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We live in a world that loves to share. From Instagram snaps of favourite food to Facebook posts, spilling the beans about a new relationship, imparting your life story online has become the 21st norm.

Sharing news about your private life is one thing – and of course, the level of information you dole out is entirely your choice. However, disclosing info about your business is very different. Fail to share enough, and you run the risk of appearing aloof or unapproachable. Share too much, and your customers won’t take you seriously. In the worst-case scenario, it may even do irreparable damage to your brand.

How Much is Too Much?

It’s a difficult balance to get right. After all, you want to come across as a friendly, dynamic company, with a constant flow of share-worthy posts for your followers. But say the wrong thing, and social media could badly blow up in your face.

There’s no hard-and-fast rule on what to share on social media, but here are a few general tips that might help.

What to Share?

  • New products / services. Customers like to hear about the new, exciting things you have on offer. It’s important to tell the world about them, but don’t overdo it. Too many posts can turn your target audience off.
  • Newsworthy events. Has Tim from the I.T. department recently signed up for a charitable event? Are all your team currently involved in a new training programme, which will boost their knowledge of a particular new technology? These are the stories you want to share with your followers, possibly via a blog post.
  • Photos (the right sort). Visual content is always a winner on social media. Share photos of your hard-working team, or the latest product that you’re working on. As long as it’s interesting and shows your company in a good light, it’ll do the job.
  • Related industry news. It’s a great idea to scour industry publications, searching for news that relates directly to your company. Sharing these news stories shows that you’ve got your finger firmly on the pulse, and that you’re passionate about what you do.

Too Much Information?

  • Holiday snaps. This is a contentious issue, but our personal view is – if it relates only to your personal life and doesn’t improve your brand image at all, don’t include it. Yes, your holiday to Antigua might have been amazing, but sharing bikini snaps on your business Instagram account is going too far.
  • Airing grievances. No matter how much a client or competitor has frustrated you, don’t express it online. You may well be completely right in your opinion, but sharing it with followers will only make you seem petty and aggressive.
  • ‘Gloat’ posts. Again, a controversial opinion, but allow me to explain further. It’s okay to post about achievements (for example, if your company has won a prestigious prize), but generalised gloating about money earned / number of contracts won etc. can look a bit crass. Our advice? Tread carefully. It’s a thin line between sharing achievements and bragging.