How to Seize the Moment in Social Media

How does a two-minute chance meeting at Starbucks turn into 100+ likes and positive interactions in social media?

When your colleague asks another colleague to take a quick picture and shares it on Instagram, Twitter and Facebook with a fun caption promoting #LifeatATT.

That person is TeNita Ballard, a passionate champion for diversity and inclusion at AT&T. We both work in Southern California, and we ran into each other at the company’s headquarters in Dallas this week. (Note: opinions expressed in this blog are my own.)

I’ve written about TeNita before in the secret to fitting social media into your professional life. She was the first example I held up of people who are especially good at documenting the highlights of their professional lives.

She’s always looking for ways to share the public side of her work — from Chief Diversity Officer Corey Anthony’s recent visit with employee resource groups to the Los Angeles African American Women’s Public Policy Institute at USC.

This is all part of a strategy to simply document your day, rather than attempting to create content above and beyond what you’re already working on.

Gary Vaynerchuk, CEO of Vayner Media, articulates it well in his post, Document, don’t create. It’s an easy and authentic approach.

To get started, ask yourself a few questions …

  • What are you working on that you can share publicly?
  • What actions are you especially excited about?
  • What information would benefit your network, promote your colleagues, and/or amplify your employer’s brand?

Many good examples of this appeared in my social media feed this month.

Fiona Carter, Chief Brand Officer at AT&T, shared a gathering of high-powered marketers convening to discuss big topics around gender equality. It highlights the company’s leadership in improving the representation of women and girls in advertising in the #SeeHer industry initiative.

 

Mo Katibeh, Chief Marketing Officer for AT&T Business, sparked advance interest in his presentation at the 2018 AT&T Business Leadership Kickoff meeting with a picture of his rehearsal, the group’s theme for the year and @mentions of key colleagues.

 

Karyn Spencer, VP of Hello Lab at AT&T, shared an interview clip at the Sundance Film Festival of the work she and colleagues have been doing, especially in the areas of inclusion and diversity.

 

It was one of several interviews Carrie Keagan conducted during the event, with Nicholas Bianchi posting the great news that “AT&T was the #1 mentioned brand on Twitter at Sundance.”

 

While I wasn’t at Sundance or the power marketers’ dinner, I felt like I was part of the experiences, thanks to my colleagues. I did get to see Mo Katibeh’s presentation, and it was well done. After coming across his post, I looked forward to seeing his talk.

To wrap up my own week back in Southern California, I hosted three students from USC Annenberg at AT&T’s El Segundo campus – Gina Wanless, Kaitlin Rhodes and Avalon Harder.

They are finishing graduate and undergraduate programs this spring. I’m excited to see the great things they’ll do next.

What you you doing this week that you can share in social media?

What’s Your (Social Media) Theme for 2018?

Happy New Year!

Did you make any resolutions? Or set any goals?

A theme for the year can help you achieve them. What’s a theme? It’s a single word you pick to characterize the kind of year you want to have.

As you think about how you’ll build your career through social media in the coming year, the focus of this blog, a theme can help you in four ways.

Motivation. A theme is a personal rallying cry you can apply to everything you do, in social media and in real life. It can help motivate you to take small steps towards your goals, day after day.

Focus. A theme tells you what’s important. And what’s not. It helps you decide in an instant if you’re spending your time in the most important ways to you.

Integration. A theme brings everything in your life together, both professional and personal. Your actions support and build on each other in an integrated way.

Meaning. A theme gives meaning and purpose to every action you take. Your reason for choosing your theme gives you the “why” of your goals and actions.

2018 is year eight for me of having an annual theme. My latest theme came to me while participating in Seth Godin‘s online marketing seminar over the summer.

Seth is a bestselling author and entrepreneur, with an incredible blog on marketing, respect, and the way ideas spread. Everything in Seth’s course focused on his view that “marketing is about creating change.”

Toward the end of the class, a book arrived in the mail. It was called Footprints on the Moon, with a cover photo of Neil Armstrong. One of the sections was called “Buzzer Management.”

Parts of it went as follows:

“I started the quiz team at my high school. Alas, I didn’t do so well at the tryouts, so I ended up as the coach, but we still made it to the finals.

It took me 30 years to figure out the secret of getting in ahead of the others who also knew the answer (because the right answer is no good if someone else gets the buzz):

You need to press the buzzer before you know the answer.

As soon as you realize that you might be able to identify the answer by the time you’re asked, buzz.

Between the time you buzz and the time you’re supposed to speak, the answer will come to you. And if it doesn’t, the penalty for being wrong is small compared to the opportunity to get it right.

What separates this approach from mere recklessness is the experience of discovering (in the right situation) that buzzing makes your work better, that buzzing helps you dig deeper, that buzzing inspires you.

The act of buzzing leads to leaping, and leaping leads to great work.”

As soon as I read it, I knew my next theme had to be BUZZING. I have a habit of holding back, of waiting for perfection. And in that waiting, the world rushes by. Faster and faster, with each passing day.

It’s not comfortable, buzzing in before I’ve completely formulated my thought. But it’s exactly the reminder I need to weigh in and share my point of view. Sooner rather than later. And even if it’s not perfect.

