We’ve all seen posts on social media that have us think, too much information (TMI)! It’s great to see different sides of a business owner but there is line, isn’t there? (Yes!) Unfortunately, fear of crossing that line has many business owners sharing almost no personality online. In an effort to be ‘professional’, they’re bland and unmemorable.
Human-to-human business
You’ve probably heard of the concept of humanising your business by introducing personality into your social media marketing. Big personalities certainly attract a lot of followers and get a lot of engagement. But does that mean you have to be over-the-top crazy to have personality? How do you ramp up your business personality when you don’t want to talk about yourself all the time, and you have practical concerns about your privacy? And how does that translate to a business page? Great questions. It comes down to the difference between being personable and personal. The first thing to consider is the idea of human-to-human (H2H) business. If you want to differentiate your business, it’s important to give your audience some aspects they can identify with and connect to, as people. Merriam Webster Dictionary defines personable as “pleasant or amiable in person”. And personality as:
“attractive qualities (such as energy, friendliness, and humor) that make a person interesting or pleasant to be with
attractive qualities that make something unusual or interesting
the set of emotional qualities, ways of behaving, etc., that makes a person different from other people.”
So rather than sharing personal information, you promote qualities that make you and your business appear more personable. Ideas for social media posts (that aren’t too personal) In addition to sharing content you write and content you love, share updates about:
- Books you’re reading. Post images of the cover plus tips and lessons you’re picking up.
- People you’re meeting. Tag new clients or people in your business network. Pictures of smiling, happy people are pictures we love to smile at!
- Places you’re going. Maybe you have a meeting in the city. Share a quick pick of the busy pavement or shiny skyscrapers as you walk there.
- Images of your office or workspace. Images of your desk, your view, your snazzy new art all help your followers imagine your day (in a non-stalker way).
- Things you love. Like coffee, music, your dog and stationery (or is that last one just me?).
- Your mood. Share the good and the bad as Brene Brown reminds us that sharing vulnerability is a sign of courage and strength.
You might think, no one wants to know what I’m reading or that I obsess over my first coffee of the day.
But you’re wrong.
Posts like these help your social media followers identify with regular moments in your day. They reinforce the idea that there is a real person behind the business and that person is actually just like them! It’s a powerful moment of connection when someone reads your social media update and thinks, me too! If your followers like the same things as you like, they might learn that you also share the same values. It’s that kind of connection that can lead to your business being chosen over a competitor’s.
But what if you want to speak as a brand, not an individual?
Follow the same idea of sharing posts that reinforce qualities that make your brand personable:
- Moments around your office. Share office habits, team-building activity, birthdays or other big news (like a new stationery delivery!)
- Your team. Share candid, happy pictures of your staff.
- Images of your office. Your work environments can say a lot about your brand.
- Networking events and meetings. Show the world how you connect people with people.
- Things your people love. Maybe you just bought a new coffee machine, you all voted on the best song of the year or the new team member just turned up with a killer bag that has everyone talking.
The most important element to all this is demonstrating the culture and values of the people in your business – whether it’s just one person or 100 people.
You don’t have to share:
- Over-edited, award-winning photography.
- Pictures of your family or your home.
- Feelings you’d rather keep to yourself.
- Strategies that will compromise your competitive advantage.
- Information about what you’re eating.
Seriously! You don’t have to share any of those unless you want to.
The first step
Spend some time analysing the qualities that embody your brand and the ones you want to be known for. Don’t be afraid to relax a little and have fun with it. You’re human after all! Spend some time looking at the posts of people with whom you feel an affinity. What information do they share that binds you to them? Take the first step and share something personable!
