Pros & cons of having private social media profiles

I see that having private or public profiles continues to raise doubts for many social media users. In this post I explain, with the help of Oscar Del Santo, the pros and cons of having a private profile, although I advance that from the point of view of your personal brand, there are more advantages and opportunities having those public profiles.

If you have little time, I invite you to watch this video-summary:

Imagine social media as a social club. Would you cover your face so the partners wouldn't see you?? Would you keep quiet?

OK, I didn't want to condition the answer, but I think that's just what I just did. Imagine the situation. You pay the entry fee to a club, Whatever it is, Sports, bridge, business, whatever you want. And the first day, the day of your premiere as a member of the club, you come with your face covered, earplugs and not saying a word... do you think it's reasonable?

If a network is social, and therefore opened, what's the point of a closed profile?

This was the reflection that prompted me, between 2008 and 2009, to register for the most relevant networks, and with the exception of Facebook, I did it with open profiles. The reason we didn't do it with Facebook is that it was, at least initially, to locate your friends and follow them in the virtual world.

At that time, I was closely following Francesc Grau, author of Twitter in one week, and I remember I asked him his opinion on private profiles on Twitter. His response was stark: Twitter is not a network of friends, it's a place where people and businesses are informed of what's happening in real time and they talk. A private profile doesn't make sense.

But there are still many private accounts, especially on Instagram

Instagram surprises me because a lot of the people who follow me (and the ones I follow) have private profiles. That is to say, that even if they follow me, I can't see what they post if they don't give me explicit permission. I think in the economy of care, maybe we don't have the time to make decisions if there are obstacles along the way. It's my way of looking at it., though I may be wrong.

But beyond my opinion (let's say pretty subjective), I'd rather check the opinion of another great professional like Oscar Del Santo, and then list the advantages (that there are also) and the downsides of maintaining private social media accounts, especially Twitter, Facebook and Instagram.

An expert's opinion: Oscar Del Santo

Oscar Del Santo is for me one of the greatest benchmarks in Personal Branding, inbound marketing, digital marketing, emotional intelligence and coaching. He is the author of "Marketing de atracción 2.0”, “Reputación online para todos” and co-author of "De Twitter al cielo”. This is his assessment of the private profiles:

Privacy is very important for many people, especially those who use digital media and social networks to communicate with an exclusive group of contacts and who want to maintain a certain anonymity and the healthy ability to say whatever they want with a minimum of censorship.

From this perspective, you wouldn't have anything to object to regarding private profiles on Twitter and Instagram. They're a perfectly legitimate option.

True, they convey a certain sense of Obscurantism and do not contribute particularly to the construction or development of our personal brand, or that we can implement growth strategies. All we think twice before following someone whose tweets, feed or images are censored. Thus, from a Social Media Manager perspective and to achieve marketing or reputational goals are not particularly useful.

Key benefits of private profiles

The freedom to choose who you follow and who follows you

Perhaps it's the most remarkable advantage. In the background, you create your own social club. My question is whether that would already be covered with Whatsapp groups, Telegram, Messenger...


By controlling the flow of followers and followed, you avoid trolls, offended, and expendable wildlife like spammers, fake accounts


This is the main advantage that confess essays those with private profiles. In my judgement, it goes against the idea of "social" network. If you want to share photos with family and friends, there are other formulas. The tailor's wife is the worst clad, Drive, Dropbox, private folders on Pinterest,… And if you want to talk, you can also count on Whatsapp, Telegram, Messenger…

Spy mode: see without being seen

It's also an advantage. Allows an observer profile (the majority net on the network) of those who look but don't touch, doesn't comment, doesn't rumour, doesn't share.

Major disadvantages of private profiles

Missed opportunity in election processes

Many think that election processes only occur when someone is looking for work, when you're looking for equipment, when he's running for an election contest. There's more. Every day there are processes of choice that we are often not aware of, or we're only when they contact us for a particular project.

Having private profiles, that equates to a poor digital brand, makes it difficult to choose. Let's remember that if we don't communicate, they won't find us. Y a private profile doesn't communicate.

Smaller communities

Maybe it's a secondary disadvantage., but social media requires minimal so that we can consider them "communities". Linkedin has set it in 500 contacts, the rest of the networks don't have a minimum set.

