Regardless of what your belief system is or where you stand on current political issues, chances are that you feel passionately about something controversial. Everywhere we turn, especially on social media, there’s a ton of political content. You may be inclined to jump into the discourse (if we can still call it that), especially when it comes to issues you care a lot about. But if you’re marketing your business on social media, you should think carefully about whether to jump in. Here are some things to consider:
You May Want To Jump In If:
- Your advocacy may actually do some good, particularly if your audience is large and you have a fresh perspective. If you feel strongly that you should use your voice to do some good in the world, business considerations may carry less weight.
- You need the engagement and you don’t care what kind of engagement it is. Posting anything political will almost definitely get a reaction, whether it’s positive or negative. You’ll increase your chance of being seen by more people. They used to say no publicity is bad publicity, but that was before the internet, so you might want to take it with a grain of salt. All engagement isn’t created equally. Still, if your main goal is to get your name out there, this could attract attention.
- You only want a specific kind of customer. If the only customers you want are the ones attracted by your authentic brand, and your authentic brand is your authentic self, there’s no need to steer clear of messages that resonate with them.
You Should Be Cautious If:
- You’re repeating the same old thing to the same old audience. You’re probably not going to change any minds, and people are exhausted by information overload as is. Boring potential customers is at least as bad as offending them.
- You’re likely to alienate your customers. It’s never a good idea to bite the hand that feeds you unless you know you’re done with that hand. You don’t want to turn your back on your values, but if your customers are fed up and need a break, you should give it to them if you value their needs.
- Your brand will be diluted. Just as authenticity can help your brand, so can controversy distract from it. If you have a messaging strategy that doesn’t include talking about politics, think twice before you veer off your path.
Ask yourself these questions:
- What is my real goal here? Do I want to post this as part of my overall marketing strategy or am I being reactive, impetuous, or even reckless?
If you’re responding from anger or fear, you’re not likely to make a good business decision.
- Is this relevant to the product or service I’m providing? Does it align with the mission and brand I’ve established for my business?
If not, you may want to save it for a personal account.
- Do I have enough followers that what I say makes a difference? Do I have a social responsibility to speak out on certain issues?
It’s important to be true to yourself. If you feel ethically bound to use your platform to speak out, you should weigh the professional risk against the risk of losing respect for yourself. We all have to eat, but we also have to live with ourselves.
- Does my audience want to hear about this?
Sometimes this is a matter of age. In general, the older your customers are, the more they will find it distasteful if you bring your personal beliefs to your business page. The younger they are, the more likely they are to want to know exactly who and what they’re supporting.
- Are there regulatory or legal ramifications to consider?
Some fields have strict rules about what can be posted online.
- Does this align with my overall strategy?
Always market from a strategic place. Take a long view of your business and your goals.
There is no one answer that applies to everyone in every field. Whether you should make your political views known through your business’s content will depend on your personal values, what kind of business you have, and who you serve. You know your audience and your goals better than anyone. If you let those two things guide you, you will make the right decision about what to post or not post.
Substance and Style 