1 Introduction
2 Professional Self-Presentations on Social Media
3 Inferences and Social Judgements
4 Methods
Group | Role of respondents | No. of interviews |
---|---|---|
1 | Managers | 12 |
2 | Program analyst | 9 |
3 | Associate – projects | 8 |
4 | Human resource managers | 2 |
Illustrative data | Thematic codes | Interpretive concepts |
---|---|---|
People use these exaggerated tales to convey an image of being cool. (Sylvia). | CREATING IMAGES | Harnessing social media inferences |
There are a lot of people from other locations who can’t meet you right so they have to form an impression of you solely through what you write or through your communicator or whatever. (Teena) | FORMING IMPRESSIONS | |
One of my colleagues went on Facebook and said something derogatory about salary raises without mentioning the company name. But everyone knows who you work for so these things are not accepted. (Raghav) | SOCIALLY UNACCEPTABLE | Potential pitfalls |
If you were to post a picture of yourself with a cigarette and a drink in your hand or acting silly, people are going to draw a lot of inferences and thereby when they see you at work they are not going to take you seriously. (Nick) | DAMAGING ASSOCIATIONS | |
You become very circumspect in what you say and do (Ganapathy) | SELF REGULATING | Making judgements |
I feel that especially in a company like this, where there are hundreds of people looking at you, you have to be very careful. (Arpita) | SOCIALLY REGULATING |
5 Findings
5.1 Harnessing Social Media Inferences
This was not easy to accomplish, since many of their counterparts were also using the same tactics. The result was a busy and crowded online environment in which it was tricky to get noticed. Under these circumstances the participants became more creative, drawing in additional sources of information that could add to the overall picture they presented of themselves online. These sources were not directly related to their professional lives; rather they originated in their lives outside of work. The participants used these additional sources to add interest to their professional profiles and to stand out from the crowd in positive ways.You post online to just acknowledge that you are an expert…another reason could be that you are actually looking for other prospects and you need to advertise the fact that here you are worth something, you know this, you know this stuff, and if this is what people are looking for, then you are the person to come to. (Ankit)
5.1.1 Creating Images
Most of the participants referenced the opportunity to express their personality on social media. In addition to the difficultly they had with getting noticed they also said they worried about the dominant impression that software coders were ‘boring’. Social media gave them the opportunity to show additional sides of their lives. While these did not directly relate to their day-to-day work they did highlight favourable aspects of their personalities that could appeal to colleagues at work. They opened up information about their interests outside of work and how they spent their free time. They also allowed colleagues to access information about who else they were connected to and what kinds of conversations they were having. They felt that these additional sources of information reflected favourably and added to the over all impression that they were good people to work with.Social media becomes a tool for others to understand you as a personality. I’m very conscious about that. So I use Twitter to express my opinion in a way that reflects my personality through which people understand who I am (Raghav)
These social media sources were not directly about work, but “about me” and the participants recognised the potential for narcissism. They observed that on occasion their colleagues would go to great lengths to construct a social media profile that looked ‘cool’. They included pictures and videos from their leisure time, they commented on current affairs and popular culture, they showcased their hobbies. Many found that this helped them build a rapport with their work colleagues and superiors. They felt that sharing this level of detail enabled them to present a well-rounded view of themselves. They were no longer just coders, but coders that also ran marathons, enjoyed photography or ran side businesses. They hoped these elements of their private lives would reflect favourably and help them to get noticed. They opened up these personal details to their work colleagues by adjusting their social media privacy settings and inviting those they worked with to link up.The ‘about me’ is one section where people write elaborate things. You have your interests, you have your hobbies, your music. The kinds of things you comment on, the kind of likes that you have, the kind of posts that are generated by you, it speaks a lot about you. (Rajeev)
They did not need to communicate everything about themselves directly in face-to-face conversations because their profiles added glimpses into their lives that inferred positive things. The participants said that they felt their co-workers attitudes towards them changed as they got to know more about them through social media. Some of them also enjoyed seeing their relationships with their bosses become slightly less formal. They felt that they gained favour with the management by allowing them to access the social media profiles that they had built. Using social media afforded them the chance to share other aspects of their lives that fostered favourable impressions in the minds of their colleagues.You add people as connections because it’s an additional glimpse of you that they can see apart from what you already told them (Aalia)
5.1.2 Forming Impressions
