It used to be that to put the word out about your business, you needed to purchase a television or newspaper ad. Publishing companies were required for authors to disseminate their work.
No matter the size, or purpose of your business, new marketing practices have brought about a universal truth:
You Are Your Own Publishing Company.
If you participate in social media in any way, you disseminate information. Unless you have another set of eyes reading your material beforehand, you also act as editor.
You have a built in audience. They’re called your Facebook friends, and your Twitter followers. It doesn’t matter if we’re talking about a sunset photograph taken via Instagram, or a 2,000-word diatribe about your political beliefs. To be seen in front of those types of numbers used to involve a third-party gatekeeper.
Some of us take having an audience for granted, and some of us recognize the responsibility that comes with this. Whether you are posting in your personal life, or promoting a business, you have to consider your entire audience.
Hitting the “publish” button” is a lot different than blabbing to a friend. There are parents, bosses, in laws, and a diverse makeup of people to consider. Before you complain about someone in front of hundreds, it’s best to make sure they’re not watching. Or their friends aren’t watching.
Here’s a few things to consider before hitting publish. Some prevent controversy. Some just make you look smarter:
- Is the post controversial? Does it make sense for you to split your customer base by taking a stance on something unrelated to your source of income?
- Did you practice correct grammar and spelling? Yes, I know it’s the writing version of taking out the garbage, but it’s important to keep a clean house.
- Is it engaging? If it interests you, find a way to make it interesting to your audience. You owe it to them. Sometimes when we have a shorter space on Facebook and especially on Twitter, we have to find a way to convey impact.
If you take the time to be thorough before you hit publish, you’ll have better results.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
