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Millennials Using Social Media for Social Good

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The adoption of digital technology is one of the major distinctions Millennials have among previous generations. The age group in their late teens to early 30s can create a profile on the latest social network faster than you can say “smartphone.” Many might deem their ubiquitous love affair with social media quite trivial, but don’t discount all the good some of them are already doing with it. Millennials are pioneering ways to give back to their communities, sharing actionable solutions to social issues, and galvanizing others who believe real impact is sometimes only a send button away.

Social Networks Expanding Nonprofits’ Reach

Take IGNITEgood for instance, who has teamed up with The Huffington Post to give away $100,000 to 10 game changing ideas that move humanity forward. The competition dubbed “Millennial Impact Challenge,” will first select five existing nonprofit organizations/businesses that demonstrate scalable impact, viability of getting others involved, and a sense the applicants are uniquely qualified to champion their big idea. The IGNITE Team has corralled an impressive group of–you guessed it–Millennials as the selection committee to pick these winners. The second half of funding is reserved for five startup organizations or companies who get the most “likes” on Facebook during the voting phase. You see, socially-conscious Millennials are using the “like” button for something other than self-esteem boosters and virtual pats on the back.

A Houston darling of a nonprofit is also harnessing the social web to make a difference in their community. Mia’s Closet is barely a year old and is already making established nonprofits take notice with its online presence. Executive Director Chelsea Coffey founded the nonprofit to instill confidence and self-worth in students from kindergarten to high school by providing them with clothing through a personal shopping experience.

Seeing is believing in Coffey’s perspective so she tells the story of her organization through Instagram. The app allows Coffey and crew to showcase the lively atmosphere of pampering, personal styling, and all around family fun. What started out as a small project has blossomed into a steady growth in Facebook and Twitter fans, along with a full-fledged website using the easily-to-learn, WordPress platform. Quite fittingly, the 20-something founder now moonlights as fashion/social media editor for the same magazine that gave Mia’s Closet its early press coverage in March.

Social Entrepreneurs are The New Rockstars

From local zines to globally-recognized publications, Millennials are reported on as leaders in the surge of social entrepreneurship. One such brand is Forbes Magazine, which intends to bring these modern enterprises to a new audience. The magazine has publicized its search for 30 Awesome Social Entrepreneurs Under 30. Known for its lists of actors, rockstars, and  business moguls, Forbes is venturing into content that may add cachet to the young do-gooders of the world. Don’t go nominating your buddy who raised a wad of singles and loose change selling lemonade at the local block party, though. The staff is essentially searching for the dream team of altruistic innovators. The noble group who will help define this generation and their impact will most likely be fueled by Web 2.0.

One clear candidate deserving Forbes glory is Tristan Walker, who is adding value to the nonprofit sector via the social highway. The tech wunderkind Linkedin page looks more like Mashable.com’s top stories. Walker has worked for Twitter, JP Morgan, a major Boston-based consulting group and more recently served as Foursquare’s Director of Business Development (a relationship which he initiated with an email to the founders). Working 12 hour days to develop an investment portfolio so he can buy yachts, expensive champagne, and gold-plated toilet seats seem like the next steps for him, right?

On the contrary, the rising figure has opted to tackle a new venture that yields $0 in profits. Yes, Walker recently founded a nonprofit organization that is primed to give minorities a shot at taking on Silicon Valley’s biggest startups. The bold move has backing from some major players in the tech space, philanthropy powerhouses, and venture capital partners. Their inaugural class of fellows earned paid internships and gained insight from the who’s who of tech startups, as well as established companies.

Tammy Tibbetts is another under 30 community organizer crushing it at the intersection of social media and social change. Tibbetts had already scored a coveted job as Social Media Editor for Seventeen Magazine, which she reported as having the fastest growing Twitter presence in the magazine industry in 2011. She has since made the tough decision to leave that dream job to begin another as founder of She’s the First, a non-profit sponsoring girls’ education in developing countries.

Tibbetts takes social media best practices from her previous role to amplify the impact her organization makes. The site features “Map Your Impact” using Google Maps, as well as tweeting, Facebooking, and Tumbling calls-to-action that drive donors to its Razoo page. One of the most surprising, yet promising displays of support comes from its tie-dye cupcakes campaign, which has turned into social media tour de force. The video below is a taste of how sweet it is for college students to raise  thousands of dollars with a few days of baking and selling cupcakes on campus.

