Most social media channels want you to join the conversation.

It’s a trap.

Many businesses think if they engage and join the conversation, it’ll show how social and human they are.

Again, it’s a trap.

The online community will drag you into conversations you’re not ready for.

You don’t have to prepare for such conversations, you just need to make a decision not to join.

If you sell cake, the community will come one day and drag you into a conversation about nothing to do with your business, but controversial enough to put you in a tough situation.

This pressure is unavoidable at times, and these situations are inevitable.

But if you focus on your pro topic, and stick to it, you’re doing great.

This community will not go away easily, you’ll have to tolerate the wrath and trolls.

Always remember, never feed the trolls.

Just because you are a business does not mean you need to respond to everyone.

Apple has been on Twitter for almost 9 years tweetless.

But yeah, Apple is Apple, you’re not Apple.

Apple has all the guts to ignore millions of people on Twitter.

They refused to join the convo.