Using social media to promote your work can be positive, but you need to be careful.

In light of the recent overwhelming vote in the U.S. House of Representatives to ban TikTok in the U.S. due to its Chinese ownership and use of data from its 170 million users, it is prime time to take a look at your own social media use. And what it can and cannot do for you professionally.

Some posts can get you fired. But a positive social media presence and a willingness to expand your digital skills can enhance your career and your standing in the organization.

Just remember, every post lives forever, even when you delete.

But if you are forward thinking and digitally savvy, you can make yourself stand out among your peers and other generations in the workplace.

“If you are forward thinking and digitally savvy, you can make yourself stand out among your peers and other generations in the #workplace. ”

According to a key 2023 report examining leaders’ attitudes on the digital future in 2030 from Dell Technologies, “Too many businesses (61%) are held-back by an insufficient digital vision and strategy, manifest among other things, by a lack of ROI data to demonstrate the value of digital transformation and lackluster senior support and sponsorship. The same proportion are struggling with a skills gap, lack of employee buy-in and a workforce culture that’s resistant to change.”

The report continues, “In addition, 51 percent admit they have ineffective cybersecurity measures in place and 59 percent believe their workforce aren’t sufficiently security savvy.”

Assuming you are not an influencer, whose livelihood depends on videos shared on many platforms, it is possible to create content that you are proud to share and that proves you are capable and competent in different spaces.

But first, you have to be very careful. Contentious political and cultural issues are off limits from public sharing. You cannot counter publicly the stance that your organization’s leadership professes.

The Washington Post reports recently, “The Israel-Gaza war is still (ongoing), but some people in the United States and around the world have lost their jobs, or have faced discipline or backlash, for their criticism of Israel. The backlash has been directed toward people of different backgrounds, from a law student and an airline pilot to a basketball writer and an adult-content influencer.”

“Using #socialmedia to promote your work can be positive, but you need to be careful. #careeradvice”

In another case, “Jackson Frank, a basketball reporter who had recently joined the PhillyVoice to cover the Philadelphia 76ers, criticized the franchise’s statement supporting Israel and denouncing Hamas.”

The Washington Post reports, “‘Solidarity with Palestine always,’ he wrote in a post on X that has since been deleted. The website responded by firing Frank this week, not long before the start of the NBA season.”

According to NBC News, South Dakota Governor Kristi Noem was sued over her promotion of a Texas dentist on social media. “In the video, Noem describes consulting with and subsequently getting her teeth adjusted by a cosmetic dental company known as Smile Texas. The video appeared on Facebook, X, Truth Social, and Instagram.”

Examples of journalists across the globe who have posted racist, discriminatory, insensitive, antisemitic, or cruel comments and were fired as a result are numerous, according to this blog by Nicki Swift.

“Examples of journalists across the globe who have posted racist, discriminatory, insensitive, antisemitic, or cruel comments and were fired as a result are numerous. #digitalfootprint”

Definitely, never ever, complain about your job, your boss, your colleagues or your workplace, as Brielle did in this TikTok video that went viral for her entitled complaints.

It is important to note that with egregious behavior online, apologies are not accepted and consequences are swift. Assuming you are not diving into the dark side of digital content, what you can do with your social media presence is show up as someone who is pop-culture savvy, topical, positive and thoughtful.

Employers can carefully embrace social media as a form of engagement with the public for posting jobs, recruitment and creating brand awareness; employees can also do the same.

“Employees can also use it to help promote the brand or showcase company culture, leading to increased brand recognition,” according to HR Morning.

Other positive uses for employees include seeking support from professional connections, seeking advice and getting information to solve work problems, HR reports.

It is important to note that keeping your digital profile “clean” is not just important before you get hired, but all throughout your career.

“It is important to note that keeping your #digital profile “clean” is not just important before you get hired, but all throughout your #career. ”

“In a survey conducted by The Harris Poll, 70 percent of the employers who responded said they believe every company should screen candidates’ social media profiles during the hiring process. Moreover, 78 percent of employers believe that current employees should maintain a work-appropriate social media profile,” Business News Daily reports.

“In a survey conducted by Express Employment Professionals, an overwhelming majority of employers said they would fire existing employees for posting certain social media content,” according to Business News Daily.

Be sure to express your personality and work ethic in your social media posts, and expand your presence on LinkedIn, for instance, and Facebook. Nothing negative, controversial or accusatory. Be authentic. And also strategic.

“Be sure to express your personality and work ethic in your #socialmedia posts. #authentic”

Sprout Social reports in an interview with Molly Rodin, Digital Marketing Manager in the Robotics industry, “For any campaign or collaboration or post, you should be able to intuitively answer: Who is the audience for this? Why do they care? What is the next step for them after this content? What is the specific measure of success for this and how does it connect to the big picture goals? And adjust your strategy based on the answers.”

“Social media is an extension of yourself, and although it sometimes feels like cyberspace is detached from the real world, your actions online can have consequences for your professional life,” Business News Daily reports.

“When creating and sharing content on your social media profiles, stop and take a moment to think about how it may reflect on you beyond your immediate friend group. If a potential employer were to see it during a screening, would it harm your chances of landing that big job you’ve been hoping for? If so, consider not sharing it in the first place, or at the very least creating separate profiles for recreational posting and setting them to private,” Business News Daily continues.

The threat of a TikTok ban may also not eliminate it in the U.S. “If TikTok were banned in the U.S., the more than 100 million users (in the U.S) who have downloaded the app would likely still be able to access it. New users would also potentially be able to download it using a virtual private network. Even with the app's removal from app stores, experts think that TikTok's devoted and resourceful U.S. fans would still find ways to continue using it,” according to CBS News,

It is important to note that on any social media platform, pressing send can be the best thing you do for your current or next job, or the worst. And if you have deleted all your accounts, or made them private, that could be suspicious to an employer.

“It is important to note that on any #socialmedia platform, pressing send can be the best thing you do for your current or next job, or the worst. #careeradvice”

Make sure that you consider possible outcomes and do not be hasty on any content you create. You want to be seen as someone who is in control of their public profile in a good way. You want followers, not detractors.

Leadership Takeaway of The Week:

“My biggest piece of advice would be really know and understand what your social goals are and how they connect to the larger organization’s goals.”—Molly Rodin, Digital Marketing Manager in the Robotics industry

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About the Author

Michele Weldon is editorial director of Take The Lead, an award-winning author, journalist, emerita faculty in journalism at Northwestern University and a senior leader with The OpEd Project. @micheleweldon www.micheleweldon.com