Social media is one of the most powerful digital marketing tools available today, and we all know we need to use it. Having an active presence on major platforms (LinkedIn, Facebook, Twitter, Instagram, etc.) will ensure you reach as many people as possible with your content.
Social media is one of the best, if not the best, places to showcase your personal brand. What is your personal brand? It’s the unique combination of skills and personality that you want the world to see. It’s the telling of your story, and it reflects your behavior and attitude.
There are some key differences between each social media platform that you need to consider when it comes to building your personal brand and important things you need to know about how to create and share great content that will get you noticed.
#1: Determine which platform is right for your brand.
The first step in using social media to build your personal brand is deciding which sites you want to participate in. Here are the “big four” when it comes to legal marketing:
1. LinkedIn can help you get noticed. This is a site that can help you build and maintain professional relationships with clients, prospects, potential employers, and employees. That’s not to say it can’t be used by other people, as there are many affinity groups on seemingly countless topics of interest available for anyone to join.
If your main goal is to connect with other professionals, LinkedIn is a good place to start.
2. Facebook is by far the largest platform, and also one of the busiest. With nearly 2 billion users, Facebook has become a go-to site for just about everyone. Due to the sheer volume of posts, it can be difficult to have content that stands out.
To be successful on Facebook, you’ll need to post more often than on other networks to get noticed.
3. Twitter is one of the easiest sites to succeed if you stick with it long enough. There are days when no one seems to use the site at all, and others when everyone is tweeting wholeheartedly. One of Twitter’s challenges is the 280 character limit, which can make it difficult for beginners to break through.
Consistent posting over time can yield good results.
4. What instagram Lacking conversion potential (since no hyperlinks are allowed in your post text), it more than makes up for its visual appeal. By far the most popular site for posting pictures, Instagram gives you the ability to share everything from photos of your new pup to your dinner party last night. You can even upload short videos using some of your most engaging educational content, or information about upcoming speaking engagements via stories and reels if you wish.
With so many people using the site and viewing the images as their primary source of content, this is a hugely important platform.
#2: Understand the advantages of each platform.
Now that we’ve covered what social networks exist and what their characteristics are, it’s time to see how you can use them to benefit your brand.
LinkedIn is where you really want to make sure everything is correct before you post it. Due to its professional nature, this site will be used as a measurement tool for potential customers and anyone else who wants to know more about you as a person or as a service provider. Make sure your profile (which must be complete) reflects the best possible version of yourself; don’t include information that doesn’t highlight your abilities and attributes. Also, remember that this is where you connect with clients and colleagues, so striking the right balance between the personal and the professional is key.
The most important thing about Facebook is to remember that quality trumps quantity every time. Posting something just once a day, or even just once a week, isn’t necessarily bad if you’re posting high-quality content instead of multiple half-hearted efforts. It’s helpful to schedule all of your posts in advance using Hootsuite, Buffer, HubSpot, or one of the many other options available. This allows you to focus on creating great content rather than constantly worrying about posting everything yourself.
With its character limit, follow Twitter may seem like an impossible task at first. However, there are a few tricks on this site that will make your life easier. Above all, use hashtags. These small keywords allow anyone interested in the subject to find your message. Hashtags also help get noticed by big companies and people with large audiences; like them enough, and they’ll be more likely to follow you (and even share your stuff).
instagram is simple: take quality photos, add a cool filter if you wish, and voila! You have a photo worth sharing on Instagram. For lawyers, it can be difficult to think about the types of photos you would post. The key here is to show your personal side. What are your passions? What do you do outside of work? Where do you volunteer? How do you pass the down time with your colleagues?
If you’re feeling ambitious, post a longer video or two, but make sure they contain something meaningful before you do. no one wants to see your cat sleeping if it’s not doing anything interesting!
Each of these sites has its own purpose, so it’s important to spend some time determining what will help you achieve your personal goals.
#3: Build your personal brand landing page.
One of the main challenges is to stand out in a unique and attention-grabbing way.
The first step to creating an effective personal brand online is determining what your brand would look like. What do you want people to say about you when you bring up a conversation?
Start by thinking of yourself as a business and ask yourself the following questions:
- Who are my clients ?
- What value am I selling?
- Why should clients hire me over my competitors?
Once you’ve determined these pieces, it’s time to create the actual branding.
Start with your LinkedIn profile. What are you known for in your industry? How do you want people to describe you? What are the keywords that can be associated with you? Think of three adjectives that best characterize your personality. The more unique and thoughtful this section is, the better it will resonate on all other social media channels.
#4: Create and post content that gets you noticed.
Then think about what makes you unique compared to other professionals in your field and share it! This can be done by highlighting original content you generated rather than the same content shared on LinkedIn, Twitter, Instagram, etc. Be sure to include this unique content on all your social media channels and websites, as it will become searchable material for people looking to learn more about you.
Unfortunately, the majority of people will never bother to read beyond your short introductory paragraph. So make it worth their time! You can do this by telling a compelling story or sharing an interesting statistic that will grab their attention and encourage them to keep reading.
No matter what type of content you post, have fun with it. Take a chance here and there by posting something a little different from your usual style, but always keep in mind the value it brings to those who have chosen to follow you.
You don’t have to be perfect either. It’s normal – and encouraged – to occasionally post things that might not go exactly as you planned or have nothing to do with your brand! Along with being able to express yourself freely, it will also help show people that social media is an extension of who you really are. These platforms may not be the only things people see anymore, but they still help shape their first impression, so do your best to make a good one!
Don’t forget to also curate content for your audience from business and news publications. (Wait…didn’t you just say don’t share the same thing that’s already shared online?) Right! You should aim to be new. Don’t share the same everyone the rest is sharing. And whatever you share from another outlet, be sure to distill the key points for your audience.
In all likelihood, they won’t read the third party’s article.
But they will read your analysis of key points and the takeaways they need to know. Boiling it for them saves them time and adds value!!
#5: Interact with others.
Finally, remember that you can’t post anything online without interacting with others. Engage with other professionals in relevant groups and participate in ongoing conversations. Don’t just comment with generic phrases like “great article” or “great photo”. Think about what makes this particular topic important to you and how you can add value.
It is important to remember that the more value you give, the more value you will receive. Interacting with people online can be just as meaningful as doing it offline.
Ultimately, social media can be useful for many different things. It can help your career, create networking opportunities, learn new things and communicate effectively with clients/colleagues/friends/family etc. It won’t be overnight success, but the more you do it the more you learn. , your range will improve.
Social media has given us all a chance to show off our individual personalities in a simple way without having to say much. That’s why it’s great for building your personal brand.