What should I avoid posting on social media to protect my small business?

Granted, social media allows you to reach a lot of people. But remember: owners do the damage, not platforms. One big mistake entrepreneurs make is mixing personal and business posts. Instead of a polished brand, customers see a confusing mash of private, unfiltered opinions and product updates.

People buy from people they know, like and trust. That means they want to know the business owner as much as the products or services. Share the private and unpolished with care, though, because customers want your professional self - not the constant stream of random thoughts and photos that is the raw stuff of modern social media. If it will resonate with customers, share it, by all means.

The golden rule of content marketing is that every post has to matter to customers. Before you post something, ask yourself: “Why does this matter to anyone? What value does this give someone outside the business?” If you cannot answer those two questions, scrap it. Social media is about the customer, not you. Reveal your private self, if you choose, only when it fits your target customer profile.

Offend a Customer

Alienating people is not marketing. So when things get raw, remember the first rule of all sales: Without customers, there is no business. So never insult or incite them. In the end, the worst thing you can do is offend a customer.

Keeping out of political and social causes is usually the safest choice, unless your audience is defined by those views. You have to weigh your convictions and your customer base carefully. Stay true to your morals, at the very least. But you have to do what you can live with. Customers who disagree may shop elsewhere. In the end, you cannot please everyone.

Sure, it is your right to accept losing some sales over a principle. But ranting about your politics on a business page? You will regret that if people stop visiting because the business comes with too much of a full-contact political experience.

Content that is purely information - like a side-by-side of the local candidates’ positions, taken straight from campaign literature - can help customers. Just keep it balanced. Give each side equal space, and do not put a spin on anyone’s view. Just report the facts, taken from the candidates’ own websites or campaign flyers. Also: no commentary. This is not about politics. It is about giving the best service you can.

Oversharing Is a Real Risk

Do not overshare. But customers also appreciate a peek behind the curtain. Part of getting to know you is understanding what drives you. So having a hobby is a real asset, because people connect with that. When you share who you are outside the business, frame it for the customer. A hiker might include a couple of photos from a hiking trip, to open up a common bond with other outdoor enthusiasts. And if you are a nutritionist who hikes, talk about the snacks you take and fluids - little details that highlight your expertise.

But watch the amount and the depth. The best guide is the customer profile. Let the customer decide. If your buyers are Baby Boomers, a post about your favorite songs from that era might be a good way to connect.

A post about how much fun you had volunteering at the dog rescue - and an adorable photo of you with a lab pup and some squiggles about how cute you find it - connects with a big slice of customers on a relatable, fun level. But when you reveal the personal reason why you work at the shelter - that your relative abused a dog when you were a child - you raise questions about whether this is a path to healing for you, and that can make people doubt whether they can trust you with their dog. When you talk about it, keep that story private.

Letting readers see your dedication can backfire. If you post from home on a sick day - say, a long post about how hard it is to make that deadline when you have the flu and still can’t sleep, even with NyQuil - a lot of readers wonder, well, should you be on the job? If your accountant does your taxes while sick, and while you admire the work ethic, you do not trust her attention to detail that day. Customers see that in you, too.

Resist the temptation to share the daily reality of working from home. A crying baby in the background as you tackle a spreadsheet, the spouse who pops in just as a phone interview starts, a break from a proposal draft to let the plumber in. Customers care about why you are the answer to their question of the day. When customers buy a service from you, they are not buying your life, they are buying a service. That means every single time you post, your target audience is asking: “What problem of mine are you solving? What do I need that you can give me?”

You Are the Brand

Use social media to help people know, like and trust you. The idea is to build a relationship, and your image will define what that relationship becomes. You are the brand. You are the product, and a trustworthy owner will help customers see a trustworthy business.