Five factors to keep in mind before deciding to share a link

Social media is a great medium for keeping in touch with customers and sharing information. But it also presents a unique problem: inaccurate information seems to have a life of its own. Here at Social5, we know you want to share information that reflects your business’s mission and values. So keep these five factors in mind before deciding to share that story:

1. Credibility. Before you share, take the time to check it out. Who is the author or sponsoring organization? Did you read the article from beginning to end? Are there significant spelling or grammatical errors? Is there questionable or offensive language? If the story, topic or sponsoring organization’s credibility is questionable, then sharing the link will bring your credibility into question, too. If you want to be taken seriously and to be considered a go-to source for useful information in your field, you should verify any information you share.

2. Value to your audience. Next, think carefully about your audience. Very, very carefully. Whom do you want to attract to your social media channels? Who’s already there? Before you share a link, make sure it includes meaningful or useful information.

3. Timeliness. It’s bad enough if your kids think you are behind the times. You don’t want your customers to think so, too. If you want to be considered an expert in your field and someone who is on top of trends, make sure you are sharing timely updates, especially when it comes to news stories and topics that are trending. If the information is old, you’ll look like you aren’t keeping up with the times. If you want to share an old story or piece of news, let the reader know up front why you think it’s still valid.

4. Appropriateness. Keep your audience in mind by always considering if a story is appropriate. There is a place for humor on social media, but you should think twice before you share. Is it highly controversial (think politics) or potentially offensive (think language)? Make smart choices with the information you post for your audience. Consider how your audience will react.

5. Reflection on you. Finally, all of these things work together to form a picture of you. Does your social media give an appropriate reflection of who you are and what you stand for? Think about your values and mission, and create a social media strategy that highlights them. Too many people misrepresent themselves and their values on social media. But for a business, transparency is a must.

One final piece of advice: When in doubt, don’t. Social media can be a great marketing tool for your business. But it can also harm your reputation if you aren’t careful. Don’t take the risk of sharing a questionable link.