Social media is a great forum to connect with others. It is a way to attract new business and keep in touch with current clients, but it is a challenge to consistently create interesting and engaging content that follows content etiquette.
Although the information should be fresh and relevant, current event posts are potentially hazardous grounds for businesses to post. Consider that business content needs to draw the attention of our readers not their ire. The cost of being “unfriended” as an individual may sting personally, but businesses should not antagonize their followers into “unfollowing” simply due to publicly advertising a controversial stand on social media. Businesses should strive toward a common goal to interact with their clients for a positive exchange of information.
Not long ago, it was considered to be in poor taste to discuss religion, sex, and politics in public situations. This social convention has not only been ignored but actually eschewed, especially on the internet. People “troll” with misinformation or inflammatory remarks simply for reactions. “Click Bait” is designed to provoke people to open a web page by using a sensational headline or thumbnail. The practice of using provocative content in order to increase traffic is rampant, but is it productive?
Increased views and comments may provide people with their fifteen minutes of fame, but individuals have a greater leeway with what they post than businesses. Upsetting a potential client, even if done unintentionally, will have a negative impact on business. The focus of business communication should not be a self-serving soapbox to highlight the political or social views of the business, but rather how it can provide the best products and services to its clients.
Before any content is posted, be sure to utilize proper etiquette. The media of businesses communication has changed dramatically over the years, but appropriate etiquette has not. A business should not use social media to take a stand on individual beliefs; those are best left for personal discussions.
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