Before I post anything to social media, my rule of thumb is to ask myself the following questions:

1. Will anyone but me care about this?

2. Does this help anyone else?

3. Does my post seem too self-promotional or boastful?

If the answer to these is “yes,” I don’t post it or I find another way to tell that story in a more client-centric way.

While you may see people like the posts that showcase your successes and your great life, behind the scenes they may not be clapping as loudly as you think.

I glaze over the posts where I see people say “I have once again been named to X list of the greatest lawyers…” or “I am honored and humbled to be named to Super Lawyers for the 900th consecutive year…”

I also think posts like this are waste of precious touchpoints with your audience.

You would be much better served by showcasing your knowledge and expertise with educational posts or posts where people get to know the real you through stories.

Make sure every single social media post has purpose and has your clients as its core focus.

I challenge you to try this out and let me know what happens when you post items that are self-congratulatory or boastful – whether in your personal or professional life – and see how they compare to the more earnest posts.

And remember, just because it happened doesn’t mean you need to post it on social media.

You can let your company post it on your behalf and like it, and others may see it as a result.

Sometimes it’s just not worth it. Remember it’s all part of your personal brand.