We can all generate a list of seven embarrassing celebrity tweets, but instead of jumping on the bandwagon and bashing these stars for their urge to tweet before they think, let’s discuss seven ways to make the most out of your Twitter time and keep it appropriate at the same time.

1.) Remember Your Audience- Talk about their interests too. Human beings search for meaningful connections and vibrant conversations. No one likes the feeling of being talked at, as if they were some inanimate object with no thoughts or emotions.

2.) Be Helpful- Your content should address some unmet need or unanswered question. This is a great opportunity to go beyond the way Nike sells their products. Consumers will also remain appreciative of your help.

3.) Do Your Research- Before attaching that trending hashtag at the end of your tweet, make sure you get the full story behind it. Avoiding the research could result in a social media hate storm that makes you and the company look insensitive.

4.) Don’t Be “Salesy”- No one likes their Twitter feed to be jammed up with sales pitches. The consumer will tune you out or worse delete you. Relating back to #2, the company that puts the consumer first will become top of mind when it comes to the buying process.

5.) Be Different- Variety is the spice of life, so don’t post about the same thing everyone else at Nike is tweeting. You have separate accounts for a reason. Take advantage of it and be the awesome individual that you are.

6.) Build a Community- Be as involved with Twitter as you want your audience to be. Comment! Follow! Retweet!

7.) Develop a Strategy- Don’t be like those celebs who tweet before they think. Have a plan and act on it.

If you tweet the right way, then you are less susceptible to criticism and backlash. You are all at the very core of the Nike brand and it is now up to you to get our message out to the consumer in 140 characters or less. This is a sink or swim moment. Social media is here to stay… so I suggest you start paddling.