Many netizens refuse to connect or track people who don't show the cards face up

Farewell to SEO positioning

If you have a very common first and last name, it's harder to be found on the Internet. With open profiles (and assets, important detail), it's easier for them to find your name.

Missed networking opportunity

Just as there is a missed opportunity in election processes, there is to take advantage of connections that can be of great use to us. I'm with Oscar, we tend to be wary of people who don't share minimums of information, and that creates a discard.

One of the good things that the Internet and social media have brought us is, precisely, the ability to build relationships. Initially they are virtual, and many end up being real. Thanks to the network, I've met people who have made me grow, and to which I've then had the opportunity to shake hands.

In short...

You choose which monastery you want to live in: one open and admitting visitors or a closing one with a vow of silence. Both are acceptable. Now you know the pros and cons of each. The reflection is yours. Have a nice week.

Stock Photos from T-Kot / Shutterstock

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Personal Branding and LinkedIn: made for each other

This week I've been present at three events where Personal Branding and LinkedIn have been the protagonists.

  • The personal branding course in Ferrovial, with a six-year journey. There the attendees valued the importance of this network for active professionals.
  • In Vassis Conseil I had a chance to have a talk about Personal Branding and LinkedIn for professionals hungry for change. In fact, I owe it to Marion Suffert the questions posed in the article.
  • And at a session in Barcelona to IESE Alumni Career Services I gave a workshop on personal branding and value proposition LinkedIn was very present as a networking element.

I don't remember making a post to an online platform. The time has come to do so, and start with the queen of online networking: LinkedIn. If you have little time, here's a one-minute summary:

The Three Stages of Life LinkedIn

2003-2007: Virality phase.

Founded in December 2002 by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean-Luc Vaillant,was launched in May 2003 in the US, and the US and the US have been USA. These years LinkedIn grew from 500.000 on 2003 to 13 million users on 2007. Like all startups, growth is essential and the challenge is obvious: grow or die.

Here I want to emphasize that LinkedIn was created as a flattering network of contacts and to project and develop our personal brand. At first many thought it was a place to hang the CV. That could be a medium, but not the end.

2008-2011: Systematic growth phase.

LinkedIn began to invest more in growth. The company created a team that multiplied the number of x10 users, Happening of 14 millions to 140 millions. The company identified its main growth channels by studying user experience and how users found the website. Virtuality and search engine optimization were key to LinkedIn. In 2008, we were able to profile the citizens of outside the US and its USA, which contributed to growth in an obvious way.

2011-2019. Big data phase + Microsoft

Data use to increase growth rate is improved, creating a CRM that improved customer experience beyond income In the net. Added acquisition metrics, Activation, Connections, retention. Improved measurement led to the creation of Sales Navigator, the largest known business networking tool. The entry into China was a breakthrough (20% of the world population), and also Microsoft's purchase June 2016 by 26.200 millions of dollars. Russia banned 2016 access to this network.

The three keys to a good profile

Full profile

A full profile (Stellar) means an improvement in personal brand projection and one of the keys to the increase in commercial potential in the network. To this end, should be considered:

  • Updated photograph. Some sources claim that visits multiply x14.
  • Professional title beyond the business card. Ideally with a summary value proposition.
  • Sector activity (x15).
  • Extract, not repetition of the experience, but a detailed description of the value proposition, achievements, competencies and a more personal part including values, purpose and passions.
  • Detailed description of the experience, differentiating the stages within the same company, and defining job description and achievements in the period (keywords).
  • Include training accomplished and detailed implies 10 times more visits.
  • Include Skills (skills). A profile with them achieves 13 times more visits.
  • Volunteering: are considered as an essential part of the curriculum.
  • groups professionals: Join and participate in groups (x5).
  • Create profiles in other languages helps build international relations.
  • Request and write recommendations (Sincere) is a symbol of recognition.
  • Having a minimum contacts value for a more dynamic timeline.

