September 1, 2010
The Balancing Act of Personal and Professional Engagement
By: Amber Naslund
Here’s the truth:
If social media presence is all or part of your professional role, your online presence is going to be intertwined. It can be tricky to balance the two when you’re “on the job”, answering customer inquiries, being present in the community, participating and creating content.
Balance is possible, but it will always be a little imperfect. You’ll have to make choices and judgment calls about what to say and how to say it, and sometimes, that might mean saying nothing at all. Here, let’s discuss a few guidelines for keeping your personal and professional presence online in harmony.
Choose Which Doors are Open
When you’re a professional in social media, you’ll figure out where your customers and community are, and where they’re reaching out to you online. If it’s a forum or Twitter or blogs, you’ll need to have a profile in those networks where you can keep the door open for questions or outreach, and where you can respond and engage in a professional manner.
Sometimes, you can use a single profile if you’re willing to keep some filters on, and maintain an even keel. That might mean keeping the sharp political or religious conversations to yourself, or exercising good diplomacy. It’s a choice. Because if all of your personal and professional stuff is piled into one, they reflect on one another. That’s just reality.
You’ll have to decide where and when you’ll keep the doors open for people to follow or friend you on a professional basis, and where you’re able to keep your networks more closed for personal purposes. Maybe your answer is to have separate profiles on Twitter, and keep your professional interactions on Facebook to your Page instead of your profile. But whatever combination you choose, you have to balance being available and accessible to your community, and finding homes for personal discussions or interests that you might not want to mix with work.
It’s Okay To Not Talk About Work
It might sound like I’m suggesting you never mix personal and professional, and that’s not it at all. In fact, it’s okay to not always talk about work. The people that interact with you professionally often appreciate seeing the human side of you. As we’ve well learned from social media discussions, the Official Corporate Voice isn’t very welcoming or friendly. And you want your customers and community to feel welcome and at home when they talk with you.
So, share your victory at last night’s Ultimate Frisbee game (our Radian6 team rocks, by the way). Share the picture of the dog or the kid if you’re comfortable with that. Talk a bit about music you like, or what you did on your summer vacation. A blend of personal and work-related stuff can help you feel more approachable, friendly, and “one of the gang” to your customers. That helps build trust, which is definitely what you want.
The trick is really in the stuff that’s either super personal, or potentially really polarizing to your community. You’ll have to make your own judgment call about which of your personal interests, beliefs, experiences, or opinions are better suited to more closed audiences. Each company will have different tolerances, each individual will have different comfort levels. And your customers just want to know that when the chips are down, you can shift into professional mode and help meet their needs.
When In Doubt, Leave It Out
It’s like email: if you’re not sure, don’t send it. Better to err on the side of caution if your job involves a public online presence. After all, people are paying attention.
Is that hard sometimes? Sure. If I’ve got a vehement opinion on a topic, or someone says something I find patently offensive, it’s so difficult not to pop off and say what I think.( After all, if you know me, you know that I’m one to speak my mind.) If I’m having a hard day, it can be tempting to dump it all out onto Twitter in search of support.
Things like selective Facebook lists (groups where you can post an update just to that selection of friends or family members) can help. Or a private Posterous where you can let it all hang out. Building selective filters outside the realm of your “on duty” places online can make it a little easier.
But here’s the difficult truth: If you’re working online (and we all are, more and more, in some way or another), your personal actions and behaviors will impact your professional presence and reputation, and vice versa. So we’ve each got to decide what facets we want to be part of that multi-dimensional online presence, and which might be expressed elsewhere.
Above All, Be Approachable
In a professional social media job, you’re often the front lines. The face of the company, the first person people think of to go to when they need a hand or attention or a question answered. If you pursued this line of work, that’s probably part of what drew you.
If you’re not in social media as a profession but if it’s part of your communication set – like customer service, let’s say – you’ll still need to be present, available, friendly, findable. You want people to come to you every bit as much as you’d want them to feel free to email you or pick up the phone and call. That’s what your customers are looking for; a human being that they can virtually tap on the shoulder and know that they’ll get a welcoming response.
