It’s tempting to use social media for your business as you would for personal use, but you need to keep in mind that any content or tone your brand adopts is a direct reflection of your business. Maintain a professional, but friendly tone. You don’t want to come off as too casual, but you also don’t want to sound like an overly serious robot. 

Keep your messaging aligned with your company’s aesthetic. If your brand is playful, adopt a bit of a whimsical tone. If you’re a law firm, accounting business, or a similar professional institution, error on the side of being more straightforward and educational, although a little friendliness and humor would go a long way in showing your audience that your brand has a human side to it. When posting messages, say “We” instead of "I” to make it clear that the content is coming from the brand itself, not an individual.