The impact of social media on society has been manifold in recent years. Use of social media has become so pervasive that in national elections, a social media strategy is integral, and often distinguishes the winners from the also-rans.
The power of social media was demonstrated by US President Barack Obama in his first Presidential campaign in the year 2008, and since then, has been standard feature in all major election campaigns across the world. Social media also plays a catalytic role in mobilising public opinion, and was a key influencer in energising youth during the Arab Spring.
India has over 100 million Facebook users, and is the second largest market for the social network. India, due to faster adoption by new users, is likely to overtake the US as the largest market in the near future. LinkedIn has reported a whopping 700 per cent growth of user base in India in the last five years.
Immense impact
In the world of business, where the reputation of the players is a major differentiator, the impact of social media is immense. Brands are built, and their reputation and credibility enhanced, by well thought out social media strategies.
This is equally applicable for individuals who use the platform to showcase their unique attributes. However, life is a mixed blessing; the other side of the coin shows examples of brands tarnished or people’s careers ruined due to improper and indiscreet use of social media.
Take the example of Justine Sacco, Senior Director of Corporate Communications of InterActiveCorp (IAC), a $6 billion publicly traded digital media company. She literally committed career hara-kiri by openly tweeting “Going to Africa. Hope I don't get AIDS. Just Kidding. I'm white!”
This insensitive tweet went viral and IAC was forced to issue an apology on behalf of Sacco, which was followed by termination of her employment. This is just one example of how a single offensive remark can destroy a successful career built over many years.
Double-edged sword
Social media is truly a double-edged sword, and to develop a successful career, one needs to understand the do’s and don’ts in using this to connect with the world. Increasingly, social media is becoming an important recruitment tool, and has become the first port of call for recruiters when they seek talent for their organisation. In this context, it is imperative to build a strong online reputation.
In many organisations, reviewing online profiles of potential candidates is a routine part of the recruitment due diligence process. The recruiters Google the candidate's names, and check out their LinkedIn and Facebook profiles, as well as Twitter feeds. There are instances of otherwise qualified candidates getting rejected because of inappropriate photographs on Facebook, or rude comments in their Twitter feed.
“Don't do anything you wouldn't want to see in the front page of New York Times”. In American legal circles, this is called the New York Times rule or the front page of newspaper test. This rule is applicable for the use of social media.
Digital imprints live forever, and what is uploaded stays eternally in one form or other. All these are leading to the emergence of online reputation management companies who promise to clean up your online profile for a fee. However, the success of such businesses still remains to be established.
To successfully navigate the world of social media it is important to follow some basic rules:
The Middle Path
Gautama, the Buddha, advocated the middle path. This is relevant today as much as it was 2500 years ago. By all means, enjoy life and have fun, but avoid extremes. This is applicable both in real life and in the cyber world. Photographs and videos of binge drinking and scantily clad guests at parties have wrecked many a promising career, as this raises a red flag for hiring managers.
Be respectful
The distance and the anonymity of the web sometimes lead to people losing their inhibitions and behaving in a rude manner. This is evident in a reader's comments on news stories published online. There is unrestricted use of foul language and intemperate comments. However heated the debate is, be civil and respectful in your arguments.
Be responsible
As a democratic country, freedom of speech is enshrined in our constitution; this great privilege needs to be handled with responsibility. A wise man once defined responsibility as our ability to choose a response. The very nature of social media is instant communication — at the touch of button or swish of the finger. If done hastily or irresponsibly, it can result in a ‘shooting from the hip’ situation.
In pursuit of speed and immediate action, responsible and thoughtful communication should not be sacrificed. Like driving, speed and haste on social media will lead to irreversible disaster.
Display your personal interests
Social media is a great way to exhibit to potential employers what you are all about, outside of work. It shows your proactive, passionate and personal side. So, if you are volunteering for a cause over weekends, do mention it in your social profile.
Some of you might be adept at penning your thoughts. Without waiting for a publication to carry it, take it to the online space through your blogs. Utilise the opportunity of visibility that social media provides. It can be a great way to achieve your career goals and personal aspirations.
Market yourself well
Posting your work samples and accomplishments on the social media platform is a great way to highlight your talents and show what you can offer. While doing so, it is highly recommended to cite necessary sources and names of collaborators. This way, you will come across as a credible person.
Professional networking sites also have relevant features that allow you to ask for recommendations from your colleagues or friends. Utilise this feature because recommendations are important. Join discussion forums which are of interest to you, and actively contribute to them.
Over time, not only will your articulation improve, but you could also be recognised as an expert in your field. Who knows, while you are a student, a few companies may even seek out your services as a freelancer.
In the end, it is important to find the right balance between being completely personal, and being purely professional on social media. Social media is here to stay, and we should learn how to use it to our advantage in this competitive world.