Not in a reckless way. But in a faster way. In social media for career building, the topic of this blog, it’s still important to to keep it “light, bright and polite” in the words of Josh Ochs.

My theme gives me the extra nudge to keep learning and experimenting, while continuing to be positive and constructive in my approach to social media.

Other years’ themes have come in different ways.

Last December our family went to Disneyland over the holidays. It was crowded. Wait times were long. Our family of four ended up making it on only four rides. Yes, I calculated the per-ride cost, but I’ll spare you the painful details.

Because there was a big upside. One of the rides inspired my theme. We ended up in the front row of Soarin’ Around the World. We had a bird’s-eye view of some of the most beautiful scenes on the planet.

And there was my theme – SOARING. All of the definitions worked: to fly or glide at a great height, to rise or ascend to a height, and to rise or aspire to a higher or more exalted level.

I’m happy to say that my theme inspired and focused my efforts. It helped me to achieve several personal and professional goals during the year.

What first prompted me to choose a theme word was a particularly intense work project in 2010. I poured significant energy into designing and delivering a first-ever, week-long leadership development program for my employer. I put my heart and soul into it, giving it the energy and attention it needed to be successful.

But in the process, I seriously neglected myself. My life had become to full. It was like an overstuffed closet. As a result, I made several changes to my life in 2011.

It began by thinning my calendar of commitments, letting the clock run out on too many community activities. Next I brought thinning to my stuff, clearing out clutter and saying farewell to things I no longer needed. Then I applied thinning to myself, focusing on better nutrition and exercise, ultimately becoming a lifetime member of Weight Watchers.

My theme word was THINNING. Often we need to let go of the old to create space for the new. That’s what my theme word did for me that year. It opened up the space I needed to achieve new goals. The next year my theme word naturally evolved to BUILDING.

It wasn’t until after I stumbled upon the idea of a theme word on my own that I realized others promote this practice too.

Best-selling author Gretchen Rubin wrote A Fun Way to Shape the New Year: Pick a One-Word Theme. And nutrition professional Melinda Johnson says to Try a New Year’s Theme Instead of a Resolution.

As you build your career through social media in the coming year, a theme can focus and inspire your efforts. Beyond that, it can be a rallying cry for everything you do.

I’m excited to see what the act of buzzing will bring. As a start, it will free me from always thinking I already have to have the answer. In today’s world, we’re all seekers, looking for the answer amidst constant change. That makes experimenting, testing and iterating more important than ever before.

What’s your theme for 2018?

2018 Trends to Build Your Career through Social Media

2018 trend stories on social media are everywhere.

How do you take advice for organizational brand building, apply it to your personal brand and boost it through social media?

How do you make sense of the eye-popping list of trends? In my research I came across:

  • AI, or artificial intelligence
  • AR, or augmented reality
  • VR, or virtual reality
  • influencer marketing
  • Instagram stories
  • messaging platforms like WhatsApp
  • online hangouts like Houseparty
  • more content moderation by platforms
  • decline of organic content reach and rise of pay to play
  • social listening
  • chatbots
  • personalization
  • Generation Z in the workplace and marketplace
  • the rise of ephemeral content with Snapchat and others
  • conversational user interfaces, like Alexa
  • and video, video, and more video, including professional live video.

That’s a lot to think about. So I researched, sifted and synthesized to identify key personal branding trends. (Opinions expressed in this blog are my own.)

As you wrap up your year-end social media checklist and turn to the year ahead, here’s how you can tap into the trends for building your career through social media.

Why is this so important?

First, the personal brand you develop through social media and in real life will help you build your network, position yourself for new roles and navigate career transitions.

Start by deciding – or updating – what goals you want to accomplish in your career and how social media can help make them happen.

Maybe a goal is to attract a sponsor to champion your career. “One of the best ways to attract a coveted senior-level sponsor is to develop a strong personal brand,” Dorie Clark says in Harvard Business Review. What better way to do that than through your social media presence?

Second, there’s an element of serendipity in social media. While you can set specific goals for social media actions, you can’t entirely predict or control the outcomes.

How did this work for me? Over the last year, my social media involvement played a part in being invited to speak to mentoring circles and visiting students, being asked to be an influencer at a big company event, and joining the board of governors for an alma mater’s alumni association.

Third, people are spending more time on social media – more than 2 hours a day, and growing. That gives you more opportunities to boost your career through sharing your thoughts, posting your (non-confidential) work and building your network in social media.

Here are the key social media trends you can use to build your career through social media in the year ahead.

1. Platforms are ever evolving.

Social media is an ongoing learning opportunity, because the algorithms and features of each platform are constantly evolving and changing.

That means we individually need to be constantly observing, learning and experimenting in our chosen platforms to see what gets the most engagement.

An easy way to learn outside the platforms is to listen to podcasts during commute time. On the top of my list are The Science of Social Media, Social Pros and Why I Social.

2. Communities are critical. 

The mantra to always be connecting will help you build community in your chosen social platforms.

As a start, connect with all of your existing contacts at your company, people related to your work, people in professional associations, and so on.

Add new connections as you meet new people, ideally on a weekly basis. And you can identify people you want to meet and connect with them.

