How Much Transparency Is Too Much?
We’ve talked before about storytelling and
authenticity, and how being your true self is your most powerful branding
tactic. But just how open and honest should you be when it comes to sharing
your story?
Pat Flynn and Jon Lee Dumas are notorious for their
transparency, even going so far as to post monthly income statements. You might
argue that when you’re making the kind of bank 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 vulgar.
In this case, though, it works to attract the exact audience they are after.
Others will find other 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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