Making Business Social Media Personal -- Or Not

October 11, 2018

What happens when business social media becomes too personal?

Maybe it was because I was in DC last week at a conference and was more aware of the political discussions. Of course maybe it was just the 24/7 news cycle of judicial committee hearings and senate confirmation, but last week my social media outlets were filled with memes, rants and biased articles taking sides over the confirmation. It was everywhere I looked, even in places that I wasn’t. My post today is not to take sides or to go down any type of political discussion but to look at some of the potential ramifications of business social media that becomes too personal.

I knew exactly where most of the people that I follow stood based on their likes -- but is that a good thing?

As I looked at my Twitter and Facebook feeds last week and into the weekend, I started to pay attention to all the advisors that were taking sides.  Some were forwarding articles, some making bold comments but most were hitting “like” and it would show up for me to see on my timeline. I knew exactly where most of the people that I follow stood based on their likes – but is that a good thing?

Why give them a reason to swipe left?

We’ve discussed often on these pages that your new client or prospects have done homework on you well before they have ever walked in the door. The old days of calling an advisor based purely on a referral are gone.  If a prospect gets a referral they Google you, visit your website and social media accounts. They look for your process, your philosophy and want to understand what it would be like to work with you. They have many choices so why would you give them a reason to not work with you?

I am probably a bit old school – and my Midwest upbringing typically suggested that you don’t make waves – so maybe I am not the right one to suggest this. But as I read posts/tweets, and noticed likes I wondered if all your clients/prospects feel the same way?

  • In some households, spouses may have differing views so do you alienate one over the other? What happens when one spouse passes, is there now a wedge in your relationship with the survivor?
  • Many advisors are trying to reach out to the kids/grandkids of their successful clients. Your likes may be fine with the parents but do they jibe with the kids views and can you afford to give them a reason to move on?

Sure, some advisors are comfortable in their views, and may not want clients with different political views.  Some will say, “I am who I am” and not want to change. Frankly, I am not suggesting change,  just a mute button would be a nice addition to your social habits. Think about what you want out there – forever – about you.  End of rant.

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