Why is this so important? Dakota Shane writes in Inc.com that you can “win” the social media game by asking,” Is my brand building community on social media?”

Building a strong community of people interested in you and what you have to share will help overcome the ever-evolving algorithms that may limit the reach of your content.

Shane gives great ideas to build community through starting a Facebook group, giving your community members a name, showing your audience love and recognition, and starting a meetup.

3. Influencers are for individuals too. 

If influencers continue to build large brands, why not apply the concept to building your career?

This idea first came up for me in an episode of The Science of Social Media. Hosts Brian Peters and Hailley Griffis talked about “pods” of people with complimentary areas of focus in social media. They come together to like, comment on, and share each other’s content.

This trend seems the most pronounced for Instagram. “Insta pods” are groups of 10 to 20 people who follow each other and engagement meaningfully in each other’s content.

You can try this concept on an informal basis by thinking of existing groups you belong to, and if it makes sense to amplify each others’ content.

This happened informally for me with three groups.

  • One is mentoring circles I lead with employee resource groups and an alma mater.
  • Another is the group of influencers who worked together on a big company event. We naturally stayed in touch afterwards and continue to engage with each others’ content.
  • And the marketing and communications team that leads social media for my alumni association involvement is another natural pod.

What groups do you already belong to that could create a pod of people who engage with each other’s social media content?

4. Employee advocacy programs are expanding. 

Employee advocacy programs are poised for big growth in the year ahead, according to the 2017 State of Employee Advocacy survey by JEM Consulting.

Adoption grew by more than 25% over the last year. In 2018, the top goal is to increase the number of employees participating as advocates. Why not be one of them?

Through these programs, companies empower their employees to be brand ambassadors, sharing official news and information about the company and its brand through personal social media channels.

This gives you valuable and ready-made content you can curate for your own social media feeds. Not only will you be building your personal brand, you’ll be enhancing your company’s brand, a win-win.

While trust has declined among consumers, peer influence is on the rise. This makes employer advocacy programs particularly important.

I can’t wait to see what my colleagues Nolan Carleton, Claire Mitzner and others at our company have in store to enhance our employee advocacy program in the year to come.

And with the growth of Instagram and Instagram stories, I’m looking forward to exploring that platform in detail in the coming year, much as I did with LinkedIn over the last year.

5. Video keeps increasing in importance.

This is a continuing trend, as video grows in popularity across social platforms. LinkedIn added video capability this year. And video capability continues to evolve across all platforms.

One of my goals over the last year was to experiment with video. I tried Facebook Live and videos posts on Instagram and LinkedIn. This was just dipping my toe into the water, and I didn’t see great variation in engagement between video posts and image posts. At least, not yet. So the coming year is ripe for more experimentation.

6. Pay to play is on the rise. 

Algorithms constantly change in social media. Organic unpaid reach in social media is declining for brands. That might help or hurt you as an individual, but it’s hard to know for sure.

One way you can measure is by the engagement trends with your posts. Over the last year, are you getting more likes, comments and shares? If not, you could conduct an experiment by paying to boost or promote a few of your posts. Then you can see what happens and adjust your approach accordingly.

It pays to invest in yourself, so consider allocating a small part of your personal budget to build your career through social media.

What do I pay for personally? Blog hosting services for my WordPress site. A subscription to beautiful visuals through iStock by Getty Images. And an annual LinkedIn premium membership. The accompanying training options alone through LinkedIn Learning make it well worth it.

7. Automation opportunities abound.

Artificial intelligence and machine learning seem to be everywhere in trend articles. The Association of National Advertisers, the ANA, even named AI the marketing word of the year. So I keep wondering how best to apply AI and automation to career building through social  media.

Can it create and maintain a social media calendar? Schedule and make posts? Help write top-performing headlines? Conduct research? Outline blog posts?

These are all areas worth exploration in the year ahead. While there are easy ways to weave social media into our everyday lives, I want to learn more about how AI and automation can help.

Given my upcoming focus on Instagram, I’m excited to check out these top 5 Instagram automation tools from Forbes contributor Steve Olenski.

8. Experiments accelerate learning.

My highest performing LinkedIn article was about my experiment in posting to LinkedIn every weekday for a month. Not only did it generate a great deal of valuable data and learning, it engaged my audience much more than other posts, with more than 900 views.

As many of the trend articles attest to, the way to make the most of social media is to take a “test and learn approach.” That’s really the only way to know for sure what will resonate with your community. And what works today might not work a month or a year from now.

There are two near-term experiments on my list. The first is to ask my LinkedIn community what topics they’d like to know more about for career building through social media.

The second is quantitative and qualitative research about why and how professionals are using social media and where they’re finding the most success. Leave me a comment if you’d like to participate.

One trend that likely WON’T work for career building through social media? The rise of ephemeral content in Snapchat and Instagram. This short-term and disappearing content doesn’t build an enduring digital footprint of your work and your point of view.

By creating and curating content in social media on a regular basis, you’re building your career, one post and one interaction at a time. Here are some ways to make it part of your everyday life.

What trends are you focusing on for the coming year?

A Year-End Checklist for Building Your Career through Social Media

In the business world, there are many year-end activities you can apply to your social media strategy for building your career.

