Knowing how much to share of yourself is one of the biggest stumbling blocks people have about social media. In traditional marketing you are talking about the product or the results the product achieves, not yourself. But social media turns that on its head. People expect you to talk about yourself.
And that’s not a bad thing. If marketing is about getting people to know, like and trust you enough to do business with you, then you need to let them get to know you, not just your business. By talking about things in your life you allow people to see what they have in common with you. When they see a connection you stop being a stranger.
But how much should you share?
I saw an interview with Alan Alda on CBC’s The Hour. He was talking about his book and how he decided what to include and what to leave out. In the interview he said he wrote about things that are personal because that’s what’s interesting. The personal is what other people can relate to.
On the other hand, some things are private. You don’t need to share them, and perhaps shouldn’t, in order to tell your story.
So where do you draw the line between personal and private? That’s a line that will be different for each person. Blog posts I’ve written where I’ve been the most passionate about the topic are the ones that get the most response. When I’m excited about the topic and let that excitement show, people respond. That’s personal.
Being a mother is an important part of my life. No one who knows me can avoid hearing about my family at some point. Even business acquaintances know about my son, my husband, my parents. They’re important to me so I share stories about them and how they impact my life. That’s personal.
However, my family hasn’t chosen to be online. They don’t have websites. Many of them aren’t on social media at all. At least one person in my extended family has had a stalker in the past and tries very hard to remain anonymous. As a result, I respect their privacy. I don’t mention names nor talk about where exactly they live. That’s private.
If you’re still struggling with the concept of how much to share, think about the last time you were at a networking meeting. When you were mingling with the crowd, did you only talk about your business and what you sell? Or did you also talk about your upcoming vacation, how much you hate your teenager’s new haircut or your passion for polka music?
Would you say it in person?
Of course you talked about more than just your business. People who only talk about business at networking meetings are bores. While you may not announce to the entire group that your daughter got a tattoo, you may complain about it over drinks to your seatmates. On the other hand, if your teenager got a sexually transmitted disease, you’d probably keep that to yourself. That’s private.
When you’re on social media, consider what you are willing to share with the world and what you want to keep to yourself. If you wouldn’t say it in person or by phone, don’t say it online. But if you’re okay with anyone knowing what you have to say, even if it is personal, then go ahead.
Andrea J. Stenberg
Do you have rules about what you’ll say online and what you won’t? Please leave a comment and share your personal thoughts and experiences.