Going from "being" to "being"

Think of LinkedIn as a sports or business club. Membership is of little use. Going and socializing has a prize. LinkedIn favors those profiles that are active, that generate and share valuable information and that connect. The keys here are:

  • Curing content: share valuable content from our industry with a personal brand "plus", as a comment, a review…
  • Create content: LinkedIn has its own blog, Press, that drives engagement. It makes sense that LinkedIn would prefer you to stick to "Link in" and not "Link out".
  • Comment on content: it's not just about branding, but commenting and sharing other people's content. It's what we call engagement.
  • Share insights: you don't always have to share links or blog posts, sometimes a simple insight can be generator of good communication threads.
  • Follow and interact with companies it's a knowledge accelerator
  • Live broadcasts providing tips and solutions to problems are the ultimate exponent of online engagement
  • Use the metasearch engine it is vital to find not only people but also high-value content, Business…
  • Companies can hire LinkedIn Elevate, a program of automatic content that is turned into an easy-to-use app

Connect, connect, connect

Let's not forget that the origin and ultimate goal of LinkedIn is to promote qualitative networking. In fact, more than half of our ability to sell (social selling) in this network comes from proper contact management. The keys there are:

  • The Social Selling Index tells us our current ability to build relationships that end up in business. It's a Microsoft-powered gamification exercise with an idea: the more and better you use this network, more and better deals you can do.
  • We mustnot accept everyone: incomplete or potentially profiles spammers should be discarded
  • LinkedIn promotes networking suggesting contacts through your CRM. This tool should be taken advantage of.
  • It is possible to see who has visited our profile. You can usually see people, in case of premium profile is unlimited.
  • It's not all contacts, as well we can "follow" whoever we want and keep up with their contents.
  • The KPI's that generates each publication provide valuable data that needs to be taken into account: companies that read it, charges that read it, major cities, people (with mombre and surnames) they share.
  • The engagement with someone unknown helps generate proximity and connections.
  • A contact can pass to the customer if commercial aggressiveness is measured well and value is generated on an ongoing basis.
  • Devirtualizing contact multiplies the possibilities of closing a business.

Three tricks you need to know to use LinkedIn well

The rule of the 1.000 true fans.

That rule explained it. Kevin Kelly, (Wired) And expanded it Carlos Rebate in his book Influencers (Empresa Activa, 2017). It's about achieving 1.000 true fans, willing to share and comment on content (recommendations or likes are not useful), and willing to buy our products or services, books, white papers, online courses etc. The key on LinkedIn is not quantitative, it's qualitative. When sharing valuable content, it is easy to identify our 1.000 real fans do you know yours?

Sell on LinkedIn

It's very difficult to sell on LinkedLn with a strategy "pushConventional ". Attraction marketing, through content, generates the breeding ground for a high-value networking that ends up for sale. If a manager of an organization shares content our, it's easy for two things to happen: 1. A connection is generated 2. After a while a proposal for collaboration can be put forward, Services...

Incorporate it as a daily routine

It's not about going in from time to time to see what's. LinkedIn is a great place to find valuable content, to interact with professional groups, to share, Interact, hire and connect. The ideal is to be consistent and turn it into a habit.

How to take advantage of publications?

First we need to know what information our potential stakeholders are looking for. There are a multitude of tools to do so. There's a great: With that we know what material is worth curing or creating to share it later.

Linkedin for Personal Branding, by Sandra Long, 2016

Linkedin for Personal Branding, by Sandra Long, 2016. Hybrid Global

Then it's worth working thoroughly with keyword strategies and attractive titles. For example: "The theory of 1.000 Real Fan" works, but lacks claw. Instead, would work better "10 keys to sell on LinkedIn based on your 1.000 real fans". As for keywords, we're used to being excessively sparse about the information we provide in the extract section, experience in companies, volunteer. And in each of those sections we can generate a narrative rich in keywords that would lead to a better "finding" towards our profiles.

As well, conveniently tag people who appear by allusion in our comments multiplies the dissemination of our content in an obvious way.

One thing we use little is the Native video, that is, uploading a video file instead of a link to YouTube achieves LinkedIn favoritism, because the audience can enjoy viewing without leaving the network.

And speaking of video. the live streams, well-planned and with an established periodicity, are unbeatable. A good content calendar is needed, experience on a camera live and know how to manage comments while you're talking.

Another support awarded by LinkedIn is Press, the network's own internal blog. If we compare the engagement that generates an article published on Pulse or another that links to an external site, the difference is x10. That's because LinkedIn favors content that can be read without leaving your network.

Should it be premium?

Depends on your position, sector and business model. I am obliged to be so because of my status as a personal branding consultant. But it's worth thinking about, the benefits are very potent for a not excessively high fee.