What are they? Completing the year’s priorities. Assessing performance for you and your team. Closing the books. Celebrating the season. Connecting with people. Assessing upcoming trends. Setting new strategies and goals.

Here’s a checklist to consider for your own year-end plans as you build your career through social media.

FINISH PRIORITIES AND ASSESS PERFORMANCE

Reflect on how you did on this year’s social media goals. If you set a game plan for the year, see where you did well and what you want to do better in the future.

My plan was to:

(1) amplify my employer’s social media strategy through its Social Circle

(2) give corporate professionals a roadmap to build their career through social media with this blog (note: opinions are my own)

(3) share appropriate highlights of my work in social media

(4) learn how social media is evolving by experimenting with platforms and listening to podcasts, and

(5) help people in my network by sharing and commenting on their content.

Overall, I made progress in every area, even if I didn’t reach every numerical goal. I didn’t share many highlights of my work in social media, because some of it wasn’t content that should be posted in a public forum.

One exciting exception was sharing the news that my employer was named to Fortune’s 2017 list of 100 Best Companies to Work For. As part of a cross-functional team dedicated to making the company a great place to work for all,   I was thrilled to see this recognition and shared it in social media.

Apply your social media activity to your performance assessment. If you’ve been using social media to document your professional life, your feeds become another valuable input to summarize your performance.

You can sift through your posts and articles as reminders of the highlights of the year’s accomplishments. If some of the posts performed particularly well with audience engagement or business impact, you could incorporate those numbers into your performance assessment.

Once your self assessment is done, you have a valuable document to use to update your LinkedIn profile with accomplishments, projects, organizations, awards, and so on. Decide if you want to make tweaks to your profiles in other social platforms, to keep them aligned.

If you have visuals suitable for sharing in public, upload them to your LinkedIn profile to showcase your best work. Consider videos, photos, podcasts, slide decks, news releases and other visual representations. Err on the conservative side if you’re not sure if you should share information. When in doubt, don’t post.

CONNECT WITH YOUR NETWORK AND CELEBRATE THE SEASON

Make the most of social media for holiday networking events. Consider the social media aspect of the event, which I covered in another post.

Stephanie Vozza has a great piece in December’s issue of Fast Company with ideas about how to prepare.

“See who’s going,” says Dorie Clark author of Stand Out Networking. “The event organizer will often publish the names and bios of the people who’ll be there. Get a head start by identifying who you want to meet.”

Judy Robinett, author of How to Be a Power Connector suggests offering to volunteer. “This will allow you access to key leaders who can make key introductions.”

She also advises doing “an internet and social media search of people you want to meet, so you have something meaningful to talk about or ask.” She suggests reaching out in advance via social media.

Reconnect with people. As you’re scrolling through your social media feeds, make an extra effort to post comments for people you want to strengthen and refresh your connections with. A comment or a share means so much more to your network than a like.

SHARE HOLIDAY GREETINGS

Create your holiday greeting posts for your social networks. How will you wish your networks a happy holiday season? Are there inspiring leadership quotes you want to share? Valuable and timely articles you want to post? A fun holiday photo or video with your team to wish your business partners all the best?

To spark your creativity, look at how others are posting about the season. What resonates with you? What would you do differently?

Check out #holiday hashtags for business. Think about what hashtags you’ll use for your holiday posts to make your content more discoverable. Here’s a hashtag calendar resource for the whole year, to help with the holidays and your planning for the new year.

Take a inclusive approach to your hashtags, keeping in mind that a variety of holidays are celebrated at the end of the year.

ASSESS TRENDS AND ACCELERATE LEARNING

Check out trends for the new year. In an upcoming post, I’ll summarize the big trends ahead for building your career through social media. It will build on the format from last year with my post on how social media will change for professionals in the coming year.

Pick one new thing you want to learn. Based on the trends, what do you most want to learn? What are you most interested in? Although my social media trends post is still be researched and written, a big area of focus for me will be video. How can I incorporate more video into my social strategy? How can I tell stories with short videos?

Find a new podcast to learn from while you commute. The ones I’ve been enjoying are:

The Science of Social Media with Brian Peters and Hailley Griffis

Social Pros with Jay Baer and Adam Brown, and

Why I Social with Christopher Barrows.

These turn my commute time into learning time, making it easier to stay up to date and pick up new ideas.

Identify an experiment to conduct. In each of the last two years, I’ve done a 30-day experiment. This year it was seeing what would happen when I posted to LinkedIn every weekday for a month. Last year it was blogging every day for a month.

In the year ahead I’m contemplating primary research on how corporate professionals are building their careers through social media.

PLAN FOR THE NEW YEAR

Pick a theme for the year. A theme for your year gives you a rallying cry that focuses your efforts. It helps you prioritize what to focus on and what to ignore. Here’s how author Gretchen Rubin picks a one-word theme. For the last sever years I’ve had an annual theme, and I’ll cover this in an upcoming post.

Set your #socialmediagoals for the new year. What did you learn from this year’s social media activity? What are the trends for the new year? What do you want to learn? These are all questions to ask yourself as you create a fresh set of goals.

