Business Socials: To Share or Not to Share?
At Brand Warrior, we understand it can be difficult to determine where to draw the line between personal and professional content for your small business’s social media account – especially if you are your business. So, we've decided to write a blog to help guide you through the process – and ultimately determine if it's the right fit for you.
Sharing personal content on your small business account can help to develop deeper customer relationships and even heighten brand awareness – after all, social media – and social marketing, for that matter, is all about building relationships. Adding personal content to your business platforms helps to promote authenticity and relatability.
How comfortable are you with sharing?
Before sharing any personal content on your business account, we recommend asking yourself the following questions:
Is posting personal content relevant to what your audience is looking for, or relevant to your business?
Are you comfortable sharing personal updates with your business audience?
Do you have the capacity to plan content around your personal life?
If you answered yes to the above questions – then it's time to start planning the potential content for your business's social media platforms.
A great starting basis is sharing your founding story. For example, what inspired you to create your business? Was there a gap in the market, or did you 'fall' into your business? People love to see a real person and story behind a brand, so this is your time to shine!
What sort of content should share?
We recommend posting various photo and video content to humanise your brand and inspire a personal connection with your audience.
Our team has workshopped a few options to get you started on personal content to consider sharing:
Feature personal events that are relevant to your business. For example, reaching a personal milestone, recapping a recent conference, or graduating from studies.
Post casual behind-the-scenes photos or videos. This could include content such as 'a day in the life of a small business owner', production processes, photoshoots, or hosting a Q&A session so people can get to know more about you and your business.
Feature family or friends who may be helping your business - they may be setting up for an event, helping with business operations, packing orders, etc.
Posting content of children or pets (if comfortable). This helps to build trust and adds a human element to your business – everyone loves dog photos!
What should you keep for your personal account?
While we are all for sharing personal content on your business page, there are a few things we can recommend against. This includes:
Avoiding oversharing – for example, treating your business account just like your personal account.
Avoiding sharing personal opinions such as political stance or religious beliefs – we recommend keeping things as neutral as possible on your business page.
Avoid arguing on social media – remember to be professional when receiving reviews and avoid conflict where possible.
If in doubt, upload as a Social Story.
A great place to start is by using ‘Stories’ to sneak behind-the-scenes content onto your business profile, without committing to it being there permanently. Read our blog, ‘Highlighting your Brand’s Best on Insta’ for a recap on Stories and the content to post there.
While sharing personal content on your business social media may feel daunting, we recommend creating a rough plan of the content you intend to post to help you on your way. After the first couple of times, you will be a complete natural!
If you still have questions on where to start, contact us!