[vimeo width=”575″ height=”375″]http://vimeo.com/48242656[/vimeo]

How Millennials Engage With Nonprofits

These new media-friendly founders help contextualize the bigger picture of how Millennials are working toward a greater good.  A valuable reference to these interactions is the often-cited 2012 Millennial Impact Report, which surveys Millennials’ relationships with existing nonprofits.

  • Connecting: The majority of Millennials surveyed stated they prefer to learn about nonprofits through their website and social media. 77% of them own smartphones, and they like having access to what an organization does, how to get involved, and shareable content, right at their fingertips. Nearly 70% of the participants have interacted with a nonprofit via Facebook. A staggering 87% of them follow nonprofits on Twitter, while 60% give compliments and retweet content from nonprofits they follow.
  • Involving: Not surprisingly, 81% of respondents prefer to learn about nonprofit volunteering opportunities through their peers. This finding warrants an added incentive for nonprofit leaders to create content people want to share, and display social network mechanisms for supporters to do so. Coming in at second and third are emails and a nonprofit’s website to learn about volunteer information. By a margin of more than two-to-one, Millennials who volunteer for nonprofits are more likely to make donations. That’s good news for organizations who can effectively engage with their audience via online and offline experiences.
  • Giving: Millennials overwhelmingly prefer to donate through the web, with 70% of respondents having made contributions through a nonprofit’s web page in the last year. This goes back to nonprofits needing to produce and feature inspiring content on their website in order to gain financial support. To encourage consistent giving, nonprofits should make it clear as to how donations will impact the organization, avoid telling donors how much to give, and stray from sending long letters in the mail for support. Millennials like to make contributions with ease and immediacy.

So there you have it. A look at innovative Millennials using social sites to make meaningful connections and bring change for the undeserved communities they’re passionate about. And a snapshot of overall trends that will ultimately drive new and interesting ways to solve human injustice and inequality. Comment below to share your story or tell us about a person you know who is using social media for social good. Even lemonade stand stories are welcomed here.

 

Solving Crime with Social Media [Infographic]

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Planning on organizing a big heist today? Well, be sure not to announce it on Twitter or Facebook! Ok, sure, that sounds silly. But, you’d be amazed at how effectively law enforcement is able to use social media to gather evidence, establish probable cause, or identify suspects. This nifty infographic from Backgroundcheck.org sheds some light on how the law is tapping into the social web.

Solving Crime with Social Media
Compiled By: BackgroundCheck.org

For Online Content Creators, Understanding Demographics Matters [Infographic]

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When is the last time you stopped to ask your fans, “Who are you?”

Demographics matter. If your blog readers have an average income of less than $30,000 a year, they aren’t going to be interested in expensive affiliate products you promote. If your podcast listeners are 95% male, they’re going to be more interested in male-focused topics in your niche. If your video viewers are mostly under the age of 25, your ’70s pop culture references might be confusing to them.

The very easiest way to study the demographics of your fans is to do a poll. Right now, for example, BlogWorld and Overblog have teamed up to survey bloggers, and these results will help us tailor content in the future. So don’t be afraid to ask your community questions!

I also wanted to share this very helpful infographic from OnlineMBA, which gives you a more general overview of social media demographics. It might make sense for you to spend more time on one social network than another, based on your topic and your target audience!

A Case Study in Social Media Demographics
Via: Online MBA Resource

SPECIAL EDITION: 16 Brilliant Bloggers Talk About Zombies

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Brilliant Bloggers is a weekly series here at BlogWorld where we look at the best posts from around the web all surrounding a specific topic. Every week, we’ll feature three of the most brilliant bloggers out there, along with a huge list of more resources where you can learn about the topic. You can see more Brilliant Blogger posts or learn how to submit your link for an upcoming edition here.

This Week’s Topic: Zombies

Here are BlogWorld, we want you to be totally prepared for the zombie apocalypse, so today’s Brilliant Bloggers is all about being preparing for the horde of undead threatening to break down your doors and eat you alive as you sit at your computer…

…just kidding. It is April Fool’s Day after all.

Yet, zombies are so hot that lots of bloggers are using them as metaphors to explain their own points. It’s a fun way to keep people interested in whatever you’re saying. I should know – I have an entire site about blogging and social media called Blog Zombies.

