3 minute read
Social media risks when running a small business
If you’re in a profession in which your personal and professional brands are the same, posting on social media can pose risks to your business. What you say in a personal capacity can impact your professional reputation, sometimes negatively. In extreme situations, it can lead to lost clients, complaints or allegations leading to an insurance claim. Here are some social media best-practice tips you might find useful.
Controversial content
Sharing or posting content on your personal social media profile can impact your professional reputation. Content and posts that may seem innocuous to you may cause offence to others, and this could reflect poorly on your business. Even if your profile has appropriate privacy settings, a screenshot taken by someone could easily be used against you to cause reputational damage. The easiest way to avoid any damage is to follow this simple rule: If you wouldn’t share it on your professional/business profile, don’t share it on your personal profile.
Difficult client stories
No matter what your profession, you probably deal with your fair share of difficult (or interesting) clients. Recently trending formats on social media platforms might tempt you to jump onboard and share stories of these clients. However, this could land you in hot water if you don’t ensure the client is anonymous. You don’t want to go viral for all the wrong reasons and end up with a lawsuit or fine from a regulator.
When posting and sharing content on social media – including posting or commenting in groups and commenting on public posts – it’s important to bear in mind the associated risk.
Unrealistic offers or claims
When using social media to promote your business or any offers, remember to ensure your advertising adheres to appropriate laws and regulations. Making unrealistic claims in your advertising, regardless of channel, can lead to your business being fined or liable for misleading conduct. The same applies if you’re advertising offers and promotions. For example, calling an offer or price that is always available a “special offer” in your advertising can lead to fines, lawsuits or reputational damage.
Negative client reviews
Have you received a negative review from a client that you feel is unfair? Avoid the temptation to clarify the situation by replying or responding negatively. Your response might unintentionally breach confidentiality and reveal too much information about a client, which could escalate the situation further. It could be safer to invite them to send you a message and try to resolve the matter privately offline.
Commenting and following
When posting and sharing content on social media – including posting or commenting in groups, commenting on public posts, and even making your interests public – it’s important to bear in mind the associated risk. The public can see these activities, which may influence their opinion of your business. Sometimes it doesn’t take much to elicit an angry public response.
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