As my wife and ISIC (Immediate Superior In Command), reminds me, opining, responding to, or worse, instigating a diatribe via social media is bad for business. In the last century, word of mouth, newspaper, radio and television advertising, storefronts and mail order were means to get products and services to consumers. Developing repeat business from clients was more easily obtained and was often a local market. It is almost exclusively through social media or websites that consumers are aware of an entrepreneur’s product or service today. Social media giants such as Facebook, Twitter, Meta (Google), Tik-Tok or distributors such as Amazon are the primary means to advertise an entrepreneur’s wares. Inciting negative publicity can diminish a product or service’s availability on these platforms. (These companies also depend on consumers to regularly return to their platforms for profitability.)
As a result, when an inflammatory post, or even something innocuous that may appeal to an entrepreneur’s morals and personal beliefs, social media can quickly become a murky pool in which the original intent or comment is lost. As we have seen frequently, companies such as Facebook or Twitter can limit exposure for certain content. It might be a battle of wills with one claiming censorship and the other inflammatory rhetoric, but small businesses cannot afford loss of market share. This is the unfortunate reality today that we be friendly toward all.
Legal tender has no morals.