Do not be this guy.
Should you use your personal Facebook profile for business? If so, how should you use your it to support your small business? It’s a question that many Facebook users are struggling with. First let us address whether you should do it at all… Since in July Facebook passed 250 million users if you are wondering if any of your customers and prospects are even on there, some of them almost certainly are. More people are signing up everyday so I think we can pretty confidently say that you should absolutely seek ways of using your personal profile to support your business! The more complicated question is:
How should you use your personal profile for small business? The key word in that first sentence is “personal”. I’m not talking about the fan page for your business in general or the profile page specifically for the business if you created one. I’m talking about YOUR personal account. The one where your friends and family look at pictures of your vacation or comment on the updates you post about the kid’s first day of school.
This account, particluarily for a small business, can be a huge source of business. Word-of-mouth advertising is alive and well online now in addition to offline. Your strongest referals are going to come from your friends, family, and clients you are especially close to. The goal for your personal account is to encourage that without looking like a jerk for plugging your business all the time. Since the communication of status updates is a long-term, ongoing affair with your connections, the best form for communicating your business is to post updates about actual things that are happening worth commenting on without actively selling or having a “call to action”. Basically, you aren’t selling. You are brand-building or, more accurately, brand-maintaining within your core fan base.
A Couple of Examples:
- Let’s say you are a real estate agent. Don’t post every third day, “Serving your real estate needs in Manhattan! Your agent for life!” This tactic will quickly demonstrate that you are clueless. Post something relevent that also allows you to remind people what you do and also reinforces your knowledge and expertise. ”Finally closed the deal… I now know more about toxic mold remediation than anyone ought to!” You are talking to people who already know you. Don’t sell to them. Talk to them. Share your life!
- How about for a lawyer? Don’t even think about posting, “Referrals are my business! If you know anyone looking for DUI lawyer send them my way!” repetitively. Your posts should just serve as a little reminder to jog everyone’s memory and reinforce that you really know what you are doing. Try… “You would really be surprised how often officers make mistakes in DUI arrests.” This could lead to a little comment stream where you could further extend evidence of your knowledge without being irritating.
The main point is that you are not actively selling to these connections. What you are doing is gently reminding them all what you do and reinforcing your expertise so when someone they know mentions your industry, they immediately think of you and can confidently say… “I know a great person who can help you out…” The best posts are ones that are truly conversational involving your business but also sharing your life.
A final point I shouldn’t have to make but will mention anyway… do not share anything that violates the trust of a client or associate. You know better! While your personal account is personal, it is far from private. (Not to mention the serious ethical issues of crossing that line.)
