Should Professionals use Social Media?
What is your objective? Are you looking to connect with friends and loved ones and post about your personal life? Or is your objective to further your career? Knowing the nuances of social media networks will help you decide if you should or shouldn’t use social media.
Cons
Social media can be a huge time waster. The average Facebook user spends fifty minutes a day on the network!
Social media may not be as private and secure as some think. Even if you set your privacy settings to restrict who can see your posts, your friends could share your pictures on their profile, which may be visible to the public. Follow this timeless advice: if you wouldn’t want it on the front page of the local paper, you shouldn’t share it online.
Pros
We hardly ever have people over to view vacation photos, send postcards, or mail pictures to distant relatives. Sharing is easy and fun. Social media can keep us connected personally and professionally.
From a business perspective, people feel like the get to know who they are working with or buying from. People make purchasing decisions for emotional reasons, they want to see representatives of the organization and have a relationship with them. Social media can build a rapport, even trust.
Social Media Faux Pas
One of the biggest faux pas professionals make on social media is not knowing how to use the network. Social media is like a party. You wouldn’t just walk in and start talking, especially promoting yourself or your business.
First, get a feel for the network. Make sure you understand the written and unwritten rules. Get a feel for the pace, the kinds of posts, and your audience. Remember, it’s about them, not you.
Don’t overshare. No one likes to follow someone who posts constantly. Especially if it isn’t relevant. Avoid too many selfies, pics of your kids or pets. Make sure personal posts are private.
*You may wish to Google yourself to see what potential clients or employers might find.
Don’t share anything overtly controversial. Don’t talk about politics, blast former places of employment, or discuss touchy subjects. Instead showcase your talents. Causes you care about may be appropriate to share, but use discretion.
You may also wish to read 13 Things NOT to Do on Social Media
Best Practices for Professionals
Before you dive into social media, check your company’s guidelines. Does their policy allow you to post as your business? Do you need permission from a social media administrator? You may wish to speak with Human Resources, too.
Never share sensitive or secret company information. Have you signed a non-disclosure agreement? Posting may be in violation of those terms. If you’re not sure, err on the side of caution, don’t post.
Double check before you post. Look for typos. Fact check. Could there be a double meaning? Remember multi-word hashtags could be split and read the wrong way. Don’t use edgy humor that could offend.
What would your boss say? Before you post, ask yourself this question.
Did you come across bad press or a negative review? Alert the marketing department before you respond; they know the best way to handle it.
Up your security. Make sure there are at least two admins on any business account. Keep an up to date ledger of logins. Make your passwords stronger! Change them regularly.
Admit mistakes. Immediately and genuinely apologize. We all make mistakes. Stay calm and positive. If you receive a negative comment, it might be wise to avoid replying. If you do reply, be positive. Don’t flame back.
Social Networking for Career Advancement
Focus on quality over quantity. In terms of frequency of posts and number of followers, quality is more important. Connect with professionals who share your values, can offer insights into industry trends, and/or can connect you with their circle of influence.
Use social media to position yourself as a thought leader. Create content for your audience. Write down who you want to reach and what message they need to hear. Draft a schedule for your blog or LinkedIn profile that aligns with your goals.
Be consistent across networks. Use the same profile image and handle.
Curate content. Ideally, write your own. If you share someone else’s content, give credit where credit is due. Post regularly enough to stay top of mind, but not so often that people wonder if you just play on social media or if you actually work.
Amplify your message by sharing wherever your audience is. I blog on WordPress and have it autopost to my major social networks. You can use plugins to do this.
Schedule your posts for when your audience is active online. If you’re reaching businesspeople with a business message, the best time may be mid-morning Tuesday, Wednesday, or Thursday.
Be engaging. Vary your content. Some people are more visual, some are more content-oriented. Ask questions. Respond to others posts.
Monitor. What doesn’t get measured, doesn’t improve. What metrics are important to you? Keep track of followers and engagement. Set up a GoogleAlert for your name so you know if someone is talking about you.
