Should You Share Personal Content on Your Business’s Social Media?
I often get asked that question, and it’s usually because of people “not wanting to put their life on social media.”
In this week’s blog, we’ll explore the topic: why personal content works, how to have a private life, and how much is too much.
Questions answered include:
- What is Personal Content on Social Media?
- Why Does Personal Content Work?
- How much time should I dedicate to creating personal content on social media?
- I’m a private person – do I need to put my life out there on social media?
- What if my personal life isn’t interesting or relevant to my business?
- Is there such a thing as too much personal content?
- What are some specific boundaries I should set to protect my privacy while still being personable?
- What if I receive negative feedback or criticism on my personal content?
- Is there any way to be personal without talking about personal life?
- What is Personal Content on Social Media?
- In a business context, personal content on social media refers to posts that showcase the human side of the company.
In large companies, this can often be simple things such as:
- Birthdays
- New Starters
- Work Anniversaries
- Training / Away Days / Team Building
- Team Nights Out
- Awareness Days
In small owner-managed businesses, this tends to be based around:
- Family
- Interests
- Pop Culture
- Values / Beliefs
Why Does Personal Content Work?
Firstly, people love to see a face and connect with human beings rather than logos.*
Secondly, we do this in real life all the time.
Think of the last networking or business event you went to, and the conversation probably wasn’t 100% business.
You more than likely mentioned your family, where you travelled from, what you’re doing after the event, the last restaurant you went to, when you’re going on holiday, etc.
And from that, you build rapport with the person you’re chatting to.
It’s part of the Meet Like Know Trust Process.
And social media is something we do every day, whereas events are something we might only do once a week or once a month.
There are plenty of opportunities to drop in personal stories.
In a world where AI is becoming more common place, being personal will help you stand out.
*Caveat – we’re talking about small business owners here.
How much time should I dedicate to creating personal content on social media?
This is the great thing about personal content.
You’re never going to run out of it, and you’re living and breathing the content, so it’s just a case of remembering to document it.
Often personal content is quicker and easier to do than your business content.
I’m a private person – do I need to put my life out there on Social Media?
Absolutely not.
You decide the line you draw.
If you want to be 100% business and 0% personal on your business’s social media, that’s your decision – but at the very least, show your face occasionally.
If you want to do 50/50 business and personal, that’s your call.
If you do or don’t want to share your kids’ or family’s life on social media, that’s your call.
Despite posting on social media every day for 15 years with this business and being personal, I still only post about three personal subjects – dining out, running, and music.
I don’t feel that is putting too much out there, but it’s enough to show what’s important to me.
And that works?
Yes, and sometimes that doesn’t even include my face.
Subtle differences like this really work.
All other things being equal – reviews, experience, location, price – between a variety of social media trainers, a potential customer is going to opt with the person they feel most affinity with.
If all I post are faceless Canva graphics or business-only updates, how do they decide?
If I put a little bit of my life out there, they start to build rapport. They might be a runner or like the same genre of music or have been to the same restaurant that month.
What if my personal life isn’t interesting or relevant to my business?
Here are a few examples of businesses that we know:
- An office supplies company whose owner is a huge Manchester City fan.
- A tradesman who runs marathons.
- A retail company owner who talks about her upbringing abroad and young son.
- A wellness coach who sees funny things out and about in Manchester.
- A marketer who tweets about the soap Neighbours every day.
- Your personal updates don’t need to be directly linked to your business.
And the lack of interesting things to talk about? Trust me, they’re interesting to your type of people.
I’m pretty sure that more people find my life of 80+ gigs a year and running not as interesting as their Love Island viewing.
Is there such a thing as too much personal content?
IMHO – yes.
When the personal content is more than the business content.
If I see your posts but I can’t actually say what you do or what you offer, then it’s a problem.
It doesn’t matter how many likes your posts get; if I can’t state what you do, then how can I ever buy from you?
With 15 years of working in social media, I’ve found 80% business and 20% personal is a good split.
What are some specific boundaries I should set to protect my privacy while still being personable?
As simple as it sounds:
Look out for what is in the background of your videos or photos.
Don’t give away your home address.
Don’t include your child’s school uniform.
Don’t give away too many private details.
Don’t tell people you’re away from home.
Don’t let people see confidential client notes.
Before posting, just take a look at what is showing in the background as well as what you look like.
What if I receive negative feedback or criticism on my personal content?
This very, very, very rarely happens.
In fact, in all the years I’ve been posting, I don’t think I’ve ever even had the “This isn’t Facebook brigade” on LinkedIn.
99.9% of what comes from personal content is positive.
Is there any way to be personal without talking about personal life?
Absolutely.
But it does involve putting yourself on camera.
All the social media platforms have some form of video option.
Simply record a series of videos about the services that you offer.
If this feels a little uncomfortable, do it on Stories where the content disappears after 24 hours and you feel less pressure to be perfect.
Here are five simple prompts to get you started:
“We often get asked …”
“I had an unusual question today …”
“I got the best news today …”
“A client rang us to tell us XXX after working with us.”
“The funniest thing happened today …”
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Please call Alex on 07806774279 or email alex@altrinchamhq.co.uk