Since it is April Fool’s Day, I thought it would be fun to collect all the new media-related posts I could find that use zombies to help explain their topic of the day. Hope you guys have fun today – and don’t get pranked too much!

Okay, today was about having a little fun, but a take-away message from all of this is that you can cash in on a trend you enjoy (like zombies) by finding a tie-in with you blog’s niche. It’s a way to make your blog more interesting for readers…and to have a few laughs yourself as you’re writing posts.

We’ll be back next week with a new Brilliant Bloggers edition that has nothing to do with the undead. I promise!

 

 

Is New Media Making Communication Too Casual?

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Earlier today, I saw a tweet from one of my friends to his wife. It simply said, “Happy Valentine’s Day, sweetheart!” Part of me smiled and felt those warm fuzzies. The other part of me…well…cringed.

Now, since this duo lives together, I can only assume that he said Valentine’s Day to her in person as well, but what if this isn’t the case? Let’s say I don’t love with my significant other – is a Valentine’s Day tweet “enough”? Is a text better? Is an email better? Is a voice mail better? If they all say the same thing – Happy Valentine’s Day – why is one way of communication better than the other?

Helllo, Hello

Let’s switch gears for a moment (I swear we’ll circle back around to the Valentine’s Day tweet at the end), and talk about the last few emails you’ve sent and received. The new media world has created this weird ability to “get to know” someone without ever interacting with them, the same way we’d “get to know” a movie star or other type of celebrity. So, when emailing someone for the first time, it’s always a little awkward.

I get emails all the time that start off with “Hi Allison…” – and not from people I know. From people I’ve never met who have a question or comment. It’s a little awkward when someone is pitching me. Part of me thinks, What the heck? You people don’t know me. What ever happened to Ms. Boyer?

And yet, when I do get emails that call me Ms. Boyer, they feel way to stuffy and part of me things, What the heck? You people couldn’t even do enough research to find out my first name is Allison?

I’m a hard girl to please.

Things are even worse when I have to send an email to someone I don’t know personally, especially when I’ve been reading their blog for years. Do I go with Mr./Mrs./Ms.? Do I use a first name? Should I go with the first-last combo? Oh god, should I even be emailing this person at all?

And there there’s the situation to consider. What if I’m applying for a job? What if I’m a lot older than the other person? What if I’m a lot younger than the other person? What if I know they read my blog or we follow one another on Twitter, but we’ve never actually spoken?

And what if I’m calling instead? Do I ask for the person by first name?

Please tell me that I’m not alone in having a slight panic attack over communicating with people I haven’t met yet.

100 years ago when sending a letter to someone – heck, even 20 years ago – we would have never thought twice about this. No one sent letters to people they didn’t know without using the proper, formal salutation.

I Feel Like I Already Know You!

The reason the email salutation thing is even an issue at all is before new media makes it really easy to get to know everything about a person’s life without ever actually speaking to one another. People make an astonishing amount of information about themselves public. I can’t tell you how many times I’ve met someone at a conference or event for the first time and they say, “I feel like I already know you!” And I’m not immune to it – I feel like there are people online that I know pretty intimately, yet they probably don’t even know I exist.

It’s a little creepy, right? It’s also a little sad. We’re substituting actually forming relationship with just reading about a person’s life.

On the other hand, it’s also kind of cool. We’re able to meet people we otherwise would have never gotten to meet without social media and blogs. Some of my best friends are people I’ve met online. That’s pretty awesome.

The problem comes when you forget that people show only the best version of themselves online. I talked a little about this earlier together when I talked about online dating. When you meet someone in person and really get to know them (not just read their blog), the result isn’t always what you were expecting.

New Communication isn’t Bad Communication

It’s human nature to be scare of things that are new. But new media is also very exciting. We have all these new, fast ways of connecting with people that we didn’t have before. A tweet (or Facebook wall message or whatever) doesn’t have to be better or worse than any other form of communication. It’s all about the how and why.

Are you using Facebook to break up with someone because it’s too upsetting to do it in person? Fail. Are you using Facebook to invite someone to your party because it’s the best way to contact lots of people at once and allow them to RSVP? Win.

New media becomes a communication problem when we’re using it to avoid other forms of communication, but these tools can be awesome too.

Too Casual?

