These days, many people have a social media business page that is a separate entity from their regular, personal profile. Unfortunately, all too many of them don’t understand the distinction between the two — and nowhere is this more prevalent than in the fitness industry.
In the current social media landscape, most athletes have to operate as their own brands, even those with sponsorships. Maintaining a professional and effective brand should be job number one for fitness industry personalities.
However, what you’ll often see is so-and-so professional or semi-professional athlete sharing what might seem like benign memes and pictures (though also potentially inflammatory political rants or just plain bizarre non-sequiturs) that make that athlete’s fans wonder why they follow your page in the first place. Even if they’re entertained briefly, they’re losing the sense of what the athlete represents.
Think about it this way: imagine a car company doing that. Imagine Honda, in between sharing its new model roll-out, posting that viral video of the sloth trying to cross a busy road. Funny, right? Professional? Not so much. Even if you wouldn’t be offended or upset, you’d probably just be put off by the plain weirdness of it. You might even stop taking the company less seriously. One thing’s for sure: you might think twice before purchasing something from them.
There have been cases of high profile athletes losing sponsorships because of inappropriate content posted online on their business pages. You might think you would know better than to do something stupid like that and risk your employment but you never know a) what will offend your audience and b) what unintended effects your posts might have.
So, what is the one simple social media concept many people get wrong? Your business page is, now get ready for this…for business.
As an athlete with a business page, you have to work out how you’re going to present yourself online as a business. Decide early and have rules about what is appropriate content — this isn’t about scolding you for what you shouldn’t do, it’s thinking about what your followers will not only expect but WANT from someone like you.
If you’re a bodybuilder selling personal training spots or training programs, your social media content should be in the realm of instructional videos and exercise tips. That’s why people follow you, right? That’s where your money will come from. So, why sabotage that with material that is (get ready, I’m about to use a buzzword) off-brand?
Similarly, if you’re a company that sponsors athletes, give them clear guidelines on what they can and cannot be posting on their business page. If they’re a bit of a hothead or a big mouth, maybe suggest they keep their personal page set to private so it doesn’t impact on your business. In fact, everyone should do this anyway.
Remember: the internet is written in permanent ink.
After all, if you really want to post memes and dumb joke, that’s fine. That’s what your personal page is for. Seriously, it’s not that hard to set your privacy settings so only your Friends can see what you post.
TL; DR? Don’t post dumb stuff to your Facebook business page. Save that for your personal page.