Something has been bugging me, and I'm finally to the point where I want to write about it. This is my first blog absent of photos, so it's sort of a big deal for me, but I feel strongly about what I'm about to write and hope other small business owners will carefully consider what I'm about to say. Basically, if you get political on social media, you are potentially crippling your business. As someone who has many Facebook friends, sometimes I have to cringe when I pop into Facebook and take a look at my news feed after something major happens politically. It's staggering, and amazing to me the generalization, insensitivity, and intolerance that happens in 140 characters or less. And yet, I bite my tongue.
If you're reading this and worried that I might be singling out you or someone else specifically, don't be-- I see tons of small business owners guilty of this. If you are only friends with your family and close friends, fine, have at it! But I think this would be rare. If you are friends with your clients on social media, you need to remember that everything you post or tweet about they will read. Seems pretty basic, but I don't think a lot of business owners are getting it. Some clients might be able to overlook the fact that you disagree with them on a particular topic because your work is good enough to do so, but why take the risk? Is it that important in the long run? (For the record, I do understand that some businesses actively campaign for certain causes, and I am not talking about a business taking on a specific charity or cause in an official capacity (which some choose to do because it's essential to their business plan). I am talking about the casual political speech written by owners of small businesses from their personal social media accounts that are viewable by the public.)
And I'm not just stopping at tweets and updates, but also the pages you "fan" and groups you join. What message are you sending as the owner of your small business if you were to fan a page like "This is America, We Shouldn't Have to Press 1 For English". Sure it's a mild annoyance to have to press one for English at the
worst, but these groups are so racist and xenophobic it sickens me. What are your current or potential clients going to think when they sign into Facebook and see in their feed you've become a fan? (I used this as a random example, and not something I have seen anyone with a business do.) The same can be applied for all types of social and political causes. I get invited to join political causes on Facebook daily, and I respectfully decline all of them, even if I believe in the cause. If I believe in the cause, am I helping the cause by being a fan on Facebook? Probably not as much as if I were actually doing something REAL to help the cause, and I'm probably alienating some of my current and future client base in the process of being a fan. Not worth it. I actually care about my clients, and I respect that they may have different opinions than my own!
Sometimes, it's not even the cause itself, but the manner in which it's presented. Most tweets and updates are short, which lends them to being terribly written. They can come across as angry, intolerant, uninformed and/or passive-agressive. And if you think I'm referring to one political stance over another, you're wrong. I have seen it coming from people of all types of political beliefs. Facebook is not the place for political mud-slinging-- your clients are watching!!
Now, I understand some things you may feel passionately about, and there is something you can do to get your feelings out there if you really can't help yourself, and still keep your clients as friends. Use the tools that social platform has given you to protect your privacy. Create friend lists that include or exclude your current and future clients, and post your updates so they can't see them. (Personal disclaimer: I don't do this-- for me, what you see if what you get-- what everyone gets.) Let's face it, you're not going to convert them to your way of thinking with your political posts but just anger and upset them instead.
So, small business owners, why are we pushing our clients buttons by posting policital speech in our social media networks? Would we say the same things in a client consultation or on the job? Is your political cause worth alienating future clients and losing future business? And I'm not a lawyer (yet), but sometimes I wonder about the legalities of some of the statements people make on social media as a mouthpiece for their businesses-- specifically with regards to anti-discrimination laws.
And believe me, I am not someone who is apathetic to political causes. My family and close friends know I feel strongly about many things, and am outspoken about what I care about, but you won't see me writing about such things all over social media. Keep it professional, folks! You never know who is reading! And if you want to know my feelings on a particular subject, let's sit down face to face over a drink, and I'll be happy to talk your ear off about it. :-)
::Karen