Branding, Politics and Twitter
Recently, Brian Solis kicked off his “The Socialization of Your Personal Brand” with this statement:
“…Practically everything we create and share online is open to public discovery, interpretation, and feedback—positive, neutral and negative.”
People can be very passionate about their politics and what they believe in is a major part of their personal lives. But when does a person’s politics start to affect their professional brand?
Yesterday on Twitter there was a stream of outpouring against the nominated Vice President candidate Sarah Palin (“Little Known Fact”). Most of it was fictitious, but some verged on slander.
So as marketers (if you are marketing your company, business or non-profit include yourself) how does participating in politics on Twitter affect your personal brand, which in turn can affect your or your company’s professional brand?
As Brian Solis points out:
“…basically everything you contribute to the Social Web shapes and contributes to your personal brand and how people will most likely perceive it. Hopefully in most cases, it can promote and showcase your expertise, and sometimes, what’s representative online can and will be used against you.”
Regardless of your politics, keep in mind that months or years from now a potential hiring company, client or donator could find your political tweets—separated from the pack—only to be misunderstood or misinterpreted as a standalone, singular comment.
As marketers we know the rule of thumb: Perception is reality. We also know that we can’t control our brands—personal or professional—we can only manage them.
Are your political beliefs so strong that you would be willing to lose a potential marketing job offer, a large corporate client or donation that is desperately needed because of differing political views?
[Photo: iStock]
Tags: branding, Brian Solis, personal branding, politics, social media, social networking, Twitter
25 Responses to “Branding, Politics and Twitter”
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Most of it was fictitious, but some verged on slander.
you can’t slander a public official. Just ask John Kerry, he wasn’t able to sue the Republicans that “swift-boated” an honorable veteran of the US Navy in 2004.
I have, this week, broken my long-standing rule of not discussing politics on Twitter. And this post is a great example of why you should be careful about discussing topics where there is a LOT of passion and emotion invested. Many people will agree with me simply because I support the same political leanings that they do, and many will disagree with me as well. As you say, some of those that disagree could be potential business partners.
Great post Beth, and incredibly timely.
So how many followers did you end up losing Beth? I remember your thoughts making their way on twitter as well yesterday.
I think that you bring up an interesting idea here. I don’t think that it is any different from posting on your favorite soc net profile that you are conservative/liberal and you read or favorite right/left leaning radio, books, etc.
Beth – great reminder whether you are discussing politics or any other subject. Strong, passionate opinions written online stay around forever. It’s something we all know about blogging, but great reminder about Twitter etc.
Thanks!
I loved the Little Known Facts about Sarah Palin! I saw it is just a lot of people having fun making up silly and clever things to say on a Frday night. From my perspective, it wasn’t an outpouring of lambasting Sarah Palin, but a Sarah Palin inspired party game. Perhaps I am thinking too highly of the folks on twitter, but it seems that most of the folks I have come into contact with are more than willing to listen to all sides of the political argument. For me, if someone is bold enough to put thier political beliefs out there, I am MORE prone to interact with them in business and otherwise… it shows they have a spine, an opinion, and know where they stand.
Little Know Fact: @melissapierce says discussing and politics on Twitter is a GOOD thing for business.
@YatPundit, but how do your political comments potentially affect your future jobs, etc? Some of the comments made against Sarah Palin from folks who work for agencies, corporations, etc. did verge on slander—how does that affect how their clients/corporations view them? My first thought would be “do they talk about my clients or our competition this way?”
@MackCollier, I broke my rule too in trying to make a point. I hopped onto Twitter in the afternoon only to see the Palin-bashing meme going strong. And I was really surprised to see who was doing the bashing…people in the social media space that I had respected.
@Richie, I actually gained about 5-6 new followers and lost none. I hope it’s because I tried to take a neutral position in trying to make a point. I don’t think that you should hide your politics, that’s what makes America what it is. But I do think people need to take care when their comments become overly negative and slanderous and how that could affect their personal and/or professional brand.
@Donna, “strong, passionate opinions written online stay around forever.” Very true! I think regardless of what people say, there is a tendency for some to be so passionate that they slight others who might not agree with them. That’s why I wondered aloud how many followers I would lose. Thankfully I didn’t seem to lose any, which leads me to think that perhaps Twitter is more democratic (as in social equality, not the political party) than I thought.
