Confusion arises amongst your online community if they are
expecting English but get Latin.
‘’ My name is Legion: For we are many’’.
How many social
networks do you have representing your ‘Digital Being’? The omnipresence of
social media now makes it possible to create a digital representative which you
wish to communicate to your customers. This ‘Being’ is immortal (until you
delete your account) and is accessible (dependent on your privacy settings) at
all times.
But are you consistent with this portrayal in all social
feeds?
If you are a business or a business representative you
represent a brand. Period. If your business is for example an endorser of healthy
food and you’ve spent millions on online and offline marketing; yet your
Instagram account regularly depicts you gorging on junk food, your consumers
are left confused. An off the cuff tweet on Twitter can leave you with a few
thousand less customers.
It’s a drastic example but look at the example of #FBRape – A
single hashtag that caused the omnipotent online deity that is Facebook in
changing its policy on content publication endorsing rape and violence against
women after a social media campaign. Laura Bates, founder of the Everyday
Sexism Project, writer and activist Soraya Chemaly and Jaclyn Friedman from
Women, Action & the Media joined forces to launch the hashtag Twitter
campaign #FBRape last Tuesday and saw companies such as Finnair, Dove and Nissan
UK contact Facebook to block their advertisements on the site.
Of course you don’t advocate violence against women (or men
for that matter) but what about that ‘funny’ meme you just re-posted on
Instagram?
Your online name has now become as important, if not more so,
than your offline. As such it is imperative to you as either a business or
business representative to ensure that in an online world where landscapes
change in micro-seconds your online name remains consistently, The Same.
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