Please Keep Business Social Media About Business

I’m having a soapbox moment, so bear with me. After you read this post, you can comment on social media on what you think and have experienced.

Anyone who works with me knows I’m not a fan of social media. I follow the rules for my websites because, well, you have to have a presence there. Additionally, I don’t practice what I preach — I don’t “work it” as I should.

Using every venue you can to connect with your market is essential. So, I add my new posts and resources my followers can use. That’s all I have time for.

In working with my many varied clients, I have found that they use social media differently, with various results. No one client experiences the same results or success.

We all make choices. You have to find what works for you while also not doing any harm to your brand.

Every Communication Brands You

Many folks disregard online branding, which is difficult to attain. Your “brand,” whether that be just you or a larger business entity, needs to be built and reinforced consistently.

My brand is one of being open to helping others, sharing my knowledge, and keeping all my business communications about business. I’m also a straight shooter, and those who work with me appreciate that. I am my “brand.”

I don’t post what I ate for lunch or cute puppy videos on my business timelines. However, I have the cutest puppy ever and could get away with that.

I also don’t post personal opinions, negative commentary, or name-calling over the headlines or politics of the day. What does that have to do with my business?

But to an increasing number of onliners, anything goes. Speaking for myself, I cringe when I see a great discussion or post take a turn to the day’s headlines.

Unlike so many, I don’t feel the need to aggressively express my point of view, correct others’ opinions, or interject on threads with personal attacks on what I think about any subject, even business-related.

Be Careful When Mixing Personal with Business

Mixing personal commentary with business updates on social media can be risky for several reasons:

However, a strategic mix of personal and business content—like behind-the-scenes looks, founder stories, or values-driven posts—can humanize your brand if done thoughtfully. It’s about balance and knowing your audience.

A Personal Touch

Yes, there have been times, albeit rarely, when I will share a personal opinion carefully and selectively. I am human, after all. But that is the exception, not the rule. And I stay away from controversial topics.

People don’t hire me to know my opinions. They hire me to help them succeed and to hold them accountable for their actions—or lack thereof. That’s what consultants and coaches do.

The same goes for the services or products I choose to use. I don’t care about who they voted for or their politically correct stances on any subject. I just care that they support the product or service I am paying for.

That is unless they ram it down my throat. Or they arrogantly assume that everyone in the group or conversation has the same opinions. Then I’m gone. By not considering that those with different views are part of their community, they risk losing them.

Maybe they don’t want those who differ as part of the client base or group. Mission accomplished. Business and potential partnerships lost.

For some folks, sharing every life experience or thought is part of their brand, and if that works for them, that’s fine. It’s a personal choice that each of us has to make. Depending on the business or product, that personal touch can be part of a success formula.

That said, there is no place for the blatant nastiness, innuendo, and name-calling I’ve increasingly witnessed online and in business venues. To do so reflects a lack of professionalism.

All Business ALL the Time?

By saying keep business social media all business, I don’t mean you leave out your personality or even exclude little personal tidbits here and there. Business is about people and relationships, after all.

But what’s with all the arguing, sarcasm, and accusatory commentary becoming more commonplace online? This is not conducive to open discussion and sharing ideas, which is essential to business success.

I’ll read a thread on social media only to have someone comment accusingly about something that isn’t factually true or purely emotional. Or they interject unnecessary commentary describing a group of people.

Yes, you can do that, but does that attract potential business partners or collaboration—the very reason you are on social media? Probably not.

This is not because someone may disagree with your personal opinions, although for some, that would be reason enough. But speaking for myself, I just don’t want that type of negative energy in my business communications and relationships.

Freedom of Speech

Yes, you can say anything you want. And you have the right to “stand” for what you believe. However, true professionals know there is a time and place for everything.

You can pipe in on threads and make politized, otherwise benign statements. You can also assume that others care about your point of view. But know that your approach becomes part of your brand.

Why polarize your business in this way? Again, you could, but you limit your success and exposure to other great business folks. Folks who just don’t want to get in the weeds on the issues that have nothing to do with doing business.

So, please do everyone a favor and stop hijacking business-related conversations. Keep your commentary and contributions about your business and the issues and topics. Know other onliners; thank you in advance.