Image Triage – be careful what you post

How to avoid public ‘shaming’

If you’ve ever read Jon Ronson’s book ‘Shamed’, you will know the devastating effect social media can have on people who have posted something stupid on the internet.

Ronson highlights the case of Justine Sacco (a director of corporate communications) who, before boarding an 11-hour flight from Heathrow to Cape Town, Tweeted to her 170 followers what she thought was a series of lighthearted, acerbic comments about her journey.It was the final one however that started a Twitterstorm, gaining momentum during the time she was in the air, where she slept, oblivious to what was happening on the ground.  On arriving in South Africa, Justine switched on her phone to find a frantic message from a friend which said simply, “I’m so sorry to see what’s happening”.   She then took a call from another friend who told her she was now trending number 1 on Twitter worldwide.  And not in a good way…

You can find a link about Justine’s story and the impact this had on her career and her life, at the foot of this article.  What this and other cases demonstrate, is how easily a careless message can be carried and amplified to a huge audience.  An audience you didn’t know you had.

I recently attended a wonderful conference in Portugal with my fellow coaches from Asenitiv®, the leaders in “Relationship Marketing”.  There I was introduced to a term I hadn’t heard before: ‘Image Triage’.  This in the context of social media, is quite simply the conscious application of criteria to whatever you post to safeguard your company and personal image.

It encourages me to think “What am I posting?” and “Why do I want to post it?” and “What is the impact of posting this?”.

This is hugely important, whether you use social media from a personal or business perspective.  The lines are blurred now between our personal and professional relationships and what you post now is how people will pretty much perceive you to be for a long time.

Is LinkedIn becoming less professional?

I have noticed people becoming less careful about what they post on LinkedIn and have asked people to consider removing a misjudged post as well as calling out some that were downright stupid.

Consider the following:

  1. Do people really want to hear your views on politics?
  2. Do you think it’s appropriate to use profanity?
  3. Do you think it’s appropriate to say you are glad that Richard Branson fell off his bike because you think he is a *******?
  4. Do business people really want to read about your divorce or cheating spouse?
  5. Do you really think it’s acceptable to comment on the looks of those young women who have posted a picture of themselves at the launch of their new business?

I haven’t made any of those up.  I’ve seen examples of all of the above this last year and more, and I’m sure you have much the same reaction to them as me.

We can avoid all that through Image Triage.  Simply ask, “Am I posting anything here that I wouldn’t want my best customer or future employer to read?”.

It is about safeguarding our image, our brand.

Apply ‘Image Triage’ today to make sure you don’t become a casualty of Social Media tomorrow.

All the best


Read Justine’s story in this article:


If you want to have an amazing business and lead a spectacular life, we at Asentiv® can help you.

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John Drysdale






John Drysdale Asenitiv® Merseyside and No Guru Ltd

I am a trainer, facilitator and coach.  Sometimes I run… quite far, and occasionally I climb a decent sized hill, usually in North Wales.  I am a musician and enjoy the music of Van Morrison and others who continue to inspire me most days.

I currently reside in the wonderful city of Liverpool.

Posted by John Drysdale
9th January 2017
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