer. Messages you post need to be contextually related, with honesty being the single most important and sought-after trait when it comes to dealing with a brand and its social media topics. Finding a way to use content marketing to your advantage is key to maintaining and growing your following.

Just like people don’t want to be ghosted in friendly or romantic relationships, consumers don’t want to deal with a brand that suddenly goes silent or fails to maintain its social media presence. Regardless of what type of commentary and feedback you receive, it’s important to remember the social aspect of social media. Consider the consequences of social media inaction on your brand and your business. Ask yourself: What does it say to my customers when I fail to acknowledge them on social media? That does it mean to them when I don’t have or use a Twitter, Facebook, or other mechanisms for humanizing my brand and putting a face behind the name. Remember that socially active and socially motivated consumers may interpret your silence as laziness, stupidity, disinterest in their opinions, or sketchy and dishonest. These are certainly not characteristics you will want customers to associate with your and your brand.

With more people becoming active on social media, it has become a key factor and crucial element in purchasing. Understanding how best to use social media to increase your following, expand your reach, and grow your business is important.

What are some other social media mistakes you feel brands need to rectify? Share your ideas here.