Clear the decks. Just as you clean up your physical and digital workspace by deleting old files, updating contacts, and so on, do the same for your social media accounts.

Clear out the message cache for each platform. You don’t have to respond to everything. Go through pending connection requests on LinkedIn. Here’s a strategy for which invitations to accept. Start the new year fresh.

What’s on your year-end social media checklist?

The Secret to Fitting Social Media into Your Professional Life

Why doesn’t everyone have a social media strategy for their career?

There are two main reasons: not seeing the value and not having the time.

The value proposition has a simple answer. Our professional reputation increasingly influences how we get jobs, advance in our careers and navigate transitions.

The time equation is more difficult. We each have 24 hours in days that seem to get busier by the second. How can we make the most of our limited time to build our careers through social media?

Start by thinking about what you’ve done professionally over the last month.

Have you –

  1. Spoken at an event
  2. Attended a conference
  3. Taken a course, online or in person
  4. Traveled for a work meeting or event
  5. Joined a professional or trade group and attended a meeting
  6. Received an award for your work
  7. Completed a key project that can be shared in public
  8. Participated in a company-sponsored charitable event
  9. Seen an engaging video about your company or industry
  10. Found a valuable article about your company or industry
  11. Read a thought-provoking book about business or your industry
  12. Come across an interesting post by a colleague or your company

Why consider these activities?

VaynerMedia CEO Gary Vaynerchuk identified a simple and powerful strategy in his post, “Document, don’t create: creating content that builds your personal brand.”

Documenting is creating content, he says. It’s simply sharing your career journey and what you’re doing every day. And it’s easy to do because you’re “just being yourself.”

To look into the future of this documenting trend, check out the New York Times article Keeping Up, on Camera, Is No Longer Just for the Kardashians.

In everything you do professionally today, start by asking yourself if it can be shared publicly in social media. Make sure to never, ever share non-public and/or competitively sensitive information in social media.

When in doubt, err on the side of caution and don’t share. Even if you think something is okay to share in public, check that official company sources have shared the information publicly, or ask your supervisor for confirmation.

Career blogger Penelope Trunk said it well in her online course Reach Your Goals by Blogging. “Just don’t write anything near where your ‘security clearance’ goes,” she advised. While most people don’t have security clearances, this is an apt analogy to keep confidential information confidential. Don’t share it.

Once you’ve cleared that hurdle, then focus on what you’re doing, what’s interesting about it and why it could be valuable to your network.

What specifically in the course of your day, your week and your month could you share that builds the career brand you want to be known for?

Some of my colleagues do this really well. (This is where I remind readers that opinions expressed in this blog are my own.)

Here are just a few.

TeNita Ballard. TeNita is an enthusiastic champion of diversity and inclusion. She shares the events she attends, the people she meets and what she learns through posts in Instagram, Facebook and more.

John Starkweather. John is a big advocate for business customers. He shared his experience at the company’s recent tech conference The Summit in LinkedIn and Twitter. His posts make you feel like you were there.

Jennifer Van Buskirk. Jennifer leads the east region of the company. She shares leadership lessons she’s learned in her career in LinkedIn, along with the events she attends and speaks at in the course of her work.

Sarah Stoesser Groves. Sarah is a digital marketer who shares news and information her network can use. At The Summit she posted insightful video clips and sound bites from many of the speakers in LinkedIn and Twitter.

L. Michelle Smith. Michelle is a multi-cultural marketer. She’s a great source for the latest research and thought leadership on inclusion marketing through her posts in LinkedIn and Twitter.

Reflecting on the last month, here are some of the professional activities I’ve shared in LinkedIn, Twitter, Instagram or Facebook. It only required taking a few photos and videos of the events and sharing key messages in my social networks.

They tended to be squeezed into the nooks and crannies of busy days as well as evenings and sometimes weekends, forming the public side of work-related activities that can be shared in social media.

Attended The Summit in Dallas as a marketing leader and participated on a team of social influencers to amplify the event’s messaging and reach, thanks to Sarah Groves.

Joined the Women’s Sports Foundation‘s annual salute gala in New York, thanks to Fiona Carter who is a member of the group’s board. It was inspiring to see so many strong female role models and spend time with colleagues.

Spoke at #WeGatherLA, the second-annual women’s leadership experience spearheaded by Otter Media President Sarah Harden, thanks to an invitation from Jennifer Cho and Katelynn Duffel. It was an amazing experience interviewing Helie Lee about her project Macho Like Me, when she lived life as a man for six months. Truly incredible!

Talked with visiting students from Howard University and North Carolina A&T University about how to build a career through social media, thanks to Grant Reid, along with John Willis and Kaleb Pask.

Participated in events at USC as a member of the USC Alumni Association Board of Governors and USC Annenberg Alumni Advisory Board, thanks to Leticia Lozoya and Ashley Cooper.

Beyond building your career through social media, there are other benefits to documenting your professional life in social. You’re helping to build the brands of your company and your colleagues.

Employees are a trusted and credible source of information about their companies, according to Shel Holtz. Take that responsibility seriously and be sure you’re communicating in alignment with your company’s values, brand and social media policy.

And as we approach the end of the year and you summarize your key accomplishments, your social media feeds are a powerful input. They document many of your key accomplishments. You can add to quantifying their impact by the reach and the engagement of your posts.