It’s the online equivalent of a common office dynamic. When someone walks up to your desk, do you sigh in exasperation for being interrupted, or do you turn around, say a warm hello, and ask how you can help? Are you the person they’re always afraid to come up to, or is your presence always a comfortable, open one?
It’s Not Easy.
There’s no doubt that this isn’t nearly as clear cut as we’d all like it to be. We’d love to have a set of “do this, don’t do that” guidelines that guarantee that we’re engaging and interacting in the best way possible. But there’s no such thing.
What’s interesting about the public nature of engagement is that it puts our judgment skills on display in a way they haven’t been before. Using good judgment was something that we’ve always had to do, but we haven’t had to do it on a public, visible stage. And now we do.
But if we want businesses to evolve and become more human, we individuals have to contribute to that equation through our own decisions and actions. It’s a give and a get, and as tricky as the change might be sometimes, it’s all part and parcel to this new world of communication we’re building.
I’m on board. I’m learning every day, and my future online personal and professional self will undoubtedly be shaped along the way.
What challenges do you have balancing personal and professional when you engage online? What questions can we answer, or what input can we provide? Looking forward to hearing from you in the comments.
Amber, this resonates perfectly with my own blog post from last night <a href="http://(http://ymmat.com/2010/09/01/why-my-facebook-page-remains-private/)” target=”_blank”>(http://ymmat.com/2010/09/01/why-my-facebook-page-remains-private/). Sadly, I think a lot of social media types have embraced a radical openness that doesn't do themselves or their connections any favors. You can be authentic, open, and approachable without being a social media nudist.
"Social media nudist". That's pretty funny.
Part of other side of the coin is that you'll hear people say that we're becoming TOO filtered with what we say and do, and that that somehow undermines exactly what we're trying to accomplish through social media.
To me, all things in balance. It's a presentation thing, whether it's online or off.
It is a presentation, absolutely. There's definitely a balance – call it the social media DMZ – for those of us who use social media personally and professionally. Balance comes with practice and listening to your audience. Social media requires a personal touch, whether the account is professional or not. Being authentic, human, and fallible is vital. Go too far in either direction and content becomes either over-contextualized (and irrelevant) or just an endless stream of information.
I want to know who is asking me to read that blog article or telling me that fact – are you reliable, trustworthy, smart? I don't want to know (or need to know) the nitty gritty details of your life. Showing personality is important, but be smart about it.
Very well articulated. Thanks again for your thoughtful comments! Very helpful to others too, I'm sure.
Also love the "social media nudist." It's funny when you've achieved a certain level of success and "fame" you can get away with more, living out loud. You don't want an endless stream of info and random links, so yes even the professional needs to be personal. For me it's showing personality without getting personal, agree you have to be smart about it.
Professionalism is, at its core, about judgment and filters. Not from a censorship standpoint (though I suppose that could be the case in extremes), but from a conscious one. We have to understand that all of these touchpoints online converge to form a larger overall impression, and that on the web, people see pieces and bits of it. Rarely do they get to take in the whole of our presence, all the time. Those mircobursts of information, for better or worse, form impressions.
It's up to us individually to decide what elements we want out there, and what the balance should be.
Professionalism is, at its core, about judgment and filters. Not from a censorship standpoint (though I suppose that could be the case in extremes), but from a conscious one. We have to understand that all of these touchpoints online converge to form a larger overall impression, and that on the web, people see pieces and bits of it. Rarely do they get to take in the whole of our presence, all the time. Those mircobursts of information, for better or worse, form impressions.
It's up to us individually to decide what elements we want out there, and what the balance should be.
[...] This post was mentioned on Twitter by Amber Naslund, Ricardo Bueno, Lauren Fernandez, Lauren Vargas, Ashley Lumm and others. Ashley Lumm said: Great post by @AmberCadabra The Balancing Act of Personal and Professional Engagement http://bit.ly/c416yd [...]
