The key to Social Media is the conversational nature of platforms like Facebook and Twitter. Informal dialogue with community at the center. But despite your best efforts at relationship building, there are a few topics or situations that could destroy all of the good you do by utilizing Social Media. Some of these may seem obvious, but I see them time and time again. Most of these are pretty much common sense, however the informal nature of Social Media often leaves us with our guard down.
And this is not an issue of censorship, merely one of self-restraint in the name of good business practice, though I’m sure there are plenty of you who will disagree with me on one or more of these.
1. Avoid Religion – Unless you work for some sort of religious cause or organization, it might be best to avoid religious topics. I’ve unfollowed people on Twitter for both their undying fervor for their faith, or their virulent criticism of the faith of others. This has nothing to do with my particular beliefs. But I’m less likely to do business with you if you spout out unreasoned religious rhetoric.
2. Avoid Partisan Politics – See above and insert the word “politics” in place of “religion.” There is one particular local business owner I refuse to do business with because rather than discussing politics reasonably, he spouts out personal attacks against the opposing political party. Calling people “fat and stupid” because you happen to disagree with their politics is counter-productive and makes you look silly.
3. Avoid Sports Taunting – I’m a big sports fan; passionate about my teams. I wear my Philadelphia sports heart on my sleeve. But you need to know that there is a fine line between rabidly supporting your team, and talking smack about another team. Oh, I know…I can talk smack. But too much of the poor sportsmanship thing can hurt you.
4. Avoid Getting Emo – If you spend any amount of time on Twitter, it’s easy to let your guard down. We all go through good times and bad times. But if you are using Twitter to build relationships with potential clients, you need to keep a reign on your emotions. Believe me, I’ve been there. If you spend all your time whining about how horrible your life is, don’t be surprised if you lose followers.
5. Avoid Bad Mouthing Your Job – I’m a firm believer that employers should allow their employees to utilize Social Media on company time. Employees can be their company’s best promoters. But you really don’t want to be “that guy”. We had a situation locally where a guy got into some trouble at a company party, ended up bad mouthing the wrong people on Twitter, and found himself out of a job. Use your head. Anything you say on Twitter and Facebook can come back to haunt you.
6. Avoid Games and Groups – If you are using Facebook for business, learn how to use your privacy settings. And avoid all those games and quizzes that clog up everyone’s News Feed. If you are grooming potential clients by building relationships on Facebook, they probably aren’t interested in what you are doing in Farmville. Plus they may wonder if you are actually wasting time while you should be working for your existing clients. And while you’re at it, be careful what Facebook groups you join. Particularly see points 1 and 2 above.
7. Avoid Off-Color Topics - Remember that, for the most part, most of what you put out via Social Media is publicly available…and searchable. Blue humor and dirty jokes really have no place in this open forum. Again, there are people with whom I won’t do business because I just find them offensive.
8. Avoid the Hard Sale – Don’t get spammy. I often mention my disdain for the Auto-DM sales pitch. Social Media is about building relationships. The actual pitch shouldn’t come until you have that relationship in place, and it also shouldn’t come publicly. Nothing annoys me more than be asked to buy a service from someone I’ve never met or spoken to. There’s a reason I’m on the Do Not Call list and have Caller ID.
This doesn’t mean that you need to be all business, all the time. That would defeat the purpose of Social Media. But use your head and show a little self-restraint.
Are there any other Social Media faux pas that turn you off and prevent you from doing business with people you know online?
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As much as this is common sense, I’d tack on “Avoid Profanity” to this list. If you wouldn’t say it to your mommy, don’t tweet it to the masses. Racial slurs and sexual innuendos are also no-nos for businesses on Social Media.
Now, of course this is where the line between personal social media and business social media can be scribbled. I sometimes let the expletives fly in everyday conversation, and sometimes my Facebook status and/or tweets will reflect that as an extension of my personality. But I keep that kind of stuff away from the business Facebook page I run, as an extension of OUR professional personality.