Anti-Social Media
I’ve always been fascinated by the reticence of World War II veterans to speak at length about their exploits in battle. Ask a participant in the D-Day invasion about his experience, and you’ll likely get some variation of, “it was rough, but we had a job to do.”
End of anecdote.
Fast forward just a couple of generations, and, with the advent of social media, it sometimes seems as if no daily occurrence, no matter how mundane, goes un-narrated.
What they bought at the store.
What they had for lunch.
Their latest ache or pain.
And their opinions on issues of the day.
There’s a pretty good chance you know the views, on a dozen controversial subjects, of a Facebook “friend” who you likely wouldn’t recognize if you bumped into them.
As an individual, this phenomenon is strange but mostly harmless.
As a business owner, it can mean the derailing of a lifetime’s work.
Expressing your political views on social media - especially in the fraught, 280-character minefield of Twitter - can be a recipe for misinterpretation or mischaracterization.
If your business’s “brand” is staking out strong positions on hot-button subjects, have at it.
But for most folks, it’s a dangerous game with more losers than winners.
The dangers?
Not everyone understands your unique way of stating your views.
Not everyone “gets” your sense of humor.
Even professional communicators sometimes trip over their own words and get into trouble.
And while you may have intended that Facebook rant or questionable Instagram pic for a select audience, it’s all too easy for an offended recipient to screen-grab and share your offering with the world.
And yes, nowadays, the Cancel Culture is a real thing.
For better or worse, some folks will use your words or images to drum up outrage in an effort to drive you out of business.
After following these and other media trends during a more than forty year career in TV news, my recommendation to business owners is simple: Think long and hard before posting your personal views on controversial issues on social media.
Decide whether you want to risk a lifetime’s investment, just so “friends” you barely know, can know what you think about the latest news headline.
