focus on social media

By Donna Pinsoneault

It takes less than a second. One quick click, and your social media post takes flight through the universe — letting people know what you think, what you have to say, what you believe, what you stand for or what you did over the weekend. It’s truly amazing to live in an era that offers such incredible opportunities for connection. But those opportunities can turn into future nightmares if you’re not careful. As comfortable as you may have been using social media, standing on the threshold of professionalism brings new challenges — and the perfect opportunity to take a good look at how you want to be seen going forward. Whether you are finishing your studies, prepping for the CPA Exam, beginning an internship or launching your career, there is no better time than now to pay attention to how your posts present you professionally. As comfortable as you may have been using social “ media, standing on the threshold of professionalism brings new challenges — and the perfect opportunity to take a good look at how you want to be seen going forward.”

As you examine your posts, you may find some you want to delete altogether. But not everything can be completely deleted. Taking a few simple steps now can help ensure that your social media presence will strengthen rather than hinder your career.

We’ve all heard that it’s important to delete those embarrassing party photos, angry or obnoxious commentaries, personal grievances and just plain snarky posts. Try to think like a future employer or client, and take time to remove anything that could diminish someone’s view of you as a professional. Keep in mind that many employers are making it standard practice to research candidates online. A Pew Research study indicated that employers screening candidates’ online activity had increased 600% between 2006 and 2017. Some 34% of employers said that reviewing social media sites helped them decide whether or not to shortlist applicants. By 2018, a CareerBuilder survey indicated that 70% of employers check out applicant profiles, and 54% have rejected applicants for what they found. Other sources report rejection rates ranging from 51% to 79%. In short, your conduct on social media can make or break your hiring potential.

What may have seemed funny or cool or just plain normal in your younger years may not be a good fit for you as a professional. Here are some examples of what prospective employers look for: • Are you currently sharing confidential data or employment terms of a company that is likely to hire you? • Have you ever plagiarized (presented someone else’s work as your own)? • Do your social media posts reflect real information? • Do you use correct spelling and grammar? • Are you still including photos of you partying? • Does your content include cyberbullying? Complaints about previous employers or work situations? Customer complaints? • Does it include inappropriate, rude, insensitive, discriminatory or derogatory remarks? Offensive humor? The list goes on. Just Google “social media etiquette,” and you will find multiple sites with scholarly articles, tips and lists of do’s and don’ts. Take time to review their suggestions to see what applies to you. Then use what you learn to honestly assess, edit or delete your current media profiles and posts.

According to Rosanne Thomas, founder and president of Protocol Advisors Inc, “Respect extends to people’s privacy, physical space, property, viewpoint, philosophies, religion, gender, ethnicity, physical abilities, background, age, beliefs and personality.”

Use your platforms to network. Avoid sharing your own or anyone else’s personal information. Check your sources and share useful, relevant content. Just as in face-to-face conversations, ask relevant questions and listen with care to others’ viewpoints and opinions. Avoid outright rudeness, discrimination and bullying. Avoid complaining, arguing angrily and using language that could be interpreted as racist or sexist, insensitive, mocking or sarcastic. In her book Excuse Me: The Survival Guide to Modern Business Etiquette, Thomas wrote, “Keep in mind that it’s much easier to make a good impression online than it is to unmake a bad one.”

You have worked hard to get this far – completing difficult courses, prepping for the CPA Exam, finding time to hone and describe the skills you have acquired in jobs and internships along the way. By now you may have realized that, as a CPA, you will be expected to maintain the standards of the profession — not just when you are in a work setting but in every situation. “Your professional obligations do not end when office hours do,” according to Xose Lumor. Based in the United Kingdom, Lumor is manager of advocacy and professional ethics in management accounting at the Association of International Certified Professional Accountants, which represents both the American Institute of CPAs and the Chartered Institute of Management Accountants. When communicating online, Lumor recommends asking a simple question: “A starting point when thinking about what to post could be as follows: How would this reflect on me and the wider profession?” Lumor points out that “… to drive engagement, social media platform algorithms amplify the more extreme voices or opinions on any given topic.” If a conversation gets heated, he suggests taking a break, apologizing if you have offended someone and editing or taking down offensive posts.

CPAs play a crucial role in forging the future, and it’s no secret that what the world needs now are people and organizations we can trust to act with honesty and respect. As a premier professional association for accounting and business professionals, the WICPA is one example of an organization striving to do just that: bringing together diverse members in public accounting, industry, government and education — people dedicated to learning and working together to enhance the profession and better serve the public. Social media is a powerful tool. It can have a longlasting positive impact if you use it well. Recognize your skills. Tell your truth with respect. See your potential. Think about ways you can help make our world better by being a responsible social media user.

Your career will thank you later.

Donna Pinsoneault is a freelance writer based in Brookfield. Contact her at 262-408-7167 or dpinsoneault@gmail.com.