How Much Transparency Is Too Much?
We’ve talked before about telling stories and being authentic, and how being your true self is your most powerful branding tactic there is. But just how open and honest should you be when it comes to sharing your story?
I am often surprised at what some people share online. I love hearing about other people's lives, but sometimes it like TMI! (Too Much Information) Always remember and think about how your story is going to be received by your audience.
Pat Flynn and Jon Lee Dumas are notorious for their transparency, even going so far as to post their monthly income statements. You might argue that when you’re making the kind of money they do (6+ figures each month) it’s easy to share—perhaps even inspirational to your audience. But it might also be off-putting to some, since talking about money is often seen as bragging. In this case, though, it works in their favor to attract the exact audience that they are after. The others who don't like that kind of information will find different mentors, and that is, after all, the point of marketing.
Transparency comes in other forms as well. Struggles with alcoholism, depression, cancer and other health concerns are commonly shared. Stories of marriage and relationship triumphs (and tragedies) are told. Even spats between competing businesses aren’t off limits for some marketers.
That doesn’t mean, though, that you have to be frank and honest about all areas of your life and business. With a little forethought and planning, you can keep certain aspects of your story private.
Watch Your Social Media Profiles
Here’s where a lot of business owners falter, especially when it comes to Facebook. You have your personal profile, to which you invite friends and family, and your business page, where you talk, well, business.
But there will inevitably be some overlap. Colleagues will slowly filter into your personal timeline, and you into theirs. Pretty soon, your business people are hearing all about your latest bout with the flu and that snarky thing your mother in law said yesterday. Too much? Maybe.
When it comes to your social media sharing, it’s important to pay close attention to not only what you say, but who you’re saying it to. Using privacy settings, contact lists, and even limiting who you “friend” can help maintain your privacy while still being transparent about your business offerings.
Remember, the Internet is Forever
While privacy settings can help, a better way to keep your personal business away from prying eyes is to simply not post it at all. Think of every blog post, Tweet, Facebook status update and Instagram pic as a billboard. If you wouldn’t post it on the side of the highway for all who pass to read it, don’t put it online either. The chance that it will “leak” (despite your best efforts) is great, and once it’s out there, you will not ever get it back.
So think twice about those nasty replies, intimate details, and other confidential information. You just never know who might be reading, and they will affect your brand image.
The bottom line? Know your audience and know yourself. If you’re not comfortable sharing certain aspects of your life and business, chances are they won’t be comfortable hearing about it, either. It’s okay to maintain some privacy, even in this transparent world of online marketing.
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PS. If you want to know how to build your list, brand yourself and have customers chase you … watch this video.