A personal guide for social media

  1. Have a mission for each social media platform you use. Don’t blur the lines between the content you offer one audience and the content you offer another.
  2. Be proactive rather than reactive. Add value. Bring something new to the discussion.
  3. Don’t presume to offer what others can easily find themselves. You’re not the only one who knows how to use Google or read a newspaper.
  4. Know your audience. Understand who they are and what they expect from you. (That doesn’t mean you have to give it to them.)
  5. Don’t be hysterical. Whenever you can, cool temperatures, turn down volumes.
  6. Don’t get in fights. You won’t convince them.
  7. Don’t use reason to try to convince the unreasonable. Understand their values and conform your arguments to appeal to them.
  8. Do not allow your social media channel to become the vessel for your opponent’s propaganda, even to rebut it. Don’t perpetuate the life of a falsehood by quoting or retweeting it.
  9. In sum, be the signal, not the noise.
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