“Social network platforms almost tripled their total user base in the last decade, from 970 million in 2010 to the number passing 3.81 billion users in 2020.” This means that more than half of the people on Earth are using social media. Since we live in the digital age and social media has become a part of everyone’s daily life, it is important to note that what you post can be seen forever and can have everlasting consequences on any situation you see yourself in. There have been many cases where people have had ruined careers because of a social media post, and most if not all of these cases could be avoided with the proper use of social media etiquette. One prime example of somebody ruining their career through social media that I have been researching is a former CrossFit trainer and spokesperson by the name of Russell Berger. Berger, born and raised in Alabama, grew up a strong Christian believer with strong, historic, orthodox values and morals. In June of 2018, a CrossFit gym in Indiana decided to cancel a Gay Pride month event in the gym due to the wishes of the ownership. Although this decision enraged many people in the community as well as on social media, Berger was proud of the gym for standing behind their beliefs and applauded them for their “convictions” via social media. Berger posted a Tweet that read the following: “As someone who personally believes celebrating ‘pride’ is a sin, I’d like to personally encourage #CrossFitInfiltrate for standing by their convictions and refusing to host an @indypride workout. The intolerance of the LGBTQ ideology toward any alternative views is mind-blowing.” As a result of this post, Berger was reprimanded by CEO Greg Glassman and removed from his position as spokesperson for CrossFit, and the facility was temporarily shut down. Berger’s neglect on social media and failure to realize his offensive remarks will have an everlasting effect on his future career and life.
Light, Bright & Polite by Josh Ochs is a book that advises the audience on how to properly portray themselves on social media as a professional and thrive in the digital world. Chapter 4 talks about how to develop a set timeframe for posting and schedule posts at crucial times for the most viewers. When posting very early in the morning or very late at night, chances are you will not get as many views off the jump when posting because these are not very active social media hours. Figuring out the best time of day when your audience is using social media is crucial for getting traffic to your page and readers soaking up your information. Ochs believes that audience feedback is important in developing the best schedule, for each set of audiences for different writers may be active at different times of the day. Ochs recommends sitting down and planning when you’re going to post on social media ahead of time, that way the page has good flow and consistency and is always on time for the audience.
Chapter 5 of Ochs’ Light, Bright & Polite speaks about the importance of steering away from what might drive your audience away, and instead focusing more on what would get them more involved in your posts. Ochs talks about using questions and getting the reader to think about the information on an emotional level. It would take more than just a simple yes or no question to get the audience involved, so it is important to ask rhetorical questions for your audience to become more emotionally attached to your work and think about it on a deeper level. Ochs advises against the use of “bubble talk” in companies and corporations, which is the use of lingo that is used personally and daily, because customers will begin to lose interest and stop following your work. Avoiding bubble talk in communities is important because an audience wants a clear message to follow with nothing distracting or confusing them. Ochs ensures that engaging your audience with questions and information and avoiding confusing lingo will increase your following and make your audience bigger, in turn growing your business or profile.
Jake Cahill
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