Social Media: All the Cool Kids are Doing It by Carolyn Flaherty

Although Linked In is widely accepted among professionals as a means to expand networks, search for employment or employees and seek professional guidance; some professionals have been more leery of jumping on to other popular sites. I believe that most of the hesitation stems from a perception that their presence on Facebook, Twitter or certain other platforms could somehow compromise their professional persona. However, Facebook has become the new golf course.

Indeed, Facebook is said by some to BE the new internet. It is where people get to know you and it provides a platform to build relationships. However, it is important to remember some key points in order to successfully utilize any social media venue:

• God gave you two ears and one mouth. He had purpose in that design. Listen twice as much as you speak. Strive not just to be interesting but moreover to be INTERESTED.
• Provide value to others. Value is not determined by you, it is determined by your audience. Evaluate your audience. Determine what they respond to and comment on. Their activity illustrates their interests. They may be primarily seeking entertainment rather than hard facts. You need to play to your audience or you will lose them.
• Keep your posts PG.
• Facebook was made for people not for businesses, so put PERSONality into your posts.
• Create a brand. People want to do business with other people that they like. They cannot like you if you do not allow them to know you. Use your real name, be honest, be authentic and be transparent.
• Serve others. By reviewing comments and posts within your network you can discern their needs. This gives you an opportunity to serve them; to connect and share your knowledge.
• Posts with pictures and video attract attention more than simple posts. Whenever possible include a picture, video or link with your post.
• Post regularly. Fresh and consistent content is crucial. Most sources suggest posting three to five times daily.
• Selling should be done modestly. Your intent should primarily be to collaborate and share as opposed to selling.
• Posts are rated and prioritized by the powers that be on Facebook and these ratings determine where your post falls in the newsfeed. If your posts do not generate comments and “likes” they may be deemed unimportant and may not even appear in your friend’s newsfeeds. Therefore, the goal is interaction. Be sure to “like” comments left by others on your post and respond in the comment thread because the Facebook rating system gives you credit for ALL interaction.
• Sometimes being different can be better than being better.
• Embrace the negative comments. Feedback, BOTH positive and negative, helps you to improve. Negative comments give you an opportunity to respond publicly, (which may actually help you build your reputation if handled properly).
• Developing your network and your social presence is not a race. Take time to develop quality relationships because it is not the quantity of your relationships but the quality that determines value.

Finally, consider implementing a social media policy in your firm. The policy does not have to be overly specific but should include general guidelines such as: no talking about clients and no bad mouthing the firm.