Are You Violating Social Media’s “Unwritten” Conduct Rules?
Oh, that hilarious but risqué video or photo you took! It was so cool! Until your prospective boss found it. Now, the joke’s on you. And darn; can’t just ‘remove’ it from the internet either. So I guess the picture of you in too-small underpants sporting a rainbow wig in the school library is going to be around for a while.
Though all sites have “rules,” those older and wiser (and trying to run a business) know that just because you “don’t get kicked out” doesn’t mean you’re being smart.
Many contractors are getting into Social Media, but not monitoring or giving wise forethought to the result. So consider the advice from word-of-mouth marketing ethics expert Gary Spangler:
Action #1. Be Clear. Social media and online marketing must be transparent and honest. Clearly communicate offers, giving ‘conditions’ and ‘guarantees’ openly. Testimonials (FTC ruling here) must announce that atypical results are not typical and/or what the average results might be. Every now and then, it is sheer genius to admit a ‘flaw’ in a product of yours. Credibility soars.
Action #2. Have a policy. Let your staff know that posts are restricted to certain personnel and must be proofed before posting. Let them know how you’re using it; get input from them on what they’d find useful on a contractor site and begin posting those ideas. (They’ll be famous!)
Action #3. Watch “Friends” Posts. If you have friends or “partners” on your social pages, make sure they agree with and follow policies. If not, the “delete” key is in order.
Action #4. Be willing to ‘accept’ a critique. It’s going to happen. Somebody’s going to say their drunken poodle is a better HVAC repairman than you are. Respond to online criticism with a cool head, because you can’t ‘take it back’ once it’s said. If you’ve made a mistake, admit it, mention how it should’ve been handled or that this experience changed company policy, and move on. Again, bonus points for being human, unless of course you’re a drunken poodle.
Action #5. Disclosure. If there’s a financial incentive, or partnership among endorsers on your site, you must say it (FTC again). Half the time someone invests with you is because you’re excellent, so don’t hide it.
Action #6. Monitor industry news. Learn from others’ mistakes and successes. If you see missteps, take note and precautions. If you see a good idea, incorporate something similar.