Most of the people I’ve spoken to over the years confess that they have worried about what they post on social media. They worry about what other people might say, how they might be perceived and if what they are saying might lose them business/clients/followers/friends or all of the above.

Build Your Community

Social media can cause a disconnect between your client base and yourself. That is why building a community on social media matters. 

Real connections! That’s what consumers are looking for and most of the popular social platforms are going (back) in that direction. Back to where they all started, connecting people. But how do you do that in an effective manner? Without hitting a Social TMI (too much information) moment.

Human Connection in a Virtual World

Belonging is a feeling that comes from living and participating in a community. This fulfills a human need that just can’t be satisfied any other way. And yes this can be achieved in the virtual world.

The Internet and subsequently Social Media has given us the power to transcend time zones and borders without getting on a single airplane.

As social media becomes more crowded it is becoming more important to stand out, building a passionate following starts with building a passionate community and having real interactions.

Standing Out on Social Media

The ‘little’ things that make you, YOU, are what your audience can relate to. Those stories are what give your audience the ah-ha moments and make them want to learn more about you, your brand, and your business. It’s called the KNOW, LIKE, TRUST factor.

Your successes and your failures, YES even your failures are what make you relatable. No one in real life or online wants to hang out with someone who is perfect. Because let’s face it we are rarely perfect ourselves.

Not sure where to draw the line on sharing or hitting that Social TMI moment. Think of saying the same thing to a room full of strangers. Is what you’re writing or sharing going to have them nodding in recognition or shaking their heads in disgust?

We all know the obvious pitfalls of posting photos of inappropriate behaviour because those can quickly change how people see you. There is also a strong chance that potential clients could go through your social profile, which can affect your business. Remember that YOU are your brand just as much as a logo or storefront. Privacy on social media isn’t as private as you’d like to think, especially with the ability to screenshot anything.

We’ve also all seen those cringe-worthy posts on social media. The ones that read like a novel and don’t seem to be very clear as to what they are trying to say. Or the ones that are super vague. So how much is too much information? 

We all make mistakes in our businesses and sometimes we need to let our customers know that it has gotten real. There are positive ways to show your vulnerability and your mistakes without losing your integrity.

How to Avoid Social TMI

First don’t post when angry, frustrated or having a bad day. Second, make sure all your posts are written in a secure place, like Evernote or Word, so you don’t accidentally post. Read out what you have written and if you’re still not sure, have a trusted confidant, who will give you an honest opinion, and read what you’re about to post. Ask them to help you make sure your posts are clear and concise, so there is no more vague or oversharing being posted.

When sharing on social media, we all need to ask ourselves a few key questions:

Better to Remain Silent

There are many examples of what not to do when sharing on social. Check out Amy’s Baking Company out of Scottsdale, Arizona. The company is now closed due to horrible comments posted by the business on Facebook, Reddit and Yelp. The company made disparaging comments about reviews they received on Yelp and on their Facebook. They were even featured on Kitchen Nightmares with Gordan Ramsay and it is the only business he refused to work with in the end. They eventually blamed hacking of their accounts as the reason for all the negative comments. The lack of transparency regarding their conduct and their notoriety is what did them in. This is one of those examples of “Better to remain silent and be thought a fool than to speak and to remove all doubt.”

Facing a Business Challenge Head On

There are also some very good examples of how to handle a pivot or reset. GORP Energy Bars posted about the challenges of business and taking risks. The post reads:

“It’s a flying tractor kinda season:) Harvest is in full swing here on the farm and we are putting one foot in front of the other here at GORP! I’ve been reflecting lately on our “flying tractor” philosophy…as I often do in challenging times. And we happen to be in some right now. Things don’t always go as planned and exciting risks can come and bite you…the nature of business and being an entrepreneur to be sure! What I have clung to over the years is the practice of PERSPECTIVE…and when things are most stressful I jump out of my brain and say to myself “what do I have to do in this moment to be able to look back in 10 years and be proud of how I showed up?” Walking through fire is an opportunity to put yourself through the truth test! NOT fun, NOT easy…but the one thing I do know is that we each are not facing our battles or demons alone…as long as we are brave enough to talk about it! So adventure on friends…this little tractor has wings and while a few feathers might be missing she is still looking skyward:) If you are going through something know you are not alone and there is a wealth of love and joy for you in the midst of the battle when you open up and let others in:)❤️”

Take the High Road

As you can see taking the high road is the better avenue when it comes to being open about what’s going on in your business. Addressing a matter without whining, calling people out or pointing fingers will gain you much more traction than the other way around. When something is happening in your business that is in the heat of the moment going into full detail may also backfire on you. 

For example, and I have heard and seen this countless times in my own community, Businesses blaming people for not supporting local or suggesting that we can’t support one business over another because the one is a franchise or big box store. Yes, I have seen examples of this online. The truth is this kind of negative reinforcement can make some of your followers wonder if your business is lacking something that you have to call people out. Or if you’re business is failing. Look at things from a positive perspective instead. Consider welcoming the new business into the community instead and then thank your followers for their support and try it as TWO SEPARATE POSTS. This leaves your followers with a positive perspective of your business and they are more than likely going to support you as well.