Many business owners benefit from promoting their brands on their own personal pages, especially in the beginning. You already have a following and there are bound to be supporters among them. This is a smart move. However, what about the long-term? What happens when you begin to reach an audience who doesn’t know you, but are interested in what you have to offer?

Your long-term goal should be promoting your business primarily on your business page. Not only does it offer you analytics and more control over messaging, but it feels and looks far more professional. It also helps you maintain a professional fourth wall. We’ve touched on this in our articles on communication and handling difficulty. However, we found it necessary to address it more in-depth here.

The professional fourth wall is the wall that separates your business from your life. You are an entrepreneur. You are human. These are not mutually exclusive. You are still susceptible to bad days, being tired, and needing self-care. Other entrepreneurs often find it refreshing and encouraging to know that they are not going through challenges alone, which is a beautiful thing. However, be careful about your transparency when it comes to your clientele.

Clients and customers do not need to know your faults. Would you go into a job interview and immediately begin to discuss all of the ways in which you are uncertain or unqualified? No! Practice the same restraint when it comes to your business. Make sure that how you present yourself is a positive reflection of your brand. Yes, this does mean that you might have to censor yourself a bit on your personal page, but that comes with the territory as an entrepreneur.

Before you post or share ask yourself:

1. How will this post be perceived by someone who doesn’t know me?

2. Would I benefit more from saying nothing than to say something?

3. Who is going to see this now or in the future?

4. Does this post reflect who I am as the face of my business?

5. Is this something I am likely to have to apologize for later if misconstrued?

6. Would I be better off calling and venting to someone than posting this?

The bottom line: Watch what you post and share to social media. It could cost you a valuable customer and potential growth. In the entrepreneurial world, social media marketing is easily accessible and extremely affordable. It can be the key factor in getting your business out there and drawing a crowd. However, it can also be your business or brand’s major downfall. While many focus upon what to post and how often, emphasis must also be placed upon how you post. As an entrepreneur, you are your business. Don’t be your own professional downfall.