Amber, this resonates perfectly with my own blog post from last night <a href="http://(http://ymmat.com/2010/09/01/why-my-facebook-page-remains-private/)” target=”_blank”>(http://ymmat.com/2010/09/01/why-my-facebook-page-remains-private/). Sadly, I think a lot of social media types have embraced a radical openness that doesn't do themselves or their connections any favors. You can be authentic, open, and approachable without being a social media nudist.
"Social media nudist". That's pretty funny.
Part of other side of the coin is that you'll hear people say that we're becoming TOO filtered with what we say and do, and that that somehow undermines exactly what we're trying to accomplish through social media.
To me, all things in balance. It's a presentation thing, whether it's online or off.
It is a presentation, absolutely. There's definitely a balance – call it the social media DMZ – for those of us who use social media personally and professionally. Balance comes with practice and listening to your audience. Social media requires a personal touch, whether the account is professional or not. Being authentic, human, and fallible is vital. Go too far in either direction and content becomes either over-contextualized (and irrelevant) or just an endless stream of information.
I want to know who is asking me to read that blog article or telling me that fact – are you reliable, trustworthy, smart? I don't want to know (or need to know) the nitty gritty details of your life. Showing personality is important, but be smart about it.
Annie, sounds like you're very conscious of striking a balance, and that's a good thing. Being thoughtful is the best we can do, and there's no such thing as a "right" way. What suits one might not suit another. We've all got to figure out what works best for ourselves, our professional connections, and the intersections of those two.
Thanks for commenting.
Annie, sounds like you're very conscious of striking a balance, and that's a good thing. Being thoughtful is the best we can do, and there's no such thing as a "right" way. What suits one might not suit another. We've all got to figure out what works best for ourselves, our professional connections, and the intersections of those two.
Thanks for commenting.
Amber,
Great piece! It's actually quite timely for me as I was just offered a position as Social Media Manger in Suffolk University's Office of University Communications in Boston. All along I have been wondering (& reading varying viewpoints) about this key topic of balancing professional & personal engagement in social media, but it now retains heightened importance and consequence for me.
For a brief example, I have been thinking about how to go about best participating in the higher ed social space & community; should I solely utilize my personal Twitter account, which I've had since 2008 and that has a great network & contacts associated with it, or should I be only available & do all the engaging through a more official organizational account?
So, I really enjoyed & agreed with all your points but I especially found enlightening your guidelines concerning choosing which doors are open professionally & personally, as well as not always talking about work – the importance of the human voice in social media is above all, the most vital aspect. You have given me a lot to think about
Thanks for the discussion, I appreciate it.
Adam P. Coulter
Hi Adam –
Glad it was useful, and congratulations on the new job! The choice you make about how to participate is up to you. Personally, I blend the two pretty deeply, which means that I have to make choices to keep some personal or taste-based discussions in other channels or via filtered networks. That's what works for me but it might not work for everyone.
And definitely, whichever you choose, showcase some personality. Part of what makes the social web so endearing is interacting with unique individuals behind the brands, not some sanitized version of a logo. It's perfectly fine – and often healthy – to let your customers and clients see a bit about Adam, not just the organization you work for.
Best of luck!
Amber
Thanks Amber,
All good ideas. I think the best bet for me will be to blend the two (personal & professional), especially concerning Twitter, as my long-time account has always been geared toward educational & media news/ideas. It won't be too much of a stretch to open that space up to also engage w/ current & prospective students and the Beacon Hill community. As long as a strategy is spelled out in advance along w/ the tying of business objectives to my efforts, I think blending will be most effective (& fun!)
Thanks again,
Adam P. Coulter
@AdamSuffolkU
Amber,
Great piece! It's actually quite timely for me as I was just offered a position as Social Media Manger in Suffolk University's Office of University Communications in Boston. All along I have been wondering (& reading varying viewpoints) about this key topic of balancing professional & personal engagement in social media, but it now retains heightened importance and consequence for me.
For a brief example, I have been thinking about how to go about best participating in the higher ed social space & community; should I solely utilize my personal Twitter account, which I've had since 2008 and that has a great network & contacts associated with it, or should I be only available & do all the engaging through a more official organizational account?
