— September 12, 2017
Everyone says that you should show your personal side, even if you’re using social media for your business. Personalizing your content and interactions puts a human face on your business. This is how you build real, authentic relationships. But there are cases where you can be too personal, and you need to steer clear of these or the results could be disastrous.
Finding Your Social Media Balance
No “Big Talk”
The type of personal content we share on social media falls under the category of small talk, not “big talk.” You might mention a place you ate today and how it was. You may show a picture of your dog and share a milestone in his or her life. But you would avoid topics like romantic encounters, touchy political issues, or things that annoy you about certain people unless those topics are a central part of your branding.
Venting and complaining about your problems is more likely to annoy than engage. However, there is a right way to discuss problems that can actually boost engagement. The way to do it is to share a problem you faced that is also a common problem of your audience. Get them to discuss the problem with you. Even better, offer a solution to this common problem or ask your audience to share theirs.
Shouldn’t Have Said That
Before posting anything personal, remember that this goes on your permanent record. Read back over it to make sure it isn’t something that might come back to haunt you later. Once you unleash it upon the world, it could be there forever.
Keep in mind that any personal information you put out there could be accessed by data collectors for nefarious or otherwise malevolent reasons. If you publish something like your address or share pictures of your children, this could compromise your identity or safety.
That’s Not What I Meant
Before posting, always read your content to make sure that it won’t get taken the wrong way. Stories abound on the internet of people making a harmless joke that blew up in their faces and caused major damage to their brand image. Everyone may not be “in on it,” so make sure that your content won’t be misunderstood.
Think about Others
Finally, tread very carefully with the privacy of others. Don’t share personal details about other people unless these are things you know they are open about, themselves. You can always ask them to make sure before posting.