- (Ⅰ) Who to follow in networks: Linkedin, Twitter, Facebook
(Ⅰ) Who to follow in networks: Linkedin, Twitter, Facebook
Who can we follow on social media? Obviously whoever we want, but as a general criterion I usually opt for four profiles: who can bring us value, whoever helps us spread the message, To Recruiters and to those of us who want to return Courtesy, without more.
1. Who can give us value
This is a key audience that will keep us up to date with the things we care about. It's not just influencers, these are experts who share knowledge and can bring value to our profession. The ways to identify and follow them vary depending on the social network:
Experts: It's the network where the most job offers move. To identify who is who on Linkedin is worth using advanced search, a powerful CRM that allows you to locate personal and professional profiles through keywords, by first or last name, by previous or current company, by geographical area... The difficulty is that once a contact is requested, he doesn't always accept the return, implying that our profile must be impeccably drafted and with very clear value propositions.
Companies: It's worth following companies, especially those in which our interest and professional affinity make them Target (Diana) of our professional aspirations. Company profiles can be tracked, but we can also include comments in your posts, which will allow us to start working our professional positioning.
Groups: There are about two million groups on Linkedin. They are authentic specialized discussion forums. Some are networking, but the vast majority are thematic, like the one in Soymimarca, focused on personal branding, and with near 3.000 Members. In groups we can follow closely experts to be able to learn from them, but we can also talk to them, an unbeatable opportunity to leave our mark.
People: It's the network that allows us to follow whoever we want without waiting for the tracking back. Following experts on this network is very easy through your search engine: just put the subject matter that we're interested in and when you click search there will be several options: Featured, live, Accounts, Photos, Videos, more options. For example, if we search for journalists we have to write the search engine the word "journalist" and then click "accounts", this way we will see those people who have defined the property as a journalist in their profile. Although I'm not a lover of Klout (online influence meter) there is a Chrome extension and other browsers that allow us to directly view the Klout index of each Twitter profile, because we can have a rough idea of their influence.
Companies: Companies have consolidated their presence in this network due to their influence on direct news and reputation. To follow companies we will use the same criteria as to follow people.
Concepts: search for #hashtags is very effective and allows you to track the conversation around a topic. If we put #personalbranding in the Twitter search engine, and then let's go to the featured tweets, we will see at one point all the developments that are taking place about it. Using the Hootsuite tool that tracking is even easier, because it allows a column to continue until 3 Hashtags, For example: #personalbranding #marcapersonal #employeebranding.
Twitter lists: a selective option to watch Twitter is to search Lists like what we're looking for, and subscribe. That keeps us from following everyone on the list, but instead we can see live what they're posting. Locating lists on Twitter is a complex thing, since this network has not yet considered the lists in its search engine or in its advanced search (he also has it), so we'll look first for concept through the hashtag and there, manually we'll look at who has created like-minded lists.
Active tracking: The "enable notifications on your mobile" option is available when the person or company you follow has returned tracking or "follow". This means that every time you tweet or tweet, you will get a notice on your phone screen. It's the most direct way to follow a profile.
People: Here you will run into privacy options, that in many cases make it impossible to find a person. When we get it, we can send friend request and in other cases Facebook allows to activate tracking. People who besides profile don't offer any difficulty to follow them through a "like" on their page, but let's not forget to visit it daily as Facebook Pages only shows the 5% of what the pages post to their followers (unless they campaign for payment).
Companies: the vast majority have a page, and through the page generation search engine it is very easy to access them and like them.
Public groups. There are very powerful thematic groups, a response from Zuckerberg Linkedin to keep the conversation more professional on Facebook. Every time someone posts in a group we get an alert as if someone had written on our wall, it's very easy to follow, and very easy to also talk to the experts from the group wall.
2. To who, in addition to adding value, help us spread our messages
The close circle of influence: Of the influencers we can learn, but unless they're friends, they will hardly share our reflections or content on their networks. Who has that role then? Our trusted environment, both personal and professional, but especially those who have good communities in the networks. For us they are easier to identify because we know them, are part of our environment. Let's imagine that we've created a content: a blog post, a video on YouTube, we've appeared in a radio interview, TV or in a press article. With the digital link we can get further, and we'll do it through our close circle of influence.
Share (Link) in my profile. With that link we will click the option to share our content on Linkedin and all that follow us will be able to see what we have shared.
Send to individuals: Linkedin allows us to share that link to individuals, block up 50 People. It's worth changing the standard "I think this might interest you" message for something more worked and personalized. "I had a radio interview a few days ago when I explain the effectiveness of systemic coaching in organizations. It would be helpful if you could share this link. Magnificent summary!".
Send to groups. Linkedin allows us to share content, own or other people, a los 53 groups we can be members of. This exponentially multiplies the chances of being seen, because there are some networking groups that have more than 100.000 Members. To do so, we will act the same as in the previous two cases. Since the news, Post, or content link we will share on Linkedin with the option "send to groups" and we will place the name of the groups we want to reach.
Direct message: with those trusted people we follow and follow us on Twitter we'll send them an MD (direct message) attaching the link to the content and asking them if they can share it in their community or simply mind them to make an RT (Retweet) the tweet created by us that already includes link and hashtag. It is recommended not to abuse this practice.
