In this video, personal branding and marketing expert Karen Leland helps you understand the three major changes in branding and marketing mindset that you must embrace in building your personal brand on social media. The three major shifts are: from the lucky few to the persistent many, from the big stick to small and targeted, and from a sprint to a marathon.
- The most successful individuals today have set their sights on developing their personal brands over time. As a branding and marketing consultant, I've observed three shifts that everyone who wants to build a personal brand via social media needs to be aware of. The first shift is from the lucky few to the persistent many. In the past, if you were fortunate enough to get written about in the Wall Street Journal, the New York Times, or appear on a major news program, or TV talk show, you could consider yourself having arrived.
Today, social media has leveled the playing field, and if you're consistent in building your personal brand, you, too, can reap the rewards. It doesn't take a big, complicated effort, but it does require a persistent approach to promotion. Before, you used to put yourself out there and hope the media found you. Now, you become known in your field of expertise, and journalists come looking for you. This new mindset is all about how your efforts put the power of being known within your reach.
The next shift moves from the big stick to small and targeted. Today, success doesn't hinge on a few hot hits to a huge audience, but on hundreds of smaller ones targeted to the right users for your brand. For many people, it's difficult to shift, since the allure of the most popular, biggest, and most well known media outlets is so deeply ingrained. I recently had a conversation with a potential client who wanted blog reviews for her new product launch only if their social media had 10,000 followers or more on their sites, receiving monthly hits numbering in the millions.
She didn't realize that a blog that gets 10,000 hits a month, but targets her perfect audience through posts on Facebook or Twitter, was worth far more than a blog whose audience wasn't on the mark. Finding the right audience, small and targeted, instead of going for the one with the biggest viewers, the big stick, can make all the difference. The last shift is from a sprint to a marathon. A potential client recently asked, "How many new customers can I expect to get "if we put out this press release?" I told them, "That's the wrong question." The value of the release can't and shouldn't be measured by short-term results.
Press releases, social media blogging, and other content marketing activities are about the persistent ongoing process, a marathon, of building your personal and business brand. They're not about a quick sprint towards a short-term outcome. Here's an example from my own business. Years ago, I wrote a marketing article for the Huffington Post. I wasn't paid to write it, but it set off a chain of connections via referrals and social media that, within a year, had led to new business and new friendships.
All from one 800-word blog post written for free. The point of this story is that we're so focused on trying to measure the immediate return we get on a single branding activity that we're missing out on the power of the long-term impact of all these actions.
This course shows how to authentically and powerfully present your brand online. Branding expert Karen Leland reveals the important differences between the four main social media sites—LinkedIn, Facebook, Twitter, and Pinterest—and how to use them for career advancement and networking.
- Developing a personal branding mindset
- Adding a good photo, profile, and background to social media sites
- Using LinkedIn for personal branding
- Expanding your Twitter reach
- Creating virtual events on Facebook
- Curating pins on Pinterest