We’ve all experienced that cringe moment. An online acquaintance you’ve followed for a year or so has just posted what can only be described as an unfortunate tweet. It’s off-brand, super political, offensive words that shouldn’t even be uttered in one’s inner circle, and quite shocking.
“I thought I knew him,” you mumble, your arrow hovering threateningly over Unfollow.
On Brand Building
It’s true. If you’ve branded yourself correctly, your followers think they know you. Their version of you is exactly what you’ve provided: an industry smarty-pants, a purveyor of stellar content, proud owner of the cutest rescue pup, witty, kind, and someone who knows his way around a martini. Of course, there’s more to you than that, but these are your brand’s highlights and exactly what your audience enjoys most about you.
And then, in one unguarded moment, an inappropriate tweet, Facebook share, or Instagram pic kicks your brand in the pants. Ouch.
You’ll quickly learn, with every unfollow, how to stay true to your image and share with carefully drawn boundaries. Here are a few tips for you:
- Be clear with yourself on the parts of your life that are available for public consumption. Think of your audience in terms of houseguests. Most of your followers should stay on the sidewalk in front of your house. Very few would be allowed on your front porch to peek in the windows. Maybe a fraction would be welcome in your formal living area. And far, far less than that should ever see the state of your laundry room.If your brand isn’t ready for overnight guests – and very few are! – keep everyone in the front yard where the roses are blooming.
- Not every conversation needs your input. Silence is a superpower.“But, wait,” you’re thinking. “What’s the point of social media if it’s not social? I want my audience to hear my voice.” True. But if your voice is chiming in to an off-brand topic, I’d recommend hitting the pause button on your stream for the hour. It is never worth it. Trust me.When you return, seek out conversations that build up your reputation in your industry.
- If you absolutely must share something and you can’t keep quiet one more second, share someone else. A respected colleague. An inspirational find. A day-changing article.
Small, meaningful interactions and promotions of others are some of the most beautiful and effective ways to build your brand while adding faithful followers. Because a loyal audience isn’t there for the drama; they’re there in friendly support of you, which is any brand’s wildest dream.