We publish primarily in text without the nuance of critical non-verbal communication.
Text has non-verbal elements like style and emoticons, but we can only control the latter.
Context is also non-verbal communication. Context is karma: Character and professional reputation.
“The very best form of self-promotion is celebration. To celebrate is to share the joy of what you do (and critically also celebrate what others do) and invite folks to participate in the party. To show off is a weakness of character — an act that demands acknowledgement and accolade before the actor can feel the tragic joy of thinking themselves affirmed. To celebrate is to share joy. To show-off is to yearn for it.”