Should you post personal posts on your business social media accounts?
I think you already know the answer to this question, right? Building relationships online is about trust and authority. Earning the trust of your audience and establishing your authority in your specialty. The persona or image you put forth ought to reinforce that trust and authority. Here are some rules of thumb to help you decide whether to post a personal post or not.
- Your business account is the 24 hour news channel of your business. Curate your content as if it were on a major network.
- Steer clear of politics and religion. We all know that just because someone may have a different political opinion or faith than you doesn’t mean you can’t do business together. Yet, these topics can easily alienate people so think long and hard about posting anything on them. If new zoning laws would close down your store, it’s understandable to ask local voters to vote in favor of your store’s existence, but posting about your reaction to political debates would be better off on your personal accounts.
- Use or create a personal account for unlimited personal posting. Because you’re a small business, it’s likely your customers know you personally and would love to see personal posts of the grandkids. That’s fine once in a great while, especially if it’s a seriously adorable photo. It’s an advantage small retailers have over mega brands. We can get personal. Even still, the advice applies.
- Does the post have anything to do with your business? Is it you in a great outfit (from the store, of course) with your partner on vacation in front of the Eiffel Tower? Or maybe your packing tips for your European vacation? As long as these photos look as great as the rest of your feed and have something to do with your business you’re in good shape.
- Use good judgment. You’ll know instinctively if the post seems out of place. When in doubt, don’t post it.
- Think about the customer’s experience of your business in person and through social media. It should be seamless—as if there’s no difference between being in your store or on your social media feed. Would it be confusing to suddenly see a bunch of personal posts?
It’s a balancing act for sure, but one that should be fun and effective when you keep these rules in mind. If you have any questions or have specific examples, you can always feel free to reach out in the comments below or email me!