As you head into a new week, what are you doing, experiencing and learning this week that you can share in social media?

A Top 2018 PR Trend: Growth in Employee Advocacy

What’s ahead in 2018?

How will you continue to build your career through social media in the coming year? As a corporate professional, how can you best tell your story through social media – and promote your employer’s brand and your colleagues at the same time?

A top trend is the continuing growth in employee advocacy programs. Through them, companies empower their employees to be brand ambassadors.

Employees can share official news and information about the company and its brand through personal social media channels.

Some research I did this week got me thinking about this topic (opinions expressed in this blog are my own).

I reviewed recent literature and studies to identify the trends and challenges in marketing, branding and public relations for the coming year.

6 PR trends to check out in 2018 pointed to the expansion of personal branding and thought leadership beyond a company’s leaders.

“The more people on your team who are building their brands and, by extension, your company’s brand,” says the article’s author John Hall, “the more opportunities you have to distribute content and connect with your audience.”

This dovetails with the observation by IABC Fellow Shel Holtz that “employees are now your most credible spokespeople.” This is based on the 2017 Edelman Trust Barometer.

It also aligns with the “media fragmentation and loss of trust” that Robert Wynne covers in The biggest and most important media and PR trends for 2018.

In it, Bob Gold also speaks to the burgeoning challenge of getting noticed in growing media among the “ever-expanding communications channels.”

Another study full of interesting stats is the 2017 State of Employee Advocacy Survey. Conducted by JEM Consulting, it includes responses from 155 mostly U.S.-based companies:

  • Employee advocacy adoption grew by more than 25% over the last year.
  • In 2018, the top goal is to increase the number of employees participating as advocates.
  • Growth occurred for use of Facebook, Instagram and YouTube. Surprisingly, LinkedIn declined after being the top channel last year.
  • The most popular channels are Facebook (76% of respondents’ employees use it for advocacy), Instagram (62%) and Twitter (56%).
  • Twitter’s popularity went down 29% over the last year.
  • YouTube grew dramatically (35%) in its use year over year – to 43% in 2017, up from 8% in 2016.

“We attribute this shift to the increased variety of industries and type of organizations adopting employee advocacy, as well as the expansion of business objectives for these programs,” says Jen McClure, CEO of JEM Consulting.

“We’re seeing that all types of organizations are using visual media effectively,” McClure also says, “especially online video, which was one of our key recommendations from last year’s study.”

This is good insight for companies and individuals alike in planning for the coming year.

Personally, I’m looking at shifting my employee advocacy more toward Instagram and Facebook. This will be an interesting evolution, since I currently use those channels to connect with my personal networks (although the proportion of professional contacts is growing on those platforms).

And while advocacy seems to be declining in LinkedIn and Twitter, I’ll still focus on LinkedIn. The 500 million people on LinkedIn make it an ideal place to connect with other professionals. And the recent addition of video capability will be fun to explore.

With these data points, how will you create your social media strategy for 2018? What will you you continue? What will you change?

Be Bold in Growing Your LinkedIn Network

“In growing your network, you want it to be both diverse and concentrated,” personal branding expert William Arruda wrote recently in Forbes about how to cultivate a powerful LinkedIn network.

First, begin with why you’re on LinkedIn. What do you want to accomplish? How can growing your network help you do that?

Second, ask yourself this question: Who did you meet this week, who will you be meeting soon and who do you want to meet?

Third, take a few minutes every week to add to your LinkedIn network. Always send a personalized invitation, explaining how you know each other and why you’d like to connect.

As you build your network, make sure your profile presents you in the best light. Here are great profile tips from LinkedIn career expert Catherine Fisher and Landit CEO Lisa Skeete Tatum. They spoke this winter at the MAKERS Conference for women’s leadership.

Who did you meet this week? Did you start working with any new colleagues? How about vendors? Invite them to join your network.

What professional, civic and charitable organizations are you involved with? Invite key people from those groups to be part of your network.

Look at your email contact list, your Facebook friend list, your Twitter followers and so on. Identify the ones you want to invite to your LinkedIn network. The “grow your network” feature on LinkedIn will see who you already know based on your email address book.

At the airport recently, I ran into someone I met a few years ago at an event at my son’s school. We struck up a conversation and caught up on what was going on at our respective employers (opinions expressed in this blog are my own). To keep the connection going, I followed up with a LinkedIn invitation.

One of my professional associations, a roundtable for senior communicators, also had its quarterly meeting this week. At the end of each day, I sent personalized invitations to people I’d met. An even better strategy – one colleague sent invitations in real time during our roundtable discussion of timely issues.

Who will you be meeting soon? What’s on your calendar for the coming week or month? Will you be meeting new people? Send them an invitation in advance of the event.

When you meet in person, you’ll already be acquainted with each other’s LinkedIn profiles and you may find a great conversation starter. For example, maybe you know interesting people in common or your new connection is working on a project you want to learn more about.

Who would you like to meet? Are you working in a new area and want to learn from the luminaries in the field? Are there companies of interest you want to know more about? Are there second-level contacts you’d like to add to your network?

