Photo credit: inmagine
Social platforms have made it possible to share information, whether it be a trend article, new strategy idea or But it’s also opened the door to overshare and the fine line between professional and personal when representing brands.
It might seem like a no-brainer, but judging from my stream? It’s not.
So what is right? What plays a factor into how you portray yourself online? Is there such a thing as selective transparency?
Traditional Silos v. Pradmarocial (PR Ad Marketing Social Hybrid)
I was chatting with my friend Carla last night about how with a traditional PR background and education, we tend to think ‘brand first, me second.’ We don’t think “Oh, we can just say what what want.” It’s the same online. Everything stated has a reflection on the brand. You are either an official or unofficial spokesperson – and the consumer might take you as a spokesperson even without the title. The chatter about late night partying, drunken hookup or even ridiculous antics laced with cuss words? It isn’t the best approach.
Those in other practices, or even who started in more integrated roles, might not be educated in the spokesperson role – which, even labeled differently, is an integral part of any PR DNA.
So how does it play a role, especially since PR doesn’t automatically equal social? Many social strategists have a marketing background, or even an advertising one. Social enhances traditional public relations, which is integrated with marketing. So, you get many disciplines in the social space. Different education, different approach.
Industry Sets the Standard
When I handled public relations, marketing and social media for American Mensa, I was labeled as the spokesperson constantly. Being quirky was fine because it aligned with the brand itself. I talked about my awkward antics on my personal Twitter and members would laugh – they appreciated it.
In the age of Google, your client can find you easily. They might subscribe to your Twitter RSS feed – and they should. They are entrusting you to execute strategy on a brand that they work for and believe in 100 percent. Guess what? You should do the same. Build the trust and remember that you first represent them, then yourself.
Social doesn’t give you the platform to be an arrogant d-bag. You might not work in the same industry forever, or with the same brands. Who you are online needs to be able to shift easily with different clients and industry.
What You Think is Cute, Isn’t
The internet is like my friend Jeremy Pepper - he has a long memory and never forgets a thing. What is cute now might not be awesome 10 years from now when you’re up for a senior level management position. Yes, your boss might be busy, not actively see all of your stream and think its funny. Some clients might not tell you to your face. But everything stated or sent out should be considered as if you have the brand stamped on each tweet. Each blog post.
Guess what? Make your Facebook private if it’s that important to have party pics up or to chat too personally. It’s not difficult. Gen Y overshares, but most clients and bosses that you interact with aren’t. Selective transparency allows you to share enough so there is no question about authenticity. There is no rule that says you must share every detail about your life.
The cool kids don’t dictate whether a brand is happy with your work – they do.
What do you think?
