At Work: Tweet as if Big Brother were watching

Here's more proof that social media can mean a boon or doom to your career.

First, a brief history lesson: Think back — if you were alive and working — to a time before we had social media.

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If you wanted others to know you existed, influence how they saw you and tell what they knew about you, here were your choices: communicating face to face, networking, writing a letter, calling, sending a letter to the editor, getting in the news, authoring articles in professional journals and giving presentations.

Then came social media.

Most employers early on didn't consider chat rooms, forums, and later Facebook and LinkedIn as a viable source for finding or digging up dirt on potential workers. But through the years, I've watched those numbers increase dramatically.

The exact number of employers who use social media to investigate prospective employees is up for debate. Some surveys say as many as 91% of recruiters and managers look at social media when hiring.

A survey of more than 7,000 United Kingdom recruiters and human resource managers from Oilandgaspeople.com — it specializes in one hot employment area, the oil and gas industry — shows social media is definitely on the radar.

Eighty-two percent of employers say they have looked up potential candidates on social-media sites. They mostly use LinkedIn, then Facebook.

Think before you tweet. A future job could be on the line.(Photo: Getty Images/USA TODAY illustration)

Not only is it cost effective for them to use these sites to get access to workers, 41% say it gives them better insight into whether a candidate is sui! table.

Specifically, employers look for clues about your character and personality, whether you present yourself professionally and if are you are a good fit for their culture.

In the survey, 64% rejected an applicant after looking at a social media profile.

What employers find and don't like are things you typically hear: provocative or inappropriate photographs or information about the person drinking or using drugs.

They also unearth poor communication skills; bad judgment in the form of badmouthing previous employers; lies about qualifications; and discriminatory comments related to race, gender or religion.

But 71% surveyed successfully hired an employee or contractor because they liked what they found.

Overall, this is content that conveys a professional image, shows someone is well rounded, has great communication skills and is creative. Good references also help.

Social media can work for or against you. If you're serious about using it to establish your expertise and build your professional reputation, manage this public face to your advantage.

Look for ways to educate instead of entertain, build up instead of tear down and be seen as a resource instead of a rebel. Before you post anything online, ask yourself:

• Is it stupid or insensitive?

• How will this affect my company or others?

• How could strangers interpret this?

• What will this say about me?

Be wary of Twitter. Its very nature implores you to be acerbic or derisive.

what i love about twitter and facebook is that it has outed reporters from their phony facade of pretend non-partisan commentary.

— Richard Grenell (@RichardGrenell) March 27, 2012

On Slate.com, David Weigel wrote last year how tweets hurt the career of communications adviser Richard Grenell. GOP presidential candidate Mitt Romney hired him in mid-April 2012, but by early May he had quit his new job.

Quoting journalist Jonathan Rauch who was familiar with Grenell, Wei! gel wrote! : "Grenell's problem reveals 'what an embarrassing waste of time Twitter is. It's not a medium for adults — it practically begs you to be short, snarky and stupid.' "

Since Hollywood loves Obamacare, I propose having an actors and studio heads fee to pay for it.

— Richard Grenell (@RichardGrenell) November 26, 2013

Career consultant Andrea Kay is the author of This Is How To Get Your Next Job: An Inside Look at What Employers Really Want. Reach her at andrea@andreakay.com. Twitter: @AndreaKayCareer.