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I want you to ponder a question. Do you consider how what you say on social media, at networking or social events, on the sidelines of your children’s sporting activity or in a speech impacts on you, your brand reputation?

Everyone will have a bad day now and again, want to have a spat at someone on social media, call themselves a “bad-ass” or a “hustler”, meaning they’re successful in business. However, is this really how you want to come across in the long-term?

I work with women leaders and change-makers who have already achieved a level of success but want a more national or global reach for greater impact. My ideal clients are humble but have established leadership and are making a difference in their field. I can usually tell very quickly who I want to work with and who is a red flag.

One of the first things I do with a potential client is become a pseudo-detective. I openly stalk their social media accounts. I do a web search for their name and work to discover other facts and get an understanding of them as a person. I may talk with their friends, clients or family members. All of this information will help me mine and craft their story.

I want authenticity in their marketing to build impact. The word authentic, meaning real or genuine, has become somewhat trendy in recent years. However, If you want to be authentic, then it needs to be across the board. If you’re an entrepreneur, then there’s inevitably going to be a cross-over between your personal and business life.

You need to consider how you act will impact on your brand reputation. The resignation of former Australian Deputy Prime Minister Barnaby Joyce following an affair with his former media advisor, who is now expecting his baby, is a testament to harsh judgement the public will bestow upon inauthenticity.

Many argue the father of four’s indiscretions are part of his personal life and shouldn’t impact his work. However, Joyce held the National Party of Australia’s highest position. He publicly was against gay marriage, the Gardasil vaccine for teens to prevent cervical cancer saying it would promote “promiscuity” and was a proponent of traditional family values.

Being authentic doesn’t mean you can’t speak out on issues. By expressing your authentic self and values, you’ll attract people who resonate with your message. But don’t put on a show in public because you think it’s good for your image or on trend as incongruencies like with Joyce will show through.

If you’re going to debate someone on social media, then be respectful and stick to the issue, avoid swearing or personal attacks. Consider do you want to be known as a “bad-ass” or “hustler” now or in five years? If yes, then use the term and if no or I’m not sure then leave it out. Your brand reputation and digital footprint, what you say and do now will be around for a long time. As I tell my clients the best way to deal with a PR disaster is to avoid it in the first place.