We’ve talked before about storytelling and authenticity, and how being your true self is your most powerful branding tactic. But just how open and honest should you be when it comes to sharing your story?Let’s look at transparency in your social media marketing..
Pat Flynn and Jon Lee Dumas are notorious for their transparency, even going so far as to post their monthly income statements. You might argue that when you’re making the kind of bank they do (6+ figures each month) it’s easy to share—perhaps even inspirational to your audience. However, it might also be off-putting to some, since talking about money is often seen as bragging or inappropriate. In this case, though, it works to attract the exact audience they are after. Others will find other mentors. After all, this is point of their marketing strategy.
Transparency comes in other forms as well. Struggles with alcoholism, depression, cancer and other health concerns are commonly shared. Stories of marriage and relationship triumphs (and tragedies) are told. Celebrities have a public feud with another celebirty. Even spats between competing businesses aren’t off limits for some marketers.
That doesn’t mean, though, that you have to be completely frank and honest about all areas of your life and business. With a little forethought and planning, you can keep certain aspects of your story private.
Watch Your Social Media Profiles
Here’s where a lot of business owners falter, especially when it comes to Facebook. You have your personal profile, to which you invite friends and family, and your business page, where you talk, well, business.
There will inevitably be some overlap. Colleagues will slowly filter into your personal timeline, and you into theirs. Pretty soon, your business people are hearing all about your latest bout with the flu and that snarky thing your mother in law said yesterday. Too much? Perhaps!
When it comes to your social media sharing, it’s important to pay close attention to not only what you say, but who you’re saying it to. Using privacy settings, contact lists, and even limiting who you “friend” can help maintain your privacy while still being transparent about your business offerings.
Remember, the Internet is Forever
While privacy settings can help, a better way to keep your personal business away from prying eyes is to simply not post it at all. Think of every blog post, Tweet, Facebook status update and Instagram pic as a billboard. If you wouldn’t post it on the side of the highway for all who pass to read it, don’t put it online either. The chance that it will “leak” (despite your best efforts) is great, and once it’s out there, you will not ever get it back.
So think twice about those nasty replies, intimate details, and other confidential information. You just never know who might be reading, and they will affect your brand image.
The bottom line? Know your audience and know yourself. If you’re not comfortable sharing certain aspects of your life and business, chances are they won’t be comfortable hearing about it. It’s perfectly okay to maintain some privacy, even in this transparent world of social media marketing.