Is it helping your audience solve a problem?
Is it helping them to trust you more?
If it’s more of a personal opinion that doesn’t align with your
business objectives, however, then you should pause. For instance,
if you have a strong opinion about a COVID-19-related matter, but
upon reflection you decide that expressing it publicly may polarise
your community of personal training clients or gym members and
potentially instigate negative interactions between them (which you
definitely do not want to do), then don’t post it. It’s your choice.
3. Is it going to be helpful to your audience? (and the
‘Don’t be a tool’ rule)
When it comes to sharing your opinions on topical matters, it’s
important to determine if what you want to share is going to be
helpful to your audience. Is it helping them to solve a problem? Is it
helping them to trust you more?
If you are posting about a topic because you want to get something
off your chest, and it’s actually not helpful for your audience, avoid it.
For example, if you have realised over time that the most
responsive members of your online community are prone to anxiety
about a particular issue, and you have an opinion or link to an article
or video that will inflame that anxiety, then don’t share it. This is
when you want to put in place the ‘Don’t be a tool’ rule! Yes, you may
generate discussion and engagement, but if it’s negative and simply
makes your people feel angry or sad, why do it? Only share things
that will be beneficial to your audience.
4. Is it something you stand for or stand against?
Every entrepreneur, business owner and organisation has a set of
values. If there is something happening that speaks directly to what
you stand for or against, my recommendation is to talk about it.
This shows your audience what you and your business is like at the
core. If the matter truly is a core value that your business has openly
operated by, then expressing views that support this value should
not polarise or alienate members of your community.
For example, if your club overtly promotes and practices a policy of
safety first and always for members and staff, then posting opinions
supporting the tough club shutdown
measures enforced by government during
COVID-19 will serve to reinforce your values.
5. Are you willing to share your
opinion on what’s going on and
back it up?
It can feel like you’re opening yourself up
for both support and criticism when it comes
to sharing an opinion on a current event.
Feel free to share it, but make sure you
have the data and the numbers to support
your opinion. Share these, along with the
critical thinking that has informed your
opinion.
Many people look for the evidence when
they’re deciding whether your opinions are
worth listening to or not. If you can’t back
up your own stance with facts and reason,
reconsider whether it is wise to share it in a
professional forum that exists to strengthen
and grow your business.
Nicola Moras
Nicola is an online visibility
expert and author of Visible,
a guide for business owners
on how to generate financial
results from social media
and digital marketing. Nicola
helps clients around the
world achieve online visibility,
impact and profits.
NETWORK WINTER 2020 | 59