Social media offers a great opportunity to build your brand, increase engagement in authentic ways, show what your company is really about and totally screw things up. Case in point: American Apparel's 2014 social media gaffe. To promote a July 4th sale, the company tweeted what they thought was a picture of fireworks. It wasn't fireworks though -- it was the Space Shuttle Challenger exploding in mid-air in 1986. The public was not pleased, and many stopped following American Apparel online.

Though companies can recover from such a mistake, doing so wastes time and money that should be used to grow the company. So, before you pull an American Apparel-sized goof, here are five things entrepreneurs should never put on social media.

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