You can do more harm than good. At all times you need to be acutely aware of your responsibility: you are carrying the brand and you don’t want to damage it in any way. You can share points of view, but keep it professional; you don’t want to alienate managers, stakeholders, or customers because you once accidentally said something thoughtlessly on Twitter. Don’t be fooled into thinking you’re having an online chat with your mates – there’s no room for personal opinion. You’re broadcasting content to the world, and it can be copied, retweeted, reposted, linked to, and criticized in an instant.

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