This is where the personalized invitation is especially important. Explain in a compelling and brief way why you’d like to connect.

Take advantage of the “people you may know” algorithm in LinkedIn. Is there anyone you’ve missed connecting with? Invite them to your network.

Lucas Buck recommends looking at alumni groups and people who have similar college degrees. He’s an area sales manager at Farmers Insurance who uses LinkedIn highly successfully to achieve his business objectives.

He spoke last fall at a networking group affiliated with my son’s school. What did I do the same day as the event? I sent personalized LinkedIn invitations to the people I met at the event, along with Lucas.

Here’s a sidenote about conference speakers. Introduce yourself and chat with the speaker briefly before they speak, if they aren’t too busy with final presentation preparation. Fewer people line up to talk with them before their presentation, as opposed to the larger group that tends to gather after the talk.

Back to LinkedIn, what strategies do you use to grow your network?

Be Bold in Your LinkedIn Profile

What’s one action you can take today to kick-start your career?

Tell a bold story in your LinkedIn profile.

Here are powerful strategies from this month’s MAKERS Conference. LinkedIn career expert Catherine Fisher and Landit CEO Lisa Skeete Tatum led a standing-room-only session on managing your personal brand.

What is a personal brand? The presenters cited Jeff Bezos, who says “your brand is what people say about you when you leave the room.”

To define your brand they asked a key question: what do people want you in the room for? Put another way: what is the best of you?

How you answer these questions will shape the story you tell about yourself in social media and in real life. (And if you’re looking to reinvent your brand, there are great ideas from bestselling author Dorie Clark.)

While a brand – for a corporation, a product or a professional – is built over time, here are actions you can take today for a bolder LinkedIn profile.

They’re from the LinkedIn tip sheet above, along with how I’ve made them work for me. (Opinions expressed in this blog are my own.)

  • Include a professional photo. According to LinkedIn, your profile is 14 times more likely to be viewed if you have a photo. Here’s how to take a great headshot. If you don’t have a high-quality recent headshot, get one done this month.
  • Personalize your headline. Don’t use the default of your current job title. Show what you do and what makes you unique. Look at a variety of headlines for inspiration to see what catches your eye.
  • Add visuals. There are 20 million pieces of content on member profiles. Is your content among those? Post videos and pictures of your best work. Upload relevant presentations that can be shared with the public.
  • Post a compelling summary. Make it 40 words or more. Include keywords for your industry. Read others’ summaries to see what appeals to you. Writing in first person is stronger and bolder than third person.
  • Cover your past work experience. Your profile is 12 times more likely to be viewed if you list more than one position. If you’ve been working for several years, though, you can omit earlier positions that don’t add to your story.
  • Include volunteer experience and causes. This information increases profile views 6 times. If you’re looking for areas to engage, get involved with your company’s philanthropic causes and volunteer opportunities.
  • Check out LinkedIn Learning. We all get to be lifelong learners, and this feature offers hundreds of online courses. It’s a great reason to become a premium subscriber, which I did a few years ago for the analytics.
  • Share your contact information. Make it easy for people to get in touch with you. Include your email address, your blog, your Twitter handle and your company’s website. However, consider omitting your cellphone number.
  • Customize your public URL. Here are easy instructions. For consistent branding, use your name in the URL the same way you use it in other social profiles. Put it on your resume, business card and email signature.
  • Add skills and get endorsements. Be deliberate about skills you list. Your top 3 skill endorsements display in mobile search, so reorder them to show the ones that best tell your story. Give back to your network by endorsing others’ skills.

One of my goals for the MAKERS conference was to meet new people in every session. At the end of each day, I looked them up in LinkedIn. If I only had a first name and a company, I was able to search with that and find the right profile.

Then I sent personalized invitations (don’t send the default invitation!). Now we’re connected and can easily keep in touch as we build on the conference learnings.

How have you been bold in your LinkedIn profile?

The Social Media Side of a Networking Event

It’s the holiday season. That means year-end networking events.

They always seem like a good idea when the invitation arrives, don’t they?

Yet when the appointed hour comes, I often regret my affirmative RSVP.

Except I didn’t this month when I dragged myself away from a compelling work project at 6:30 one evening and made myself go to the event I said I would attend.

It was a professional networking event of my son’s high school, for alums and parents to get to know each other and share ideas.

To honor my commitment, I intended to stay for 30 minutes. But happily and unexpectedly, that extended into a fun-filled 90 minutes.

Why? As I reflected on it, there are a few ways to make the most of a networking event.

In particular, think about the social savvy aspect, or social media element, of the people you meet and the conversations you have.

  • Have a goal or two. Why are you attending? What do you want to accomplish? For me, I wanted to meet local professionals related to my son’s school to feel more connected to the school and the local community. I wanted to meet interesting people and hear what they were doing.

In part, I was inspired by marketing strategist Dorie Clark‘s advice in Harvard Business Review about networking with people outside your industry. She makes a compelling case for deliberately exposing yourself to diverse points of view.

And just like social media is about sharing and giving, the same is true for a networking event. Approach it from the perspective of how you can help others.

How do you do that? Here are a few ideas.