Twitter Ads: If we have a small community and we want to be seen (Impressions, it's the technical name) 70.000 People, a good option are Twitter Ads, very easy-to-hire ads where you choose the type of audience you want your tweet to reach. For $100 you can achieve a great reach, which will then translate into leads (link clicks, subscriptions to a blog...).
friends: Maybe it's the easiest case. Since a profile is supposed to be that, Friends, all we need is to say out loud that we need them to share our content. Caution: abusing this practice is considered spam, so we'd better reserve this ammo for very specific and special cases.
Groups: It's a great place to share content, and unlike friends profiles, professional groups are for that, to share valuable content. Let us remember that before we receive you have to give. It does not serve to use the groups as a receptacle of our ideas and not to interact.
3. A nethunters and recruiters
This is a very interesting audience for those looking for job opportunities, but it's the most difficult-to-reach profile and the most sensitive protocols. We can't expect a quick or positive response from your bravado. The strategy above tactics. Before undertaking any action aimed at this audience is important to work our online profiles to have consistency, Message, positioning and not full of digital garbage, complex issues like FPRS (Football, Policy, Religion, Sex) are not prohibited but should be treated with great delicacy so as not to end up discarded at the first time of change.
It is important to know that the digital recruiter or nethunter doesn't settle for a static photograph of a moment, often keep track of each profile to know who we interact with, what we share and what value proposition is behind our brand.
Locate them on Linkedin it's more complex, because the word nethunter it's used by a few professionals. Good advice is >Advanced search > Keyword - nethunter >Close to your country, your district, and with the widest radius you can. For example, doing a search in Barcelona have appeared to me 12 professionals with this profile.
We analyze their profile. From that moment they will know that we have done, we've already left our first mark.
We ask for contact, but never via mobile or tablet, because they don't allow you to customize the message. We customize the text as much as we can, with the value proposition (what wins whoever hires us) ahead.
And to wait. If they accept contact, Please, let's not push any harder for a few weeks. There's nothing worse than accepting someone and two minutes later asking. So the advice is to give before you ask: bring value, share interesting content, interact in groups or companies where the nethunter is to leave the second mark and wait to be pre-selected in a process.
Advanced search: We would work the same advanced search procedure, that allows you to target specific location variables. Twitter's advanced search is that big stranger, but it's very powerful. It is in the "more options" submenu once we have performed a simple search.
Follow: Here the protocol is different, because we can follow whoever we want, so we'll go directly to "follow". Possibly won't give us back the follow, they don't usually do it, so a good option will be to create a list titled "Top Nethunters Spain" (For example) and go include all profiles related to the word nethunters. With that we have left the second mark, more important than a "follow".
Label: If we create high-value content (Much) such as translating a Harvard Business Review article on HR and the Internet before anyone else and posting it on our blog, in that case we can upload a tweet with the content and in the end a cc (with knowledge) @elnombredelnethunter. It is essential not to abuse this practice, once a quarter by nethunter, as long as the content is worth it, will be enough.
Hold on: And to wait.
Caution: Since it's a network of friends, here we have it more complicated. Nethunters don't usually have a page, and with exceptions they won't admit us as friends in their profile.
Privacy: There are groups of recruiters on Facebook, but most are closed, work by invitation. We can't get in here either..
Creativity: the only possible way to get the attention of a nethunter or recruiter on Facebook is using high doses of creativity, for example with a video-resume that breaks molds. Take a look on YouTube at the Nuria Fusté Massana, is a great example of what is being talked about here.
4. Who we want to return the courtesy
There is no clear rule as to whether we should accept follow-up from anyone who asks us for contact, Friendship... Each case deserves to be studied separately. There are profiles like Francesc Grau's on Twitter @fgrau author of "Twitter in a week" who reads "follower of my followers" while others only follow those they know or who they actually intend to follow. In any case, here the protocols according to the social network are simple:
sure before: Here it is worth click on the profile of the person you want to contact to make sure that there is a spammer or someone who will come with the story that has a cousin in jail and needs money.
Action: If he convinces us, we'll already have a new contact, a new email and a potential stakeholder.
Attention, it's not all worth it: Just like Linkedin, but on Twitter there are some profiles that are usually suspicious and that maybe it's better to leave for another time:
1. Everyone who goes with "egg", no profile picture
2. Those who, despite including photo, lack a profile description
3. Those who have been photographed with their pet
4. Those with a private profile (on Twitter that doesn't make sense)
5. Those that include symbols of extreme affiliations (Football, Policy, Sex...)
6. Those who call themselves MLM Multilevel or internet marketing
7. In general, those we see that they're not going to give us anything at all
Possibilities: It is good to know that once the follow-up is bilateral a number of functions are activated, of which we will highlight two:
1. The ability to send MD > Direct messages
2. The ability to turn on notifications on mobile, so Twitter will alert us to every action on the screen followed.
Friendship: By accepting a friendship we have the right to visit her full profile, see what friends you have and turn on Facebook Messenger, something very similar to Whatsapp.
How to accept: If Facebook is a network of friends, acceptance of contacts can follow two criteria, choose the one you want.
1. I only accept people I know (and I want to have on my wall)
2. My friends' friends are my friends.
Soon we'll be on with YouTube, Instagram, Google+,…
Headline image: shutterstock.com
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Soymimarca Partner, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.
I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.