Building Your Personal Brand on Social Media
Nearly 59% of the global population is now active on social media, according to a 2022 report by social media management platform Hootsuite. In addition, nearly 83% of working professionals use social media for work-related communication and 80% of decision-makers say it is influential in their business-related research.
In other words, you’re missing out if you aren’t using social media for your personal and business development.
While there’s little doubt that your company is already utilizing social media as part of its marketing strategy, in many ways, it is even more beneficial to have a strong personal presence as well. No matter what industry you are in or what services you provide, people ultimately connect with others. And that is where your personal brand becomes so valuable.
Optimizing Your LinkedIn Profile
Regardless of what social media platform you are on, it is imperative that you present yourself with authenticity and professionalism. On LinkedIn, that begins with your personal profile. When building or reviewing your profile, ensure you have a high-quality photo where your face takes up about 60% of the frame. If you don’t have a professional headshot, use your smartphone to take one with bright lighting and a non-distracting background. There are free online editing tools, like Lunapic, that can remove the background for a cleaner and more professional look.
As LinkedIn provides many opportunities to highlight your skills, you should take full advantage of any opportunity to build a personal brand that illustrates that you have the tools and knowledge to solve people’s problems. Use the “About” section to briefly explain who you are, what you do and who you can help. Be descriptive in the “Experience” section, as this is your chance to emphasize your specific background and expertise. Remember that every word in your profile is keyword searchable, so be sure to use language that is relevant to the industry to further increase your chances of being found. Bolster your value even further by including relevant skills and certifications you may have earned.
Related: Stop Sharing Updates While You Get Your Profile In Order
There are several other ways that you can spruce up your LinkedIn profile. Consider uploading a profile background to help promote your company or show something more aesthetically pleasing than the default image. If you haven’t done so already, you should also customize your profile URL, which will look professional and makes your profile easier to find. LinkedIn also allows you to add videos to your profile, which is a great way to visually highlight promotional pieces or even personal vacations.
Harnessing the Power of Posting to Connect with Your Audience
Now that you’ve optimized your profile, it’s time to actively engage with your followers through posts. One of the greatest values of posting is that it allows you to work through people’s “layers.” Existing and potential customers must subscribe to your emails or actively visit your website to learn more about your company and what it offers. Posting is one of the few ways that you can promote something without your followers proactively seeking out the information.
No matter what social media platform you’re using, it’s essential that you find your voice when posting and that you do not talk to your audience like they are dollar signs. With that in mind, be genuine and avoid using unnatural corporate jargon (i.e., write the way you speak – not only is it okay to show your personality, you want it to shine through). This is your chance to build trust and develop (or strengthen) a relationship with your followers, so make sure that there is value to what you are posting, and that you are presenting it in an interesting way. In other words, create meaningful content, not an overtly self-serving commercial.
At the same time, something that may seem insignificant can be very meaningful. As the intent is to create a stronger connection with those following you, sharing what you are up to, whether that is going to an event, a conference, or even a vacation, is valuable – particularly within the hospitality industry. Facebook and Instagram lend themselves to sharing vacation photos, and although a platform like LinkedIn would typically discourage such a personal post, it could still make sense there given its relation to the industry. Be sure to highlight the positive experience you had and the memories that were created, to better relate to your followers on an emotional level, while also reminding them about the importance of a well-planned trip (which can act as a “soft sell” for your services).
You can also implement several strategies to increase the chances that your posts show up on somebody’s feed. When posting about your activities, always try to include photos – particularly ones with people (especially you) in them. As your followers quickly scroll through their feed, you want to capture their attention and cause them to stop. In addition, one of the most important things you can do to ensure that your posts get engagement – which will increase the likelihood of it getting seen – is to write a caption that tags the individuals, companies and organizations that you mention. When you tag an account, they’ll be notified that they were mentioned, and that account will most likely like, share or comment on your post. This is also beneficial if you’re mentioning your own company or a colleague, as it allows your network to follow your company’s page and connect with specific team members. Finally, captions are also keyword searchable, so somebody searching about that topic may find your post.
Keep these tips in mind as you build and establish your personal brand. While it may feel like you are sacrificing a potential new business opportunity, you are further establishing your brand and strengthening what could be a valuable long-term relationship. And that is ultimately one of social media’s most powerful and valuable things: the ability to build, nurture and maintain relationships that may have otherwise petered out. Remember, there is only one you. Leverage your unique story and communication style to build a stronger connection with your followers on social media.
ABOUT WITHUM
Withum is a forward-thinking, technology-driven advisory and accounting firm, committed to helping clients in the hospitality industry be more profitable, efficient, and productive in the modern business landscape. For further information about Withum’s hospitality services, contact Lena Combs (LCombs@Withum.com) at (407) 849-1569, or visit www.withum.com/hospitality.