So the real question here, the one I asked in the title of this post, is this: is new media making us too casual with one another? And my personal answer to this question is both yes and no.

Yes, because it makes it easy to forget that someone real is behind that avatar. It makes us lazily tweet Happy Valentine’s Day when we should connect with that person in real life, broadcast “Happy Holidays” messages when we should write individual cards (or at least individual emails), and endorse people we “know” without taking the time to learn more about what they’re really like behind the persona they present online.

No, because new media allows us to connect in entirely new ways with more people than would ever be possible without online resources. We can send messages faster, make declarations of love public, and allow lots of people to get to know us via our blogs and profiles.

What do you think? Are new media tools making too casual with communication?

How Klout Helps Me Build My Brand

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The hullabaloo about Klout has been deafening in recent weeks. Some people are staying. Some people are going. Some people are ranting that no one cares if you’re staying or going. The debate over the value of Klout is raging.

I tend to think that people are looking at this tool the wrong way.

Klout’s intended purpose is to measure influence. Through a wacked out, complicated algorithm that changes constantly, you’re judged and a number is spit out to you. Unfortunately, numbers don’t have much meeting unless there’s context – and I personally feel like if we spent more time examining the context, Klout could be really super useful to bloggers (and anyone using social media). I get an incredible amount of value from Klout, even if I don’t think there’s much value in the numbers themselves.

So, without further ado, here’s how I personally use Klout to build my brand:

  • Making my lists and checking them twice.

Klout’s relatively new “lists” feature is amazing for bloggers. Twitter lists can be used to build blog traffic, but Klout lists are a little different. You don’t actually interact much on Klout itself, other than giving one another +K on different topics. But Klout lists can be used to quickly find any social media information you want about someone, which is fantastic if want to contact people about a specific topic. Create a list and use it to find people no matter where or how you want to connect.

You can also use their lists to find new people. For example, I’m on a list called “writers,” so if I wanted to find another freelance writer to help me out with some blog posts, this would be a great place to look. More importantly, however, Klout allows you to see lists others have created where you’ve been added as a member. It’s a really great way to monitor what people think about you. If you’re building a brand, this information is extremely valuable.

  • Topics help you find who you truly influence.

The topics that Klout assigns to you don’t always make sense. For example, I’m apparently influential about luggage. Erm. Okay then.

But what is helpful is to see where people have given you +Ks to indicate that they think you’re influential about a specific topic. I’ve received +Ks in blogging, BlogWorld, zombies, and writing. Let’s say that I want to release a new ebook about freelance writing. The people who gave me +Ks about writing are a fantastic place to start when I’m looking for affiliates.

Again, you’re also monitoring what people think about you. If I had a bunch of +Ks in luggage and none in BlogWorld, I would begin to suspect that my social media message was muddled. Maybe I should rethink the things I tweet so that it is apparent that I would for BlogWorld. In other words, if you haven’t received any +Ks in topics that you want to be influential about, that’s not Klout’s fault. People are perceiving you a specific way. Brand is all about how people perceive you, so take a look at what you’re doing that is confusing your followers and friends.

Want to connect with others in your field? Klout allows you to see who they’ve ranked as top influences about a topic, as well as who has received the most +Ks about a topic, so it’s helpful for making new connections as well.

  • Your style can be revealing.

A lot of people argue that the “style” Klout applies to you is a load of bs, but I think we might need to be a little more honest with ourselves, because in my experience, these styles have been correct. We tend to get defensive when the truth varies from how we perceive ourselves, but on Klout, it isn’t about what you want to be or even what you try to be. It’s about what you are.

That’s not to say that your Klout style is 100% right 100% of the time. But the good thing is that no matter where you fall on the Klout scale, it’s a good thing. There are no bad styles. You can, however, learn and improve to be a more well-rounded social media user. Look at your brand goals in social media and how you are perceived according to Klout. What can you do to better align the two? Ask yourself why Klout has you under a certain heading. Think critically about your social media usage. We all have room to improve.

Klout is certainly not without it’s problems. I’ve contemplated leaving, but I think there are just too many helpful ways to use this tool to convince me to delete my profile. Today’s fad is to “not care” about your number, but just because you’re a member of Klout doesn’t mean that you’re somehow obsessed with your Klout score. There are a lot of other faces to this tool, so don’t be blinded by the numbers.