The main benefits linkedIn Premium, for me:

  • Access to LinkedIn Learning: One of the largest knowledge platforms on any topic.
  • Inmail messages: being able to communicate with anyone on the network, no matter your ratio of degrees is separated. In some cases it's very useful, especially in level contacts 3.
  • History of who saw my profile: It is usually limited to 5 screenings. In premium, it's unlimited, which allows you to analyze what kind of audience you're capturing and whether it's in line with your professional strategy.
  • Remove the search limit you can do. The main limitation on non-premium accounts is what LinkedIn calls the 'trade limit'. This is a limit to the number of searches you can do each month.
  • You can generate, if you think it's convenient, a "open profile"and allow everyone the world to send you a message.
  • Detailed job information, companies and managers. An essential feature for HR professionals.

How would you recommend looking for a job if LinkedIn didn't exist?

Pareto's principle of the employment of the 80/20

Applying the Pareto Principle from 80/20, we know that only one 20% of the offers of work; And that's where they fight 80% of the candidates: it's a dead end.

Instead, yes, 80% job offers are resolved in the same organization looking for candidates through referrals, Known, mouth, ear.

I think it's essential have the company contacts that can know free applications and thus access priority to the offer. For that you need to leave an excellent personal brand, that collects the achievements and recognitions of colleagues and clients.

Also a digital presence out of doubt, that when they search our name they don't find anything that can slow down a decision and find valuable content, from a blog to articles in the sectoral press.

Devote minimal 8 daily hours to look for work it's a critical aspect, and that includes training in supplementary activities, Languages, digital skills…

In summary, three big stocks: properly manage your personal brand, and skip the rules of the game and spend eight hours a day, As minimum, to that work.

What's wrong with the person looking for a job in their relationship with LinkedIn?

Attitude to recruiters

Normally falls into the mistake of thinking that recruiters are there waiting to receive our CV. And the curriculum is LinkedIn's own profile, of should be 100% Honest, and an activity of generating value content and engagement out of doubt. Worthless there's no mark to leave, And if there is, is negative, or worse, Indifferent.

In active search: the way to get them to pass on from you actively

A common mistake is to put as professional title "active search". If the average reading time of a resume is 15 seconds, linked to reading the professional title and the first lines of the extract.

If I'm looking for a salesperson who specializes in the online channel, I won't find you by "active search" and I'll pass by. Professional title is not current status, let's have that very much in mind. Recruiters aren't fools, and they know when a person is open to job offers: first because there is no "current company" and second ly for enactivating the job search option: settings and privacy > Privacy > Job search preferences.

I remember LinkedIn was not conceived as a place to find work, but to generate relationships. Creating value is the beginning of attraction marketing. Don't chase the recruiter, creates courage for it to look at you, comments their articles, become a person in your environment.

How LinkedIn has changed the job market?

Guillem Recolons, workshop IESE Alumni

During the workshop at IESE for Alumni Career Services. Photo: Jofre Zorrilla

It's my favorite question.. LinkedIn is a personal branding provocative agent. I explain. The profiles that appeal to us are those that meet the requirements that we have dealt with above. And that's nothing more than having consciously managed our personal brand: that's what we call personal branding.

We need to get to know each other (brand diagnostics) to find out what brand we leave in others. Need develop a strategy (objectives, purpose, value proposition and business model) to know where we're going and what we want to achieve. And we need put in value that value proposition to make us known using personal marketing tools, be recognized through our achievements and valuable content, be memorable thanks to our values. All of this contributes to us being elected, which is the end of a personal brand management process.

What is the future of LinkedIn?

Microsoft is a dynamic company, and I'm sure he'll continue to bet heavily on his professional network. I think the progress I would like to see has already started with LinkedIn Learning, a knowledge platform that will make some universities tremble, but that will also be a great opportunity for creators of valuable content.

Futurologists have predicted improvements in several fields, and in my humble opinion, I 'm 100% agree:

  • Improved local searches
  • Analysis of profiles using AI
  • Improving the sense of community, humanizing ways to connect
  • Continuous focus on creating content that brings value
  • Prioritize more authentic and humanized branding (videos, Originality...)
  • Empowering live streams
  • Affordable coaching services
  • The end of email
  • Increased focus on sharing results and team successes
  • Eliminate spam
  • Improving the experience with hashtags
  • One-way video preview for job seekers

Find out more about LinkedIn

I can help you work your value proposition. Very soon you will see in this same blog a specific service.

