seeming to speak as a representative of the employer . Individuals who adopt an Audience strategy , however , must be mindful that networks are fluid : people who begin as friends can later become co-workers , or even bosses – in which case , an Audience strategy can be compromised .
We heard from some professionals ( and saw in a recent survey that 40 % of respondents felt the same ) that they feel compelled to accept friend requests from professional contacts . In that case , a Content strategy can be useful , which entails accepting these requests and resigning oneself to posting only carefully considered content . People who use this strategy post information and photos that project an image of professionalism , or at least do not undercut the reputation they are trying to earn with their boss , coworkers , and clients . The drawback with this strategy is of course that they can no longer vent or express vulnerability without a level of self-editing that may feel — and be perceived as — inauthentic . Even things they might consider innocuous to say in a work context could end up making waves if shared online .
It might not be obvious to everyone , but it is true : the more that posts are tailored to specific circles in a social world , the less risk there is that they will cause offense or embarrassment . Thus , for anyone willing to invest the time and effort , we recommend a more sophisticated strategy , the Custom strategy , in which social media users manage both their audience and their content . This is what Google + was designed to facilitate . We also found people doing this on Facebook by creating two lists , one personal and another professional , and posting different content to these lists . Thus they safeguard their professional reputations while still maintaining an honest and lively Facebook identity . Custom strategies tend to be employed by journalists and public figures , who often set up
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