Respect for your clients should be the number one priority, right? That means you need to keep a few things in mind when advertising using social media. First, you do need to advertise and social media is one of the most effective ways of doing it. Second, new research shows that social media use can have a serious impact on mental health. Third, any social media marketing strategy should also mitigate these impacts. Making life worse for your clients isn’t an option.
In a way social media is like porn. It can leave users with unhealthy or unrealistic expectations of how people should look or act. It can result in lower self-esteem or self-image. It can also make some users believe that everyone else is living life while they’re stuck at home (even though they’re only posting pictures of non-routine vacations or events.
So what can you do?
Sadly, there isn’t much. You can definitely limit how periodically you make a post. Use different platforms to get your message across. Don’t publish anywhere more than once every day or two. Let your clients know consistently that while you use social media to connect with them, you would much prefer to communicate in person, over the phone, or even via video chat. Even email is better. These are all much healthier forms of communication.
And it’s also worth keeping in mind that social media — in moderation — can have benefits. Various platforms have been used to keep in contact with friends and family who live afar. They can be used to find new friends or old-school pen pals. It’s especially for those who live in isolated areas of the globe and need a social element in their lives. And lastly, it can be a tool for those who already require emotional support but cannot obtain it in person.
However you choose to advertise, your goal should be to do no harm.