Social media: we’re all on it. How we use it, however, is different for everyone. On the personal side, some are on it to show off all the adventures they go on and the extravagant meals they eat, others want a space to share family photos and highlight their children’s accomplishments. On the professional side, there are people who want to post inspirational quotes about working hard, and others who use it to network or only post when they get a promotion or a new job.
There is also the marketing side of social media, where brands, companies and businesses harness each platform to create brand awareness, sell their products and build a community of loyal followers. Brand CEOs who rely on social media for their sole marketing efforts, though, may be wary of just how much they feel comfortable sharing online when their moniker is also the company’s name.
In the digital age, it’s not unusual for anyone to feel apprehensive about personal data privacy. But two decades into the world of social media, there’s comfort in knowing there are now more actions we can take to be safer online.
A likely scenario
Imagine this: A potential client wants to hire you for her online consulting business. She uses her name for her branding, but is concerned with privacy issues on social media. Because of this, she emails you that she is overwhelmed with the idea of using pictures or videos of herself. So how do you convince her that effectively using social media is vital to the success of her online business?
As online marketers, we understand that social media has a powerful effect on customers and how it can help shape a brand. The following is how I would respond to the concerns this potential client laid out in her email.
Ms. Johnson,
I hope this email finds you well. My name is Melinda Garza and I’m the CEO of the Double Tap Marketing Agency.
First and foremost, I wanted to thank you for being honest with us about your concerns. In an age where all we do is read about the bad stuff that can happen online, your apprehension is not completely unfounded. However, I can assure you that this company, like yours, goes above and beyond for its clients. We are constantly learning about the latest in tech and media, and institute policies as best as we can so our clients have one less thing to worry about while they run their business.
Next, I want to address your concern about using your personal name as you move forward with your brand. Using your personal name means presenting yourself, your work and your product to your clients as a reflection of your values, your voice and your aesthetic. Your face is what brings credibility to your business. It’s important to the success of your brand that you have an online presence, especially since you operate an online business. Despite the potential risks associated with a namesake brand, there are various actions that both you and our agency can take to help put your privacy concerns at ease.
On your end, for instance, always be sure to read the Terms & Conditions, Terms of Use or any other agreement before going clicking “I accept.” With new and emerging privacy updates, companies like Apple are taking extra steps to help you understand what you’re agreeing to and allow you to pick the preferences you feel comfortable with in regards to your web use. This can help both you as a business owner, as well as our agency, navigate what we see online.
Another tip we can offer is only allowing an app to track your location when you’re using it (or even selecting “never” or “not at all” if you don’t feel the app needs your location). Taking steps like these may feel small, but they can go a long way in being and feeling safer online.
Privacy policies also vary by platform. Some accounts take more of your personal data than others, so always be aware of what you’re agreeing to. Pinterest and LinkedIn, for example, offer a higher level of personal privacy, data security and censorship protection in contrast to their more well-known competitors.
Other ways to keep your personal information safe while still enjoying the benefits of creating a social media community include: Using a strong password and password manager. Weak passwords have a higher likelihood of getting compromised, so be sure to have different passwords for each account to make it harder for hackers. Adding two-factor authentication for every social account will also add an extra layer of security to them. And be sure to check your inbox regularly to monitor for any suspicious login attempts. If you do get one, and the email address looks questionable, don’t click the link as it may be a hacker. Instead, visit the app or website directly and change your password as soon as possible. Another good practice is logging off your accounts when not in use.
This may go without saying, but don’t disclose personal information such as your home address, social security numbers, credit card information and any other personal details that could be used to hack your account (this includes your mother’s maiden name, the address of your childhood home or the name of your first pet).
Lastly, I know what worries you the most is using your own pictures and videos, but you can’t be the face of your brand and not share your own face. So, rather than posting about your brand on your own account to random people you went to high school with and haven’t spoken to in years, think instead about who you could be sharing with. Consider what your online business has to offer and share that with a blossoming online community of followers who want to see your products. That’s how we can effectively use social media as a marketing channel. We understand how scary it can be to embark into unknown territory, but you’re not alone in that journey, the hard part is what we’re here for!
If you have any other questions or concerns, please do not hesitate to reach out to us—or me personally— and we’d be more than happy to heed any other unease. We would love to move forward in our partnership, and hope to hear from you soon.
All the best,
Melinda