By incrementally posting information about themselves for their colleagues to see they hoped to foster favourable impressions. They wanted to emphasise while they were committed to work they were not one-dimensional. To showcase their creative persona they not only posted about work related issues, but included pictures and posts suggesting that they were just as involved in their out of work interests and that they had a lot going for them. Since it was difficult for them to meet and get to know everyone in their large, geographically dispersed organisations, they often used social media to foster impressions with those they did not know well.You find someone at the office and you get to know them on social media. Because once they see more personal stuff on Facebook they like it, you start to get closer, they start appreciating what you do. It acts as an icebreaker. (Ganesh)
The participants felt that as social media had become more ubiquitous it was more common for people to form impressions about them based solely on their online profiles. In some instances they felt that this was positive since social media could enable impression building that could not otherwise occur. They were very unlikely to physically meet colleagues in other locations but they could get to know one another through their shared associations on social media. As social media use increasingly became a feature of their working lives, they felt that they were expected to allow even those they had never met to connect with them. This made visible not only what they were posting themselves, but also what others were saying about them. They recognised that there were advantages to making use of the many different forms of inference available on the platforms.There are a lot of people from other locations who can’t meet you so they have to form an impression of you solely through what you write or through your communicator. (Teena)
While they considered it useful to be associated with positive posts and comments from others, there was also some uneasiness. They recognised that they were not entirely in control of the information associated with their profiles on social media.Your work people see what other people say about you. So to that extent its more truthful than a resume would turn out to be. (Aalia)
5.2 Potential Pitfalls
5.2.1 Socially Unacceptable
The participants talked about how oppressive it could sometimes be when everyone knew the details of your life. It became difficult to slip out of the office, to make excuses for behaviour or to share honest opinions. Although they had previously been accustomed to using social media to vent their frustrations or to be more candid in their comments, since they had begun to use their personal social media for professional purposes this was more difficult to do. It was not easy to prevent their bosses from seeing what they had posted. It was simply not socially acceptable to make negative remarks relating to work. The participants sensed that senior management checked their social media posts with the intention of reprimanding them for inappropriate behaviour.One of my colleagues went on Facebook and said something derogatory about salary raises without mentioning the company name. But everyone knows who you work for so these things are not accepted. (Nick)
The participants were uncomfortable with the thought that social media could be used as a form of surveillance. The implications of their bosses being privy to some of their comments or practices worried them. In a highly competitive industry they knew that if they slipped up they could easily be replaced. While they were confident that what they posted to their professional blogs and work facing sites was appropriate, they were less certain about the personal social media posts that they had given their colleagues access to. The fear of being caught out on social media was intensified by the fact that others could post things about them. They spent a lot of time considering how they might avoid offending or upsetting their superiors.I was called in for voicing my opinion against one of the polices that was hitting my training batch mate and myself. We were called directly and asked “you don’t want to lose your job do you?” I got really scared and after that I changed the way I wrote my posts. (Gagan)
Even though they were able to adjust their social media settings and privacy controls, there was still a high level of anxiety that with the fluid connectedness of social media, they could miss something that would damage the self-presentations they were trying to promote. They recognised that there were a number of different ways in which their associations with different people and information on social media could be damaging to their reputations.I went on vacation recently and was very scared to take leave from my boss. The entire time I was thinking what if she sees this on Facebook? Because even if I don’t put the photographs on my friends could tag me. In the short space of time between the tagging and me removing the tag, what if she sees it? All of this was running through my head. I just asked her to grant me leave. It’s a very dangerous thing. (Ankita)
5.2.2 Damaging Associations
They emphasised that it would not take much to damage the perceptions others had of them. It was difficult for them to anticipate the diverse ways that such damage might occur. Many of them considered different potential scenarios in which a picture or a comment might suggest something unfavourable to their manager. They felt that there was a possibility that their managers could make connections between what was happening at work and what they saw happening on social media.If your manager had a particular view about you, you wouldn’t want that to change because of one silly picture. It might not be on your profile, it could be on somebody else’s. (Vasavi)
They recognised that many people formed judgements based on information from social media. They felt that the problem with this was that social media could not offer the necessary context for forming correct judgements. Furthermore, the attributions of cause based on social media posts could have profound implications for peoples’ professional lives, however superficial these associations might be.Supposing you have not been able to perform well for some reason for the past 2-3 months or a quarter. So if he’s like narrow minded and not broadminded, he would link that to saying you are out too much your mind is deviating, you are not concentrating. I see judgements being passed based on Facebook. Everything is indirectly linked to there. (Vasavi)