LinkedIn experts - at my discretion- They're here. I recommend following them closely. In alphabetical order:

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Click on the Slideshare logo:


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The phenomenon of “Tinderización” Linkedin is one of the al “CEOización”

Tinderización on Linkedin, no entry barriers

The phenomenon of “TINDERización” Linkedin is because social networks in general no barriers to entry. And in professional as Linkedin, maybe they should be somewhat cautious in accepting profiles, is exactly the same. Anyone can enter a profile is not required to put a real name, a photography. they can invent the sector, The charge…

Long ago wrote an article about the peculiar fact that Linkedin everyone is CEO, a complaint about the way in which a person calls himself CEO taxi driver or even have a company with two friends. And the worst, CEO should not be a title Linkedin, because it does not imply a value proposition.
For the same phenomenon CEOización It has moved to TINDERización, that is, trol profiles using a professional network like a dating site.


AMD's case is not unique, unfortunately

Recently, AMD placed a post on Linkedin reproduces a conversation in the area of ​​private messages that could have occurred either in Messenger, in Whatsapp or Tinder. A subject is presented and when asked what can I do for you? the guy has another speech “go for a drink”.


The Microsoft influence… Positive?

The changes that are taking place in this social network since it was acquired by Microsoft are somewhat incomprehensible if we think that Linkedin is a strictly professional network:
  • They have virtually eliminated all the benefits of Premium profiles,
  • They have “I ningunizado” discussion groups, forums in which it was possible to acquire knowledge, share content and generate valuable contacts. Now we can not even know which group each member belongs.
  • And to continue with the absurdities should be read expert Peter Vincent in his latest article Linkedin: What we have lost after changes 2017.
The question one might ask is exactly what Microsoft is doing with Linkedin? What is your roadmap? Is it a yellow network Linkedin? A place paid for lies?
The truth is that a while now, publications Linkedin groups or company profiles are leaving to have engagement, which it seems to favor a scenario of chaos, as the publications that work best are personal, but without a chronological timeline that order or sort by sector.
AMD's case is not unique nor the last. I think, and that no one offends, many job counselors are forcing long-term unemployed with no communication skills or knowledge of digital protocols to a profile on Linkedin be created because from there they will find work. Book error. Social networks are not for everyone, and even less professional.


The opportunity for bebee

While this occurs tinderización and CEOización, competitors are emerging as baby, very little time, but offering high quality content, taking advantage of the space left by exterminating Linkedin (not literally) their groups.
You can find these reflections and those of Eva Collado, Andrés Pérez Ortega, Fernanda Brunsizian (Linkedin) and the mine in an article Tino Fernández (Expansion Journal) called Can a professional network degenerating into a network to link?
Smartphone images by

The world is already moving

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You have millennial spirit?

Not all millennials behave as such or all previous generations (generation X, Baby Boomers…) They behave so differently to a Millennial.

Last Thursday the team Hearings and Broadcasting and Media Arena (group has) He presented the Seventh Wave Observatory Social Networks dedicated to Millennials, and it seems interesting break the belief that attitudes millennials are unique to their generation.

Who are the Millennials?

I imagine you know, but it is people born between 1980 and 1996. In this age of fifteen today would find those between 19 and 35 years about. To compare their generations, This picture is enlightening:

Generation born between age 2015
Silent generation 1928-1943 72-87
Baby Boomers 1944-1964 51-71
Gen X 1965-1979 36-50
Gen Y Millennials 1980-1996 19-35
Gen Z <1996 <19

How are the millennials?

  • optimists
  • ambitious
  • idealists
  • tolerant
  • Social
  • online
    • They can not live without being connected
    • Disconnect only one hour a day
    • They check the phone compulsively
  • Multitasking
  • They give more feedback to brands
  • share experiences
  • more global
    • Many have formed outside their country
    • Traveling is your favorite activity
  • Consume less traditional means, more internet and mobile
  • They are children of the crisis, They have learned to survive
  • They attach great importance to the work, a scarce resource
  • Embedded in the digital world
  • They are seeking constant stimulation
  • They are looking for quality content

How Millennials are connected?

Laptop Smartphone Tablet PC dessert





Greater 30





What social networks use?

Millennials are ahead of their previous generations in all social networks and digital platforms:

Consumo social media millennials

Source: Media Arena

For the rest of the information here I hang the complete presentation of Media Arena, but perhaps what is the absolute highlight preference for King video as communication format. Video or death.


