In an age where digital platforms dominate communication, the question for people-first leaders is no longer “Should I be online?” but rather “How should I engage intentionally online without losing focus or credibility?”
In this episode of the People Experience Pulse, Jeff Bond, Executive Partner at PFET, joins Vicki Hudson, also an Executive Partner at PFET and a trusted expert in executive coaching and communication, to explore the double-edged sword of social media and how to use it wisely as a leader.
Digital Discourse: A Double-Edged Sword
Leaders are under increasing pressure to “show up” online—especially on platforms like LinkedIn. Whether to build thought leadership, foster brand credibility, or expand influence, the pressure is real. But is social media helping or hurting your ability to lead with purpose?
“If you haven’t changed someone’s mind on social media yet… why keep trying?” Jeff asks.
Vicki notes that many of her executive clients feel conflicted. They either dislike using social media or find it mentally draining, yet feel obligated to participate to remain visible.
The Psychology of Online Debate
Jeff breaks down a key reality of digital discourse: Most people engage to defend their views—not to change them.
In fact, online arguments often entrench division rather than foster productive dialogue. This can quickly spiral into digital exhaustion—a very real condition that drains time, energy, and emotional capacity from leaders who already carry heavy responsibilities.
“Digital exhaustion is growing—especially with the added complexity of AI-generated content and rapid-fire engagement expectations,” Vicki explains.
Should Leaders Post at All?
If you’re a purpose-driven leader, how can you discern when and how to engage?
Jeff and Vicki suggest that it comes down to intentionality over ubiquity. Just because you’re capable of being active on every platform doesn’t mean it’s strategic.
Ask yourself:
- Are you trying to educate, persuade, or defend?
- Does this comment or post align with your leadership values and goals?
- Is this adding value—or just noise?
The Rule of Three (and Four Seconds)
Vicki shares two simple but powerful tools:
- The Four-Second Rule: Pause four seconds before responding to a post or comment. This allows your brain to shift from reactive to intentional.
- The Rule of Three: If an online discussion exceeds three public back-and-forth exchanges, it’s time to move it to a private message—or end it altogether.
“Social media is a tool. Let it support your leadership—not become a distraction from it.” — Vicki Hudson
Real-World Example: Modeling People-First Leadership Online
Jeff and Vicki reference a powerful moment from one of PFET’s clients: A CEO posted a photo of a tattooed employee and asked, “Would you hire this person?” The post challenged assumptions about professionalism in IT security—and it sparked meaningful dialogue.
“That post wasn’t just marketing. It made the company’s values visible,” Jeff notes.
For Vicki, it hit home personally. After seeing the post, she felt more confident showing up authentically—even choosing to attend a meeting without makeup. It served as a reminder that her expertise, not her appearance, was what mattered.
“Even as a consultant, I felt empowered. Imagine how powerful that was for employees,” she reflects.
The PREP Model for Social Media Engagement
To help leaders engage more mindfully, Jeff and Vicki offer the PREP model:
P – Pause
Take four seconds before responding. Is this engagement worth your energy?
R – Reflect
Ask: Is this post aligned with my mission—or just a distraction?
E – Engage Strategically
Only participate if it aligns with your values, goals, or stakeholder needs.
P – Prioritize Real Conversations
If a discussion escalates, take it offline or into a private space to preserve relationships.
“Don’t try to be something to everyone,” Jeff advises. “Target your engagement toward stakeholders you aim to serve.”
Final Thoughts: Influence, Not Reactivity
In a noisy digital world, true leadership is still built on real-world actions, not online arguments. Social media can amplify your voice, but only when used with authenticity, intention, and clarity.
Jeff and Vicki close with these practical reminders:
- Set a boundary around your social media time and energy.
- Know your voice, values, and target audience.
- Use your platform to reflect—not replace—real leadership.
“Influence should be a force for good. Let your digital presence reflect who you really are—not who the algorithm wants you to be.”
🎧 Listen to this episode and more in the People Experience Pulse series here
