The November 5 elections in the United States, with Elon Musk and X (since 2022 Musk has owned X, the former Twitter), have put social networks back on the table. Some people are rethinking which networks they should be on.

We could compare social networks to large public squares. Since 2003, these squares began to have massive audiences. The more traditional ones, such as Facebook, Instagram, X or LinkedIn, have been joined by platforms such as WhatsApp, TikTok, Twitch, Telegram, Threads or, now, Bluesky, which is growing at a rate of one million new users a day. Over time, we have been changing our networks to adapt to changes in their image, in their narrative or in political and social trends.

Many people are considering improving their presence on these sites to share texts and images on staff and professionally. In the midst of the transformations of this changing reality, there is one thing that remains: the essential need to reflect on the identity projected by their profiles and get it right.

In the networks sometimes people say things that they later regret, and there are even people who engage in dangerous (sometimes even criminal) behavior: sometimes it's simply a matter of narcissism or vanity, and as Jonathan Haidt has recalled in his excellent book The Anxious Generationthey can become source of anxiety.

But networks are also a reflection of the need to establish links with other people, the typically human thirst for friendship, closeness and community.

Here I share ten ideas to improve our profiles in the networks, or simply to orient ourselves in their map, sometimes messy and confusing:

1. Differentiate ourselves. We should not talk about everything or dedicate ourselves to anything. It is necessary to bet on a profile, to be the subject person we say we are. Differentiation and consistency are vital.

2. Learn from those who stand out. It is necessary to do some research on "competitors", on the activity in social networks of brands, people and institutions that do well.

3. Count to ten. It is necessary to do research on the topic to be treated, reflect and have a sense of measurement. Addiction to connection and "popularity" can make us ineffective and unproductive. The important thing is not how many people follow us, but how many we can help. Adding followers is fine, but having credibility is much better.

4. A matter of perseverance. Building an audience is a task that cannot be improvised. For this reason, it is necessary to be on the networks with consistency. It is not advisable to be omnipresent at some moments and disappear at others: although it is not necessary to generate content continuously, prolonged silence is lethal. In order to play a leading role in the "moments of truth", it is necessary to be present on a daily basis.

5. Excellent sources of information to avoid misinformation. It is necessary to look for sources that inspire and add value. Communication is not a matter of media, but of having things to say. To achieve this, we need sources that will help us to avoid the danger of one of the pathologies that most threatens the digital ecosystem: disinformation. Our profile cannot spread false news.

6. Be fast (without forgetting the need for reflection). It is true that you have to count to 10 and you should not improvise, but in digital environments speed and timeliness are crucial. There are news cycles and conversations in progress that we must attend to and that increase the effectiveness and potential for dissemination of messages. The life of a post is very short. Messages and audiences have their moment.

7. Smile and kindness. Our timeline must be impeccable. We must take care of quality. We are what we say and do; in a way, we are our profile. It is good to ask yourself: do I bring light, understanding or knowledge? Does what I say help? Am I going to make people smile? Do I help them think? And remember: you are not always against, you are for.

8. Quality images. In the networks, visuals rule. It is necessary to recover the word and thought, but without images it is not possible to communicate. In addition to good texts, it is necessary to find photos, videos and other graphic resources that are up to the task.

9. Communicating outward is communicating inward. Social media help to "Internal Communications". They serve to support and sustain each other, so that everyone knows they are part of a team. Social media excite, provoke movements and lead to action outside the networks. We may be able to excite, mobilize energies that were dormant or contribute to causes that make the world a much better place.

10. Points of departure, not points of arrival. Networks are powerful means, but only means, not an end in themselves. They are only the beginning. In reality, they are not the important thing, but a complement; the important thing is to communicate with people, providing meaning, significance and relevance. Networks should not lead us to anonymity, but to know and admire many more people.

Social networks are powerful tools for building connections and communicating with purpose. Using them consciously, avoiding misinformation and focusing on providing value, allows us to create authentic and meaningful profiles.