Social media has revolutionised career networking. Today, you can build a reputation that extends far beyond your immediate work circle, crafting a personal brand that brings substantial opportunities. With the increase in remote working, maintaining a solid online presence is more critical than ever.
So, how do you build a great reputation in your industry online? We’ve gathered some expert insights to get you on the way.
Focus on the right channels
You don’t need to be active on every new social network. Check out the platforms where your industry is talking and engaging and prioritise these. LinkedIn remains a cornerstone for professional networking, while platforms like Instagram and TikTok are emerging as powerful tools for personal branding.
Marketing consultant Brian Honigman urges people to focus on the social media channels where the people they admire congregate and not to insist on being everywhere. “Nobody will notice if you’re not there, but they will notice if you are there and do it poorly,” he says. So, quality over quantity is key when it comes to finding the right channels.
Define your goals
You need to know what reputation you want to build. Start by outlining the traits you want your social media presence to convey. Whether aiming to be seen as a thought leader, creative powerhouse, or mentor, defining your goals is crucial.
“Whatever your ideal image and brand is, first define it,” says Kim Harrison, founder of Cutting Edge PR. Then learn from people who already have that reputation, he says.
“Building your personal brand can take time, but by observing popular influencers, you can learn and apply habits and techniques that have made others successful.”
Having clear goals also helps you stay consistent in your messaging, which is crucial for establishing a recognisable and trustworthy brand.
Show your expertise
Building a reputation as an expert on social media means creating shareable, engaging content. Instead of simply stating your expertise, demonstrate it through insightful posts, videos, and infographics.
“You lose credibility if you blow your own horn. Let others do it for you by providing valuable content,” advises Dorie Clark, author of What’s Next?: The Art of Reinventing Your Personal Brand.
By regularly posting high-quality content, you can showcase your knowledge and help build a loyal audience that values your input.
Engage Actively
Of course, social media is not just about broadcasting; it’s about interaction. Engage with your followers by responding to comments, joining discussions, and sharing others’ content. This helps build relationships and shows that you are an active and approachable member of your professional community.
By engaging actively, you increase your visibility and enhance your reputation as someone genuinely interested in your field (and the others working in it).
Be a cheerleader
No one likes a know-it-all, so don’t neglect the social side of social media. Make sure you have a reputation of being a team player by sharing some of the spotlight and celebrating the achievements of others.
“Cheer for everyone and everything in your industry,” says Meagan Bowman, CEO of e-commerce company Stopwatch. She says it shows that you love strong competition and is likely to make others more willing to return the favour.
Promoting others can build goodwill and help create a supportive community, potentially leading to mutual benefits like collaborations and shared audiences.
Leverage Visual Content
Visual content is becoming increasingly important in social media communications. To make your posts more engaging and shareable, create and use high-quality images, infographics, and videos. Platforms like Instagram and TikTok are particularly suited for images and graphics, but even on LinkedIn, posts with visuals tend to perform better. Visual content can quickly convey complex ideas and capture viewers’ attention, making it a powerful tool for building your brand.
Gather accolades
Once you’ve started putting out content and grabbing people’s attention, it’s time to start reaping the rewards of recognition, accolades and connections – all of which can be used to strengthen your CV, enhance your credibility, and open up new opportunities.
Timothy Carter from digital marketing agency SEO.co recommends offering to collaborate with people who are more successful to reach bigger audiences and climb the reputational ladder. “Sometimes, merely being associated with a known authority can help you get seen as an authority in your own right,” he says.
The social media landscape is constantly evolving, so it’s important to review your strategy regularly and adapt your approach as needed. Work on understanding what type of content works best with your audience and stay open to experimenting with new formats and platforms to remain relevant and effective in your industry.