To me, Social Media etiquette shouldn't be any different to etiquette when interacting with people offline. Sometimes I see many comments on the internet that just snowballs from a slip of the tongue (or fingers in this case) and becomes downright abusive.
My views on this:
Be Polite - Don't be Rude and show some courtesy
Don't upload inappropriate photos of others without permission
Consider the context you're in when posting/commenting - some things that are appropriate in your personal life may not be appropriate in your professional setting
Have a read - The Guide to Social Media Etiquette
Business know-how - Top 12 Rules of Social Media Etiquette
This one below is a good reference on how to conduct yourself as an employee and when its for personal use.
Communications Council Best Practice Guide - Social Media Code of Conduct
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