Five Ways to Troubleshoot a Social Media Marketing “Dud”

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Despite our best intentions, marketing – and, in particular – marketing using social media – can be like hitting a bullseye on a moving target. Platforms are constantly rising and falling in popularity, conversations are constantly changing and engagement patterns are constantly shifting.

Even with a solid strategy in place before diving in, it’s not unusual for a company to find themselves a few months in with a social platform on their hands that’s kind of a dud from a performance standpoint, asking themselves, “So now what?”

Here are five tactics to try when that happens.

1. Clarify the audience.

When a company decides to establish a social media presence, the question of “where?” should never be left to guesswork. If the target audience you want to reach (whether that’s current or potential clients or customers, thought-leaders, media contacts, etc.) is already hanging out in a particular place – be that Facebook, YouTube, Twitter, etc – that’s where you should start.

When a platform is not performing up to par, either the company has not fully thought out whom they want to reach or they have thought about this target audience in too limited of a capacity.

So, if you suspect that an audience match is part of your dud problem, ask yourself these questions…

  • Have you tried to build your community on this social platform with intention? How? (With research tools and monitoring dashboards or just with guesswork?)
  • Are you actively seeking out your target audience right now on this platform or are you simply trolling for conversations and hoping those people will just find you?
  • Are you overlooking an existing audience while you’re searching for a different one? (Sometimes a company may find that a particular platform is brilliant for connecting with say, media contacts, but are so focused on being there to sell to customers that they overlook the new audience they’ve stumbled onto.)

2. Audit your engagement.

A lot of companies are blind to how badly they perform in social media…and that’s totally normal and understandable.

Most marketers are skilled in the art of talking AT someone. Engaging WITH someone in the voice of a brand and marketing content to them without being overtly salesy, as well as being a courteous, active and ever-present listener, are skills that take practice to master. In many cases, when a social channel is “not working” it’s due to not having taken this learning curve into account.

So, if you suspect that engagement is part of your dud problem, ask yourself these questions…

  • How much are you talking about yourself on this platform versus talking TO your community? You want to shoot for a mix that’s at least 70% talking to people and 30% marketing.
  • What is your content marketing strategy and how are you using this social platform to employ that strategy? If you’re just posting content for the sake of posting content, you shouldn’t be surprised if your community is reacting with a big, fat “meh.
  • Is your community manager (or whomever is responsible for being the voice of this social channel) aware of your company’s goal in being on this platform? If you find that you’ve got a lot of chitchat going on with no ROI, it may simply be due to the fact that you’ve been unclear with your front line communicators about the end goals of their activities.

3. Evaluate your passion.

Successful social media marketing is contingent upon you being comfortable in the platform you’ve selected, passionate about communicating there and committed to doing so often.

If, for instance, you start a blog – and it’s for all the right reasons: your competitors all have one, your customers read them, they would be a great forum for showcasing your product – but there is no one on your team who enjoys blogging and you end up only do it sporadically, make no mistake…your blog will likely suck.

So, if you suspect that passion is part of your dud problem, ask yourself these questions…

  • Is the voice of this platform and this style of communication a good match for your brand? Is there anyone on your team (or within your company) who would be natural fit for communicating in this voice?
  • Can you commit to ongoing and consistent engagement within this social channel?
  • Have you set up some engagement policies, content standards or editorial calendars to help support you for the long haul or looked into getting some training on this platform to help you feel more comfortable?

4. Invite Involvement.

Many companies get caught up in having everything just right before they start using social media. But that’s not quite how the space works. Acting like you already know all the answers and trying to monopolize the conversation to share them can often backfire and makes a company look like a self-absorbed blowhard, instead of a savvy thought-leader.

Instead, invite your guests to come into the kitchen to cook up a meal with you rather than focusing on serving them a grand feast on a meticulously decorated table.

So, if you suspect that not inviting involvement is part of your problem, ask yourself these questions…

  • Do you ever ask your social community what they’d like to talk about or ask them for feedback? (And, more importantly, do you then talk about those things with them in return?)
  • You do take advantage of your social community to crowdsource new ideas and initiatives?
  • Do you transparently respond to criticism you receive through your social channels and then publicly follow up to let your community know how you’ve responded to their concerns?

