The hundreds or even thousands of people viewing your Facebook page, retweeting your mantras and 'liking' your Instagram photos are not. your. friends.
They are your audience.
There is quite a distinction to be made. Our friends are those people that we are inextricably linked to; these are the people with whom we laugh and love. They know our secrets because they can keep our secrets.
An audience is an entirely different story.
Audiences are generally self-serving. Dispute it if you must; however, think carefully. We take part in activities, events and forums because of the benefit that we will receive, whether it is a good laugh or a great connection. There's a profit to be gained from an audience and audiences arrive to collect the balance due.
The biggest problem with social media is that it often confuses us. In accepting and sending 'friend' requests, we inexplicably expect a modicum of privacy from the
However, the extended network that social media provides has us stretching our arms, embracing and ushering a group of un-invested individuals into our inner sanctum. We're sharing feelings, thoughts, successes and failures with people who poke, prod and comment on a life unknown.
There's no suggestion that an audience is composed of enemies. The underlying message is to use discretion. Once shared digitally, your life is never again your own. It belongs to every person you encounter--including your current and future employers or employees--and those you never will.
And what you have created in an instant is a branding message that lurks in every crevice of your professional life. Of course, it is necessary to add the disclaimer that social media has the moniker for a reason: it is supposed to represent the contemporary social climate. All online communications do not require such scrutiny that it cannot be lighthearted as it is intended; however, it does require a little thought.
Communicate carefully. Social media is a high stakes game and you are showing your hand--to millions. Know when to fold.