@MelissaPierce, thanks for stopping by and adding to the conversation. Ultimately, it depends on who you are and what industry you are in. I agree, people with strong politics and opinions are great to work with, but there’s that little line where political beliefs and comments can be perceived as offensive or negating business efforts. That’s the behavior that I think can affect one’s personal/professional brand perception.
Politics does have a way of bringing out the best in people and the worst.
The passions expressed so far in this presidential election cycle are about as heated as I’ve ever seen.
Hold on to your hats for the next 60 days. It’s going to be quite a ride.
Terrific advice.
Martin Diano
Well, as I said before, by definition, you can’t slander a public official. That puts political speech into a different category than comments about a client, etc. Given the extent to which the Republicans have poisoned political speech since Newt Gingrich’s 1994 list of attack words and insults he encouraged Republicans to use against Democrats, it’s become part of our political culture.
Since you’re using Palin as an example, let me put it in a different light to you: Over the last ten years, you done business with people who “slandered” Bill or Hillary Clinton, Al Gore, or John Kerry? Are you willing to apply the same litmus test to those folks that you’re applying to Palin’s detractors?
This is a great reminder to us all of how social media impacts reputation. My view is that is should be ok to share opinion, do with respect. This election will undoubtedly stir strong emotions, and regardless of what you believe, respect those that do not agree with you. I would think that would mean something to a reputation as well – the ability to handle and appreciate opposition. After all, isn’t that what this country has stood for, bringing range of varying opinions from different background for a common good? I can say that McCain/Palin scares that crap out of me, but I should at the very same time understand and respect those that believe in her.
Thanks, Beth
I agree Beth– people seem to forget that Twitter Is Forever and that it’s not an IM chat or anonymous message board that goes away.
Since individual tweets can be isolated, it’s not too hard to imagine that something can be taken out of context.
Same reason I’m always very surprised to see people putting very personal details and children’s names and whatnot up there.
Once upon a time (at least a century ago), the Constitution so curtailed the duties and power of a president that who got the job mattered very little, and was important mostly to the members of those political clubs (parties) during their conventions. But today, so much political power has been concentrated in this one person’s office, by our freely giving as well as his eagerly grabbing, that politics has seeped into parts of our lives previously safe from it. There’s so much at stake that your opinion can actually affect your friendships, your love life, even your career. That’s why I’m loath to get involved in politics any more, not just online. It makes people crazy. It makes me crazy.
@Dianosphere, thanks for stopping by! I am looking forward to the next 60 days it’s political and historical, two of my favorite things.
@YatPundit, I never said I personally judge people by their politics. What I am suggesting is that others might—and those others could potentially be clients, corporations, donors, etc. And they might misinterpret and remove comments from their context.
You have strong political beliefs…I know that because I know you (and I respect that). But what about employers and customers (current or future)? If they are okay with it, then for you, it’s a moot point. But what about everyone else? That’s the only point I am trying to make.
@contrapuntist, you have nailed it on the head. It’s about sharing our opinions, being respectful and learning how to handle and appreciate opposition. Great business advice too! By doing so, the perception of our personal and professional brands will, hopefully, not be tarnished.
@awolk, good point about the personal information. That should always be top of mind to when considering the perception of a personal/professional brand.
@rickwolff, “There’s so much at stake that your opinion can actually affect your friendships, your love life, even your career.” I suspect that passion about certain topics, opinions, etc. does that to us…we are human after all!
Actually, your characterization of tweets about Palin as “verged on slander” IS a personal judgment. That’s why I’m curious if you felt that way when people made remarks in similar tones about Democratic candidates.
@YatPundit, yes, of course, I would feel the same way. My point is, regardless of one’s politics, we should all be aware that there might be people judging us and our comments and taking them out of context…it works for both parties, both ways.
Beth – your post is exactly why I refrain from discussion of politics in these forums. Some will judge me for that and say that I don’t have the conviction of my beliefs if I don’t stand up for them. But I personally don’t enjoy getting involved in emotionally charged discussions that veer toward the negative, which is where so many political discussions head (in my experience).
For my brand purposes, I’m ever more aware of what I say, and I’ve personally made some changes to what I’m willing to say and not say openly online – even in fun or in jest. Context is everything, and a brand is a fragile thing indeed.
Thought provoking stuff! Thanks.
@AmberNaslund, well said. It’s easy enough for someone to take something out of context when you are face-to-face…imagine how it can be done when someone comes across a tweet without seeing the context in which the tweet was made. I am sure that happens more often than not for even the most benign tweets.
Of course this is what I comment on.
