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Using personal social media profiles to promote content for businesses potentially means compromising, and diminishing, who you are as an individual human being – it can be dehumanising. This issue is likely to become an increasingly vexed one for not just professional marketers and public relations professionals, but for any employee of, and/or consultant to, an organisation.
Is there anything wrong with a business asking its employees to use their personal social media real estate to promote a product, service or business? The easy answer is no, because it’s just asking. There is no need to actually undertake the social media sharing/commenting requested.
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But that ignores three factors:
- Merely by asking, some people will feel pressured to undertake the social media sharing
- Many people on social media tend to be fairly non-disciplined when it comes to sharing/liking/RTing etc, so the business is on to a ‘winner’ by asking its employees to undertake this activity at all
- What if the organisation monitors what employees/consultants actually share and then use non-cooperation against the individual? Big brother stuff.
You think the Big Brother approach doesn’t happen? Seriously? If so, I think you’re being hopelessly romantic and/or naive. Even if it doesn’t happen very often, it remains an approach which a business can take if it wishes.
The moral dimension of Craig Pearce (me) asking for social media shares
I ask in my blog posts and on social media platforms like Twitter and LinkedIn for people to share my posts, hoping it increases readership and the perceived credibility of my blog and, by extension, myself. I do this for a number of reasons:
- It’s a bit of sport/fun to see subscriber numbers to my blog increase and for social media shares to go up
- It might lead to increased and better quality work opportunities
- It helps raise awareness of what I like to think are interesting and valuable thoughts on PR, corporate communication and marketing
- It will hopefully lead to greater engagement on the blog and get people adding value to thought leadership I have written.
So if I can ask for social media sharing to take place, why shouldn’t businesses?
It’s a good question. And I’m not sure if I have a good answer!
The morality of business asking for social media sharing
I tend to think of facebook as a purely personal platform. LinkedIn I think of as being purely professional. And Twitter is a bit of a mixed bag, but mainly professional.
The upshot of this being I think it fine for business to ask for shares on an employee’s LinkedIn platform, and also on Twitter, but not on facebook. This is a purely personal perspective and millions will probably disagree.
And a good reason for disagreeing is that we have, really, become promiscuous sharers on social media. For many people the line between keeping information personal on social media is about as non-existent as the line which exists regarding shouting out personal information on mobile phones in public places (but don’t get me started on that one…).
There are three approaches I think businesses should apply as a default when seeking employee shares on their social media real estate:
- Make it a hard and fast written policy that no monitoring of employees sharing of business news/imperatives on social media platforms will be held against them, unless the sharing contains comment which compromises the organisation in some way or is unlawful
- It should also be policy that a lack of social media sharing about the business will never be held against the employee
- Be non-pushy in the asking of shares on employees’ social media platforms. I would be putting it something like this: ‘Please consider sharing news of XYZ on one of your social media platforms such as LinkedIn….etc’
And I would certainly be prioritising the asking of shares on business-oriented social media platforms, not personal/social-oriented ones, the reason for which seems self-evident.
Not least of which there is less risk of employees thinking the business is infringing in their personal space – which will impact on employee perceptions towards the business, how much they admire the business and, crucially, their productivity and how long they work at the business. Increased employee turnover is, in particular, a massive cost which a business does not want to increase.
Advantages for employees in business-driven social media sharing
In the context of a platform such as LinkedIn, I think there are a number of common sense advantages to employees agreeing to share news of their business on LinkedIn:
- As LinkedIn is a very visible window into the history, attitude and ‘soul’ of you as a professional, sharing – and commenting positively – on an employer’s news indicates you are a supporter of the company you work for – this is, patently, going to be perceived as being a good thing
- If the news is relevant to the employee’s actual professional line of work, it could help them learn something about the topic being discussed through other people’s comments and/or information sharing, thereby potentially becoming more adept at their profession.
- By promoting an employer on LinkedIn, it will probably help in some way to the business increasing its brand equity and enhancing its reputation. This will contribute in some way to the longevity and potentially even income of the business, making it a more secure long term employer of the individual.
Personal choice and personal credibility on social media
At the end of the day, of course people have the right to choose what they do and don’t share on social media. What they share and how they comment on the shares tells us a lot about the sort of person they are.
Personally, I am mystified why people would want to share something related to fast food products, FMCG products or anything with an obvious and in-your-face commercial focus.
On the other hand, I totally get social media shares on activity related to the arts, culture, politics, social issues and sport. Yes, there are plenty of cultural and sport ‘products’ out there, so my delineation between these and FMCG, for instance, is a personal and, perhaps, spurious one!
What do you think about this discussion? Do you share news of your employer on social media? if so, which platforms do you think are appropriate to do this on? Where do you draw the line in platforms to use for business purposes and the kind of news you will share on your employer or other businesses on social media? Have you ever been offended or felt compromised by being asked by your employer to share news of it on social media?
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