Professionals Who Need to Be Prominent on Social Media and Those Who Should Steer Clear: The 2 Cultures

"After the NYU stuff, I am thinking of deleting my (always private) social media accounts. I mostly use them to keep up with local politics, and though I would never post anything that crazy, I don’t want to needlessly rock the boat." -  Posted on professional anonymous network Reddit Big Law, October 2023

On this one, rule out the well-paid influencers. Their earnings depend on social media. There's little ambiguity. Follow the money. 

However, for non-influencer professionals, as controversy accelerates post-attack on Israel, the issue of posting on social media (including liking and commenting) has become a career one. This is much more complex and sophisticated than warnings about "Animal House" boasts about drinking competitions.

Yes, on the one hand, there are those whose work roles require a presence on social media. Among them is brandname lawyer John Tarantino who has added on the roles of spiritual guide and leader of lylon Precision Oncology. The latter require his being out there as a prominent voice on values and cancer treatment. That builds on his Ted Talk Redemption Stories which has had more than 10 million viewers. 

When Tarantino's professional identity was primarily that of a litigator being active on social media could have eroded that brand. His clients included major corporations such as ARCO. 

Such a consequence of being associated with social media can also reduce brand equity of not only some kinds of lawyers but also myriad other professionals. That is the on-the-other-hand.



The high of getting attention might not be worth the risk of getting on the wrong side of the opinions or causes or networks of superiors, clients/customers, shareholders, those hiring and more. Another downside is that those observing the social-media activity might be wondering: Should the posters and likers be investing their time being a kind of gadfly on social media? That goes back to the Benjamin Franklin fundamental of Time Is Money.

Sure Dentons former global chair Joe Andrew can opine in third-party establishment media such as The Hill and Paul Weiss head Brad Karp in Fortune. But social media still has an outlaw ethos. We don't want certain categories of professionals too active in that form of outreach. That's not for elite law-firm culture and more.

UPDATE: Dentons just got into the soup because of a social media post associated with Israel. It took it down. Here is my coverage of that. 


In most cases you have only one shot in communications. Jane Genova is a communications coach and content-creator. Complimentary consultation (please text 203-468-8579 or email janegenova374@gmail.com) 


 

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