Social media is a great tool for reaching a large audience, but it can be a double-edged sword. The good things you do and say can be seen and shared easily, but it is just as easy for content to be ill-received and hurt your reputation and/or your business.
I’m not just saying don’t post questionable or controversial content. Even well-meaning posts can cause a stir sometimes. Always check with your compliance folks on your company’s social media policy. A simple post about a rate change could be considered an ad from a compliance viewpoint.
We’ve already talked about how important social activity can be. It helps you share important information quickly and easily to a large group and it helps you keep your name in front of your network. However, you don’t want to be top of mind with your network for the wrong reasons.
With this in mind, make sure your posts are meaningful. In the November issue, we talked about being intentional with your connections. The same goes for social media. Even though you may be posting for the masses, the content you put out there can affect different people in different ways. Even the cadence of your posts matters. Too many can be overwhelming to your followers and might cause them to scroll right past you if you’re appearing too often.