Nearly every business has at least one social media account these days — most have several. With the variety of platforms catered to a wide range of audiences, social media can be an essential and effective marketing tool for a business of any size. However, a social media slip-up can cause quick and lasting damage to a brand or business.

There are several common social media faux pas committed by businesses; smart leaders should learn about and from these mistakes to avoid making them themselves. Below, seven members of Business Journals Leadership Trust discuss some of the most common social media slip-ups committed by businesses today (and what you should do instead).

1. Trying to follow every trend and fad
If you’re trying to follow every trend and fad on social media, you may find that you’ve only diluted your core message and weakened your connection with your target audience. As with marketing in any form, try to resist the temptation to be everything to everyone. Instead, stick to messages that align well with your brand and customers. Share your expertise with passion, and be authentic. – Lincoln Jacobe, 6 Pillars Marketing

2. Not reframing your approach during a crisis
In a national or global crisis, it is important to consider whether you should “pause” your social media posts or reframe how you are engaging online to reflect the serious nature of the matter. Companies that fail to do so appear “tone-deaf” and without compassion. This can be exacerbated if the social media content is automatically scheduled in advance and a manager “forgets” to turn it off. – Hinda Mitchell, Inspire PR Group

3. Failing to stay on message
Staying on message is important. It is easy to get into the habit of posting something — anything. Make sure your messaging resonates with your clients, and try to make it fun or different; we have become immune to traditional online advertisements. – Jared Knisley, Fizen Technology

4. Ignoring or deleting negative feedback
A business ignoring negative feedback and/or deleting the content from its profiles is a common mistake. This tone-deaf and frankly weak approach throws gasoline on the fire — it doesn’t put it out. Deal with these comments head-on in a collaborative function. – Christopher Tompkins, The Go! Agency

5. Failing to be cautious
Social media is polarizing nowadays. Companies should be cautious about what they share on social media, since it can “cut off” prospective customers. Instead, companies should stick to their core messages (that is, the services/products they provide, value to customers, benefits case and so on), modifying those messages to fit the intended audiences as well as the targeted social media platform. – Quoc Nguyen, Arthur Lawrence, LLC

6. Focusing on fleeting mass media topics
With social media, focus on your brand and the specific benefits to the consumer and their lifestyle. Try to steer clear of any current mass media topics, as they are fleeting and have nothing to do with your brand’s effectiveness. It would just be social commentary, which is unneeded. – Jessica Hawthorne-Castro, Hawthorne Advertising

7. Disconnecting from the community
Being disconnected from the community and what concerns them is a major faux pas. Too often, brands are so busy implementing their long-term strategies that they forget to react to recent events or major developments that concern their target audience. Such negligence can cost brands dearly, as it might convey an image of carelessness and apathy toward major issues that are important to their users. – Peter Abualzolof, Mashvisor