Dearest Gentle Reader…
Tis I, Lady Socialdown!
This author started this alter-ego as a way to drop “truth bombs” on LinkedIn without seeming to “agro” or “too much.” A sentiment all too familiar to many women in the workplace.
Now, Lady Socialdown is the eyes and ears for the Social Media professionals, as they deal with a fair share of bullshittery.
When Lady Socialdown shows up in a newsletter, one can expect clarity out of spilled tea.
10 Tactical Tips to Surviving Corporate Social Media
1. Don’t bring your “authentic” self
Social Media rewards “authenticity” right? I argue that everyone posting on Social Media isn’t really showing their true self, but the self they choose to post online. That is what we should bring to work.
Bring your “strategic self” to work, not the 100% real and honest one. In theory, your role asks for 40ish hours of your 168 hours in a week so bring that: 23.8% of yourself that will set you up for a long career (even if it isn’t in that building.)
Aiming to “be myself” at work is a myth, because even business owners should be different with their friends and family vs on the clock. Sure, there are aspects you will inherently bring to the job, since working in Social Media is a mix of brains, heart and taste. But keep it strategic!
What is your “strategic self” to bring to work? The dependable, smart, creative, communicative, professional and responsible self.
2. Be real about being a Brand.
A lot of brands on Social Media try to act like influencers. But the thing is, a Brand is NOT a person. Shocker. Should every Brand hop on a dance trend? Should every Brand have a Cameo or BeReal account? Naur.
Brands may have fans but the exchange is different than what a Creator has with their fans. At the end of the day: Brands fans are customers.
With that, take that responsibility seriously. “Interns” aren’t running Social Media handles for Global brands, so teams should treat it as what it is: An outlet to the entire world. That is a big responsibility.
When it comes to “taking risks: online as a Brand, I prefer to air on the side of caution and that’s probably because I worked on the creator side at Smosh and also in TV news. Real people, with real feelings, that would get the backlash (if there was any.)
When I was in corporate, any “riskier” post would go through the “If we had to explain this to the CMO, would we feel confident in explaining the risk VS reward?”
These small stress tests can be vital, even when mostly unseen.
Related note: I despise shock humor and find when you keep raising the bar on what’s “shocking” eventually it gets to a point of begging for attention for the wrong reasons. I don’t believe attention-farming for attention sake is what is going to lead to business impact for a brand.
If we had to explain this to the CMO, would we feel confident in explaining the risk VS reward?
3. You gotta be building your portfolio. That includes posting on LinkedIn.
Did you find me through LinkedIn? Well, there’s my first piece of evidence.
Every role you devote time to must add something valuable to your portfolio. Ultimately, your portfolio is the proof that you do what you say you do.
Find ways in your role to get wins under your belt as case studies and stats to show in your resume. This is a priority!
Not sure what you want for your portfolio? Start with my Unicorn Idea Framework!
With that, you gotta post on LinkedIn. Start with commenting on people within your network and your industry. Then grow up and start posting real posts.
If you work in Social Media, posting on LinkedIn is a non-negotiable. You don’t have to do it like another LinkedInfluencer, you can do it in whatever ways you find best for you.
Feel cringey bragging? Craft a way to make it feel less cringey.
The truth is: I wouldn’t have gotten jobs, sponsorships, or been able to go freelance if it wasn’t for me actively posting my wins, my POV and my Lady Socialdown musings on LinkedIn.
Every role you devote time to must add something valuable to your portfolio.
4. Don’t Fight Every Battle.
Social Media pros often get labeled as a “wet blanket” or “nay sayer” for speaking the truth (like how hashtags are out or a fade from black at the top of the video is not going to perform.)
Maybe you’ve rejected an post from a VP because their tween pitched it.
Maybe you’ve explained why going viral isn’t going to automatically lead to conversions.
Sometimes, there’s real value to just accepting the circumstances at play and going the path of least resistance.
Not every fight is THE FIGHT. Know which ones are worth pushing back up against and which ones are not. Especially depending on the person (and their role) you’re up against.
This will help make the emotional and repetitional drag lighter.
As my former colleague and Social Media legend, Zaria Parvez said on a recent Breaking And Entering livestream, “Know who your Daddy is.” Know who are the stakeholders with influence and power vs the scenarios that can be annoying but easily moved on from.
These are complicated dynamics that are hard to avoid but the reality of working in corporate.
Know who your Daddy is
It gets juicier from here…
