Social selling is a powerful way to connect with prospects and customers online, but it also comes with some risks and responsibilities. You need to protect your data and comply with the rules of the platforms you use, as well as the laws and regulations of your industry and country. Here are some tips to help you do that.
Not all social selling platforms are created equal. Some may have more features, functionality, and security than others. Some may also have more restrictions, policies, and guidelines that you need to follow. Before you sign up for a platform, do your research and compare the pros and cons. Look for platforms that offer encryption, privacy settings, data protection, and customer support. Also, read the terms and conditions and the privacy policy carefully, and make sure you understand what you can and cannot do on the platform.
One of the big issues, particularly in Europe is GDPR. Sending emails without consent to personal email addresses is unlawful. Whilst there are exceptions for work email addresses, it is not without risks of attracting fines or legal issues, especially if your outreach isn't targeted or focuses as is more spray and pray. Most platforms are also against automation and for good reasons, it can hinder the effectiveness of the platform.
One of the most basic but essential steps to protect your data is to use strong passwords and two-factor authentication for your accounts. A strong password is one that is long, complex, and unique. It should not contain any personal or common information, such as your name, birthday, or favorite team. Two-factor authentication is a feature that adds an extra layer of security to your login process. It requires you to enter a code or a confirmation from another device, such as your phone or email, after you enter your password. This way, even if someone steals or guesses your password, they cannot access your account without the second factor.
There are a ton of scams on social media, including people posing Senior Executives of large companies. They reach out to you to share a project in the DMs. What they are actually doing is stealing access to your emails and social media accounts. This is common on all platforms, so treat unsolicited interest with a degree of caution
Social selling is all about building trust and rapport with your audience, but that does not mean you should share everything with everyone. You need to be careful what you post, comment, like, or share on social media, as well as who you connect with, follow, or message. You should avoid sharing any sensitive, confidential, or proprietary information, such as your customer data, sales figures, or trade secrets. You should also avoid sharing any personal or political opinions, controversial topics, or inappropriate content that could damage your reputation or brand. Moreover, you should be selective and cautious about who you interact with on social media. You should only connect with people who are relevant to your business, industry, or niche, and who have a legitimate interest in your products or services. You should also verify their identity and credibility before you engage with them, and report or block any suspicious or malicious users.
Social selling is an interactive process that requires respect, professionalism, and etiquette. You should adhere to the rules of engagement of the platforms you use, as well as the best practices of social selling. This includes avoiding spamming or harassing prospects or customers with unsolicited messages, requests, or offers. Automated tools or bots should not be used to generate likes, comments, or followers. Furthermore, content from other sources should not be copied or plagiarized without giving credit or permission. Additionally, fake or misleading reviews, testimonials, or endorsements should not be posted. Violating copyright, trademark, or intellectual property rights of others is also prohibited. Finally, false or exaggerated claims or promises about your products or services should not be made.
It goes without saying if you violate the terms of service of a platform, you risk losing your account. There are also, some other issues to consider. If you use your social media to deliberately provoke others, try to push your world view or attack individuals, not only will this cause you issues with the platform - it will ruin your professional reputation. Many companies and prospects will not want to engage people who are controversial, why would they risk their career or reputation by engaging you to work in their business. It may seem smart to drive engagement with provocation, but it also makes you a risky hire.
Social selling can be an effective way to reach new customers and grow your business, but it is important to be aware of the laws and regulations that govern your industry and country. You must be transparent, honest, and accountable for your actions on social media, disclosing any relevant information such as your identity, affiliation, or compensation. Additionally, you must obtain consent before collecting or using personal data, respect customer rights and preferences such as their right to access, correct, or delete their data, and keep accurate records of sales and expenses. Laws such as the GDPR in the EU or the CCPA in the US are important to be aware of when engaging in social selling. By following these tips, you can ensure that you are doing social selling the right way while avoiding any potential pitfalls or penalties.
In Europe GDPR prevents you from using phone numbers and emails without prior content - full stop. In the UK it's a little more nuanced. If the email is a work email address belonging to a Limited Company or PLC then you can email them but they have the absolutely right to ask you to stop processing their data. The data is governed by GPDR but the emailing is covered in PECR which creates a narrow window to send email outreach
On LinkedIn, European users have the possibility to choose whether they want their mail to be downloadable for mass use or not. By default and in compliance with the GDPR, downloading is not allowed. Even if an email is visible it cannot be used in an email marketing campaign in Europe.