So, I really enjoyed & agreed with all your points but I especially found enlightening your guidelines concerning choosing which doors are open professionally & personally, as well as not always talking about work – the importance of the human voice in social media is above all, the most vital aspect. You have given me a lot to think about
Thanks for the discussion, I appreciate it.
Adam P. Coulter
Hi Adam –
Glad it was useful, and congratulations on the new job! The choice you make about how to participate is up to you. Personally, I blend the two pretty deeply, which means that I have to make choices to keep some personal or taste-based discussions in other channels or via filtered networks. That's what works for me but it might not work for everyone.
And definitely, whichever you choose, showcase some personality. Part of what makes the social web so endearing is interacting with unique individuals behind the brands, not some sanitized version of a logo. It's perfectly fine – and often healthy – to let your customers and clients see a bit about Adam, not just the organization you work for.
Best of luck!
Amber
Thanks Amber,
All good ideas. I think the best bet for me will be to blend the two (personal & professional), especially concerning Twitter, as my long-time account has always been geared toward educational & media news/ideas. It won't be too much of a stretch to open that space up to also engage w/ current & prospective students and the Beacon Hill community. As long as a strategy is spelled out in advance along w/ the tying of business objectives to my efforts, I think blending will be most effective (& fun!)
Thanks again,
Adam P. Coulter
@AdamSuffolkU
I really did enjoy the post, I think another dynamic to this for me is how much of my Caribbean Culture to showcase.
As I also play a role in the entertainment scene in Barbados I find it an interesting challenge having to project a certain image to my corporate clients and also the international community while yet maintaining my authenticity as a Caribbean entertainment (online) personality.
So far my solution has been to keep my personal profile largely focused on the things I am willing to share and then use my company brand Drenalin Productions (@drenalinenergy) to engage with clients reminding them of specific project tasks. In some cases I also use some of my clients brands to ask questions or make comments I have been wondering about.
It would be interesting to see your thoughts on things like party photos etc, because the way we dance in the Caribbean can be misconstrued in some cases as vulgar in other cultures.
Great Post!
Corey – What an interesting question. I suppose again it comes back to what your community expects from you. Do you know why they're following you and interacting with you in each place? Have you asked their thoughts?
Taking the pulse of your audience is valuable. You might learn something you didn't before, and they might be very willing to share with you their impressions, opinions, and ideas for what THEY are expecting from you. Then it's up to you to decide whether what they're looking for and what you're hoping to do are in line with each other.
Last bit: Follow your instincts. We all make lousy judgment calls sometimes, but that little voice in the back of your head will sometimes point you toward valuable insight.
I really did enjoy the post, I think another dynamic to this for me is how much of my Caribbean Culture to showcase.
As I also play a role in the entertainment scene in Barbados I find it an interesting challenge having to project a certain image to my corporate clients and also the international community while yet maintaining my authenticity as a Caribbean entertainment (online) personality.
So far my solution has been to keep my personal profile largely focused on the things I am willing to share and then use my company brand Drenalin Productions (@drenalinenergy) to engage with clients reminding them of specific project tasks. In some cases I also use some of my clients brands to ask questions or make comments I have been wondering about.
It would be interesting to see your thoughts on things like party photos etc, because the way we dance in the Caribbean can be misconstrued in some cases as vulgar in other cultures.
Great Post!
Corey – What an interesting question. I suppose again it comes back to what your community expects from you. Do you know why they're following you and interacting with you in each place? Have you asked their thoughts?
Taking the pulse of your audience is valuable. You might learn something you didn't before, and they might be very willing to share with you their impressions, opinions, and ideas for what THEY are expecting from you. Then it's up to you to decide whether what they're looking for and what you're hoping to do are in line with each other.
Last bit: Follow your instincts. We all make lousy judgment calls sometimes, but that little voice in the back of your head will sometimes point you toward valuable insight.
Great conversation, and you make some great points.
