Your Brand, Your Voice: Navigating Social Media for Professional Success

Social media and personal branding go hand in hand, like peanut butter and jelly. While it’s possible to have one without the other, combining them creates something far more impactful—so why settle for less?

Whether you're the CEO of a major public auto group, a salesperson at a small, privately-owned dealership, or anywhere in between, your online presence defines your personal brand. Every post, comment, and interaction contributes to how others see and understand you.

Ask yourself:

• How do I want others to perceive me?
• What do I want to be known for?
• What is my unique value proposition?
• What sets me apart from everyone else?

Don't let what makes you unique become your biggest liability

Picture this: a well-respected automotive professional is speaking at a conference, networking event, or even on a Zoom call. Out of nowhere, they bring up a polarizing, unrelated topic—like politics, religion, or extreme personal beliefs. Sound familiar? (It’s happened to me, too.)

It’s not about whether you agree with their opinion. In a professional setting, choosing to share controversial views sends a different message altogether. It implies they value promoting their personal beliefs over respecting their audience.

That’s a surefire way to make a terrible first impression.

First impressions matter, and on social media, you might only get one chance to make a great one

Your online behavior shapes how others perceive you, so think carefully before posting or commenting. A single impulsive moment can leave a lasting impression, defining you in ways you might not intend.

When using social media professionally, your focus should be on serving your audience, not on impulsively sharing your thoughts. Even though it's widely understood that certain topics are off-limits in professional settings, this rule often gets ignored online. Outrage may fuel algorithms, but don’t let it control your brand.

Resist the temptation to get caught up in the outrage cycle

Outrage fuels social media platforms but rarely benefits you or your personal brand in the long run.

Many people aren’t even aware of this built-in manipulation; in fact, it often feels satisfying to engage. While social media offers many positives, it can also be detrimental if you don’t have a clear sense of who you are and how you want to be perceived. This can even impact your mental health.

To protect your personal brand and mental well-being, take a moment and think before you engage. It’s not easy—we’re up against powerful algorithms and our own innate human tendencies—but with practice, it can become second nature.

Here are some timely tips to help you stay in control and protect your personal brand. Copy and paste them to the notes app on your phone:

1. Pause Before Posting: Before you respond or share, take a deep breath and count to ten. This brief pause can help you approach the situation with a clearer mind and prevent impulsive reactions.
2. Draft, Don’t Post: If you feel strongly about something, write it down first in a draft. Revisit it later when you’re calmer. Often, you’ll find that your initial reaction has shifted, and you can edit or decide not to post it at all.
3. Evaluate the Impact: Ask yourself, “What is my goal with this post?” and “How will this impact the reader’s perception of me?” If the post doesn’t add value or aligns poorly with your professional image, it’s best to skip it.
4. Use the 24-Hour Rule: For particularly charged topics, wait 24 hours before posting. If you still feel the same way after some time has passed, consider if there’s a more constructive way to express your thoughts while protecting your reputation (like a good workout, bike ride or snuggling with your pet).
5. Set Boundaries: Decide in advance what topics are off-limits for your social media. For instance, if you don’t want to engage in political debates online, stick to that rule consistently. For me, the minute I see anyone talking about animal cruelty, I disengage.
6. Focus on Positivity and Value: Shift your focus to content that informs, educates, or inspires your audience. Sharing positive stories, insights, or useful tips can help you avoid the negativity trap. Follow @mikethecarguy to see how it’s done.
7. Mute or Unfollow Triggers: If certain accounts or topics consistently provoke you, consider muting, unfollowing or blocking them. Curating your feed to minimize exposure to triggering content can help maintain your composure and mental health.
8. Practice Empathy: Try to understand different perspectives without feeling the need to respond. Acknowledging that everyone is entitled to their own opinion can help you stay calm and disengaged.
9. Limit Your Time: Set specific times for checking social media and stick to them. The less time you spend scrolling, the less likely you are to be drawn into a heated discussion. My limit is 30 minutes.
10. Reflect on Consequences: Consider the potential long-term consequences of a heated post. How might it affect your career, relationships, or reputation? Weighing these outcomes can help deter you from posting impulsively.

By implementing these strategies, you can protect your personal brand and maintain a professional, positive presence on social media.

I’ve been practicing this for several years and there are still times when I write, rewrite, delete, and sometimes decide not to post at all before hitting send.

My personal rule of thumb is simple: I ask myself, “Does my content or comment add value to the conversation?” This approach has saved me countless times from acting on impulse, and it can do the same for you.

An example of using social media effectively if you’re in car sales

A colleague found this discussion on Threads recently and sent it to me. There’s a lot of noise in the comments (and some are laughable) but one stood out to me and made me smile:

This is how it’s done, folks. This simple response is how you build value for yourself online…and win the sale!

If you're not contributing value or engaging with purpose, it’s worth asking yourself: Why am I on social media at all?

In today's Internet, a personal brand and reputation are the very currency we trade on

In a world where everything we say and do is cataloged, wouldn't you agree it's crucial to pay closer attention to what you say and do online?

Every time you are online, in a meeting, at a conference, networking reception, or even a backyard BBQ, be mindful of two things:

1. What others are experiencing about you.
2. What you want others to experience about you.

In each of your engagements, your customers, peers and even friends and family, are evaluating you, often subconsciously. When you’re completely dialed into your personal brand, there is no difference between #1 and #2.

Social media and personal branding are essential tools for every salesperson

Your reputation is shaped by everything you say and do, and social media magnifies that impact. A single misstep can undo years of trust-building, both online and offline. Protecting your reputation requires thoughtful, intentional engagement—it only takes one mistake to see it all unravel.

For business leaders, integrating social media and personal branding into your sales strategy can be a game-changer. It builds trust with consumers, leading to more profitable deals and happier customers. Since social media is often the first place customers go to learn about a company, they’re likely to check your team’s profiles.

If you manage a sales team, training them in social media best practices isn’t just a good idea—it’s a necessity. Ensuring that their online presence aligns with the company’s values and goals helps maintain a professional image and fosters meaningful connections with customers.

Social Media + Personal Brand = Social Selling

Social selling is a powerful strategy that savvy salespeople use to connect with prospects, build rapport through social interactions, and position themselves as trusted advisors when sales opportunities arise.

It’s about showcasing the value you bring and projecting positivity to naturally attract more connections and prospects. While selling through social media feels organic, it’s far from accidental. By consistently sharing your expertise and building meaningful relationships, people come to know you, appreciate your contributions, and recognize your value.

When it’s time to make a purchase, you’ll be the first person they think of—because you’ve already built trust and established yourself as someone who delivers.

I’ve noticed some concerning behavior from sales professionals on social media recently

While it’s understandable to feel the urge to vent frustrations or challenge opposing viewpoints, doing so publicly can be risky. Advocating for causes you believe in is important, but it’s equally important to consider how your opinions might be perceived by others.

Before you hit "post," ask yourself: “If someone saw only this one post or comment, would they want to follow me?”

The difference between content that makes people cringe and content that resonates lies in personal branding

When you have a clear sense of who you are, what you stand for, and why you do what you do, your content reflects authenticity and credibility. You’ll naturally become more mindful of how others perceive you, inspiring you to be a positive force in both social and professional relationships.

Your personal brand is a reflection of the consistent value you deliver to those you serve. Every post or comment leaves an impression. Your reputation as a trusted, well-informed resource is on the line with every interaction.

Think carefully. Post thoughtfully. Let your personal brand shine in a way that builds trust and strengthens relationships.