Before you begin posting on social media, it's essential to know who you are, or at least to be clear on how you want to portray yourself online and to feel comfortable with that choice.
Here are a few key things to consider:
- What you put out under your name, you'll own for the rest of your life, so exercise caution.
- This is why I believe it's best to incorporate some level of plausible deniability into what you're posting.
- I highly recommend avoiding sensitive topics altogether. Stay away from any of the "isms," for instance. It's not acceptable in any form—even subtly or in code. Just don't touch it. And if someone writes something in that vein - refute it, shut it down, delete it. It’s just unacceptable.
- You can and should express strong opinions on values and how you view the world. In fact, it's important to do so. If you're too afraid to take a clear position, step out of the arena or avoid the topic entirely. Don't half argue a point if you can help it, as it only leads to confusion.
- If you do say something foolish or something that doesn't truly reflect your thoughts, own it and apologise quickly. Most issues can be defused rapidly this way.
- If someone accuses you of saying or meaning something you didn't, clarify it immediately using straightforward language. It's difficult for that kind of accusation to persist if you address it promptly and directly.
You also want to build some structure around your persona—narratives that allow humans to connect with you. For example:
- What is your philosophy on various issues?
- What do you believe in?
- How do you respond to people?
- What are your public weaknesses and the things you want to let people in on?
- What are the "in-jokes" you have with your audience that might confuse new members who don't get the reference? That's a fun element to consider.
And don't be weak:
- If you bend your position every time someone attacks you, literally no one will respect you.
- It's okay to resist the peer pressure from an audience.
- Some of the best moments on social media happen when the whole world believes one thing, and you tell the audience they're wrong.
- Fight for what you believe in, especially if it's a bit ridiculous. People won't know if you're serious or not.
- And if you bring serious arguments while going against the grain, you'll win people over to your side.
Being able to take on the audience, no matter the pressure, is a fantastic attribute for a strong online brand. Stick to your guns.
Conclusion
Your online persona is your armor and your weapon.
It's what people connect with, remember, and rally behind.
The moment you step into the spotlight, you're playing a game of psychology and perception (and potentially deception)—so play it deliberately.
Never try to please everyone.
Stand for something, even if it's outrageous.
Audiences respect conviction far more than they respect someone who folds at the first sign of heat.
And if you do fold, make it a public humiliation and own the failure. People will laugh so hard—but that's your secret connection with the audience.
Successful creators aren't the ones trying to please everyone. They have their own unique voice, they figure out a narrative, and they decide the battles they'll fight.
Consistency and a common narrative are key.
The only real mistake you can make is not owning who you are.