Did you see what they posted on their social media page?

Read Time: 5-7 minutes 

By: Heather Wentler 

There are 2 ways I typically see people respond when they’re in situations where they feel uncomfortable. 1. They say their thoughts, hoping to diminish whatever was just said that made them uncomfortable, or 2. They post it on social media.

Sometimes the hardest thing for any of us to do is to be quiet. To sit in our thoughts and feelings we’re having during a moment and instead of formulating what we’re going to say in response, or how we’re going to respond to what’s being said, we just listen. This is especially hard for people who are used to being the main voice in a room. 

There are 2 ways I typically see people respond when they’re in situations where they feel uncomfortable. 1. They say their thoughts, hoping to diminish whatever was just said that made them uncomfortable, or 2. They post it on social media.

We all can think of numerous Option 1 interactions we’ve had. I have 2 that came to my mind in recent weeks that left me wanting to stand up and “SHHHH” the speaker.

Let’s talk about Option 2: The social media share

Social media became a thing when I was in college. I remember MySpace and Facebook before it had a newsfeed and ads. In those days, it was like the bridge between instant messenger platforms and text messaging (which we all had to pay for separately from our cell phone plans), and it was still pretty private. 

When I graduated college, all of our professors and advisors discussed going through our social media pages and deleting anything that could be taken as “promoting non-professional situations” (ie: holding a red solo cup, wearing “the wrong” outfit, being at a bar or other “non-professional” establishment). The threat was real that people were being fired because of what was on their social media pages or not being hired because of it.

We now have rules and laws that (hopefully) won’t be repealed, stating employers can’t use our personal social media profiles to discriminate against hiring or interviewing candidates. But there’s still a difference when you’re an entrepreneur vs an employee. When you’re an entrepreneur, everything you post - from what you say, what you share, what images/branding you use, etc… - is all scrutinized by the public. And Gen Z is harder on all of us about this than us older generations. 

I was recently at a conference where panelists discussed the difference between Millenials and Gen Z regarding marketing and branding and what each generation is looking for. Price isn’t the only factor when it comes to Gen Z. They’re looking for the mission statement of the company, and the promise they’re making to their consumers. They want to know the materials packaging is made from, how it impacts the environment, where the company stands on influential topics, where the money is going, and how that affects employees and the community.

Social media is part of this package. Consumers are way more likely to pull up a company's social media profile they’ve never heard of before and see what they’re posting than going to their website. We feel connected to a brand via social media to build (or break) quick trust before we dig deeper through website pages to build brand allegiance and promote it to others.

Why does this matter?

Again, what you post on social media is there forever. Even if you delete it, there’s a chance someone can pull it back to the surface. So when you’re using your social media page as your brand, and you mix your personal beliefs with your professional brand, it can cause big problems real fast.

This also goes for creating a professional page for yourself on social media, which is typically public. If you connect with professional contacts on your personal pages, there are ways and settings to “lockdown” what certain people can see you post. Are you willing to set those things up? 

We still live in a society where you’re judged not just by your physical presence, but now, also by your social media presence. I often get asked why my personal pages are private or why I don’t post more. I don’t want just anyone to see into my life, and then be able to (usually without true context or understanding) create an opinion from a picture and caption about me. And, honestly, all I post are pictures of my pets and plants. I rarely post anything that highlights me or my human family, so you’re not missing much ;) 

Before hitting “share”, here are some things to consider:

• While your emotional post based on an experience you had may resonate with some of your target market, does it alienate potential future markets or partners? 

• Is this something everyone needs to know about or is this something that should be shared with those deep within your circle or community?

• Who is the audience of the profile you’re posting on and is this appropriate for that profile or platform?

• What do you want people to do/know with this information? Is there a call to action or a building relationship aspect with the post?

• In 5 years, or 5 minutes, from now, will I still be comfortable with what I’m about to post?

• Are you posting for the reaction? Are you seeking validation of your thoughts/feelings/experiences through your social media posts? Again, should this be done for everyone to see or just a select few?

I’m not here to monitor what you post on social media! I constantly tell the entrepreneurs I work with, “You know yourself and your business better than I ever will.” You know your target market and messaging in ways that I might not fully agree with or understand, if it’s on brand, then please do it! I also firmly believe in “you do you,” but that doesn’t mean we can’t all “Do Better.”

Maybe take a few moments at some point this month to do a personal social media profile analysis and see if you want to remove things or think about changes you want to make for future postings.Remember, You’re doing great! Let me know how I can help!