It is imperative for small-business owners to have an active Facebook account promoting their values and accomplishments. But it is now more important than ever to keep your personal matters separate from commercial dealings.
The Proceedings of the National Academy of Sciences published the results of a study of more than 58,000 Facebook users in America. The study, conducted by researchers from Cambridge University and Microsoft analyzed the “likes” of each volunteer user. The statistical analysis used to crunch the numbers successfully determined some very personal information about the individual users. Researchers, among other things, were successful 88 percent of the time in determining male sexuality, 85 percent successful identifying Republicans or Democrats and 65 percent successful identifying drug users. One quirky, unexplained result of the study found a positive correlation between high IQ scores and liking curly fries.
Personal Views and Business Don’t Mix
The personal views of Chick fil-A CEO Dan Cathy spilled over to the business side of his life after making public comments about marriage and the Bible. Some will argue Cathy’s declarations could have resulted in thousands of people breaking out their American Express small business credit card and treating friends and family to chicken sandwiches to support the chain. Others will argue it bought negative publicity and several in-store protests featuring individuals kissing one another at Chick fil-A restaurants.
Though Cathy’s comments did not originate on Facebook, the aftermath was spawned by the social media giant. Successful small businesses cannot and do not discriminate when it comes to whose money is making them successful. A corporate chain like Chick fil-A can withstand a blunder by the CEO. A startup can be severely crippled or completely destroyed under the same circumstances.
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Control Your Content
It is never a good idea for a business owner to let any of their personal views and political affiliations overshadow the business. One of the easiest (and inadvertent) ways to do this is by “liking” groups and organizations on Facebook potential customers may see as divisive. One blogger suggests that Facebook is bad for business in general because one customer’s negative experience can and will be read by all your Facebook followers. Another blog entitled “Facebook Is Dangerous For Business” argues that it only takes one user claiming your company page violates Facebook policy and get you shut down. You instantly lose all those contacts and time you invested with few avenues of recourse.
Business owners and social media administrators must stay on top of the content being posted on their networks. It’s also important to monitor what members of management and other high-level employees for your company post on their personal pages. Fair or not, the company will be guilty by association.
Don’t privatize your business Facebook page, but it behooves the savvy small-business owner to only befriend those they truly know on their personal pages, and enforce a policy that keeps top-level employees in line with the company’s vision.
Guest post by Thomas Duke
Tom is the digital director and owner of an SEO startup. He lives in New Mexico.
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