In my last article, I talked about basic privacy settings on your Facebook Profile that lead to a safer and more enjoyable experience for you and your family.
Here, we shift our focus to the business owner trying to grow brand awareness and generate leads via Facebook Pages. In working with clients on Page growth over the years, the most common questions remain the same…
- Can people find my personal Facebook profile from my brand page?
- What if I’m passionate about (insert political, religious or other potentially taboo topic here)? Do I silence my position?
- What if I travel a lot? I want to maximize event buzz, but I don’t want to announce that my home is vacant.
Question 1: Can people find my personal Facebook profile from a business page that I manage?
Answer: It depends, but you control it.
Facebook now refers to this “Feature” as “Adding a team member”. What happens when you add a team member is the following:
- The Facebook Page (brand) will appear on your Facebook Profile (personal)
- Your name and personal profile picture will be shown on the Facebook Page.
If you do not want the above to appear, don’t add yourself as a team member, even when Facebook prompts you to. Simply being an admin of a Facebook Page will not present your personal Facebook Profile on the page publicly.
Another way your personal Profile may be ‘exposed’ via your Facebook Page is the manner in which you comment. The best way to make sure you don’t misstep here is to set your Post Attributions in Settings >>
This will make sure that when you post on your page, you are always posting as your brand and not as your personal profile.
When replying to comments on your Page posts, make sure you’re always commenting as your brand and not as you. You’ll notice a toggling option beneath each post. Now, if your page is your own name, just make sure your headshot is different on your page vs your profile so you can distinguish between the two! If you set attribution accordingly, it will always default to your page.
Question 2: What if I’m passionate about (insert potentially taboo topic here)? Do I need to silence my position?
Answer: Once again, it depends, but you control it.
I am not one of those people who is going to “should” on you. I guide clients through a process to help make this determination based on their unique voice & brand. The ultimate decision comes down to you. Consider pros and cons.
- People have great respect for businesses that stand up for what is important to them.
- You attract your tribe through what you share.
- You are free to discuss whatever you choose on any social media channel, but consider all potential consequences.
- Disagreement with your position may result in lost customers. Perhaps that’s ok or even desired.
- Disagreement with your position may result in “trolls” and comments that require consistent addressing or even blocking.
- People very excited about your alignment with said cause or stance may become loyal followers & brand evangelists.
For a long time, I chose to stay completely neutral when it came to politics on social media. That’s shifted for me a bit. On my Facebook Page I keep things neutral, LinkedIn is purely professional, while on Twitter, I’ve chosen to become more vocal. Have I lost followers since? Yes. Do I care? No. Have I gained even better followers? Yes!
Consider all extremes & consequences, decide if you are ready to manage those possibilities, and determine your boundaries between your personal profile & business page.
Question 3: What if I travel and want to maximize social media event buzz, but don’t want publicize that I’m not at home.
Answer: Balance the pros and cons and come up with a strategy that works best for you.
Yes, if you are a business owner who frequents conferences and trade shows, or is on the road speaking, social media is an exceptional way to build buzz, grow following and showcase your talents.
On the other side of that coin is the privacy concern. I have clients who do this a lot and either live alone, or are a single parent with children, and feel the benefits do not outweigh the risks of putting their travel on blast. At least not in the moment.
- Don’t share logistics. Get in on the pre-event hashtag buzz and discuss your involvement without discussing your travel.
- If your goal is to get butts in seats, there’s a trade-off to consider. Keep in mind that you can target an audience on Facebook Page posts. This allows you to target only those relevant to your event, and keeps your announcement from being publicly displayed.
- Focus on outbound communication: Join in on conversations on the pages of the event, show support for other attendees on their posts. This way, you still gain visibility without publicizing personal travel. Make sure to do this in a way that is conversational versus self promotional (unless invited) so as not to put off other event participants.
- Follow up summary: There is nothing wrong with postponing your posts. Snap all those great pictures, get video of you speaking, doing demos or sharing a post-event summary and share it when you are back at home. You may not experience the same kind of synergies you would if you did it live, but you can still strategically hashtag, tag visual media and mention people in your follow up content to make sure they remember who you are and stay in touch.
Facebook Pages can be an excellent way to grow your brand, but it is important to consider the balance of privacy in alignment with your goals. Always have a plan, and map out pros and cons. No matter the industry, the decision is personal to each business owner,
Next up, we’ll talk about how to manage the volley: using a Facebook Page and Facebook Profile in combination as a public figure, brand evangelist or corporate employee who is responsible for brand advocacy.
Want to bring this conversation to your office or team? Let’s chat!