Sometimes I am asked by clients, "Is there ever a time when sharing news stories can be beneficial?" and the answer is "Yes!" While it is beneficial for businesses to share, or repost content from other reputable sources, businesses should be careful when reposting content that can be seen as controversial topics - but some can face the controversial topics and thrive.
There are a variety of fields where controversy will always be part of the conversation and facing it with facts and propel the conversation forward. Obviously political-related social media platforms and businesses would not fall into this week's topic because their purpose is to, in fact, emphasis their views, but there are some that walk on the line.
Fields of business that can face these divided waters include medical, education, and technology, but that is not an inclusive list. However, these are 3 highly visible industries that are often caught in nationwide debates that can pit even the best of friends against each other.
Advancements in research and technological fields are ever changing and sometimes that change can be questioned. Education is also a very debatable topic because it is the very foundation of our country's future. So when engaging in topics that may cause debate, remember these points to help prevent a negative impact on social media platform followers and visitors:
Be respectful- When sharing topics that may create commentary from multiple points of view, make sure to be respectful in tone with comments and replies. Feel free to explain your stance or purpose for sharing the information, but be mindful that others may not agree.
Provide factual comments- Debate is good and can be educational, but you may also encounter opponents who disagree and responses that are not fact based can lead to disparaging and name-calling. Just remember that you are a representative of your company and your comments reflect that.
Keep emotion out of it- To further explain the previous point, letting your emotions be at the fore-front of any conversation can lead to some unpleasantness and you don't want to alienate anyone who visits your social media platforms.
Consistency- Decide what are the perimeters for how you want these 'hot button" issues to be presented on your business social media platforms and stick to it. This approach will help you maintain the 3 previous points.
Business social media platforms can be a great marketing tool, and sharing relevant current events can be a way for businesses to increase the visibility of a company's goods or services. Learning to use these tools in a productive manner is a continuous journey that can greatly enhance a company's footprint.