How Social Media Will Change for Professionals in 2017

It’s a new year. A fresh start. How will you revitalize your social media strategy?

You can start by thinking about how social media will change in the coming year.

No one knows for sure what will happen, but here are some interesting trends from personal branding expert William Arruda.

And at a macro level, Bryan Kramer has a roundup of  2017 predictions in social media and content marketing. This includes one of the best in personal branding, Dorie Clark.

As a communications and marketing professional in the corporate world, I think the following changes will have the biggest impact in the year ahead.

(This is where I remind readers that opinions are my own).

Life is lived on stage. Every day when you leave your house, you’re in the public eye. You could be photographed, recorded, tagged, tweeted and snapped, all without your express permission or even your knowledge.

The upside to all this? It’s one more incentive to live a high-integrity life. To do the right thing. To make the world a better place.

In the words from the film Ocean’s Eleven, “there’s always someone watching.” Make sure you’re presenting yourself as who you authentically are and how you want to be seen.

It’s not even clear how long our own homes will be a sanctuary from the public sphere. On Thanksgiving day in my leafy town, I spotted a drone in a nearby yard. It made me rethink my window coverings.

It also made me think about feedback. I used to work with a chief marketing officer who was a fantastic speaker. He owned the stage. And he always wanted to improve. After a big speech, he’d ask me for the video so he could critique his performance.

That’s a wise move for every professional. Take some time each month to evaluate how you’re coming across in video, in pictures and in words.

When I’m giving a big speech, I record my practice sessions on my phone. That has two benefits.

The first is a way to improve my actual delivery by assessing how I look and sound.

The second is a way to memorize the speech in advance, so I can deliver it in a more natural way.

How? By listening to the recording while I’m driving and when I’m about to go to sleep (a proven method for studying and remembering information).

Images trump words. As a word lover, it pains me to write that images are more powerful than words. But it’s true. Even my iPhone keypad is suggesting emojis in place of certain words.

Every social post needs an image. Research shows that articles with images get 94% more views.

Wherever I go, I take pictures on my iPhone. I may not use them right away, but I’m building a library of images for the future.

On New Year’s Day, for example, I wanted to share a personal picture.

The year before, my family attended the Tournament of Roses Parade (with reservations about the early hour and the relatively cold weather, by Southern California standards).

The perception of frostbite aside, my camera roll was filled with pictures of beautiful, colorful floats. A photo of South Dakota’s float of Mount Rushmore caught my eye. Four great presidents. In a month when our country will inaugurate a new leader. There was my timely and timeless image.

In addition to using my own photos, I subscribe to a few image sites, iStock and Canva. They’re well worth the investment, because they make content more eye-catching and professional.

Video trumps stills. For as much as photos are better than words, they’re starting to seem almost as dated as mere words. It’s the moving image that captures the eye. From Facebook Live to Periscope to over-the-top video, the moving image reigns supreme.

This will be an area of experimentation for me in 2017. I’ll start with a few short videos in my Instagram feed. I’ll try Facebook Live. And maybe I’ll turn some of my blog posts into videos. That idea that jumped out at me in Gary Vaynerchuk‘s Udemy course on building a personal brand.

Snap isn’t just for teens. Now that Snapchat is just simply Snap, it’s unavoidable in the news and the cultural zeitgeist. It’s how my teenage daughter and I enjoy spending time together, checking out her snap streaks and laughing over the funny moments she and her friends capture of every day life.

I’m still figuring out the basics, like how to take a decent picture that won’t be obscured in all the wrong places by the filter du jour. It feels like having all thumbs, like I did when I first joined Twitter and I hadn’t fully figured out why I was there yet. More to come on this topic as this learning project takes shape.

Professionals need a plan. With so many ways to share your professional expertise, ideas and achievements, a plan is essential.

It starts with setting goals. What do you want to accomplish? What social media networks should you be on? What are good ways to curate and create content?

From there, you need a calendar. I’ve been searching for a ready-made one, unsuccessfully so far. Right now I’m using an Excel spreadsheet. As this evolves into something better, I’ll share updates in future posts.

Right now, it’s organized by date, broken into weeks and months. For content ideas, I look at upcoming:

  • Blog posts on social savvy for professionals
  • Work news and events
  • Conferences and training sessions
  • Speaking engagements
  • Hashtag holidays
  • Personal milestones

For each piece of content, the calendar includes:

  • Posting date and time
  • Content headline
  • Content summary
  • Content type (e.g., blog post, photo or video with caption, etc.)
  • Category (professional, personal or a mix)
  • Creative (photo or video)
  • Channel (which social network or networks)
  • Hashtags (especially for Instagram and Twitter)
  • Status (whether in development, posted or in the comments stage).

What changes are you making in your social media strategy this year?

Published by

Caroline Leach

Hi, I’m Caroline Leach. I help people and organizations tell their stories.

I’m a Marketing VP at AT&T, a former Communications VP at DIRECTV and an alum of the USC Annenberg School for Communication and Journalism.

This blog, Social Media Savvy for Corporate Professionals, shows you how to build your personal brand, advance your career and embrace your future. It helps you promote your employer and your network too.

Opinions expressed in this blog are my own.

Your comments are welcomed and encouraged. I’d love to hear from you!

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