“But, I don’t want to offend anyone.”
Those are the most common words when I tell clients that they can express their opinions on social media, even on their business pages. It seems that being neutral on everything is the way of this politically correct world and that social media is no exception.
Bulls… (I’m so passionate about the topic I nearly cursed for the first time on this blog).
The Middle is False Sincerity
Walking down the middle on a topic is not noble. In most cases, it seems indecisive. If you live in Oklahoma City, chances are you are either an Oklahoma Sooners fan or an Oklahoma State Cowboys fan. Pick one. If you’re a business in Oklahoma City, there is nothing wrong with supporting your team even from a business perspective.
It can actually help, believe it or not, because even Oklahoma State fans can appreciate that you love your Sooners. To support both evenly is insincere and people will know it.
Be Respectful and Professional
Even if you support the Sooners loudly and proudly, that doesn’t mean you go negative on the Cowboys. Being extreme and picking a side does not give you a license to lose professionalism. Had the Cowboys beaten the Sooners in football this year, supporting the Sooners does not mean that you wouldn’t congratulate the Cowboys.
“Congratulations to the Oklahoma State Cowboys for beating our Sooners this year. We’ll see you again next October! The revenge-wagon will be rolling up and down the halls at (your business) in 2011.”
A post like that will likely get replies from both sides. On Facebook, replies means that you have discussion. Discussion means that your post will be present on more pages and will move up in people’s news feeds. Moving up in people’s news feeds gets more impressions for your page. More impressions for your page… you get the picture.
“Congratulations on excellent seasons by both the Cowboys and the Sooners.”
Boring. Fail. No engagement will come.
What to (Maybe) Avoid
Local news, local sports, national events, holidays, industry-relevant news – all of those make for perfect discussion points on your pages and through Twitter. Some businesses who are willing to “go extreme” will still avoid politics and religion. That’s fine.
It’s also fine to express yourself if you so choose. Don’t let silly “rules of thumb” get in the way and make you gun-shy. If you have views and you’re willing to back them up, the notion that you MUST avoid politics or religion from a business perspective is ludicrous.
There are risks. Few things polarize people more than the two taboo subjects, and there is a chance that you can get some backlash. I’m not recommending that you go far right or far left on your social profiles. I’m telling you that if you are passionate and willing to accept the potential consequences of doing so, don’t let a social media guru tell you otherwise.
Business is business, but it’s in how we handle ourselves in our real lives that determine how deep we’re willing to go in that business when it comes to truly polarizing issues. Follow your heart (yes, it’s cliche, but it’s true) and don’t walk down the middle on issues that you’re comfortable discussing in real life.
Just because everyone else avoids the topic doesn’t mean you have to.
About JD Rucker
I was talking to my sister about this earlier today and we tried to distill it down to the main consumer segments to look for and I found this article which really opened my eyes to who I was marketing towards.
Here are the segments defined:
1) Strivers: Place more emphasis on material and professional goals.
2) Devouts: Tradition & duty are very important.
3) Altruists: Interested in social issues & social welfare.
4) Intimates: Value close personal & family relationships.
5) Fun Seekers: High consumption of restaurants, bars, & movies.
6) Creatives: Strong interest in education, knowledge, & technology.
See the article here http://outtoown.com/2010/11/02/strategic-marketing-segmentation-the-6-consumer-segments/
I think experienced marketers have always know that you have to have an opinion, you have to polarize, and accept the risks, as you say. There’s too many voices out here now to get lost in “safe” comments from a “non-committal” perspective. Say what you mean, and mean what you say.
Social media is just that – social; it’s not much different from any other type of commentary or exchange between people. Those who aren’t interested in what you have to say can find another outlet for their loyalty.
Rock on with your bad self. I love this post and the call to cojones when it comes to standing for or behind something. Doesn’t mean be a jerk or an extremist, like you said, just means be straight about what you believe and stand for. Customers and potential partners love it, too — because after all, who would you rather buy from, someone who doesn’t want to ruffle your feathers because they’re afraid of giving you the wrong answer, or someone who comes from experience, background, belief and tells you like it is, from their point of view?
Spot on. The two Facebook statuses were excellent and really hit home since I could easily imagine reading either of them on a company’s facebook, and how lame the second one was.
The main takeaway for me is “…don’t walk down the middle on issues that you’re comfortable discussing in real life.”
Great thing to write about which people usually ignore and prefer not discussing.
Speaking up for what you believe in and taking a position has always involved high risk! But yes, it can work wonders for marketers too!
Honest and direct stakeholders can definitely save you from making mistakes as they would be highlighting them for you!
Point of view of others to a certain extent is essential to succeed!
Awesome……I Love It!
Most people talk about Twitter in terms of getting to know people, building lists and using followers. But for marketers and business owners, that’s just the start.
You’ve only got 140 characters to work with, so you have to be concise. This works in your favor because it simplifies your message in the same way an AdWords headline does. Simple is good.
http://outtoown.com/category/twitter/
Love the, “put a stake in the ground and own it” attitude of this blog. We don’t move forward as a society (or as a business) without people pushing boundries and getting active discussions in motion. Those that actively advocate a side may not always be right in everyone’s eyes, but they are often seen as thought leaders.