Twitter has been with us for almost a decade, yet we remain amazed at the things people tweet about. Personal beliefs. Private conversations. Elicit behavior. Groundless criticism. Uneducated perspective. Even public relations people, journalists and other professional communicators are guilty of excess and irresponsibility in their tweets.
Of course, plenty of twitterers in these fields set excellent examples. People such as Kenna Griffin, Callie Schweitzer and Sree Sreenivasan employ the platform in ways the rest of us should observe closely.
But what remains out of billions of tweets often resembles boorishness and self-aggrandizement, impugning and assuming, snobbery and effrontery.
When I was a newspaper reporter and editor, any attempt to garner attention through public channels was frowned upon and seen as ethically dubious, if not forbidden by company policy. Today, persistent and effusive social media use is considered essential to one’s employment, if for no other reason than to continually trumpet a media “brand.”
This deep knee bend to branding is ominous, thanks largely to such popular social media measuring sticks as Klout assigning overstated significance to digital socialization — a significance weighted in favor of quantity instead of quality. If we agree to hold up these sticks as accurate, then news reporting and corporate communications via social media will suffer the same dearth of quality.
Media consumers derive a certain assurance from a professional communicator’s detachment. That assurance peters out when, say, news providers shout above the loud partisan polemic drowning out rational thought — a polemic they help create.
The solution, short of avoiding social media altogether, is to exert greater care in separating personal from professional Twitter content. Despite claims that a personal touch demystifies media and makes information more consumable, personalization also blurs the line separating judgment from fact. When journalists and corporate communicators get too personal, they damage their own credibility and the credibility of their employers and put their professions at risk of being marginalized.
So, preserve your credibility and avoid marginalization in the workplace by following these six tips for better Twitter usage:
Separate personal from professional tweets — If this means creating separate Twitter accounts, then do it. At the same time, refrain from using the company logo or any derivative as a personal avatar.
Exercise care with criticism — Do you love Danielle Steel’s latest novel? Do you hate the plot twist in “Game of Thrones”? Fine, but avoid posting those opinions unless they are relevant to the job. Opinions water down the objectivity that professional communicators need for peak performance.
Avoid discussing company matters — If discord exists between management and staff in the workplace, or personnel matters prove irksome, then venting discontent via veiled insults on social media will undermine others’ faith in you and could prove actionable in a court of law. Similarly, honesty and accountability regarding one’s own errors denote respectability.
Rein in the urge to be defensive — By their nature, news media and corporate communicators invite criticism. Some of that criticism can be mean-spirited and vindictive. Avoid driving a conversation further down the same dark road. As humorist Mark Twain once said, “Never argue with stupid people; they will drag you down to their level and beat you with experience.”
Resist posting vacation and food photos — It’s always good to get away from it all, but avoid dragging readers and viewers too far along with you. That beach picture showing Diamond Head in the background, while pretty, smacks of braggadocio, and may even suggest a laxity about work — especially if the picture puts you in one place while the calendar says you should be somewhere else. Food photos, on the other hand, pose a problem rooted in esthetics: Food never looks as good in social media as it does sitting on the plate in front of us.
Avoid making sales pitches — Ensure personal and business brand integrity by not distributing or re-tweeting sales pitches or links to special deals. Leave that up to the sales people at work who are supposed to market those products.