Like public speaking, social media is instant. It happens live and in real-time. It’s ‘public’ and what you say is recorded and easily shareable. Your social media updates are also public remarks – just like your keynote address. So not only is it really important that you create a voice that conveys your brand message, but also that you are conscious of how you are coming across. Whilst it is good to be enthusiastic about your ideas, how do you find the line between passionate expression and too much information (TMI).

Here’s some tips on how to avoid becoming too hot-headed or impulsive.

1. Before you start to promote your business using social media, decide on the overall tone of your profile.

A not–for-profit organization may need to use powerful emotive language with a strong shock factor. An individual might decide that social media provides the opportunity to be more personable – to share personal experiences, stories and humor A corporation might decide to stick to using a formal tone appropriate to their industry. Be clear on the tone you wish to convey and monitor your updates to make sure you’re staying on track.

2. Don’t spontaneously go on the attack

As much as we like to share what delights us, it’s also human nature to vent about what we don’t like. As when giving a speech, it’s important to show that you understand your audience’s pain and frustrations. It’s a powerful way to connect with people. Don’t squander that by spontaneously going on the attack. Think through your rants and make sure you have a valid and well thought out opinion. Here is an example of how to rant with full justification from Dr Nick Morgan, How to Give a Terrible Speech.

3. Listen to others’ points of view.

Social media is TWO WAY. Make sure you’re listening to what other people have to say and are tuned in to reactions. A flurry of Shares, Retweets and Comments could be the equivalent of a standing ovation. It could also mean that you’ve been wildly offensive or inappropriate. Check responses and participate in the ensuing conversations. If you do feel strongly about a subject and put it out on the web, be prepared to get reactions and answer questions. Each social media platform has its own etiquette and level of conversation. Think through your desired tone for each and keep yourself in check so that your updates are always aligned to your ideas and values.