The pictures and posts made visible to professional colleagues had to fall in line with the expected norms of behaviour if the participants were to be taken seriously. They felt that while they wanted to show a more interesting side of themselves on social media, there were limits to what they should display. They could not allow their on line profiles to go beyond the bounds of what was considered to be appropriate. In their particular cultural context, to be associated with smoking, drinking and partying was considered particularly unappealing. They recognised this and attempted to annex such behaviour to their private social lives. They gave considerable cognitive effort to repairing the reputational damage that might occur if such behaviours came to the attention of their managers.If you were to post a picture of yourself with a cigarette and a drink in your hand or acting silly, people are going to draw a lot of inferences and thereby when they see you at work they are not going to take you seriously. (Nick)
5.3 Making Judgements
5.3.1 Self-Regulating
They hesitated in response to their concern over the potential pitfalls they might encounter. These pauses provided moments of necessary reflection. During these instances they made their own judgements about the information associated with them on social media. They considered how different pictures and posts might be interpreted by their associates. The sprawling, interconnected nature of social media meant that often this kind of contemplation became an extended exercise.Your colleagues are on Facebook, your friends are on Facebook. So you become very circumspect in what you say or do (Ganapathy)
Many of the participants recognised that their prolonged reflection was contrary to the commonly understood design of sites like Twitter. They understood that many of these social media sites were intended to involve responsive and immediate posting. Yet they found that giving themselves space to prepare became vital to retaining a sense of control over their social media images. They asked themselves many questions about the content of their posts, examining each from different moral and social perspectives.I think twice, thrice, four times before I tweet something until I’m completely sure (Raghav)
Their feeling that there were right and wrong ways to do things governed what they included in their social media self-presentations. In part they based their judgements on how well a post helped to support the pre-determined image they wished to present. If the picture or comment did not contradict the intended impression then in one sense they deemed it to be appropriate. The boundaries between what was ‘right’ or ‘wrong’ also shifted in relation to the different groups of people they were connected to. This was trickier for them to manage, since different colleagues responded favourably to different types of posts. Navigating this challenge require a great deal of imaginative effort.I would say that it does help to look inside, be introspective, take a step back and consider whether the way you are interacting with people is right. (Prema)
5.3.2 Socially Regulated
The act of imagining their social media audience enabled the participants to anticipate how their posts would be received. This technique rendered the process of making social media posts less abstract. They understood how to interact with managers and work colleagues in face-to-face settings and their acts of imagination helped them to apply the same rules to their social media interactions. On occasion some participants found that social media altered the dynamics of their relationships with their managers allowing them to engage in less formal conversations. However, on the whole they realised that they had to observe the same social norms and rules as existed in the real world. They said they came to this understanding as they were corrected by and corrected other people’s social media behaviour.So imagine you are sitting in front of your audience, and everyone knew you personally and then say what it is you wanted to say. (Samarth)
As colleagues helped to regulate each-others behaviour, the participants felt that there was some understanding that there could be mistakes. Minor errors were tolerated but people were expected to learn and adjust their behaviour. More serious mistakes could be career defining. These involved major breaches of the established social conventions within an organisation. During their periods of reflection, the participants kept these implicit rules in mind, reminding themselves that posts about ‘bunking off’ work or engaging in activity contrary to the values of their organisation could cost them their jobs.The answer is to teach people to police themselves. That’s what happens on blogs where bloggers tell each other what is alright. Even on the internal bulletin board it’s self-policing otherwise it won’t work. You are not in any random network, this could define your career so act responsibly. Most people do, and if they do not they are pulled up and they learn. (Teena)
During their periods of contemplation they drew upon their understandings of organisational values. Some recognised that their social media self-presentations should complement the image of their organisations or at least not contradict it. Their organisations became significant entities in their own rights as the participants imagined various social values with which they needed to comply. By imaginatively engaging with social actors and values they felt better prepared to anticipate the implications of each social media post and to retain control of the impressions created by their social media posts.Always keep in mind that even when you don’t think about it the company’s image is at stake one way or another, which is fair. If you keep in mind that even if you are not talking about them directly, one way or another you are representing the firm. You should use your good judgement and then you wouldn’t do certain things. (Teena)