By Somya Kori

Many people once avoided social media because they worried about how their data might be used or simply did not want an online life. The pandemic changed that for a lot of us. School, shopping and work moved online, and being on at least some platforms became hard to avoid.

Using social media for work and brand building

Social media can help you look for a job, show your skills and build a small business. Anyone who wants to work independently needs people to know who they are and what they offer. A few habits help:

• Describe your brand clearly and keep your content up to date.
• Use hashtags and keywords so the right people can find your posts.
• Choose the platforms where your target audience actually spends time.
• Post consistently instead of in short bursts.

Visibility has a cost

It is easy to think that once you are well known you can post anything. That is not true. Brands and influencers need to think carefully about what they say, because public opinion can turn quickly. The writer's own view is that everyone deserves a chance to make amends, and that "cancelling" people overnight is unfair. Whatever your view, the practical lesson is the same: think before you post, and be ready to respond calmly if a post is criticised.

Leveraging your network

To grow a brand or business, you need to put your network to work. That does not mean adding random people. Connect with people and brands that fit your goals, and look for those who want to collaborate with you or whom you would like to work with.

Be careful whom you work with

Some people take advantage of new brands and influencers. Before you agree to work with someone, find out what they have done so far, ask for examples of their work, and check their claims with independent sources. Be cautious about requests for money or personal details.

For more on working with others across languages and fields, read Collaboration and Translation.