5. Let go, with grace.

Social media is never “done.” If you’re not continually tweaking, iterating, innovating and improving your strategies and tactics in this space, you’re likely treating your audience as a “market” and not as the unique group of people that they are.

In other words, if you’re doing it right, you SHOULD have some duds in there.

So, if you have a platform that is not working — and you’ve tried all of the troubleshooting suggestions listed above, but suspect that the social platform you’ve chosen is just plain a bad fit — try these suggestions…

  • Don’t abandon the platform. There is always value in owning your name on a social channel. Just set up monitoring systems so you can be aware if someone reaches out to you there, so you don’t have to be actively engaged on that platform on a daily basis.
  • Consider syndicating some content to this channel from one that is more robust and active to keep it alive for search purposes.
  • Be totally transparent about the fact that this platform is not your company’s “hot spot.” For instance, include a description on the platform that says, “This is the [page/feed/channel] for [your company’s name]. We use it to share [type of content]. The best place to engage with us is, though is [name of other social channel, website, email, etc.].

When it comes to social media, mistakes come with the territory. So, plan for some social media duds and embrace them when they happen (whether they are fixable or not). In the end, they may not look like a marketing bullseye internally, but, from the outside, they are living proof that your company at least had the guts to step up and take a shot.

Jennifer Kane is principal of Kane Consulting, a Minneapolis-based communications firm specializing in social media. She has more than 15 years of experience working as a strategic planner in marketing and communications and speaks nationally on social media marketing. You can find her on Twitter at JenKaneCo or at jen@kaneconsulting.biz.

Social Media and Negativity

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I’ve been having a rough week. Maybe it just seems rougher than normal since I spent much of last week with my family celebrating Thanksgiving. But in any case, today I felt the need to tweet the following message:

Seriously, this week is suck on top of more suck. What gives, life?

Immediately, a bunch of my Twitter followers and friends tweeted back, asking what was wrong and offering to help in any way they could. It made me regret the initial message a little to be honest. There’s nothing anyone can do to help with the situations in my life right now. And really, it’s not that bad. I’m just having a grumpy week with a lot of roadblocks. There are people out there who are dealing with much worse situations.

Above all, I don’t want to be “that girl.”

You all know her (or him): That person on Twitter or Facebook or Google+ who is negative and upset all the time. Something is always wrong and life is always on the brink of ending. Even happy moments are laced with negativity. It’s not, “I’m having fun with my sister today!” It’s “I wish I could hang out with my sister more.” It’s not “I’m getting a promotion!” It’s “My boss is finally recognizing everything I do for this company.”

The great thing about social media is that I can choose to unfollow/unfriend someone if their tweets start to bring me down or annoy me because they’re so negative. And I usually do. It’s just not what I like to see every day.

But sometimes, I’m a negative nancy. I think we all are. When you’re having a down day, you have two choices:

  1. Vent on social media.
  2. Avoid social media until you’re feeling better.

I think there are pros and cons to both approaches.

Initially, I regretted my negative tweet. But then the ever-ingenious Pace Smith reminded me that it has a purpose:

@PaceSmith: On the one hand, Twitter’s a public forum & it’s unhelpful to vent in public. On the other hand, it’s where your friends are! And your friends want to be there for you.

It’s so true. Most of my friends are on Twitter, so it feels good to have their support – and they can’t support if they don’t know something is wrong. Negative tweets (that are still respectful of course) can also help you seem more “human.” People follow you on Twitter because they like you and the real you doesn’t live in a rainbow, sunshine, and unicorn world. At least not every day.

There’s something to be said for avoiding social media when you’re in a bad mood, though. This year, one of the overall concepts touched on by many speakers, including Lisa Barone, was that you don’t need to show every horrible part of yourself to be authentic.

People can only remember a few things about you. And, more importantly, that negative tweet will be the first thing some people see when they check out your profile. Even if you’re only negative one out of 1ooo tweets, that one could make a bad first impression for someone who chooses that moment to look for you online.

I think it boils down to your goals. If your goal is to use social media more casually, I think the occasional “venting” tweet is okay. Just don’t overdo things or you’ll come off as a miserable person. On the other hand, if your goal is to use social media more professionally, I think avoiding it when you have a bad day makes sense. You can still show your personality while keeping personal struggles to yourself.

What do you think? Do you ever use social media to vent or do you stay away when you’re in a bad mood?

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