Balancing authenticity and professionalism on social media

In the digital age, striking the perfect chord between authenticity and professionalism on social media can be a fine art. We've gathered insights from CEOs, founders, and digital marketing experts, to share their strategies. Explore the sixteen diverse tactics that have positively shaped these professionals' brand identities online, from showing personality while maintaining decorum to avoiding gatekeeping for genuine engagement.

Show personality while maintaining decorum

In navigating the balance between authenticity and professionalism on social media, I've found that showing my personality is not just beneficial but essential. This approach has allowed me to connect with my audience on a deeper level, while still maintaining the decorum expected of a professional brand.

I frequently use personal examples that connect to my field of work, from the pain points of a project I experienced to the surprising discovery I made through practical experience. This not only makes my brand more humane but also demonstrates the practical application of my research activities. By doing so, I encourage engagement through relatability; followers see a real person behind the posts, which fosters trust and loyalty.

Professionalism does not necessitate a dry, formal tone; rather, it involves consistency, reliability, and respect. My posts are always well-thought-out and polished, which demonstrates respect for my audience's time and attention. My texts have my own voice and style, which makes the content more engaging and easy to understand for my audience.

This has had a very positive effect on my brand. A recent survey of my followers showed that 70% appreciate the personal elements in my content because it helps them grasp complicated ideas, and 65% feel a closer bond with my brand compared to other, less personal competitors.

Pius Boachie, CEO, DigitiMatic

Craft content for customer persona

I mirror my everyday personality online, so I struggle with maintaining professionalism because it feels fake. I made my life easier by creating a customer persona, Sharon, crafted from my audience's demographics. Sharon's friendly but not a close friend; she seeks solutions but prefers them in a casual, accessible tone. She doesn't like being told what to do by some self-proclaimed 'guru.' My relationship with Sharon is one-sided: it always needs to be about her and her needs, wants, and goals.

Although it might sound strange, Sharon has helped me nail my brand voice. Content creation is so much easier when I picture Sharon. I have no more doubts about tone or what to post—I simply talk to Sharon!

Amie Sparrow, Founder, SEO WTF

Humanize your brand with consistent visibility

Showing my face often on social media has been instrumental in maintaining a balance between authenticity and professionalism as a business owner. In the digital era, stakeholders and customers want to connect with real people behind the brand, not just corporate logos.

By consistently appearing on social media through videos, photos, and live sessions, I've been able to humanize my role and foster genuine connections with our audience. It allows me to share insights, updates, and behind-the-scenes glimpses into our company, reinforcing transparency and trust. And by being visible and accessible, I demonstrate accountability and commitment, strengthening the personal connection and responsibility I feel towards our community.

To achieve this balance effectively, I've adopted several best practices. Firstly, I maintain a consistent brand voice and messaging across all platforms, ensuring that while I remain authentic, I also uphold our company's values and professional image. Active engagement with our audience is also key; I make it a point to respond to comments, address concerns, and acknowledge feedback promptly. This demonstrates that we value their input and are responsive to their needs.

And sharing a mix of both personal and professional content allows for a well-rounded portrayal, showcasing not just the business side but also the human aspect of leadership. Lastly, I'm mindful of the content shared and its potential impact on our diverse audience, ensuring that the balance between authenticity and professionalism resonates with everyone while staying true to myself and our brand.

Daisy Cabral, Dynamic CEO, Bella All Natural

The first step to finding a balance between brand authenticity and professionalism on social media is knowing what the word "professional" means to your business. Here's how the US Dept of Labor defines professionalism: "Professionalism does not mean wearing a suit or carrying a briefcase; rather, it means conducting oneself with responsibility, integrity, accountability, and excellence."

Using this definition—which I think is spot-on—I'd say that brands with clear editorial style guides are the ones who are easily going to be able to balance both authenticity and professionalism. The style guide should include guidance on what tone of voice is preferred, along with examples and training for their social media staff so that their messaging is consistent, authentic, and leads with integrity. There are so many brands that have snarky or silly tones of voice or social media presences, yet they still have loyal social media followers, and it's clear they are a professional business—even if their messaging is unexpected.

