Sometimes, as PR agency professionals, we get so preoccupied with coming up with the most brilliant tweet ever or how to setup a GPS-integrated iPhone app or what special to offer on Yelp that we forget the most basic social media rules.

Here are five to abide by – at all times:

1) Do not have dormant accounts or multiple accounts for the same company/brand

If you’re not using an account, delete it. If you have more than one account for the exact same company/brand, delete the one that is no longer being used/has less user engagement. (Make sure to alert your followers/fans/“likers” to participate in the account of your choice.)

Even though you’ve forgotten about it, an unmanned account will continue to show up on searches, and people may think that you have neglected your social media.

2) Do include the full name of your business in the description/name of the page (SEO!)

How am I to know who you are or find you if the business name is not provided? Too often I know a page exists, but when I search for it a given social media website, nothing comes up.

If you really want to title your Twitter Account after your tagline, mascot, etc., that’s fine, but make sure the corresponding name and description lists the full name of the business. Note: No abbreviations when it comes to company name – people won’t know what abbreviation you are using when they are searching for you.

3) Do use all the space provided for bio/description of the company (SEO Part II!)

Often, I see a one sentence description on social media profiles for a company. If they give you 250 words or 150 characters, use them. Yes, brevity is key in social media, but so is SEO. Consider it a newspaper lead, so don’t forget your 5Ws and an H.

4) Do include a photo/avatar that easily represents your company (wallpaper, too)

Put up a picture, logo, something. Putting up nothing looks like you don’t care. And once I see this image linked to all your comments/content, I should instantly know who you are.

5)      Do not use excessive punctuation/capitalization or LACK THEREOF!!!!!!

This —- Is just ANNOYING!!!!!! ……. DON’T YOU THINK?!?!?!?!?

And please, I don’t expect your grammar/punctuation, etc. to be perfect (100 percent of the time, but certainly 90 percent of the time), but re-read what you write. Basic spelling mistakes and nonsensical sentences are inexcusable – especially for professional business profiles.

What did I miss?

So my mom is on Facebook.

Though she rarely signs in and hasn’t posted anything since the day she opened her account – she’s taken the steps to joining the Social Media revolution by just putting her name out there.

The problem is, if she were a business, her blank page would not bode well for her company. It would signal to customers and the rest of the social media universe that she merely signed on because everyone else had done so, not because she genuinely intended to communicate directly and offer valuable information.

Her lack of posts, interaction and presence are tell tale signs that she jumped into the deep end of the pool before learning the basics on how to swim.

Businesses should not dive into the fast-paced realm of social media without first understanding the rules of engagement:

1. Update your website. Appearances are everything and regardless how the motto goes, people do judge a book by its cover. A businesses’ webpage is its online identity – whatever social networks you join, people will refer back to your webpage to find out more about you. If you wouldn’t go to a social event without first making yourself look presentable, why would you join a social media site without first making sure your website is up to par?

2. Know who you want to reach. Think about it this way, would you go to a Monster Truck Rally to sell medical supplies? While that might not be a bad idea, typically you’re not going to find the type of customer here that will empty their pockets to purchase the latest finger splint. Point is, know your audience and go where they are. Different social media sites cater to different demographics- so do the research!

3. Don’t be a wallflower, join the party! It’s not enough to simply join a social network – you must actually have a presence there as well, otherwise you’re missing out on the opportunity to meet and interact with current and potential customers.

4. Don’t be that Guy/Girl. Everyone knows them, the guy/gal that only talks about themselves. It’s a turn-off. Don’t do it. It’s called social networking because it’s meant to be social. Take the time to interact with people, contribute to conversations without being self-promotional.

Which leads me to my final rule…

5. Have something to offer. We live in a “what’s in it for me” world and let’s face it, if you can’t bring something to the table, you’re likely to be passed aside. Social network sites can and should be used, not only to announce the latest news, but to provide tips/advice, answer questions, etc.