We may be unaware of our personal
bias, perhaps we are attempting simply to express our opinion, but this can
greatly affect our business relationships and our online reputation.
When using social networking
sites such as Facebook, it may seem appropriate to express our political,
religious, or personal opinions; and while this is our right as Americans and
as humans, it is important to remember that what we may be expressing is
actually a personal bias and not an opinion based on fact. Whatever it is we
post to Facebook will certainly not be an opinion shared by all who view our
Facebook profiles, comments, status updates, and so forth.
It is impossible to appease every
person who views you or your business online. In most cases, it is also
impossible to remain neutral on every matter. Bias may be applied
to procedures, products, people, and many other circumstances. For instance,
bias may entail the endorsement of a certain product with little concern or
consideration of the product’s competition. The bias may be
rooted in personal relationships or emotional reaction instead of factual
evidence or logical aspects of the product.
As an example, a sales
representative of cleaning supplies, while making a pitch, may disregard all
comments or complaints that his product does not clean as quickly or
effectively as the leading competitor. Instead of confronting the evidence, he
simply disregards it and allows his personal bias, the bias of being employed
by the company, to determine his actions and behavior.
In this scenario, and in almost
every scenario of bias, the salesman is undermining his own credibility, and
the credibility and reputation of his company. By not acknowledging the
evidence against his product he becomes untrustworthy to those witnessing his
blatant bias.
While all scenarios may not be
this cut and dry, avoiding bias is an easy matter of developing an objective
eye towards the content on your social networking sites.
When communicating on social
networking sites, it is most important to simply take into consideration why
you hold a certain viewpoint, before posting a seemingly controversial comment,
or endorsing a particular product or service; double check, question if bias
has any footing. Because, almost every case of bias will result negatively, it
will negatively influence the reputation of you or your business, and should be
avoided.
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