Many business owners assume that if they’re using the channel to represent their business, they should automatically and/or exclusively post through their business page.
Unfortunately, it’s not quite that simple. Like any other marketing strategy, you need to tailor your social media approach to your business, target audience, and the results you hope to achieve. Only you can decide what’s right for you, but here are a few guiding questions to take into consideration:
1. How big is your company? Most social media experts agree that larger businesses should have a business page. However, if you’re a small business owner or solopreneur, it might make more sense to share posts through your personal profile.
2. What feels most natural? While some business owners shy away from the spotlight and appreciate the anonymity of posting through a company page, others enjoy being the face of their organization. Choose the path that’s right for you, but if you elect post exclusively through your company page, you might want to consider signing posts with your own name or the name of another employee. Why? For better or worse, business is more personal than ever and people are more apt to engage with a human than a faceless corporation.
3. Do you provide products or services? According to social media consultant Mike Allton, businesses that provide services rather than retail products often find more success marketing themselves (through personal profiles) than with business brand pages.
4. How much time are you willing or able to devote to social media? Keep in mind that if you elect to create a personal profile and business page for every social platform you’re active on, you’re effectively doubling your workload or costs (if you’re outsourcing these duties). Each account will require you to find and post different content as well as engage with two sets of followers.