I’ve worked in marketing for the last seven years. I’ve appreciated how that experience is going to help when it comes to my writing career. Yesterday, as part of my job, I attended a Network of Executive Women event and had the opportunity to listen to some amazing speakers on utilizing social media to advance your career. A lot of this applies to building a personal brand, so I took copious notes to share with all of you, of course. Please note: I’ve paraphrased a lot of what is said and applied it to publishing. The original thinking is property of the speakers.
Topic: Building Your Individual Social Media Strategy
Keynote: Steve Knox (CEO, Tremor)
Katja Presnal (Community Manager, Collective Bias)
Kristen Rovai (Inside Sales Manager, Advertising Sales, Facebook)
Michaela Prescott (Head of Search Marketing, Google Inc.)
Nate Johnson (Director of Consumer Marketing, LinkedIn)
What they had to say about Social Media Strategy:
- Your Social Media Strategy isn’t restricted to Online. Twitter, Facebook, LinkedIn and Google are great tools, but you need to build a presence offline, too.
- P.I.E. Theory of Leadership applies. PIE stands for Performance, Image, and Exposure. All three are required for people to take notice of you.
- Performance is expected – it’s the bare minimum of what readers, agents, and editors expect of you. If you rely on performance to get the word out, it will be a long time coming.
- Image is how people perceive you – how are you presenting yourself on Twitter, forums, Facebook, and your blog? Are you negative and lingering on your failures? Are you focusing on ways to help other writers? What do you want people to take away about you?
- Exposure is where the rewards lie – this is where a strong network can do wonders. Are you getting your name out there? Do agents and editors know who you are based on what people are saying about you or the content you are posting?
- Know Your Foundational Truth. If you want people to trust you/your brand, you need to know what you stand for. If you want others to advocate for you (like readers spreading the word about you), they need to know they can trust you. For example, if you sell yourself as a family-friendly author and you suddenly deliver a book filled with sex and drugs, you may destroy a trust readers have developed. Know what you are about.
- Disrupt schemas.
- People develop “schemas” about the world – it’s the way we expect to see the world. If your message fits within the schema a person has developed about the world, people won’t spread the word about you. Your message needs to disrupt their schema.
- A disruption should be mild, not wild – or it may violate your Foundational Truth.
- Apply this to Twitter – do you retweet conversations that say what you expect to hear, or things that vary from the norm and surprise you?
- Word-of-mouth buzz is worthless without advocacy. Buzz marketing doesn’t work if people can’t remember the brand/individual. Your marketing efforts should be relevant to you and drive recall of your brand.
- Google yourself often. Aside from feeding your ego, you need to know what people are saying about you. If…ahem… inappropriate pictures are showing up on Facebook, you should know about it and be ready to deal with the repercussions (i.e. untagging yourself or changing your privacy settings).Before you search, try logging out of Facebook so you can test what the world is seeing.
- Facebook can help you get the word out. With over 400 Million users (over 50% of which log in every day), Facebook has a lot of potential to help you build awareness.
- LinkedIn works hard to help you network with other professionals.
- Google Tools to tap into. Google Alerts will help you keep track of what’s being said about you online. Set up your Google Profile – this tool will rank high in a Google search, and will help you to control what people read about you first.
- Don’t drunk tweet. 🙂
- What to do about the negative – If you google yourself and discover negative content, get more of your own positive content out there. Do interviews for other blogs. Interview other popular people on your own blog. The more positive content with popular rankings, the lower the negative content will rank in a search. You can also contact the poster of the negative content and politely ask them to remove it.
I hope this tips help you! If you have any questions, please feel free to email me (corrinelj at gmail dot com) or leave a comment.