Leaders in the Ed world or Business world share a fear of the transparency social media brings.
Calm DOWN, people! Take a strategic route to better communication. Understand Behavioral Neuroscience. I don't mean lab experiments about measuring eye gaze patterns. I mean knowing the general basics of Neuroscience and Relational Neuroscience, these areas of psychology are reaching new levels of acceptance in organizational and management circles.
Face it, you need to brand build as a leader, no option here: personal and organizational brands potentially improve the efficacy of a leader and their organizational success. Use the words of one of the leading neuroscientists, Abhijit Naska as your guide--“You are your mind, so if you can see it, you can achieve it.” Let your mind play--begin to sculpt and build that brain. Understand the relationship between memory, learning, emotions and your brain. The better you know these connections, the better you will be at crafting and employing a brand that goes beyond the window dressing of surface features to authenticity and to successful relational leadership.
Another tip, in neuropsychologist, Dr. Rick Hanson’s Hardwiring Happiness, learn how our brains are wired toward the negative. Start with a positive view. If someone sees 10 tweets that are supportive of their leadership and one negative... they will focus on that negative. After you sculpt your brand go to the Relational Neuroscience gym and build your tolerance for ambiguity in the social media world. Pattern a daily reflection on the brand you have built. Use even in one word, like "RELENTLESS" principal, Hamish Brewer does. He's naturally got relational neuroscience running through his neurons!
Then as we say in BrandED become a Brand ACE that we feature in our text, one of pattern and consistency --of neuroreflection. Bring the the benefit to your organization.
And one last tip-- follow @ adamMgrant while you are building your power!