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November 4, 2021

How to create authentic social media content

Most businesses and professionals use social media to post press releases and to announce job openings. Social media, however, can be a powerful tool for your business to build a culture, attract talent, and to convey who you are.

COURTESY / Preti Flaherty
Bodie B. Colwell is an attorney with Preti Flaherty’s creditors’ rights and bankruptcy practice group.


There is a growing movement of entrepreneurs and professionals who are bringing their authentic selves to social media by making posts that engage their online networks.  

How do you get started using social media for your organization and your personal LinkedIn to be your authentic self? 

Here are some suggestions:

Share a struggle or problem you are facing at work and ask for ideas. By sharing a struggle you are having at work, you may find that that struggle is universal. Ask your network to weigh in on solving the problem. You might find that your network has some great ideas.  

Ask a question that will engage your network. Have a discussion in the comments. It does not need to be controversial, but it should be interesting. Try posting something you have been thinking about.

Share an article that made you think, or that you disagreed with. If you read something that you found interesting, or you disagreed with, post the article and a short piece about your thoughts.  Invite your network to weigh in.

Share a failure. Attorney Heather Stevenson left a large law firm to open a juice bar with the plan of opening 10 locations in 10 years. That did not work out, and Heather returned to the practice of law as a deputy general counsel at the Boston Globe. Heather posted about this “failure” and how it turned out to be a great career move. Her post went viral because it showed she was vulnerable and human. The sharing of a failure resonated with her network because failure is part of being a person.  

The bottom line is that you do not have to make TikTok dance videos to engage with your network. Try bringing your authentic self to social media by posting something that makes you a bit vulnerable. You may be surprised how much your network will appreciate it.   

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