The millennial spirit

I am on the border between the baby boomers and Gen Xers, but many of my consumption patterns in content refers is identical to that of millennials. I know not so with all of my generation, but the truth is that there is no network before seen in which I did not act with some frequency (I am admitting that I am a lousy user of Snapchat).

Where I encounter a vast difference is referents, that's where my millennial spirit away more.

Influencers de millennials, Arena Media Observatory

Influencers of millennials

I confess, I agree with very few references of millennials, and some even do not know who they are. This picture is far from Rollings, de The Beatles, Pink Floyd, de Natasha Kinsky, Kim Basinger the de la serie “Dallas”. But similarly use the media, so I consider myself an imperfect fusion baby boomer, Generation X and millennial.

Millennial photo by

Who to follow on social networks (II)

(II) Who to follow in networks: YouTube, Instagram is, Google+

If the other day we talked three social networks like are LinkedIn, Twitter y Facebook, Today we enter YouTube, Instagram and Google+. Each of these networks have different monitoring procedures. Let's see them:


There are several ways to follow a user to provide us with value YouTube, but first it is worth identifying those users, and we will do so in two ways, For the name (if we know) using the keywords in the search; If the video is well labeled it will appear in a ranking that we can sort by popularity, by date, and also for channels and playlists. How can we activate this network monitoring?

Channel subscription. It is the most interesting option, that will make every time the user will upload a new video email us letting us know.

Creating categories: If you do not want to follow a user but a category (example: leadership ), from the same video we will ask “sort out” and then create a category. This option is very interesting because it allows us to have a own channel YouTube without having uploaded one video. Who connect with our channel will find all those videos that have classified.

Like: another way to follow videos is simply putting a like. In this case there will be others who will see this preference but we ourselves who will see this like we have made a video of another.

Conversation: if we generate any comment on a video of someone else we can keep track of all the comments that come later as happens in Facebook or LinkedIn.

Instagram is

Selfie redes sociales Instagram YouTube Google+ Shutterstock

Images of post:

It is the social network par excellence labels. If the #hashtag was invented by Twitter, is in Instagram is where it develops its maximum potential. When we do a search on Instagram we have four results: Noted, people, hashtags and places.
Outstanding: here we see the most powerful being sharing in this network and give us an idea of ​​who are the people with profiles that we follow more closely.

People. Here you can search by the name of the person or put a @ in front. If that person is not using a nickname unknown find it quite easily. Tracking formula is similar to Twitter, We can follow who want regardless of whether or not still remains. The only difference is that there are many private profiles on Instagram. In such cases if the other party does not return us to follow we can not see images coming up this network.

Hashtags. It is the crown jewel of Instagram. It is the easiest way to search for content on the network and related concepts find what we seek. If you look closely the, Instagram each publication is followed by a number of hashtags. So if we want to see everything that is being published on drones only have to click on the hashtag #drone.

places. One feature of Instagram is the geolocation, ie every time you got a photograph asks us if we want to say where it has been made. Based on that we can also search for places that is, we can put a place such as the Escorial and see everything that is being published on the Escorial in real time. This will allow us to follow people who are posting about this topic.


This social network obtains maximum performance when other Google products are used such as browser Chrome or YouTube. In addition, to operate in this network need to have a Gmail account or associated with Google. Google+ distinguishes four follow-up formulas: your browser to find collections, communities, people and publications.
For example if we “abstract art” effectively find the four types of results.

The collections we can follow them to see all the new publications that include. It is important to know that if we keep a collection owner will know that we are following.

In the communities we can unite, and are simple as pressing the button together to follow everything that publishes community.

In the case of people Google+ is where perhaps has the greatest differential, because it allows us to track distinguishing whether they are family, friends, known or are followers.

Finally, in the case of publications, we appear those related to the search and may share the commenting or simply put the equivalent network like this, a +1.

We will continue talking about who to follow on social networks, we still Pinterest, Periscope, Snapchat, Slideshare, baby,, Vine, Swarm…

Who to follow on social networks (I)

(I) Who to follow in networks: Linkedin, Twitter, Facebook

Who do we follow in social networks? Obviously whoever you want, but as a general rule I usually opt for four profiles: who can give us value, who help us spread the message, to recruiters and those who want to return the courtesy, without further ado.