I used to think there was some universal standard for "professional," whether it be your blog or website or dress or online presence. And then I realized we all have to decide for ourselves what's too personal and what's not; what's unprofessional and what's not. One person's professional suit is another's stuffy, out-of-touch suit. Depends on the audience.
I think your best point is "when in doubt, leave it out." Last week, two prominent food bloggers in Atlanta got into a huge, nasty and downright personal fight–over Twitter. Honestly, it made them both look unprofessional and immature.
Not to say we can't have personality–I love talking about running and reality TV and wine and cheese dip, and I think I connect with people BECAUSE I'm so comfortable being myself, especially online. But it's also important to not alienate existing and potential customers. I hate negativity in the online space. And while I occasionally weigh in on controversial topics (I'm also quite opinionated!), I try to keep it to a minimum and do so in a conversational/thought-provoking way.
Great post.
Hi Laura – thanks for chiming in.
The other thing that's important to remember: we have one definition for what WE think is professional, and then the people we work for and with have THEIR definition. The trouble is when those two are in conflict. If everyone is laid back and casual, great. No problems.
If, however, you've got a conservative customer base and a social media pro who's far more outspoken and generous with their boundaries, you're going to have an issue, no matter if that individual is being "professional" according to their own definitions.
So there's one part standard for yourself, and one part consideration for how you're representing your company and meeting the expectations of your customers and community. Therein lies the real balancing act.
Great conversation, and you make some great points.
I used to think there was some universal standard for "professional," whether it be your blog or website or dress or online presence. And then I realized we all have to decide for ourselves what's too personal and what's not; what's unprofessional and what's not. One person's professional suit is another's stuffy, out-of-touch suit. Depends on the audience.
I think your best point is "when in doubt, leave it out." Last week, two prominent food bloggers in Atlanta got into a huge, nasty and downright personal fight–over Twitter. Honestly, it made them both look unprofessional and immature.
Not to say we can't have personality–I love talking about running and reality TV and wine and cheese dip, and I think I connect with people BECAUSE I'm so comfortable being myself, especially online. But it's also important to not alienate existing and potential customers. I hate negativity in the online space. And while I occasionally weigh in on controversial topics (I'm also quite opinionated!), I try to keep it to a minimum and do so in a conversational/thought-provoking way.
Great post.
Hi Laura – thanks for chiming in.
The other thing that's important to remember: we have one definition for what WE think is professional, and then the people we work for and with have THEIR definition. The trouble is when those two are in conflict. If everyone is laid back and casual, great. No problems.
If, however, you've got a conservative customer base and a social media pro who's far more outspoken and generous with their boundaries, you're going to have an issue, no matter if that individual is being "professional" according to their own definitions.
So there's one part standard for yourself, and one part consideration for how you're representing your company and meeting the expectations of your customers and community. Therein lies the real balancing act.
That's such a great point, too. Pretty much everyone I work with is laid back and casual, but I have a non-profit client that is much more formal and conversation. I always act and dress accordingly and have become a bit more muted on Facebook as a result (which is a whole different topic–who do you let into your more "personal" online spaces and how do you balance there?). And when in doubt, use the "would you like your mom reading/seeing/hearing this?" Because my mom actual does all of the above!
Amber
Fantastic and very thought provoking as when I read this as well as a previous post on a similar topic, I stop and think about the image I wish people to have of me and the actual one that they have. This I realize that people will form their own opinions but giving them the bait by going too far is not advised.
I think a big part of it is how you say it. One can say that they are curling up with a good book blanket and a nice glass of wine where someone else can say Wow, I just inhaled that 1st glass of wine, now onto glass 2. Big difference. It is not to say that the person inhaling is wrong but do not expect to think that people are not thinking you are the one who is the life of the party.
Maybe this is not the best example of what I am trying to say here but how you say it sometimes is as important as what you say.
@SuzanneVara
Suzanne,
Totally get you. And yep, it's like David Thomas' post I linked up there. TGIF can be "wahoo, looking forward to a fun weekend with the kids" or "man, my job is a drag and this week can't end fast enough." Same sentiment, totally different impression.
