LinkedIn is the de facto way in which social business communication is done. The platform's ability to create a seamless transition from understanding a user's work ambition and history to connecting with them makes for a unique experience with no true rivals. 

The platform is fundamental to networking, as connecting with a person on LinkedIn has much more value than obtaining their business card. However, despite LinkedIn’s value proposition as a way to showcase personal accolades while virtually networking and maintaining relationships, standards for business conduct on the platform can be, at times, nebulous. 

In his opening keynote at the Gartner CFO and Finance Executive conference this week in National Harbor, Md., VP analyst Dennis Gannon preached the importance of authenticity from leadership.

The tendency to overshare, especially in the beginning when building one's network, can be tempting. 

Gannon spoke of posting pictures of family and the tribulations of personal life on social media to showcase a sense of vulnerability and authenticity to employees. But while this is a useful tactic to project a leader's humanity, the approach must come with an awareness of how much is too much and where the line is between revealing something about your personal life and over-sharing.

Build a Social Media Identity

Promoting oneself professionally on social media, especially LinkedIn, lacks essential guardrails. Leaders who wish to create a presence should not shy away from seeking organizational or outside help when constructing plans and setting goals for social media use. Much like any other business decision, a personal social media strategy must be approached with preparation and expert help, and success should be tracked at multiple points along the journey. 

The tendency to overshare, especially in the beginning when building one's network, can be tempting. For those from older generations used to platforms like Facebook, turning from the personal model Facebook espouses, and turning toward your company’s public relations or marketing team for guidance, is highly beneficial. These teams can not only help build the content but act as proofreaders to avoid dreaded spelling mistakes that erode legitimacy. 

While leaders are fully capable of forecasting what their presence online may look like down the road, the pathway can be tricky. With the help of others whose job is to analyze and navigate within these spaces, leaders may be able to leverage tools already at their disposal. 

Avoiding 'Cringe'

LinkedIn personal posts have begun piling up on everyone's news feeds — the kind that, at times, might make you think, "Why is this on here?" While LinkedIn admits narcissism’s growing presence on the platform, and provides guidance on how to avoid it, leaders should be aware of the tendency toward self-absorption that can creep its way into LinkedIn posts. 

There is a balance between professional acknowledgment and enthusiasm and the risk of being too self-congratulatory. The strongest profiles consistently praise others and their accomplishments while avoiding excessively posting about personal accolades. If teams work together to promote each other's good work, the group’s efforts are publicized without that cringe feeling from the reader, who might view that post as nauseatingly self-promoting. 

Leaders who wish to withhold pictures of their families and children on the platform shouldn’t be labeled as inauthentic or impersonal.

Finance leaders must use their presence on LinkedIn (if they choose to be the active platform) to set the tone about their social media presence and those of their employees. Leaders who are steadfastly professional and selfless in their posts will portray that mindset to their employees, thus creating an atmosphere that focuses on encouraging teammates with positivity.

Leadership and Authenticity

Social media has made some executives' personal lives an open book, which many prefer to avoid. That's perfectly OK. Leaders who wish to withhold pictures of their families and children on the platform shouldn’t be labeled as inauthentic or impersonal. Rather, through proper preparation and approach, they can establish what authenticity means to them and their teams and then project that in their posts.

Inauthenticity can come with gross overpromotion or cringeworthy, self-congratulatory posts; proper, measured authenticity drives engagement and establishes the professional brand. Not only will it get people interested in the leader’s profile, it can also create networking opportunities for those who share common characteristics, furthering the professional mission for all involved.