As the web matures, are we all facing an identity crisis?
Marketers and writers understand the importance of wearing a facade. To truly become the brand in your communications strategy, you must become the audience. It’s hard to be yourself in the world of communications. In fact, it’s absolutely imperative that you don’t.
Individually, we’re all facing the same conundrum online. Shit, I’ve had to deal with it on this blog. I have two Twitter accounts because I’m worried about alienating my professional audience by sharing content meant for my interest-based peers. Forget sharing literary websites and good reads on Facebook; three quarters of my real-life social network hasn’t picked up a book since college.
Want to please everyone? Only share universal content like funny YouTube clips and national news stories.
The Suffocating Nature of Social Media
Of course, universal content doesn’t go very far in shedding light on your unique personality — what makes you stand out from the crowd to employers and friends. Then again, there are certain personal traits you want a real-world relationship to reveal gradually.
That’s why countless articles tell you to be careful what information you share online. You’re leaving information out in the open that could help people form a tough first impression. Some employers might not espouse the use of the f-word in every sentence you type. Others may not appreciate your lack of subtlety. Still others may be impressed by your openness.
In essence, social media has turned the entire world into marketers. What we share online is only as relevant as the audience to which we tailor it.
Of course, this role is extremely convoluted. Most of the time, we don’t make friends based entirely on shared interests. Facebook becomes a platform with limited sharing value beyond important life updates, inside jokes and the occasional universally valued piece of content. Twitter users find more value in appealing to a specific interest-, demographic- or industry-based audience.
Any attempt to be your true self over the web, without alienating some of the people in your network, is limited by where you share.
This Is Exactly Like Real Life
Duh. Did you think I’d argue that the web is some alternate universe?
Unfortunately, the web is different in one very powerful way: it keeps an unflinching, unforgiving memory of everything you say and do, in a much more public format than most of what you’ve said or done in real life.
A unique voice doesn’t require you to lay it all on the table. Honesty is key, but subtlety is essential.
Trying hard to find yourself online? Follow three simple rules:
- Know Your Audience: Take a good, hard look at who follows you over various channels. Limit what you share to content your audience finds valuable.
- Stay Organized: Make sure you have a good, organized understanding of where you have influence.
- Protect Your Reputation: Work hard to ensure you don’t undermine your reputation on each of your channels.
What Do You Think?
How do you define yourself online? Share some tips with us in the replies.