With social media being an important communication tool, most professionals do not want to be left out of the loop. We have seen the smallest and biggest of issues going viral and catching everyone’s attention.

It is not uncommon to find employers turning to social networking profiles to vet potential staff. And even though the debate has always been that social pages should be just that (social), individuals should ensure that their personal profiles are just as professional to avoid the kind of negative scrutiny that could end up costing them a potential job.

As professionals, we need to realize that what you make available online, regardless of the motivation or situation at hand, in the end becomes part of ones ‘personal online brand’.

There are various ways to ensure that you maintain a professional social media profile and still enjoy the perks of being on the platforms:

Post statements that you would feel comfortable sharing with your boss or clients even in person.

Never use foul language. One of the fastest ways to diminish your credibility is to use derogatory language online. Re-read each comment or post to ensure it is not offensive. Because written statements more often than not get interpreted differently by different people, try and make sure that offence is not the primary message you are trying to pass across.

Avoid sharing overly emotional, religious or politically charged statements. This does not mean that we should not express our opinions, but be sure that while expressing your own opinion, the objective should not to be offensive to others and be ready to receive different opinions from different people without necessarily feeling that you always have to be right.

Do not comment about work online.

Whining or complaining about work on social media is equal to announcing loudly that you are not a professional. Granted, some days are better than others and you may have some qualms with a boss, colleague or subordinate; whatever it is, don’t make your employer look bad publicly.

What photos are you tagged in?

It is wise to make it known to your friends on the kind of photos they should tag you on. You may not have control over what your friends post, but you can untag yourself in any unprofessional photo so your network of friends will not be able to view it.

Share links that may be considered to be universally acceptable.

Remain neutral or uncontroversial by not posting links or liking pages that might be considered to be questionable or inappropriate. Note that you are as liable as the original poster for liking or passing on defamatory statements, photos or content.

Pages such as mainstream news sources or links to globally acceptable activities such as sports, home and garden, autos, children or pets would be fine. However, liking political candidates, religious groups, certain musical groups, controversial movies, etc, may tarnish your reputation with certain people.

If you post news and information on your page or on a friend’s page, make sure it is not showing bias. The less controversial and politicized or opinionated agendas, the safer.

Check who you are linked to

Although your goal is to have presence on social media, you may want to either create a separate page purely for work and another for social circles where possible. In this case one makes it a policy to keep professional relationships on professional pages.

Maintain a secure page that only allows friends in your network to view your personal information and photos.

Conclusion

Keep your profile tightly secured (security and content wise) for your personal brand and for onlookers. Your passwords should be secure to avoid hackers and fraudsters who could use your pictures and profile information to defraud others.

Always remember that your online presence position you positively or negatively. Hence, having an understanding of how it can make or break you should always guide your steps.

Emma Wenani is Chief Director at Global Media Alliance.

LinkedIn: Emma Wenani