Similarly, the style guide should make clear if any messaging or phrases are off-limits, and what they should do if they misstep on social media. Taking responsibility and having an accountability plan will reinforce their professionalism and build trust with their audience.

Erin Ollila, SEO Copywriter and Podcast Host, ErinOllila.com

Build trust with verified industry insights

We make sure that whatever insights or posts we share on social media are trustworthy. The goal is to help those who are following us, and we abide by this rule when uploading anything. We do this by uploading videos, links, or any data that shows how trustworthy it is. When we upload anything with backup data, it shows the authenticity and makes the audience trust us more. Also, since we share only industry insights, this shows our professionalism.

The balance is like a thin line between the two. Professionalism doesn't only mean keeping the tone straightforward and uploading only industry insights. When merged with authenticity, it means showing how you, as a professional, reflect your values, and for us, that is honesty. I have seen users engage more with our content. They get to learn something without worrying about any fake content. The backup data does the work of showing our expertise and attracting more attention.

Rahul Kumar, CEO, Ranksoldier

Connect with community using the 3 W’s

In a world where it is normal to share every minute of our lives online, striking a balance between professionalism and authentic relatability is an art—and (if we're being honest) a struggle.

If we're too buttoned-up and professional, we run the risk of appearing boring and unrelatable. Yet, if we're too real, like showing the full gamut of emotions and way-too-personal behind the scenes, we may repel potential business opportunities.

One tried-and-true strategy I've used on repeat to connect and communicate with my community online is what I call the 3 W’s:

Know WHO you are most powerfully positioned to reach through your social media. Your content and messaging should be for them, not the world.
Know WHY you're choosing to show up on that platform. If it's to educate, give me all the juicy knowledge nuggets that you love teaching. If it's to entertain, serve up your ideal avatar's version of silliness and let your unique personality shine through.
Know WHAT boundaries matter to you personally and professionally when it comes to your social media content. Don't love sharing your most vulnerable moments? Don't. Absolutely love bringing your followers along for every second of your busy little life? Then, do it!

When you use the 3 W’s, you'll:

Be more relatable to your ideal community because you're not trying to please everyone.
Attract ideal friends and fans because you have a solid stance and opinion.
Stand out as a thought leader in your space because you share from a place of self-assured service versus selfishness.
Release the pressure to show up perfectly, or 24/7, unless that's your style.

Only you know what feels right—so trust your gut and share what feels true to you. Happy posting!

Amy Lavallie, Lead Personal Brand Strategist, Brand Builders Group

Balance professionalism with authentic replies

Different social media platforms require a different approach. From our experience, everything on Instagram is rather wholesome, and we do not have to be too authentic, because being professional and cheerful is enough.

But it gets more tricky when it comes to Twitter. It's a huge cauldron of chaos, and in order not to lose our heads, we've given the social media team a free hand for certain situations. So, whenever we post anything, it's kept in the professional style and format, but whenever we interact in the replies with our followers, or when we reply to other posts, we're very informal and authentic.

We've seen this tactic provide a great perception of Brand24, as the sentiment analysis is highly positive, and we often see comments like "Give the admin a raise," or "The social media team needs a bonus." On the other hand, we have to be careful not to overstep the boundary. Many great companies got into a crisis after social media posts or comments sparked controversy, and it took long years to recover.

As long as you do not push the boundaries too far and avoid controversial topics, you should be fine, and being direct with your audience is always a great benefit to your image on the Internet.

Mike Sadowski, Founder and CEO, Brand24

Absolutely, striking the right balance between authenticity and professionalism is fundamental in building trust and engagement on social media. At our Software House, we've adopted a strategy we like to call "Authentic Insight Sharing." This involves regular posts where we share behind-the-scenes content, including challenges we face, milestones we achieve, and the real stories of the people who make our company what it is.

This practice not only humanizes our brand but also maintains a professional edge by showcasing our team’s expertise and dedication. For instance, when we shared a story about overcoming integration challenges in a recent project, it not only demonstrated our problem-solving skills but also resonated with other developers and clients facing similar issues. This post alone increased our engagement by 30% and led to several inquiries about our services.

