Most businesses use their social media networks to get their brand names out, to keep previous customers interested, and even to generate leads and sales.
Home improvement companies are eagerly embracing social media because they know that’s where their prospects and clients spend a whole lot of time.
Because I handle the improveit! 360 social media accounts, I’m on Facebook, Twitter, Google+ and LinkedIn every day. Which also means I’m connected to a lot of contractors. And I see what they’re putting out their for the world to see.
The biggest mistake you can make, in my opinion, is to use social media to broadcast your own personal beliefs. There’s an old saying that backs up this theory, “Avoid talking about religion and politics in polite company.”
The world is full of people who are passionate about what they believe in. And I totally understand the need to express your views. I’m sure there are many who feel their ideals may even trump their own home improvement business – meaning they don’t care if some potential customer doesn’t like what he or she is saying. I can easily imagine the justification, “If the homeowner doesn’t like it, they can take their business elsewhere!”
But consider if you are in charge of your company’s social media, you are the face of the business. You could be alienating up to half of your prospects and past customers. Again, maybe you don’t care if that’s the case.
Also consider that social media has made the world a very small, digital place. And word can spread like wildfire. There have been so many public cases where business owners have spouted their beliefs and faced an incredible backlash.
The last thing you want is to be so controversial that your phone stops ringing. Companies have closed their doors after making a social media faux pas.
There is nothing wrong with expressing what you believe in. But discussing religion, politics, and virtually any other controversial topic online – as a representative of your home improvement company – could seriously hurt your business.
Have personal social media accounts, that are not associated with your business, to discuss your ideals. Don’t turn away half of your potential customers or alienate the ones you already have. Don’t do something that can obviously be bad for business.
Finally, keep in mind that people believe what they believe. Even on your personal social media accounts, you’re either going to be “preaching to the choir” or making your friends and family mad when you bring up these topics anyway.
Has anyone ever been swayed by a Facebook post or a Tweet? It’s very doubtful.