CHAPTER 10

Using Social Media to Make—Not Break—Your Career

In less than a decade, the explosion of social media has changed the way we present ourselves to the world. The phenomenon has brought a certain glamour to ordinary people’s lives, as everyone who uses these resources achieves a bit of celebrity status, at least among their connections. Whereas we once shared information with friends and family through letters, phone calls, and later e-mails, today we can put our lives on display in sometimes extravagant detail. We can let hundreds of people know where we are having dinner, with whom we are dining, and the quality of the food. We can share vacation photos and pictures of our newborns minutes after birth. We can let our friends know that we just got a promotion or that we are looking for a job. And depending on how we set controls, friends of friends may also be in the know about what’s going on in our lives.

We feel connected to our favorite athletes, recording artists, CEOs, news anchors, or senators by following them on Twitter and communicating with them—or with a community of strangers who want to weigh in on something the celebrity has said or done.

UNDERSTANDING SOCIAL MEDIA’S REWARDS AND RISKS

These amazing platforms have changed the way we live, and the fascination with them doesn’t seem to be abating. We love the intimacy, even if it is artificial or contrived in some cases. However, we have all heard the horror stories and seen the results of social media gone wrong. We’ve discovered that private isn’t total or forever, and the consequences go beyond simple embarrassment. Inappropriate use of social media can end careers—and important relationships.

Christopher Steiner and Helen Coster, writing for Forbes, cite numerous bizarre examples of social media disasters: a New York City med tech posting pictures of a murder victim; a Pennsylvania college professor asking if anyone knows a hit man; an Atlanta police officer leaking information about a case; a daughter whose father was fired going on an obscenity-laced rant on the company’s website.

Employees who trash their employers, even on their personal pages, have found themselves quickly unemployed. Adhering to a few guidelines can keep you from getting into hot water and finding yourself out of a job or even the job market.

Understand the purpose of various social media resources. Decide which social media channels work best for you and your objectives. Do you primarily want to stay in touch with friends from college or your widespread family? Are you an incurable collector, planning a wedding, renovating a house that was a huge bargain, or collecting recipes? Are you building a network to help further your career? Do you want entrées into companies, both big and small? Are you a photo addict? Would you rather communicate with pictures than with words? Do you want to weigh in on major events? Or all of the above?

No matter what your preference may be, you can create an online presence to accommodate your preferences. Knowing the strengths and weaknesses of each medium, however, will keep you from using a less effective method for your purpose.

Some people use Facebook as a constant stream of thoughts throughout the day, when Twitter might be a better choice. Because information is so easy to share, it’s also easy to misuse. Although most experts consider Facebook more informal and primarily geared to friends and family, businesses and groups can use it effectively, particularly to garner support or publicize events.

On the other hand, LinkedIn may not be the best site for describing your honeymoon. But it’s a great place to build your network, through endorsements, congratulatory messages, and updated profiles. Likewise, Pinterest may not be the best place to look for a job unless you are interested in showing your decorating skills, renovation proficiency, or culinary acumen.

Understand your company’s policy, best practices, and corporate culture. Remember that when you are at work, your company is paying for your time and you are usually using company-owned equipment.

Companies are also realizing that employees can damage the corporate brand by what they post on their own social media sites. According to Anthonia Akitunde, editor at Federated Media Publishing, Inc., a hamburger-chain employee in Japan posted to Instagram a photo of himself lying on a pile of burger buns. Infamous photos and videos of employees of a pizza company engaging in disgusting acts with food have gone viral, creating grief for the company’s corporate communication departments and, at least temporarily, tarnishing the organization’s brand.

According to the 2013 Professionalism in the Workplace study conducted by York College’s Center for Professional Excellence, “Half of human resources professionals say that IT abuses have increased over the past five years among new college graduates.”

For that reason, and as the number of employees who are sharing, liking, and tweeting grows incrementally, companies are beefing up their policies regarding employees’ social media activities, particularly on the job. Make sure that you know exactly what your company encourages or allows and stay well inside the boundaries. Ignoring them is at one’s on peril.

Use good judgment about posting photos. Unless you restrict your social media site to close friends and family, post a professional-looking profile picture. Your cat or a photo of when you were three years old may be cute, but you are wiser if you use an attractive head shot to present yourself to the world.

Avoid tagging friends in photos without their permission. And, certainly, refrain from posting photos of friends (or yourself for that matter) in questionable or compromising situations. Digital lifestyle expert Mario Armstrong and psychiatrist Janet Taylor warn about posting throwback photos of high school and college friends.

A photo of an upstanding father of five hammered at a fraternity party twenty-five years ago can create unnecessary angst and concern about who might see it—far beyond the momentary chuckle that it might produce.

Armstrong and Taylor discuss the proper etiquette parents should follow when posting photos of other people’s children on social media. Do not post pictures of other people’s children (say, at a birthday party) without every parent’s written consent. Although this advice seems draconian, realize that once a photo is out there, it can go anywhere—including porn sites—and, furthermore, it could fall into the hands of pedophiles. The enjoyment of easy access and widespread sharing is a double-edged sword, and the great fun and convenience also have a foreboding side.

Job seekers should make sure that their social media sites don’t contain anything that might put off a potential employer. Don’t assume that no one but your select “friends” can see your information. That hiring manager may be a friend of a friend.

Think long-term about what you post. It’s tempting and oh-so-easy to put your immediate reactions on the Internet. Alison Loughman, Web content coordinator at ASHRAE (American Society of Heating, Refrigerating and Air Conditioning Engineers), reminds us that “our thoughts can get distributed to thousands of people in seconds—and this can be dangerous.” For example, telling too much about your habits or your whereabouts can perhaps give the wrong people access to you.

Furthermore, if you don’t think before you post, that mistake can follow you for years. Dr. Lois Frankel, author of Nice Girls Don’t Get the Corner Office, notes that trying to track down and remove ill-advised posts is like trying to put toothpaste back in the tube.

Before you vent or post something that is hilarious at the moment, think about how you would feel if you were on the receiving end of your communication, or how you might feel about your flash of brilliance in a year—or when you are in a position of leadership.

We will continue to explore and exploit the ever-expanding frontiers of technology, but human decision-making, common sense, and respect for each other should always be your default setting.

THE BOTTOM LINE

Understand the particular purpose and strengths of various social media platforms, and choose the ones that work best for you.

Your online presence can reflect positively or negatively on your company’s brand.

Realize the risks of posting photos, particularly of children.

Think long-term about your social media presence.

Common sense and respect for others and for yourself should guide your decisions.