When executives or corporations post, tweet or upload content, they leave a digital footprint on the Internet. Unfortunately, there are several misconceptions about social media – namely, that there are no rules, and that we can do or say whatever we wish without consequences.
The truth is that an online personality develops and takes shape quickly. And if the online community determines, for example, that an executive is a shameless self-promoter, that executive will get blocked, buried or unfollowed.
It is not difficult to follow the rules of social media etiquette and understand the boundaries. Consider the following guidelines, which may provide insight as you navigate social media:
1. Understand the platform: Read and understand the terms of service and the engagement framework for each social media platform, including Facebook, LinkedIn, Twitter, YouTube and more. Each technology platform caters to a different professional or social market.
2. Social media is not private: Select the privacy settings manually on Facebook – the default settings are minimal. Remember that even deactivated content remains on the Facebook server. In 2010, the Library of Congress started collecting Twitter posts, as well. Recruiters and employers routinely “vet” candidates by running their names through social media. The State of Florida conducts social media reviews for applicants to the bar with a “history of troubling conduct.” The State Bar of Texas collects social media information when attorneys renew their license to practice. One local government (Bozeman City, Mont.) required employment candidates to submit a list of personal or business Web pages and memberships on Internet-based chat rooms, social clubs and forums. Applicants were then asked to list their login information, along with their passwords.
3. Introduce yourself first: It is important to introduce yourself to a potential social media connection by referencing your point of contact. Avoid sending an invitation using the standard request provided by the technology platform, as it may indicate that you have not met the person, you have not read that person’s profile or you are just cruising through the technology platform, trying to bolster your contact list.
4. Be a relationship builder: Show a genuine interest in what people are doing, and take the time to build relationships. People are more likely to recommend you, share your information with their network or do business with you if they know, like and trust you. The key is to listen to what is being said, and by who, and then ensure that your response acknowledges their view.
5. Respect: Be respectful of others’ opinions even if you do not agree with them. Social media allows you to connect with thousands of people you may not have had the opportunity to meet if you were relying on face-to-face networking. Many of these people will have different values and opinions. Post or tweet something nice before you go negative. Avoid “flaming” others. Build up the online community. On Facebook, follow-up and respond to acknowledge positive comments, and converse with those who post, rather than talk at them. Avoid using capital letters, or others may think you are SCREAMING AT THEM.
6. Share content, and add value: Social media is all about sharing resources and passing along information you know would be of interest to the online community. It is about publishing content and relating to likeminded inpiduals publicly. Focus on serving others and not on self-promotion. Update your content, stay current and avoid automating updates. Providing value to others is the key.
7. Focus on quality over quantity: Avoid swamping and annoying your followers. Incessant messages eventually irritate your followers, and they will disconnect from you, report/bury your submissions or find another place to congregate that does not include your spam. Users and followers should and will block, unfollow and unlike when they are overwhelmed. Sometimes too much information can be as bad as not enough.
8. Tame your ego: Prior to posting anything online, ask yourself these questions: “How will this information help the online community?” “What is the substantive content?” If you are unsure about your post, ask yourself, “What is my agenda?” Be modest.
9. Admit mistakes: We all make mistakes. Things go awry or get misinterpreted. If there is something that needs to be cleaned up, do so as soon as possible and with humility. A little levity or sense of humor helps, too. Sometimes we take ourselves too seriously!
10. Set boundaries and limits: It may not be appropriate to accept all LinkedIn and Facebook requests for professional reasons. Make decisions about what you will and will not tolerate on social media. Just because you are interacting with others online and you appear approachable does not mean you must tolerate abusive comments. Be diligent in monitoring and deleting foul, abusive or defamatory language that may be posted to your blog, page or site.
Failing to follow social media etiquette can be disastrous. The list of those who have failed to follow social media etiquette is long and all too familiar. The difference between a faux pas made in private and one that occurs online is sheer scale. There is nowhere to hide on the Internet, and the viral nature of the channels means that bad news spreads like wildfire.
Business executives are leaving their digital signature on the Web right now. Think about the consequences of engagement on any professional or social site. Consider how photographs and comments will be perceived before actually posting.
Before posting, think rationally and without emotion, and realize that a comment is a permanent reflection of your identity that may not be erased permanently. Make it a worthwhile mark of your professionalism.
For more information on corporate and inpidual training, contact Sharon Schweitzer, JD, Corporate Etiquette & International Protocol consultant and founder of Protocol & Etiquette Worldwide LLC, at sharon@protocolww.com, 512-306-1845 or @austinprotocol on Twitter. You may also visit www.protocolww.com or www.facebook.com/protocolww.
