If you do not want your professional connections to see what you put on your private network, it may be time to also reflect why you’re posting that content, accessible only to the part of your audience.
There is always a great deal of concern regarding good practices and use of social networks , what to do or not, or what works and what does not.
If we think that these networks are primarily distribution channels, we will understand that before adhering to any formula or answer we will have to understand our objectives when we are present in them, as well as to understand what is best suited to our context.
So I bring some thoughts that can help you make that decision: do I keep two separate accounts on Instagram or invest in only one?
We’re only one
In the logic of personal branding , unity is a prerequisite. That is, there is no separation between who you are in the profession and who you are in the personal life. You are the same person who transits these two environments. Even if there are adaptations to the environment, be it style or behavior, you are essentially the same person.
And the more coherent a personal brand is – in its speeches, actions, attitudes and image – the more confidence it generates.
And trust is a requirement for choice. Whether for a purchase or for a relationship.
So I do not believe in accounts that are separated for the sole purpose of showing life with filters and life without filters. If I, the audience, always seek the truth, what will interest me is your real life. I want to know who you really are, before I trust you.
So you must have an account with everything mixed up? Not necessarily. There are other reasons why you might want or need to have your accounts separate.
There is no private environment
– But I do not want my clients to have access to my personal content!
It is always good to keep in mind that what is posted online is never private. Even in a whatsapp conversation, a print of a conversation can become public in seconds.
And in that case, if you do not want your professional connections to see what you put on your private network, it might be time to also reflect why you’re posting that content, accessible only to the part of your audience.
That is, what is your need being met the moment you click on publishing that content?
The perception the other has about who we are and what we have value is formed by several points of contact of our personal brand with him . And one of the most active and present contact points in our daily lives is the online environment.
Is not it true that sometimes we have more contact with our co-worker in the online medium than in the offline medium? That is, we know more about his life or we see his image there more, than day to day presence. And what we constantly see there is part of what we have information to form the perceptions about that person, whether they are true or not.
We have no control over the perception formed about us, but it is we who send out the signs and elements for them to form. And what we post online has great influence on it.
You mean I can not be who I am on social networks?
Not! In fact, you must be who you really are!
But here are some thoughts:
– In real life, you have to adapt to each environment you go from the home of the in-laws to a work meeting. You do not stop being you, with your personality, your tastes or your values, you only adapt in behavior to that environment, since you unconsciously reflect: what is important here?
In the social network, the logic is the same. The difference is that they are all in the same environment. Therefore, healthy and positive behavior is always the best choice.
– Is it necessary to post everything we live? Or sometimes we can not leave the camera aside and live intensely many moments just in the middle offline?
– We often forget to raise awareness of our own network in relation to what we can offer the best. We forget that that friend can be our future client or at least knows someone who can be. So it makes sense that they have the same perception that our clients or colleagues have about us.
Intimate life vs. personal life
– I do not like to expose my personal life, my family life, etc.
You do not need.
At the same time it is important to understand the difference between personal life and intimate life.
We do not need to expose what we eat or what we read before bedtime for our entire network, if we do not want to or if we do not think it is relevant.
At the same time, it is possible to expose a little more about who we are, to generate connection with our public, without being uncomfortable. After all, your life will not be an open book if you have a photo in your family or with your dog in your feed. You are just showing a little more about who you are or what you value. Which is different from having your intimate life exposed.
Your sales showcase
Overall, if we use Instagram for business, we need to understand that it is our sales showcase. And this window should be able to show you – in seconds – who you are, how you help your audience and what you offer / sell.
Of course there may be other random posts, but the main goal is to be able to expose a clear explanation of what you have the best to offer to whom you want to attract .
But then, should I have in this showcase only professional or personal information?
Here are some important points for reflection:
How much does the product / service offered represent your personal brand? Is Instagram your only sales / content channel? Is the content enough for your audience? Do you have two or more services with a totally different audience?
For the entrepreneur and his / her company, the decision to have two accounts is clearer.
The company’s brand is well-established and consolidated in the communication from the beginning in a way that is distinct from the entrepreneur’s personal brand – its identity, its values, products, services, image, personality, etc.
In the case of the autonomous , what he does, is part of who he is . Identity, values, history or image, for example, are fully reflected in the services offered. In that case, having a single account usually can serve you well. But even then, you have to make some considerations.
Some reasons may lead you to have two accounts:
– Your Instagram is the only channel that offers to know more about your work or is the only place where you share your knowledge
In that case, the frequency and the dose you need to talk about on the subject is much greater, since there is nowhere else I can delve into the subject and be redirected. So it may make sense for you to have a specific, in-depth channel to talk about the subject (always having you – and your image – as the spokesperson and not just a logo) and another “lighter” profile refers to the content in your theme.
Examples: if you are a designer and want to have a profile as a portfolio of all your jobs. Or if you are someone who talks about fashion and wants to have a profile where you share in-depth information about what happens at the parades or about the celebrity’s daily looks. This frequent and more specific content may be less attractive to your network in general, but it can make a lot of sense to the public looking for this kind of more in-depth information.
If you have a blog , a site, or a YouTube channel to spread this denser content, it may not be necessary to have a different profile, since it can direct the most interested to another channel.
– You have two services or value propositions for different audiences
If you are a photographer and a cook and are trying to develop two different businesses with these two skills , it makes sense to have segmented profiles. This is because having only one account can make it harder to get new followers because account content will have many different posts without a clear, convergent view, which confuses them. And what is currently confusing is ignored.
However, if you are focused on developing only one business, the approach may be different.
Let’s say that you want to be recognized as a cook and photography is a hobby, you might be able to implement the photography post as a touch and a differential of your personal brand. In that case, these postings will not – and should not be – frequent (as they would if the photograph was a business). They serve as a purpose to generate connection with your audience by showing a little more about who you are.
– I have a need to post without thinking too much about the message
As I said, if we use Instagram for business, it’s our showcase. And the showcase to be assembled is to have intent on putting your best, but make sense to your audience.
So if you want to have an account where you do not have to think too much about the structure and purpose of your posts, the second account might work. That is, you can continue posting endless photos of your marriage, your child or your travels with friends without thinking whether or not this content is part of what I offer value to my audience.
You mean the profile of my personal brand should be just about business? Not! But the proportion you put about your personal life in the feed should be much less than that content that really matters to our audience. Because before you know your story, I want to know how you can help me.
And here are some reasons that may lead you to only have one account:
– You have two accounts and are having difficulty keeping them active and with frequent and relevant content postings. Either you want to simplify your strategies on social networks and initially spend less time having to switch and move different accounts.
– You have a plan and you understand how to incorporate posts from your personal life into the professional account without confusing or distracting the audience from what really matters to you.
– You have another channel for more in-depth content on the subject or for more information about what you offer, to redirect your audience more interested and seeking to understand more about its relevance in the topic.
– You do not have the need to spontaneously post whatever you find interesting or what you live in your day to day
It does not mean that what I do is the best formula, but what works for me and brings me the results I seek. It is necessary, again, to keep in mind before applying formulas or recommendations: what are my objectives with this distribution channel? What do I want to distribute and for whom? What fits my context and my routine? What do I feel most comfortable with? What do I want after all, when using this social network?