I have reluctantly come to the conclusion that Facebook is the Big Brother we’ve created for ourselves. Now don’t get me wrong, Facebook is a wonderful thing but can be as Betty White said in her SNL monologue, “ a huge waste of time!” To keep things in perspective, I come from the world of a rotary dial telephone in the hallway on the “telephone table.” And existing in the land of local phone numbers in Connecticut started with JA (Jackson) or CH (Chapel). Some of you will have no idea what I’m talking about but I’m just trying to set the scene for you. I was schooled in the fine art of conversation. When you call someone, you say, “Hello, may I speak to X.” You didn’t talk too loud or too long. Friends were really friends and you got their number if they gave it to you or you looked it up in the phone book. Facebook is progress, right? Well only in the hands of people who use it with contemplative caution. Do you have friends or colleagues who communicate with you only via Facebook? I do and it drives me crazy. I understand posting news, information, events, asking for support for your cause. But why have we distilled the value of our conversation or our words down to pokes and pings? Has the voyeur in us taken control of our common sense? Yes and no. We can learn lessons from the writings on the walls. Here are a couple things I’ve learned.
- Study the medium before you step into the fray.
- Never put anything on FB or any other social media site that you wouldn’t want your boss or your mother to see.
- Keep your personal information away from your professional unless the two are seamless.
I know it’s not easy to separate your personal from your professional life. I can appreciate that. Wherever I go people still recognize me as “that lady who asks for money on TV.” I know I have to behave in a manner that is authentic to myself, my clients, and organizations I represent. As a public relations professional, I have to think about all aspects of a situation…think strategically about the many tentacles I have in the community and the ramifications of my words and actions. The same holds true for non-profit organizations. Your digital persona should mirror your brand behavior and the social media vehicles you chose should reflect that as well. Will you find your target audience on Twitter? Will you immerse your conversation at Eons? And with the world becoming increasingly mobile will you speak to your “peeps” at MocoSpace? All questions only you can answer. But remember, just because the social network is there doesn’t mean it’s right for your organization. Know your authentic self. Listen before you leap. Get the counsel of a public relations professional who thinks strategically and looks at your organization from all sides, especially the bottom, the side you think no one sees. Remember, Big Brother is staring back atcha.
Anita Ford Saunders, APR a veteran in the communication and public relations profession, has over 30 years experience creating and implementing strategic communication plans for corporate and community-based organizations. 
