James Moorhouse explains how to utilise social media and avoid the pitfalls
Social media is a great way to network with other professionals, as well as connecting with customers. But could a misjudged post cancel a career?
Social media is a tool that allows users to interact with each other digitally. Used by organisations and individuals, social media has quickly become one of the most widely used pieces of technology during the past 15 years. Its many
uses include:
- Communicating
- Sharing
- Networking
- Bookmarking
- Marketing
- Promoting.
Some of the most widely recognised social media platforms are:
- TikTok
- Tumblr
Depending on your definition, social media can also extend to forums, messageboards and comment sections on articles too.
Whether used socially or professionally, interaction on social media tends to be instant and direct. This may be a question about a particular product or service, either as a customer query or a firm doing
market research.
However, as posts are publicly visible, it is important to remember that whoever replies, they may seem to represent either the organisation or individual in question. The same applies with how they communicate. The accessibility of social media, whether as part of a private network or widely visible, means that it is easier to observe if someone’s core and brand values are consistent. This could be anything from the subject matter of posts, transparency of professional relationships or how approachable they are.
Therefore, it is important to consider that if social media is being used in a professional setting, or an account has links back to an organisation, posts should be conducted in a professional manner. Most organisations have a social media policy so that employees can align themselves with company values or be aware of any conflicts of interest when expressing personal opinions. This is particularly important if an account combines personal and professional personas.
Differences of opinion
As social media has a global reach, there will be users communicating with each other who have very different lived experiences, cultures, opinions and emotions. Occasionally there will be differences of opinion and misunderstandings. Some online discussions can escalate into debates. This is not always a negative thing, as long as users are being respectful of each other and discussing in a reasonable manner.
How people communicate online should not be any different to how people communicate in person. While some websites have character restrictions, meaning that posts are short and blunt, courtesy and self-awareness should still be applied. While you might not interrupt someone in person, joining in online can be helpful if broadening the conversation. However, this can also escalate issues if the response is during a conversation midway, especially if they do not understand the context or the relationship between the original users.
When posting you should ask yourself:
- Is my post constructive or relevant?
- Could my words cause harm or offence?
- Is my post fair and accurate?
- Could my post be misinterpreted?
- Is there a better way to get my point across?
The CII has a Code of Ethics ensuring that members maintain high standards of integrity, probity and ethical fair dealing. This also includes a Digital Ethics Companion, which members should consider when undertaking their work in a digital context. The principles contained in the digital code provide a good framework when considering how to create a corporate social media policy. If a CII member is suspected
of violating this code, a complaint can be made against them.
Mental health
As with anything, too much time spent on social media can have a negative impact on the mental health of the account holder. While some users may want to build their brand awareness by attracting more followers and increasing user engagement, this too can become addictive and cause low self-esteem if these personal targets are not met or users are comparing themselves with other apparently ‘more successful’ accounts.
While most businesses have competition in the market, social media, just like any brand, sometimes presents an idealised version of reality. This should be remembered as it is not always relevant (or healthy) to be constantly compared to other users. This could also lead to ‘imposter syndrome’, where a user begins to significantly doubt their own abilities. The consequences of negative interactions can also have a profound effect for users on the receiving end of abuse. This is particularly the case when people receive unsolicited messages or personal insults.
Online safety should be a priority for everyone. While corporate social media policies can help to navigate the purpose of a social media account, this is only beneficial in a professional capacity, rather than a personal one. Users should feel able to be themselves online while remaining respectful of others. #BeKind
To read the CII’s guide to ‘Using social media professionally and safely’, visit: www.cii.co.uk/101419
James Moorhouse is content manager of the CII
