This transience needs to be factored in to any personal brand-building plan. It is reasonable to expect that in five to 10 years’ time, 1 million-plus followers on Twitter will have about the same value as what a once-popular MySpace page is now worth in 2022. So, what does this mean for online personal and professional branding? The big lesson here is that such branding, while clearly of value, should not be at the very forefront of anyone’s long-term professional development plan. It seems unlikely that the currently widely used platforms will still hold their privileged positions in five, 10 or 15 years’ time.Īt this very moment, we are likely witnessing the beginning of the end for Facebook - a platform that was once a worldwide juggernaut now struggles to attract and retain young adults as users, particularly in the U.S. Just as early web browsers Netscape Navigator and Internet Explorer were replaced by Chrome, Safari and Firefox, the social media platforms currently in vogue have taken space once held by MySpace, Friendster, Vine and Google Plus.Īnd there is no reason to believe that the continued evolution of social media in the near and far term will be any different. Users often fail to realize that current popular social media providers (Instagram, Twitter, Snapchat, TikTok) are just intermediary steps in a much broader continuum of technological evolution. I feel like a bit of an old codger making this point, but the internet and I have come of age together, and with that perspective, the inherently transitory nature of social media platforms is crystal clear to me. Where I think folks, especially younger adults, go wrong is when they assume that what they build for themselves on a social media platform will be there, and of value, essentially forever. These platforms offer valuable spaces for discourse, self-expression and professional development. Yet, I have concluded that all this time and effort may not be especially well spent.ĭon’t get me wrong - I am not an enemy of social media. I know of many folks - students, adult professionals and businesses alike - who have spent countless hours curating what they believe to be the perfect online brand for themselves. As a university professor, I frequently encounter career services professionals who strongly encourage students to construct meaningful brands. This assumption of permanence is frequently extended to the concept of personal online brands. This reality has led many users to appropriately treat their shared content as “forever” and assume that what they post on Instagram, Twitter, LinkedIn and other platforms will always be widely viewable and of some importance. Mat Gendle, professor of psychology and director of Project Pericles If a user posts something that is problematic, offensive or embarrassing, that content will likely live on in screenshot infamy, even if the original user quickly removes the post. Women and parents of young children especially came to appreciate – and make the most use of – this newfound flexibility.One of the most common and unfortunate lessons about social media is that posted content never really goes away. Remote work saved them hours of exhausting commutes, and they were able to tailor their days to do their work when they felt most productive. Survey data on attitudes toward remote work from multiple countries show that many employees were surprised by their own productivity during the pandemic. Happier employees also tend to be more productive. At a time when many employers cannot fill vacancies, offering greater flexibility both increases the applicant pool and contributes to higher retention rates, easing the pressure on hiring. A recent study by Harvard University economist Raj Chetty’s Opportunity Insights lab estimates that there are around 2.6 million people in the United States who should be working, but are not. Naysayers dismiss employees’ preference for remote work as a manifestation of entitlement or “quiet quitting” (doing the bare minimum to remain employed). But such sound bites ignore all the benefits that remote work offers to employers, employees, and the economy more broadly. According to Citadel’s Ken Griffin, the hedge fund owes its record-breaking $16 billion haul last year to its staff’s full-time presence in the office. NEW HAVEN – There is no shortage of hyperbole in the debate about whether companies should demand a full return to office work.
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