This approach has profoundly impacted our brand's social media presence by strengthening our credibility and fostering a sense of community. It's not just about showcasing our successes; it's about being open about the journey, warts and all. This honesty invites dialogue and builds deeper connections, making our social media channels a reflection of our core values and a true extension of our brand identity.

Shehar Yar, CEO, Software House

We've connected with our audience by weaving current events and headlines into our story on social media. In a sea of so-called organic products, we've used social media to make farm-fresh produce relatable.

The fresh foods organic industry is tough; there is a lot of competition out there. Our retailers are key partners, but ultimately, the customers need to love what we offer for us to thrive.

These days, people pay attention to the politics behind their favorite brands. Here's my tip: Pick a cause that aligns with your brand's values and get behind it.

Being authentic and open about where your brand stands on social and political issues, even if there's some pushback, attracts the kind of support that matters.

Brooke S. Sinclair, CNP, Chief Executive Officer, Velour Inc

Lead with value and add personality

Maintaining the right balance between authenticity and professionalism on social media is essential. My approach is simple: lead with value, then add personality. Here's how I put that into practice:

Solve Problems, Don't Just Sell: We share insider tips, answer common questions, and provide actionable advice. This establishes our expertise before we ever promote a product.

Acknowledge Challenges (Tastefully): Own up to the occasional misstep or industry-wide hurdle. Showing we're always learning fosters trust.

Listen Before You Speak: Social media is a two-way street. We actively monitor conversations relevant to our industry. This provides insights into our audience's pain points, which directly informs the content we create.

Let the Results Speak: We track engagement metrics. This shows us what type of content genuinely resonates, guiding future strategy.

The impact of this approach? Increased brand trust, stronger audience connection, and social channels that actually drive conversions (not just vanity metrics).

Authenticity without professionalism comes off as sloppy. Professionalism without authenticity feels robotic. Find that sweet spot, and social media becomes a powerful tool for meaningful growth.

Lata Tewari, Chief Content and Marketing Officer, Webuters

Focus on audience-driven content

I don’t believe that authenticity and professionalism are at odds with each other. The key to having both authenticity and professionalism on social media is to focus on sharing content your audience wants. Most people fall into the trap of creating content that THEY want to create rather than focusing on their audience. Posting only what you want to share can lead to 'too much information' (TMI), which can be unprofessional.

That is why I research questions being asked around my topics of expertise and create content that gives solutions to these questions, such as, many people want to know how to create a personal brand statement. So, I created a blog, supported by a YouTube video and social media posts, outlining the step-by-step process of creating a strong personal brand statement. While I may want to share posts of my dogs all day, that wouldn’t be professional or build my brand as a personal branding expert.

Claire Bahn, CEO and Co-Founder, Claire Bahn Group

Harmonize emotional and rational content

In mastering the art of expressing your genuine voice on social media, the key lies in recognizing the evolving context of each platform. Traditionally, the norm dictated a clear division in content style between networks like Facebook, which favored more casual posts, and LinkedIn, where content was typically more formal and business-oriented.

However, recent trends show a shift towards embracing personal content on professional networks like LinkedIn, with such posts often garnering greater engagement than strictly professional discussions. This underscores the importance of adapting to each platform's unique, ever-evolving dynamics while maintaining authenticity.

Being authentic means blending personal elements with professional insights; presenting oneself as solely professional without a personal touch may fail to connect with audiences. The most successful social media strategies balance emotional appeal with rational thought.

Our research indicates that posts incorporating emotional elements tend to achieve higher conversion rates. When these are combined with rational content, the impact is even more pronounced, leading to increased conversions. Therefore, the essence of effective social media representation involves harmonizing the emotional and rational aspects to resonate deeply and authentically with your audience.

Jonathan Buffard, Digital Marketing Director, Bottom Line Marketing Agency

Leverage trends for authentic engagement

Maintaining a delicate equilibrium between authenticity and professionalism on social media is pivotal, especially for a brand like ours, Kegelbell, dedicated to pelvic health. Our journey toward achieving this balance has been marked by a multifaceted strategy that not only educates and raises awareness but also resonates with our audience effectively.

