Social Media: Are You Committing Social Media Suicide? Ask Three Questions Before Hitting ENTER, by Dana Detrick-Clark

SOCIAL MEDIA
Are You Committing Social Media Suicide?
Ask Three Questions Before Hitting ENTER …
October 27, 2015

Note: The author’s multimedia production company advises clients in a variety of industries on marketing strategies, including approaches to social media. This article speaks generically to them – as well as to YOU as a voice actor …

By Dana Detrick-Clark
Voice Actor and Audiobook Narrator / Editor / Producer

We may be running a business, but we’re
also people with lives and views outside of that construct. We have
opinions, beliefs, and topics that go straight to the core of who we are
and what we we care the most about.

Sometimes, these things unite us with
other people, which can be a great way to draw new interest for our
business.

But other times it can do the exact opposite, serving as a
negative distraction from our brand and our work in the eyes of our
prospects.

So, to talk about our beliefs, or not?

In an age where so much is on the Internet for all to see, through our
daily interactions on social media or the organizations we align with,
it’s not such a cut-and-dried answer.
Here are three questions to ask yourself before getting personal on social media:

1. Does this polarize me?

Unless our ideal client’s psychographic aspects
specifically match up with our personal crusades, we’re likely speaking
to an audience that comes from varied backgrounds.

My current clients
all share content quality, revenue, and creative goals, but their
personal identities and interests are very different. I could easily
isolate myself from half of them by endorsing the beliefs of the others.

Why would I need to do this? I love
their diversity! And I could easily be more inclusive by focusing on
those things my ideal clients have in common with me, and with my
brand’s mission.

There’s no need to lose a
client over something that could be relayed behind a filter or within a
community, if it needs to be said at all.

2. Is what I’m about to share only relevant in a small window of time?

Political rants, social justice, and
daily headlines are all things we form opinions about, and there are no
shortage of channels to express them on social media.

Weigh whether
these issues play into the bigger picture for your business or personal
brand before taking them to the status updates.

For instance, the controversy over the killing of Cecil the Lion was a short-term news story, but I chose to to write a few words on the Serious Vanity Facebook page about it.

My angle was relevant to my audience, and my channel was a good choice based on my social media strategy.
I didn’t troll other posts or spam
every social network with my opinion, as though it was the only one that
counted.

I didn’t become a “right fighter” that made people angry. I
raised a point, and got some feedback.
I also kept it to social media and not
my company blog, because it’s not evergreen.

When you aim to create a
resource that can be referenced over long periods of time, these topics
aren’t a match.
Whether it’s election season or a celebrity has gone off the rails,
if you wouldn’t be talking about it over coffee with a friend in six
months, it probably doesn’t belong on your company’s blog in perpetuity.

3. Does this really affect my brand perception?

How important is it for you to attach
your work to this issue? If you are a political pundit, of course you’re
going to have definite public opinions on a new law or how the votes
get counted.

But if you’re a chiropractor, there really is no benefit to
attaching your business to your political opinions (unless all of your clients are those politicians you support!).

This doesn’t mean you can’t be
charitable or vocal in some other way, if there is a cause near and dear
to your heart.

For instance, on a corporate level, Tide‘s Loads of Hope campaign
helps in times of disaster in a way that supports the brand without
polarizing it. Breast cancer awareness and sports team support are also
common timely topics that can help a business become more involved with
their local communities while potentially drawing in more ideal clients
than they alienate.

Another option is to form a separate
entity for your altruistic work or special interests that can compliment
but not overtake your business mission.

The Bill & Melinda Gates Foundation is a perfect example of how Microsoft‘s founder and his wife were able to pursue the causes most important to them, while Microsoft maintained its autonomy as a brand.

A good measure of
appropriateness is how inclusive your thoughts are, rather than
exclusive. If you’re expanding your network while helping or informing,
it’s a good thing.

If you’re making your circle smaller and less
impactful, it’s a bad plan.

FINAL THOUGHTS …

You can easily start treading deep
water when you mix your personal views with your brand’s online
presence.

If you ask yourself these three questions before you commit
your thoughts to social media, you’ll allow yourself the opportunity to
form a smart strategy for supporting your beliefs and maintaining the
integrity of your brand.
———————-
ABOUT DANA
Dana Detrick-Clark is a 10+ year voice artist and voice editor, with projects
spanning advertising, interactive, educational and entertainment
usage. Earlier, her company was predominantly a music studio.
In recent years she has voiced projects including enterprise software
training programs for Microsoft, customer support products for PNC
Wealth Management, traditional advertising for American Home
Improvement, and a Disney princess audiobook for Hallmark. She is a member of the VOXY Ladies voice over group, and received Voices.com
Voicey Award nominations for best new female voice in 2007, and Best Voice Team in 2008.

Email: seriousvanitymusic@gmail.com
Web: www.seriousvanity.com