Due to the nature of their jobs, social media marketing professional have a clear understanding of personal branding and its positive impact on an organization. While a social marketers number one priority is maintaining the social presence for the organization they represent, sharing social best practices with colleagues can help your brand raise awareness, improve community relations and positively impact recruiting efforts.
At this week’s #SproutChat, we discussed the do’s and don’ts of personal branding and how fostering an environment where employees feel supported to build a personal brand can impact the bottom line.
Build the Foundation
Social best practices from managing a business carry over to personal branding. You’ll want to maintain a consistent tone of voice, visual aesthetic and make sure that the content you’re sharing is relevant. Depending on your industry, look into LinkedIn or Facebook groups, specific hashtags or Twitter chats in order to start growing your network.
@SproutSocial A1: A professional photo (with a smile!) that is consistent across profiles is a great way to start. #SproutChat
— Your Creative People (@ycpideas) April 12, 2017
@SproutSocial A1: Be real. Be consistent. Be passionate about what you represent. Be honest. #SproutChat
— b r i t t n e e (@hellobrittnee) April 12, 2017
@SproutSocial A1: Create a consistent theme across all platforms and add content that is both relevant + interesting! #SproutChat
— nicole (@nicolemaries__) April 12, 2017
A1: Be social! Be active, relevant, respectful. Don't spam and TAG people/services you speak about. Brings you on their radar. #SproutChat
— Val Vesa (@adspedia) April 12, 2017
A1. I like the advice of posting about what you want to be known for, but also 1-2 "extra-curriculars" – to prove you're human. #sproutchat
— pamelahughes (@pamelahughes) April 12, 2017
Keep Social Media Etiquette Top of Mind
As you’re creating and refining your online identity pay attention to social media etiquette. Use social to connect at scale but avoid overt self promotion. Be authentic and make sure that your profile design and tone represent the “real you.”
@SproutSocial A2. Do not self-promote your business the minute you connect with a friend online because that is blatant disrespect #sproutchat
— Cheval John (@chevd80) April 12, 2017
A2: Don't forget that whatever you post will live on, forever. Be genuine but conscientious #sproutchat
— Stephan Hovnanian (@stephanhov) April 12, 2017
Q2: Oh, and can we please cut the "thanks to my top contributors" stuff? Pretty please? #sproutchat
— Gill Andrews (@StoriesWithGill) April 12, 2017
A2 Don't over-hashtag in your bio #sproutchat
— Toby Metcalf (@Toby_Metcalf) April 12, 2017
A2a: Don't just jump onto a hashtag because it's trending. If your tweet is irrelevant to the actual convo, you look obnoxious. #SproutChat
— Mallie Rust (@malliefe2o3) April 12, 2017
A2) Being incivil. It's perfectly fine to disagree and argue; but getting nasty/combative is a terrible look. #sproutchat
— Kyle Murray (@TheKyleMurray) April 12, 2017
Bridge Your Professional and Personal Self
As you develop your personal brand, sharing news about the business you own or work for is a great way to help legitimize your efforts and add credibility. Ensure you’re engaging your community with a healthy mix of branded, industry-adjacent and personal content.
@SproutSocial A4: Some shares and kind words, but not constant postings about the company! #SproutChat
— Stephanie Zatyko (@ExperianDQSteph) April 12, 2017
@SproutSocial Q4 – Sharing content such as new blogs or company announcements on the relevant social channels is a good starting point. #SproutChat
— Daniel Bailey (@DaJoBa) April 12, 2017
A4) I think having opinions and expressing them on personal account is perfectly fine, provided you act like an adult. #sproutchat
— Kyle Murray (@TheKyleMurray) April 12, 2017
A4 So only share they want to, and use their own voice. Not just blindly RT everything #sproutchat
— Ed Davies (@edavieswork) April 12, 2017
A4. On @SenSchumer 's profile, it says that a Retweet does not equal an endorsement. I like that caveat for Twitter. #SproutChat
— Reva Minkoff (@revaminkoff) April 12, 2017
A4: Monitor your brand message as well as the company's. Your views are yours, but keep it professional to avoid PR nightmares #sproutchat
— Brenda Sailsman (@BeeAllison_) April 12, 2017
Understand The Broader Impact
Don’t underestimate the value a strong personal brand can have on your organization’s bottom line. As you grow your personal brand, work to find ways to quantify the value of these relationships bring.
A5) they bring in their contacts – "your net worth is your network" #sproutchat
— Alex Bourgeois 🇫🇷 (@wakanouka) April 12, 2017
A5. Strong personal brands drive business and employees to the company. #SproutChat
— Reva Minkoff (@revaminkoff) April 12, 2017
A5 Strong personal brands set you apart from the noise on the internet. Back up strong branding w/ strong products and services. #SproutChat
— Jim Katzaman (@JKatzaman) April 12, 2017
A5 It also shows that a company is built of humans – something we as customers can forget sometimes (when annoyed for example) #sproutchat
— Ed Davies (@edavieswork) April 12, 2017
A5. At a past job, an employee came in w/a personal e-mail list of 3K+. He retained ownership, but pushed our content regularly. #sproutchat
— pamelahughes (@pamelahughes) April 12, 2017
A5: People relate to people, not brands. So my answer on this would be: Strong! 😄 #sproutchat
— Gill Andrews (@StoriesWithGill) April 12, 2017
A5: A strong #PersonaBrand produces trust – and if you speak highly of your company, your followers will, too!#SproutChat http://pic.twitter.com/2YegknVrIt
— @AndreaTorti90 (@andreatorti90) April 12, 2017
Strive for Organizational Support
Employee advocacy is an effective way to engage your workforce, decrease turnover and increase productivity. Equip your colleagues with the guidance and social tools they need to be successful.
@SproutSocial A6: As long as it isn't a conflict of interest, employees should be encouraged to have a strong social influence! #sproutchat
— Darcy Mae (@itsdarcymae) April 12, 2017
@SproutSocial A5: We CARE about the people behind the brand. I don't want to hang w/ @Wendys but happy hour w/ the #SM team? 😍🍷#SproutChat
— Bruce Kennedy (@BruceKennedy1) April 12, 2017
A6: The easiest way is awareness. Awareness of policies. Workshop on best social media practices… #SproutChat https://t.co/JKmr7XwYvb
— Selena Devore (@SelenaNomNoms) April 12, 2017
A6) Nurture their personal growth; good work/life balance does wonders here. People aren't just their work. #sproutchat
— Kyle Murray (@TheKyleMurray) April 12, 2017
A6. Promote their content when it makes sense to do so. Remember they are an arm of your brand. #SproutChat
— Reva Minkoff (@revaminkoff) April 12, 2017
A6: For newbies, some basic social media training would benefit them. Just getting started is difficult for many #SproutChat
— Jenny Poore (@SproutSocialJP) April 12, 2017
See you next week on April 19 at 2 p.m. CDT to discuss marketing to a niche audience. Until then, join our Facebook community to network or to bring up any other social media marketing topic on your mind.
This post #SproutChat Recap: How to Teach Your Colleagues Personal Branding originally appeared on Sprout Social.
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