One key strategy that has significantly contributed to this equilibrium is our proactive approach toward incorporating trending topics and formats from platforms like TikTok and Instagram into our content calendar. While our core content revolves around serious topics related to pelvic health, we acknowledge that these may not always garner the highest engagement. By staying abreast of emerging trends and adapting our messaging to align with them, we ensure that our content remains both relevant and engaging.

Additionally, we meticulously analyze hashtag performance to optimize our content's discoverability and reach. This ensures that our posts are not only authentic and informative but also strategically positioned to reach our target audience effectively.

Moreover, our content creation process is guided by a nuanced understanding of our diverse customer segments and their specific needs and preferences. Whether it's addressing concerns of new mothers, women in various stages of life, or individuals seeking to improve their pelvic health, our messaging is tailored to resonate with each segment authentically.

The impact of this strategy on our brand's social media presence has been profound. By striking a balance between authenticity and professionalism while leveraging trending topics, we've witnessed increased engagement, amplified reach, and enhanced brand visibility. However, we continue experimenting with different ways to engage our viewers to gain a wider understanding of the community.

In essence, our commitment to staying authentic while embracing emerging trends has not only elevated our brand's social media presence but has also fortified our position as a trusted resource in the realm of pelvic health.

Stephanie Schull, CEO, Kegelbell

Define platform-based mission statements

Our marketing team wanted to nail down our brand voice on each social media platform we were using. To do this, we wrote a one-sentence "mission statement" for each platform. This way, we knew exactly why we were on the platform and what we wanted to accomplish.

For example, our mission statement for LinkedIn is to "build trust with our customer base and potential customers by sharing resources, educational tips, and stories to inspire them."

This strategy not only helped us decide which platforms were most important for our brand's authenticity but also helped us decide which metrics were most important to track.

Having platform-based mission statements is a great way to guide how you want to portray your brand, what content you should post, and how you'll go about meeting social media key performance indicators (KPIs).

Meaghan Maybee, Marketing Communications Specialist, pc/nametag

I've found that integrating storytelling with a clear purpose into our LinkedIn content is key to balancing authenticity and professionalism. We share real-life cases where our solutions have made a difference for our clients. This approach not only showcases our expertise but also humanizes our brand, making it relatable to our audience. It's a powerful way to demonstrate your capabilities professionally while staying true to your brand.

Jenna Reese, CEO and Founder, Connect Centric

Avoid gatekeeping for genuine engagement

I firmly believe that gatekeeping is not a sustainable or effective approach to maintaining authenticity and professionalism on social media platforms. In the age of information sharing and transparency, attempting to control or limit access to content can come across as inauthentic and disingenuous to our audience.

Today's consumers are savvy; they value openness, honesty, and genuine engagement from brands. When we embrace a more open and inclusive approach, it fosters trust and strengthens our brand's relationship with our audience. Authenticity is key in building a strong social media presence, and gatekeeping only serves to create barriers that hinder genuine connection and engagement.

Instead of gatekeeping, a better strategy is to focus on providing valuable and helpful information to our audience, which is what we strive to do. By sharing insights, tips, and relevant content, we can establish ourselves as trusted experts in our field and position our brand as a valuable resource.

When we prioritize transparency and honesty in our communication, it not only enhances our brand's credibility but also encourages meaningful interactions with our audience. This approach not only helps to build a positive brand image but also fosters a community of loyal followers who are more likely to engage with our content, recommend our brand to others, and ultimately contribute to the success of our social media efforts. In the long run, honesty and authenticity are the cornerstones of a successful and impactful social media presence.

Emma Sansom, Managing Director, Flamingo Marketing Strategies

Disclaimer: Opinions belong to the author alone and do not necessarily represent the views of GoDaddy. All trademark rights belong to their respective owners. Third-party trademarks are used here for demonstrative and educational purposes only; use does not represent affiliation or endorsement.