I welcome you to this blog in this first post 2020. If last week I tried an extensive post about The best of 2019 Personal Branding, today it's your turn to the worst of 2019 Personal Branding. As you will see in the same post last year, some of the problems affecting personal brand management remain: superficiality, opportunism, intrusiveness, termism, envy, plagiarism, Privacy violation…
Well, the problems detected a year ago, this year I add some new. If you have little time I invite you to watch this one-minute video summary:
Digital bad practices
- Many believe that we should behave differently in the online world. Common sense says no.
- Many recreate their frustrations under anonymity, and that generates violent language that installs as usual
There are hundreds of problems related to digital bad practices. For not extending, I highlight the three I've seen most often this year:
IDiots grow, digital cretins. Your strategy is to massively follow hundreds (Thousands) of people on Twitter and Instagram. And everyone who returns the follow-up is no longer followed so they have many followers and few in a row.
Since I was in the business of identifying these beings, November 2018, following a post titled Identifying a profile that invades network, the IDIOT the app that warns me about this has identified only on Instagram no less than: 864 people, if rest to those who have been blocked by the network itself, would result in 750 people iDiot, an average of two a day.
The most serious thing is that some have repeated after a while, and i haven't just stopped following them, I've blocked them. If you are interested in knowing which application it is and in the way to have a list of iDiots identified, write me via contact section and I'll send them to you.
Digital labelers continue to rise
They've become a plague. Its modus operandi is to create a content (often mediocre) and tag you when they share content on networks. That would make sense if we were there by allusion, But if you don't, it's simple spam.
What they want is for you to spread the content without more. At first you fall into the trap and read, until you find out that you're not invited to the party, but they want you to report it on your networks. Then you end up identifying the individual and either removing your tagging (some networks allow it) or you either ignore. If the individual insists on new publications, you can consider letting me know that I don't do it anymore, and if you don't listen, blocking the song.
Linkedin and spam on contact request
Some time ago, the custom was for someone to invite you to be part of their network, and soon or a few days you received a laaar message full of links and with an unsolicited and unpersonalized offer. The usual thing was to ignore.
Now the thing has been sophisticated, and what I call "connection spam" occurs: a contact request message that already incorporates offer, links… we go, pure spam. In this case it's all easier, it's about not accepting contact (Ignore) and problem solved. If on the first day an individual prunes spam, imagine what awaits you if you don't stop it.
To top it off with this part of digital bad practices, nothing better than visualizing the TEDx of Eva Collado in Vitoria “How to spot toxic profiles on social media”.
The rise of the "offended"
Increase those offended by anything that doesn't fit into your creed. Streets and networks are increasingly filled with "offended" who admit no other argument than yours.
This year I lost two people I thought were friends because they were constantly looking for confrontation, whether for political or religious reasons. And they usually do so from closed positions: either you're with me or you're against me. I consider myself lucky to have friends of all faiths, with an open mind, who may not share but respect. That's friendship, the one that breaks ideological walls.
Know, then ruthlessly criticized
It's known as a negative critique for ignorance. It's another of the bad practices that abounds in real life and multiplies on social media. Since I don't know about a subject, I criticize it before I know how it works. In this, this year we've had quite a few attacks on the personal brand.
Almost all of them came from people who don't understand the staff branding (personal brand management) as a strategic process but as a trendy and ephemeral self-promotion tactic.
I don't blame them either.; networks have been filled with fake experts, fake gurus and fake millionaires who promise you the first million if you buy their course online, which in the end only explains how to campaign on Facebook.
I applaud the compendium of articles in defence of the personal brand developed by The Professor Vladimir Estrada in Soymimarca. You can download the ebook that collects them You are right, we are brands.
"Finfluencers" or fake influencers and the dictatorship of like
Those people who have achieved large communities in a short time often cause irreparable harm with his message "you too can be someone famous without investing money or time".
First, because not always getting those communities has been ethical. Many times iDiot strategies have been used, others have been built by buying followers massively. I know, there's no illegality in it, but it's a lack of ethical sense by then saying "you can too".
A few weeks ago I covered the subject in From influencers to influentials (a substantial change). Only those who know how to take the step of influencers influencers will show a strong personal brand in this liquid world.
With product we compete, branded not (or not so much)
We insist on selling product. Erre who erre. "buy my course, my lecture, my colony, my ...". We must focus on branding, And I'll explain why.
The brand includes a very rich field of meanings, Complex, abstract and evocative. Make them fall in love with the brand (purpose, mission, Territory, values) and they'll be interested in your product. People don't buy Apple products because they're rationally better than the competition, we buy them because we like what Apple means, that archetype of The Createdr that seduces us so much. As Friedrich Nietzsche said, “if we have a why we'll find out how”. Have a nice week!
An irreparable loss: Arturo González
He could not finish this post without deeply regretting that this 2019 past we lost our colleague and friend Arturo González, PhD in Communication and Personal Branding. One of the greats of the personal brand, professor at The Monterrey Technological University Center, northern Mexico.
I met him because my friend and colleague Pablo Adán says convinced him to attend the first congress Personal Branding Lab Day. And there it was, in Barcelona, that summer of 2015. In November 2018 I had the pleasure of re-matching him, this time in Puebla (Mexico), at Personal Branding Experience PBEX organized by my friends Daniela Viek, Nancy Vazquez and Alan Urbina (Integra Personal Branding).
We took this picture, with Arthur in the middle. One of the people with the greatest sense of humor I've ever met, and a great communicator and communication expert. He left too soon., But your mark remains.
To get to know him more deeply, I recommend reading Vladimir Estrada; Latin American personal brand: after planting and harvesting a large (A collective tribute In Memoriam to Dr. Arturo González, a great human being and excellent Mexican colleague, gone to a stalk).
Stock Photos from Shutterstock