A couple of weeks ago, a photographer friend of mine contacted me and asked me to write up something about this very heated (and slightly controversial) topic. This will also be a series of posts (I've got a lot to say about this).
Now that our world is strongly social with its media base, there are lines that are blurred, crossed and created every day. Somewhere in the midst of all of this, we've forgotten about professionalism, respect, and common sense.
Don't think this applies to you? Keep reading.
Every day, I see posts from small business owners. On their profiles, on their pages, in their twitter feed. I get to see everything from what they had for breakfast to the sessions they've photographed, to quotes that inspire them. And I also get to see when they're out drinking, what their religious beliefs are, if they have any prejudices (yes, I will call them out as such). I get to see their drama, their negative attitudes, and their posts about other businesses.
Basically, I get to watch them harm the brand that they've worked so hard to build.
Yes, there is something to be said about being authentic. I would hope that we are all authentic every day with every piece of our life. However, being authentic doesn't mean that you should post something or share something that isn't friendly to the public. You can be equally authentic with a filter.
What I'm saying is ... your profile may not be your business, but you are your business. You never know if your friends know people who may be your target market.
Are all of your clients exactly like you, with the same beliefs, the same sense of humor, the same prejudices? If so, your client list must be TINY - or you are disillusioned. Don't ever assume that those who view your business page cannot see your personal page, or your tweets, or anything you post on the web with your name attached to it (gotta love Google search). If you're putting it out there, it's fair game for ANYONE.
Your profile, your posts, anything you share is a part of your campaign. Much as a politician campaigns for votes into office, you're campaigning for likes that turn into clients. Politicians have to be very careful with what they say, where they're seen, what they do ... as a small business owner, you have that same responsibility to your business. You owe your business and your clients to put your best, most professional foot forward, personally. Your campaign for your business is a reflection of your clients and your brand (you are who you hang out with, after all).
Imagine this conversation:
Possible Prospect: "Hey, do you know any great photographers? I don't want someone cheap, I'm really looking for nice quality photographs. I want something for above the fireplace in our new house."
Your Facebook Friend: "Oh, well I would recommend this awesome photographer, but she just posted about ________ on her profile, so I don't think you guys would work well together."
Possible Prospect: "Was that that photographer on your friends list? Yeah, I looked at her work. I figured I'd ask you first since you know her. Too bad, her work is what I was looking for."
or ....
Your Facebook Friend: "No, sorry." (as she thinks about how you just tweeted about something offensive and is embarrassed to recommend you)
Oh wow, right?
Think about it (and before you post) --
- Has there been anything you posted lately that could be offensive?
- Anything that could bring negative light on you or your business?
- Anything that could push prospects away?
- Is there anything that could be keeping you from growing your client base?
- Would I be embarrassed if someone saw this post in a year?
- Did it build up you or your business or your clients to post this?
- Am I posting out of emotion?
- Does my boss/grandma/the world need to know this?
Just because you CAN post it, doesn't mean you should. If you really have to write it out somewhere, create a private blog, or write it out by hand, and throw it away!
... Wait, what if I'm new to photography, and I hardly have any clients let alone fans. Does it really matter what I'm posting?
Oh my goodness, yes! The one thing about the online world is nothing ever goes away!
In 2 years, when business is picking up and prospects are contacting you, do you want them to see what you're posting? You should run your business now for the business you plan on having in 10 years. Being "new" or few in fans doesn't give you any less responsibility towards your client base - whether that client base is past, present or future.
Your posts online become your brand. They're the "living/breathing" parts of who you are in this digital world. Prospects can see you wherever you put yourself on the web, so unless you create an alias to post these things to, think twice before you post. If you're strongly opinionated, have any prejudices, or tend to be a realist/negative this would be where you want to work on your filter.
Just as a guide, things to avoid posting about would be:
- Religion
- Politics
- Negativity or Judgement of Other Photographers
- Womens Rights
- Sexuality
- Sports (yes, sports - diehard fans are people you don't want to upset)
- Alcohol/Drugs
- Sex
- Prejudices of ANY kind
UNLESS of course, the topic - and your stance on it - is a strong part of your brand.
I wish I could say this is uncommon. That people think of their brand and their clients and other people in general before they post. If that was the case, I wouldn't have been asked to write this post. I implore you, small business owner, be more conscientious, respectful, and personally professional in your social media.
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I want to know what you think about this. Have you seen it? What are your reactions when you see a business or business owner post something strongly opinionated, prejudiced or negative?
