We’ve all seen it recently. Twitter bios and blog profile pages with some combination of the following:
My tweets are my own.
Retweets are not endorsements.
My views do not represent my employer.
It has come to the point where the people in the industry are more visible and valuable than the brands they work for. Personal branding has jumped to the forefront of marketing strategies. But with that rise in personal branding comes a huge risk for companies. What happens when one of our visible stars says something we disagree with? What happens when we have to pull back?
Where Is My Mind?
Social media works best when it’s genuine. People sharing thoughts and ideas with each other without filters or constraint. Where it breaks down is when an external force starts interfering with that information exchange. Think about corporate social media policies that restrict what you can say. Or even policies that say your Twitter handle has to include the company you work for (yes, that exists). Why should my profile have to include miles of disclaimers telling people that I’m not a robot?
Is it because we have become so jaded as to believe that people can’t divorce their professional life from their personal life? Or is it because the interference from people telling you the “right way” to do social media has forced people to become robotic in their approach to avoid being disciplined?
Personal accounts that do nothing but reinforce the party line are usually unimportant to the majority of social media users. The real draw with speaking to someone from a company is the interaction behind the message. If a person really believes in the message then it shows through in their discussions without the need to hit all the right keywords or link to the “right” pages on a site.
If you want more genuine, organic interaction with your people in the social world, you need to take off the leash. Don’t force them to put disclaimers in their profiles. Don’t make them take up valuable real estate telling the world what most of them already know. People speak for themselves. Their ideas and thoughts belong to them. Yes, you can tell the difference between when someone is parroting the party line and giving a real, honest introspective look at a discussion. People are not robots. Social media policies shouldn’t treat them as such.
I find myself in the situation that I’ve described above. I have to be careful with the things I say sometimes. I’m always ready to hit the Delete button on a tweet before it goes out. But what I don’t do is disclaim all over the place that “my tweets are my own”. Because everyone that I work with knows my mind. They know when I’m speaking for me and when I’m not. There is trust that I will speak my mind and stand by it. That’s the key to being honest in social media. Trust that your audience will understand you. Have faith in them. Which is something that a profile disclaimer can’t do.