Can you afford to lose customers or prospects? I thought not. I’ve said it before and no doubt I will say it again: people buy from people they know, like and trust. That often means they buy from people with whom they share common characteristics, likes, dislikes and opinions, including political views.
I have just read a very opinionated social media post about Margaret Thatcher’s funeral. The post was in the same social media space that the writer uses to promote a business. Now one thing most people agree on is that Margaret Thatcher polarised opinion both in life and in death so this post could easily have alienated some existing and potential clients for this business. This is one of the dangers of social media.
Many of us use the same social media accounts for our business and social connections. We are therefore trying to speak to two different audiences with very different reasons for connecting with us. We need to be very careful about what we say.
If you are using social media for business you should have a clear social media strategy. What are you using social media for?
- Do you want to build your prospect list?
- Do you want to demonstrate your expertise?
- Do you want to provide your customers with a space where they can find your latest news and give you feedback?
- Do you want to use social media as a testing ground for new products and services?
- Do you want to use social media to make sales?
Whatever your reason your social media posts should be consistent with your strategy. Before you post think what how your customers and prospects might react to what you say. I’m not suggesting that you become bland or boring but stay on message. Keep your political opinions to yourself or keep your social and business audiences separate or you could find yourself talking to yourself as people ‘unfriend’ you.