A quien seguir en las #RRSS / Personal Branding by Guillem Recolons

Photo credit:

1. Who can give us value

This is a public key that will keep us abreast of things that matter. Not only are they influencers, These are experts who share knowledge and we can add value to our profession. Ways to identify and follow vary depending on the social network:

A. Linkedin

experts: Is the network where more job move. To identify who is who on Linkedin worth using the advanced search, Powerful CRM that allows you to locate personal and professional profiles by keyword, name or last name, by previous or current employer, by geographical area ... The difficulty is that once applied for a contact, it does not always accept the return, implying that our profile must be impeccably written and very clear value proposals.

Business: Worth following companies, especially those in which our interest and convert them into professional affinity target (diana) of our professional aspirations. Company Profiles may follow, but we can also include comments in their publications, allowing 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 themed, such as Soymimarca, focused on personal branding, and near 3.000 members. In groups we can monitor expert to learn from them, but we can also talk with them, an excellent chance to make our mark.

B. Twitter

People: It is the network that allows us to follow whoever you want without waiting to return us to follow. Follow experts in this network is very easy through your browser: simply put the matter in which we are interested and pressing search will appear several options: Featured, live, accounts, Photos, videos, more options. For example, if we journalists have to write the search word "journalist" and then click "Accounts", thus those who are defined as a journalist in your profile we appear. Although I am not a lover Klout (measuring online influence) there is a Chrome extension and other browsers that allow us to see directly the Klout index of each profile Twitter, that we can have a rough idea of ​​their influence.

Business: Companies have consolidated their presence in this network because of its direct influence on news and reputation. To follow companies use the same criteria to follow people.

concepts: Search for #hashtags is very effective and allows you to track the conversation around a theme. If we #personalbranding in the search box Twitter, and then we go to the featured tweets, We see all new developments that are taking place about at a time. Hootsuite using this monitoring tool is even easier, because it allows a column can continue to 3 hashtags, for example: #personalbranding #marcapersonal #employeebranding.

Twitter lists: selective option to see Twitter's search lists akin to what we seek, and subscribe. That prevents us follow all the members of the list, but instead yes we can see live what they are published. Locate Twitter lists is complex, since this network has not yet considered the listings in your browser or on your advanced search (also has), so we'll first for the concept through the hashtag and there, we will manually looking at who has created similar lists.

asset tracking: "Enable notifications on your mobile" is available when the person or company you keep track restores you or "follow". This means that every time you come Retweet tweeted or a notice on the phone screen. It is the most direct way to follow a profile.

C. Facebook

People: Here you will run into privacy options, which make it impossible in many cases to find a person. When we do, we can send friend request and in other cases to activate tracking Facebook. People have also profile page offer no difficulty to follow them through a "like" on your page, but do not forget to visit every day because only Shows Facebook Pages 5% what pages they publish their followers (unless payment made campaign).

Business: the vast majority have page, and through the finder generate page is very easy to access and make a "like".

public groups. There are very powerful clusters, response Zuckerberg LinkedIn to keep the professional conversation on Facebook. Whenever someone publishes a group comes a warning like someone had written on our wall, It is very easy to follow, and also very easy to talk with experts from the group's wall.

2. To who, besides providing value, help us to disseminate our messages

The inner circle of influence: Of the influencers we can learn, but unless they are friends, 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 networks. For us they are easier to identify because we know them, They are part of our environment. Imagine that we have created a content: a post in a blog, a video on YouTube, We have appeared in a radio interview, TV or in a newspaper article. Digital link we can get to go further, and we will do so through our close circle of influence.

A. Linkedin

Share (link) Profile. With this link clicaremos the option to share our content on Linkedin and all who follow us will see what we have shared.

Send to individuals: LinkedIn allows us to share that link individuals, to block 50 people. Worth changing the standard message "I think this may interest you" for something else worked and personalized. "I did a radio interview a few days ago that explain the effectiveness of systemic coaching in organizations. It would be helpful if you could share this link. Thank you!”.

Send to group. LinkedIn allows us to share content, own or others, to the 53 groups that can be members. This exponentially increases the chances of being seen, as there are some networking groups that have more than 100.000 members. To do it, We act as in the two previous cases. Since the news, post, link or share content on Linkedin with the "Send to group" and will be placing the names of the groups you want to reach.