I would argue that Sarah Palin has a real brand, not a make believe person one. This would go the same for marketers or companies. what they have is a real brand. The moment you are DBA, your brand is that of a company.
I think the lesson is a great one though. Anything you say can and will be used against you.
I’m late to the party, but I don’t think it’s about judging someone for their political views. Some call it passion, others emotion, you just need to make sure you don’t cross the line to unprofessional.
I would hope that’s what an employer, partner, donor or customer would judge you for. Are you someone who lets their points of view get the best of them, or can you keep the conversation objective and focus on the real issues.
@RobBlatt, well, I know how you feel about personal branding!
I think you have a valid point for ALL public statements made by someone who works for a company, non-profit, or even for themselves: can and will this be used against me?
If so perhaps think twice.
@VeronicaGiggey, you are definitely NOT late to the party—we have 60+ more days (and some!). You make an excellent point and I really like the addition to the conversation…great insight!
‘Are you someone who lets their points of view get the best of them, or can you keep the conversation objective and focus on the real issues.’
Corporations, clients, donors (and the list could go on) might appreciate someone who shares their personal views objectively while addressing issues because it shows character. Especially given that this type of interaction—whether it be selling a concept, working with a diverse team, etc.—is typical and expected for day-to-day business interactions. I think that’s what @MelissaPierce was driving at also.
Hi Beth,
Thanks to Mack Collier for linking to this post. You both make a great point about being careful with what we tweet. I have tried to stay out of the hot button issues but being human I have not totally avoided a comment here or there. Some of the comments recently remind me of distasteful comments made in corporate meetings. This is a good reminder to us all to use better judgment in what we choose to tweet or post on social media sites.
@KarenSwim, thanks for stopping by and joining the conversation! It always amazes me what people think they are entitled to say whether face-to-face or online. The only difference is that on-line is forever (essentially) and anyone can find it. As well, lots of people forget that their isn’t a personal tweet and a professional tweet. Even if it’s your personal Twitter account, your boss can still find your tweets and might have a negative reaction to political and/or emotionally-charged comments.
I’m not using my real name, and am glad to see that you don’t post URLs of those who comment here. PLEASE DONT!
You see, your topic–while nominally discussing politics–is over arching. Perhaps it’s part of an even bigger question, which is where do or can companies draw the line between personal expression and corporate policy?
*What if* personal digital assets–Twitter posts, Facebook account, and blog–are called into question? Is that ok for an employer to do? On the auspice that “a client might not like that?”
Similarly, what if a client learned that a central figure in the company supported Candidate Y with a passion–would that passion be evaluated in the same way (assuming the passion was demonstrated)?
Dare I say, then should employees start checking the labels of their clothing to figure out if they were made in Malaysia and potentially crafted by an underpaid worker?
Especially in this economy–what happens? Whether the company is right or not in its stance, can someone afford not to conform?
@JaneDoe, Your identity is safe, no worries.
The point to my post was that tweets, when separated from the group, could potentially be misunderstood or misrepresented in a way that is much different from it’s original context. People were saying some pretty crazy stuff in the “Little Known Facts about Sarah Palin” stream.
After writing this post, I have engaged in political conversation on Twitter. But I have tried to do so in an innocuous, slightly snarky manner.
Could it effect me in the future? Perhaps. But it’s my goal to be real on-line and off-line. If a potential employer, client or customer doesn’t select me because I like politics, history, art, culture, etc. and am extremely passionate about marketing, communications, social media and education…well, I guess that is something that I can’t control. We all know that you can’t control you own brand’s emotional aftertaste…that’s a personal thing for the person who just experienced your brand, right?
But to answer your question, can a company call these assets into question? Perhaps. But as with all companies someone wants to work for, it’s always a good idea to check out the company culture first. Do they embrace social media and Web 2.0 tools? If the answer is no and you as a candidate do, then you might want to rethink working there. If someone already works for a company that doesn’t embrace Facebook, Twitter, etc. then you know those rules and you shouldn’t break them. Or, perhaps it’s an opportunity to take on the challenge to explain why the tools make business sense, share case studies (Dell, Zappos, Comcast are all great examples), and perhaps ask to provide proof (i.e. ask to implement a social media plan).
From the political perspective, @VeronicaGiggey said it best:
“…Some call it passion, others emotion, you just need to make sure you don’t cross the line to unprofessional. I would hope that’s what an employer, partner, donor or customer would judge you for. Are you someone who lets their points of view get the best of them, or can you keep the conversation objective and focus on the real issues.”
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