Stay Neutral-Or You May Ruin Your Brand! – Dr. Randi Ross – ChiroSecure

Well, hey everybody. Welcome to the show. I am Dr. Randi Ross, founder and owner of The William David Company. I haven’t been here in a while, so I’m so excited to be back with you and sharing some good tidbits of information. Let’s make sure to give a big shout-out to our sponsors, Chirosecure, great company. Go onto their website, check out the services they have to offer. You’ll be treated with five star and kick gloves and dr Stu and Sharon and all the other team members there are just fantastic.

Well, let’s go ahead and jump right in here. Today, we’re going to be talking about staying Switzerland so you don’t ruin your brand. And for the framework of this conversation we’re going to talk about Facebook, but understand it pretty much applies to anything in the virtual world and maybe even beyond. So, I think we can all agree that culturally and as a society, maybe even globally, we find ourselves in probably the most volatile type of situation that we’ve ever seen maybe in history, and especially with social media, everything is so polarized and magnified.

And it’s so important to constantly be taking inventory of what you’re projecting and what you’re putting out there. Not as a person, I don’t really care about what you do, but as a business person, because you can really taint your brand and you as a professional if you’re not super careful. We used to say a hundred years ago when I was in practice, you always have separation of church and state and you don’t talk about things like religion in the office, except maybe in the most generic sense.

And I think that’s transcended into many other elements that are really hot button topics today. And I just really want everyone to just pay attention and put a little thought into what you’re putting out there. And it almost becomes that your passion can be professional suicide in a way.

And what I mean by that is, and again using Facebook is be very careful to remember what your job is. Your job is to be a chiropractor. Your job is to provide service that helps people feel better, get better, function, better, live a better quality of life with the services you provide, whatever those are. Your job is to educate people about the services that you can offer and that’s what they’re looking for from you.

They’re looking for answers to their problems or answers to their questions, solutions for their problems. And we have to be mindful of staying in that lane. And I scroll Facebook and I see a lot of people really putting what I consider very personal, volatile information. And what you don’t realize is it’s not that you shouldn’t have a voice or you shouldn’t have a passion, but there are people that that is going to, they’re going to kind of frown upon that, they’re going to think you don’t know what your lane is.

And we don’t want you to be missing out on caring for people that really need your service, which again, is what you need because you decided to put up some type of political Facebook. And I don’t care what your political views are. I don’t care what your religious, I don’t care what your views are on anything. I’m here to remind you that first and foremost in your community, you are a business person. Okay? And we need to really be mindful of that.

And a couple of things that we also don’t remember is that everything you put is public. If you think things are private, you’re very sadly mistaken. There’s nothing that’s private. I’m sure any of you that have kids out there, teach your kids that, right? Don’t put pictures with solo cups up there because you’re going to be wanting to go to college or get a job.

Same thing holds true for you as a professional. If you think because something’s on your personal page and it’s private and nobody else can see it and you don’t friend your patients or any of that, you need to shift your mind because that is not accurate. Anybody can share anything, or even if you don’t allow people to share, guess what? They just screenshot it and put it up there. How many times are you scrolling Facebook and you see something that’s a screenshot from somebody else’s page.

So remember, nothing is private. The other thing is that stuff lives for ever. So whatever your views and your opinions are right now, guess what? Might not be that 10 years from now. I mean, I think we saw that with like Kevin Hart lost a multimillion dollar job because of something he said on Twitter 10 years ago. And I don’t care what he said. It doesn’t matter. I’m just making a point.

Here’s another example that happened to me personally. About two weeks ago, one of my clients called me early in the morning and this was their question to me. “So now you like Mike Bloomberg?” And it was really early and I was looking at the phone going, “What are they talking about?” I don’t even know what they’re talking about. “Oh. Oh, all of a sudden you like Mike Bloomberg.” And I’m like, “I don’t even know what you’re talking about.”

And within the course of two weeks, close to a dozen people either messaged me, called me or texted me about me liking something to do with Mike Bloomberg. And I was like, “Man, I do not remember liking a post or anything.” Dug through, tried to figure it out, couldn’t. I’m going to tell you what it ultimately was. About eight years ago, Mike Bloomberg created a page for his business, The Bloomberg Report. I follow stocks because I invest in the market and I liked that page because I wanted to see certain things pop up that will inform me about the market.

Well, they since, because of his aspirations have changed the names of those pages to follow his political views. And all of a sudden, everybody thinks that I’m a Mike Bloomberg. Now, it doesn’t matter whether I like my Bloomberg or not, that’s not the point here. The point is you have to be very careful. Okay? Because these things come back to you. Sometimes it might be positive, but more often than not it’s going to be negative.

Stay in your lane, stay Switzerland, stick to the things that pertain to your business. Stick to the things that you’re an authority about, educating people about chiropractic care and the services you provide. The other thing is that people getting baited into replying and then all of a sudden you’re in this little virtual war with half of the time with someone you don’t even know.

So be very careful of that because sometimes it has nothing to do with what you posted. I’m sure we’ve all found this. You make a post, excuse me, has nothing to do with something that someone replied in a negative way. We are actually looking at the reply going, “What? That has nothing to do with what I posted.”

So again, be careful not to get into that ongoing… Because sometimes you read some of those feeds. We’ve all seen them, excuse me, they go on and on and on. And you can be that person going on and on and on. I don’t care. Even if you’re right, it reflects poorly on you professionally. So, remember what your job is. Be careful in the virtual world of not tarnishing your reputation and even tarnishing or damaging your brand because it can affect bottom line. What is your job? To serve more people, make more money. That’s your job. Stick to that. Be careful of these virtual things.

Just because you have a political view or even some things that are kind of, I’ll call it geographical, where you know guns are very acceptable or things like that and you put posts, just stay in the middle. You don’t have to have a lane on these things. Okay? Be there to be more well-received by the masses in your community than alienating some of those which ultimately you will.

Well, that’s all for today. Make sure you check back in two weeks, Cathy Colby will be here with some great tips and information on building your practice and your brand. I’m Dr. Randy Ross of The William David Company. Thanks so much for spending a few minutes with me today. And remember, if you’re not learning, you’re losing.

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