I'm not an advocate of over sanitizing everything we say, because the dimensions of people and personalities is exactly what makes social media WORK, even in a business context. But being mindful is good, and advised. Works offline, too.
It's great that you've found a system that works for you. For some folks, one profile isn't realistic. For example, if I work in a regulated industry where my professional posts are bound by laws or compliance, it might make sense for me to have a separate profile where I do my "work", and another that disclaims my affiliations but that doesn't constitute a professional presence.
So personal choice, yes, but the same choice doesn't work for everyone.
Amber
Fantastic and very thought provoking as when I read this as well as a previous post on a similar topic, I stop and think about the image I wish people to have of me and the actual one that they have. This I realize that people will form their own opinions but giving them the bait by going too far is not advised.
I think a big part of it is how you say it. One can say that they are curling up with a good book blanket and a nice glass of wine where someone else can say Wow, I just inhaled that 1st glass of wine, now onto glass 2. Big difference. It is not to say that the person inhaling is wrong but do not expect to think that people are not thinking you are the one who is the life of the party.
Maybe this is not the best example of what I am trying to say here but how you say it sometimes is as important as what you say.
@SuzanneVara
Suzanne,
Totally get you. And yep, it's like David Thomas' post I linked up there. TGIF can be "wahoo, looking forward to a fun weekend with the kids" or "man, my job is a drag and this week can't end fast enough." Same sentiment, totally different impression.
I'm not an advocate of over sanitizing everything we say, because the dimensions of people and personalities is exactly what makes social media WORK, even in a business context. But being mindful is good, and advised. Works offline, too.
It's great that you've found a system that works for you. For some folks, one profile isn't realistic. For example, if I work in a regulated industry where my professional posts are bound by laws or compliance, it might make sense for me to have a separate profile where I do my "work", and another that disclaims my affiliations but that doesn't constitute a professional presence.
So personal choice, yes, but the same choice doesn't work for everyone.
Amber, great post and have loved the comments. So what you're telling me is that, by doing it my way, I'm doing it right as everyone will have their own levels of balance.
The more involved in social media I've become, the more I've opened the doors to being more open, more personable. I always knew that I'd keep the private offline, whether in a professional or personal social media profile. When in doubt, leave it out; Kirk is right, it's all public.
I made the choice to keep Facebook very personal, manage limited professional associations with lists. I have multiple Twitter accounts (even blogged about those things we don't publicly tweet) but am finding more and more personality comes through across the board.
My profiles advertise that I'm going to talk, blog, tweet mostly about social media, PR, marketing. If I were to clutter my Twitter stream with random chats I've done on wine, TV shows, or write random blog posts on polarizing issues (like you, Laura .. have some strong opinions too), I'd be doing not only a disservice to myself but my audience too.
Suzanne mentioned that it's not always what you say, but how you say it. I'm always authentic, transparent.. but as you mentioned, there is the censoring one must do to balance our voice in social media. Enjoyed this, thanks.
Amber, great post and have loved the comments. So what you're telling me is that, by doing it my way, I'm doing it right as everyone will have their own levels of balance.
The more involved in social media I've become, the more I've opened the doors to being more open, more personable. I always knew that I'd keep the private offline, whether in a professional or personal social media profile. When in doubt, leave it out; Kirk is right, it's all public.
I made the choice to keep Facebook very personal, manage limited professional associations with lists. I have multiple Twitter accounts (even blogged about those things we don't publicly tweet) but am finding more and more personality comes through across the board.
My profiles advertise that I'm going to talk, blog, tweet mostly about social media, PR, marketing. If I were to clutter my Twitter stream with random chats I've done on wine, TV shows, or write random blog posts on polarizing issues (like you, Laura .. have some strong opinions too), I'd be doing not only a disservice to myself but my audience too.
Suzanne mentioned that it's not always what you say, but how you say it. I'm always authentic, transparent.. but as you mentioned, there is the censoring one must do to balance our voice in social media. Enjoyed this, thanks.
Balancing Personal and professional engagement http://bit.ly/awJ5hj
Cool, a very interesting post!…
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