Including personal content in your digital strategy is great. It gives your brand personality, and helps to build a connection with your audience.
However, many brands make the mistake of thinking that the owner or community manager is the personality of the brand, and this is not often the case.
If you are a yoga instructor, nutritionist, performer, or something similar, then yes, you are your brand. You are selling yourself as a product.
But in most cases, you are not the face of your brand, and you need to know what content is ok to post on your business page.
Personality Is Good
Every brand has a personality, and figuring out your brand’s personality is extremely helpful for your strategy. Including posts that show you are more than just a product or boring business makes your brand come alive and helps you to connect with current and potential customers.
That is the personality that you want to show on your brand’s social media, not your personal life.
Too Much Information Is Bad
We all have a friend who shares far too much information on their social media. We don’t need to know every single thing you ate this week (unless it was exceptional) or that your dog is toilet training.
We want to keep up to date with our friends and what is going on with their lives, but there are certain things that they wouldn’t tell us face to face, yet they feel the need to share it on social media.
Of course, there are some people in their lives that are interested in that, such as their close friends and family. In terms of your brand, your audience is interested in the personality of the brand, and the people who work there, but only as far as it is relevant to the brand’s overall image.
They don’t want to know about what you have done today, because as interesting as you are to your friends, your brand’s community is following for updates about the brand, not your personal information.
Is It Relevant?
What you are selling on your social media is a personality and a lifestyle. You don’t need to only post about your product, but you need to keep to posts that are relevant to the lifestyle your product represents.
If you sell luxury holiday clothing, then the lifestyle you are selling will include posts about luxury holiday destinations, 5 star restaurants that you visit, work outings for expensive cocktails, and peeks behind the scenes of the fashion world. They do not include posts about your kids going to the park on the weekend.
You have to know where to draw the line. Before you post something, ask yourself if it is relevant to your brand. Is it in line with your brand personality? Does it fit in with the lifestyle your product represents? Or is it something better suited to your personal social media account?
Be honest with your answers, and then you can decide whether to post or not accordingly.