By being late to the party, many small and medium-sized businesses are discovering Facebook as a tool for promoting and promoting themselves. In recent years, the term “brand” has been a hot business topic, created by the media hype around advertising using social media. But I never fully understood the term “brand”, its implications and the practice, until I started actively participating, reading and writing on my Facebook timeline.
My main reason for exposing myself to the world of Facebook was simply to understand how it works. I wanted to see if there was any merit in using Facebook, as more than a billion users around the world were doing. Whether I connected with my classmates from over 30 years ago or not was the furthest thing from my mind. What I did discover was that Facebook is not only a powerful branding tool for businesses, but people unknowingly use it to create a personal brand that can come back to haunt them.
There was a lot I didn’t know about Facebook. But by doing “LIKE” to some people I knew, some more from my club and classmates from my hometown, I began to build a repertoire of news in real time. It wasn’t more than a year of regular weekly readings that the light finally came on for me. Clear as day, I noticed how several of my “friends” have thrown themselves, stereotyped, say “marked” themselves, and NOT in a good way. I saw a pattern of your posts, which I could have easily used to describe or present them, if you ever asked me. I started tagging them and thinking about them, specifically because of how often and what they posted on their timeline. They have managed to “brand” themselves.
I began to detect a pattern consistent with many. Is this how I want to be described or thought about me? There was the person who posted only family photos of events with their grandchildren. This is commendable, but perhaps on a closed familiar Facebook subpage; not your general list of friends. There was a person who posted images that made me wonder, “What am I missing here? Why is this image being broadcast? It’s just an image!” All it proved was that they knew how to take a photo and how to post on Facebook. Well, I thought. They have a heartbeat. There was the friend who spoke of deep inner feelings. Safe; You may only think out loud, but you may not post in words. People will perceive that you are emotionally unstable and unable to cope with everyday life. Then there was the world traveler who posted photos daily from around the world. Obviously not current and only based on previous vacation years. Then there was the person who posts 10 times a day. Well, that person clearly has no life and needs constant attention. Some may seem activists. That’s when I discovered that I can UN-follow them while still leaving them on my friends list. And believe me, I did.
So before you write to your timeline and then click PUBLISH, ask yourself the following 3 questions.
1) What is the purpose of my publication?
Do you hope to inspire, inform, motivate, instigate or call someone to action? Are you sharing an experience with an image in hopes of getting feedback from others? Or are you just venting a bit, maybe climbing into a soap box and ranting about an incident that happened to you? Do you expect support or sympathy? If you are typing in the “heat of the moment” and saturated with emotions such as anger or revenge, close your laptop and go for a brisk walk or other physical activity. Yes, writing can be very good therapy, so keep writing, but do it in your personal journal, not on your Facebook timeline. Nobody is interested in reading your thoughts repeatedly.
2) Am I comfortable with others repeating my comments attached to my name?
This is more in line with the “gossip session” or cooler talk, when others can talk about you behind your back. We can’t control gossip about us, so make sure it’s gossip that you are comfortable spreading about you. Hearing your comments in the third person can make the hairs on the back of your neck stand up.
3) If this was my last post, would I want to be remembered by it?
Think about the legacy. What do you want to leave for others or for society in general? In what light would you like others to talk about you?
I know I said 3, but here is the additional question;
4) Does my publication have any value?
Sometimes we get carried away and when others look at our publication, they wonder: “So what? Why are you telling me this?” This is more like “What do I get out of this?” question. If not, write your post to make it of value to others.
Today more than ever, most people who read something are looking for details that add value, knowledge or absolute wealth. They just don’t want to be an audience, giving their precious time to you, the aspiring author who is going to write the next best-seller that will become the number one movie of the year. Otherwise, your post is just “noise” and your contacts may not only “unfollow” but also remove you as a friend altogether.
Remember, when you post on Facebook, you are talking to the world. Statements will never be withdrawn or deleted. Your post can even proliferate and torment you with someone who reposts on other social networks. Even if it is removed, people who have already read your post may remember you for the lasting impression you made on them. People can make a decision about you very quickly and can stereotype you as an activist, anti-whatever, and just plain dangerous to be around. Do not place yourself in the “court of public opinion.” Also, some potential employers hire social media consultants to compile your social media profile. Seeing pictures of you volunteering your time with a worthy charity in a developing country is a good thing. But pictures of you being attacked in the bar on the weekends, well, not so much.
Facebook is a powerful social media tool. Level the playing field between a humble individual and a multi-million dollar company. Done right, it can project just as well as big business. Use it to show your strengths, ambitions, and achievements. Use it to inspire and rally others to your cause. Use it to stay connected. Use it to develop and advertise “your brand.” I hope that my experience with Facebook and the tips above help you to “brand” yourself in the best possible way. As a test, you can connect with me on Facebook and practice what I shared earlier.