  • Scan the attendee list. Look up a few people in social media to see who you might want to meet. What have they posted about recently? How can that be a conversation starter?
  • Scan the latest news. Know what’s happening in the world that day. See what’s trending on Twitter. You’ll be better able to engage in conversations and ask people for their thoughts.
  • Wear something that makes a statement. Pick something that you feel great in. A bright color, an interesting tie or a fabulous pin can help you connect with people. And you’ll stand out in photos that are posted in social media.
  • Stand in the doorway for a moment when you arrive. This helps anchor you and lets you scan the room to see who you might want to meet.
  • Put your name tag on your right side. This was something I learned in grad school at the USC Annenberg School for Communication and Journalism. When you shake hands, your name tag becomes more prominent and easier to read.
  • Grab a beverage. Stick to one drink and sip it slowly. Hold it in your left hand, so your right hand is ready for shaking hands.
  • Have a question or two ready. This will depend on the group. For mine, I asked about how people were connected to the school.
  • Introduce people to each other. Make a point of connecting people you know to each other. Say something great about each person that provides a conversation starter.
  • Look for small groups. It’s easier to start conversations with one or two people. You can start with a comment on the food or the venue or something interesting they’re wearing.
  • Post about the event. Take an interesting photo, add a caption about something new you learned and share the spirit of the event.
  • Share content about the event. If the event has a hashtag, search it and share relevant and appropriate content.

How do you make the most of a networking event?

Don’t Ditch Social Media

Four friends checking their mobile phones at the same time.

Social media got a bad rap during this year’s election process.

Fake news, Twitter trolls and cyber bullying came under fire.

Among American social media users, the Pew Research Center reported that 65% expressed “resignation and frustration about online political conversations.”

It’s enough to make anyone want to quit social media for good.

But don’t do that.

Why?

Because of your 100-year life.

What’s that about, you ask?

Well, more than half of babies born in developed nations in the 2000s can expect live to 100 or beyond, according to the medical journal The Lancet. And if you were born before then, your life will likely be a lot longer than you think.

A new book called The 100-Year Life: Living and Working in an Age of Longevity got me thinking about this.

Authors Lynda Gratton and Andrew Scott are from the London Business School. They look at how anyone at any age can and should plan for their greater life expectancy, turning the extra time into “a gift and not a curse.”

When lives were shorter, people lived a three-stage life – education, work and retirement. These stages were compartments that didn’t overlap.

As early as 1978, Richard Bolles wrote about them in The Three Boxes of Life and How to Get Out of Them: An Introduction to Work/Life Planning. He advanced the idea that you needed to incorporate all three stages across your entire life.

He also wrote What Color is Your Parachute? It was chosen as one of the 100 All-TIME best and most influential non-fiction books published since 1923.

With how quickly the world is changing, Bolles’ advice was and is spot on.

  • We need to embrace lifelong learning, actively developing new skills as technology and globalization accelerate.
  • We need productive work to provide purpose, meaning and economic sustenance throughout our lives.
  • And we need leisure time to enjoy our lives and the people in them, and to refresh and renew ourselves.

Gratton and Scott explore this concept in writing about the interplay between tangible and intangible assets. They define an asset as “something that can provide a flow of benefits over several periods of time.”

Tangible assets “have a physical existence” and include things like housing, cash and investments. Intangible assets are things like “a supportive family, great friends, strong skills and knowledge, and good physical and mental health.”

The authors say that intangible assets are “key to a long and productive life – both as an end in themselves and also as in input into tangible assets.” They divide them into three categories of assets – productive, vitality and transformational.

One of these intangibles – a productive asset along with skills, knowledge and peers – is your reputation. “When a company has a positive brand, or a person has a good reputation, it is much easier for others to interact with them,” the authors say.

“A good reputation can be enormously important as it enables your valuable stocks of skills and knowledge to be really utilized in a productive way,” they continue. “It can also have a profound impact on your professional social capital.”

Why? “A good reputation will be one of the assets that enable you to expand your horizons,” the authors say. “It is the combination of portable skills and knowledge and a good reputation that will help bridge into new fields.”

They go on to write that “over the coming decades, it is likely that reputation will be based on a broader range of inputs. As future careers embrace more stages and more transitions, then inevitably this will create a broader range of information.”

Enter social media.

“Social media will increasingly broadcast your image and values to others and allow others to track and monitor performance,” they say. “So it is inevitable that you will need to curate a brand and reputation that covers far more than just your professional behavior.”

Everyone will need to signal their skills, their capabilities and their values during a longer life that potentially has multiple transitions. And transitions can take many forms – from one functional area to another, from one company to another and from one type of work to another.

Social media makes it easy to do this.

Over time, you can share your skills and abilities through many platforms – a Twitter feed, a YouTube channel, an Instagram stream, a LinkedIn portfolio, a Snapchat story or a personal blog. And these platforms will continue to change and evolve, with new ones emerging over time.

If you want to make your life’s transitions easier and more fulfilling, then social media is a must. And this doesn’t mean being on a few platforms to share photos with family and friends. A deliberate strategy and a plan for your personal brand in social media is imperative.

But where do you begin? Which social media platforms should you use? How do you curate and create content without it taking over your whole life?

Those will be the subjects of several upcoming posts.