For brand and product influencers, posting on social media is literally part of the job.
getty
For brand and product influencers, posting on social media is literally part of the job. However, influencers more than most need to be careful what they post. In today’s hyper politicized environment it is all too easy to stir up unneeded controversy, which can impact one’s influence and potential to bring in sponsors and advertising dollars.
While misworded post could result in a lot of eyeballs, brands won’t want to be tied to someone who is trending for all the wrong reasons. Influencers thus need to be award of their social media presence.
“Social media is inherently social and so users should expect their accounts to be seen by others. Even if a person’s own immediate network isn’t upset by a post, users should think about how other people – such as their colleagues or clients – might. react to it, “warned Colin Campbell, assistant professor of marketing at the Knauss School of Business at San Diego.
Influencers should not be overly political even if they are trying to take a stand on important issues of the day. If there are two very vocal sides of that issue, perhaps it is best not to get involved. Otherwise, an influencer can become part of the story – and not in a good way.
“In terms of being conscious of social media posts (generally): it is critical for all of us to realize that the posts we make on social platforms become our story,” said Jui Ramaprasad, professor in the Decision, Operations and Information Technologies department. at the University of Maryland’s Robert H. Smith School of Business.
“They form the public personas in the eyes of those who read the posts. Readers cannot observe what happens offline, or if someone’s views have evolved unless these views are publicly posted,” added Ramaprasad.
The other concern is that by trying to latch onto a hot button issue may make an influencer seem more of a follower.
“Authenticity in social media posts has been shown to be valued by consumers,” continued Ramaprasad. “At the same time, society is evolving and finally recognizing important issues around bias, discrimination, racism, etc. – so indeed, when one’s authentic perspective includes such views as expressed by these reality stars, there will be some repercussions. This often results in being ‘canceled’ by the public or – as these stars experience – canceled by their employer. “
Those Old Posts
Nothing shared on the Internet ever goes away – and there is always the chance that some post from years ago could come back to haunt an influencer. Taking the issue head on is often recommended.
“The safest approach is to acknowledge that it was a mistake and that the person – just like all of us – is growing and learning more over time,” said Campbell. “Doubling down on a post or simply deleting it without explanation after it gets attention are only likely to fuel outrage. Acknowledging and apologizing is the safest approach.”
The same rings true for celebrity influencers, who may suddenly see old photos make the rounds. Such issues can blow over, but addressing such past missteps is the best course of action.
“Everyone can do this by reviewing older social media posts on their accounts and proactively deleting or archiving those that they feel no longer represent who they are today,” added Campbell.
It may be “social” media but those who make their business from it need to take it very seriously – for influencers it remains a business media.
