What do you think? And should you really tell anyone?

How much opinion should you share with clients and contemporaries on your social media channels?

We're all for putting your personality out there. It’s what makes a blog or a post readable – and a 25:75 ratio of engaging personal to insightful professional is a good rule of thumb.

But when big news events break and the temptation to pitch in with your worldview grips you, are you safe to go ahead? The backlash to Jeremy Clarkson's comments about the Duchess of Sussex earlier this year prove that even the mighty can get cancelled.

On the other hand, a witty and well observed post on an issue of the day might drive a lot of good traffic your way and boost your profile.

Here's a three point checklist which might help you decide whether it's a good idea to share your opinion on a trending issue.

1. Is it political?

There’s a reason why polite company steers clear of politics over dinner. Many of us keep our political leanings close to our chest and that includes people on your networks. 

Politics over the past decade has been incredibly turbulent and divisive, and you can never be certain where those dividing lines lie. So while you may feel it’s quite safe to comment on Trump or Brexit or other headline-grabbers, stop and think about what message you will be relaying and to whom. 

Don’t assume that your connections will all share your opinions. 

The bubble effect means that many will comment on things you’ve written that they agree with, while a few may take issue with you in the thread. 

What you can’t account for is the unknowable number who disagree but don’t comment. These people may simply opt out of any further posts you make because they no longer see you as someone on their wavelength. 

Best advice: Don’t.

Exceptions? You’re a professional political commentator.

2. Is it personal?

The Harry and Meghan furore is a very good example of a topic on which everybody has an opinion. The media fall-out from their recent Royal Family revelations has been considerable.

How you feel about the decisions the Duke and Duchess of Sussex have made is very much up to you to decide, but do you want to wade into a row which has already toppled broadcasting giant Jeremy Clarkson? 

Controversial presenter Piers Morgan also ended his career on ITV’s Good Morning Britain in 2021 by belittling the duchess’s mental health issues following her TV interview with Oprah Winfrey.

Be honest. Your personal view on the couple’s personal outpourings about their personal life probably isn’t going to add much value to the debate. Nor is mine. And if you even dip your toe in with a seemingly innocuous observation, you’re inviting a lot of passionate debate about the future of monarchy to clog up your feeds.

Commenting on topics such as this leaves you and your brand with very little to gain, but a lot to lose. If in doubt err on the side of caution and sit this one out.

Best advice: Really, don’t.

Exceptions? You’re a royal correspondent or Head of Clickbait.

3. Is it YOUR big thing?

Opinions on climate change, biodiversity, sustainability, renewable energy, gender, inclusion and social equity are everywhere. And for good reason. These are topics of conversation everyone should be engaged with.

A large part of what we do at The Content Engine is helping clients to find their voice and their position on these huge subjects. 

But it’s easy for commentary to slip into political or divisive areas, especially at a time when terminology and nuance are evolving so fast. A well-meant generalisation can be perceived by some as over-privileged othering – and for anyone who’s just read that and thought ‘what even is over-privileged othering?’, this is exactly my point.

See also: 

What’s wrong with snowflakes? 

Am I woke and is that good/bad/irrelevant?

Is it wrong that I’m confused/scared about pronouns?

Is greenwashing a new eco detergent or..?

We literally cannot understand all of the conversation all of the time. So jumping in with your observations could land you in social quicksand. 

Best advice: Do some research on a topic you’re interested in sharing your thoughts on before you tap out said thoughts – so you can back up your assertions should anyone call them out. And make sure your sources are sound. A link to DailyGoss.com probably won’t cut it.

Exceptions? Unless your comment is literally ‘Hey-ho!’ there are no exceptions. Gen up before you speak up.