B. Twitter

Direct message: with those people that we trust and follow us on Twitter we send them an MD (direct message) attaching the link to the content and asking if they can share in your community or simple-minded 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 see us (impressions, It is the technical name) 70.000 people, a good option is the Twitter Ads, very easy to hire ads in which you choose the type of audience you want to reach your tweet. For € 100 you can achieve a great extent, which then will result in leads (click the link, subscriptions to a blog ...).

C. Facebook

friends: Perhaps it is the easiest case. Since a profile is assumed that your friends are, friends, all we need is to say aloud that we need to share one of our content. Caution: you abuse this practice is considered spam, so better to reserve this ammunition to very specific cases and special.

groups: It is an excellent place to share content, and unlike the profiles of friends, professional groups are for that, content sharing value. Recall that before receiving must be given. It does not serve as a receptacle groups use our ideas and not interact.

3. A nethunters and recruiters

This is a very interesting audience for those seeking job opportunities, but the profile is more difficult reach and more sensitive protocols. We can not expect a quick and positive response to his brava. The strategy over tactics. Before undertaking any action aimed at this audience is important to work our online profiles to have consistency, message, positioning and are not full of digital garbage, complex issues such as fprs (football, political, religion, sex) They are not prohibited but should be treated with great delicacy to avoid getting discarded to the first exchange.

Good to know that digital recruiter or nethunter not content with a static photograph of a moment, They tend to track each profile to know with whom we interact, what we share and what value proposition behind our brand.

A. Linkedin

Locate them on Linkedin It is more complex, as the word nethunter It is used by few professionals. A good tip is >Advanced search > Keyword = nethunter >Near = your country, your district, and the wider radio can. For example, Search by Barcelona have appeared me 12 professionals with this profile.

We analyze their profile. From that moment they will know that we have done, We have already made our first brand.

We ask contact, but never through mobile or Tablet, no longer let you customize the message. We customize the text everything we can, with the value proposition (gainer who we hire) in front.

And wait. If they accept the contact, please, no more we press for a few weeks. There is nothing worse than accepting someone and two minutes is already asking. So the advice is to give before you ask: add value, share interesting content, interact in groups or companies where the nethunter is so leave the second mark and wait to be pre-selected in a process.

B. Twitter

Advanced search: The same procedure would work advanced search, allowing target variables specific location. Advanced Search Twitter is the great unknown, but it is very powerful. It is in the submenu "more options" once we have done a simple search.

Follow: Here the protocol is different, because we can follow whomever we, so we will go directly to "follow". Probably will not return us to follow, usually do not, so a good option is to create a list titled "Top Nethunters Spain" (for example) and go including all related profiles the word nethunters. And so we left the second mark, more important than a "follow".

Label: If we create a valuable content (very much) such as translation before anyone an article in Harvard Business Review on HR and Internet and post it on our blog, in that case we can upload a tweet with the content and finally a cc (knowingly) @elnombredelnethunter. It is essential not abuse this practice, once a quarter nethunter, provided that the content is worth it, It will be enough.

Wait: And wait.

C. Facebook

Caution: Since it is a network of friends, here it is more complicated. Nethunters do not usually have the page, and exceptions will not admit us as friends on their profile.

Privacy: There are groups of recruiters on Facebook, but most are closed, the invitation work. Here we can not go.

Creativity: the only way to draw attention to a nethunter recruiter or Facebook is using high doses of creativity, for example video resume to break molds. Take a look at YouTube to CV Nuria Massana Fusté, It is a great example of what is spoken here.

we are connected / personal branding / social media / William Recolons / shutterstock

Photo credit:

4. Who we want to return the courtesy

There is no clear rule on whether to accept the monitoring of anyone who asks us contact, friendship ... Each case should be studied separately. There are profiles such as Francesc Grau on Twitter @fgrau author of "Twitter in one week"I am praying" follower of my followers "while others only follow those who know or those who actually intend to continue. In any case, here the social network protocols as are simple:

A. Linkedin.

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 we convince, we will have a new contact, a new email and potential stakeholder.

B. Twitter

Attention, not everything is: Like Linkedin, Twitter but there are some profiles that are often suspicious and is perhaps best left for another time:

1. All who go with "egg", no profile picture

2. Which despite including photo, lack profile description

3. Those who have photographed with your pet

4. Those with the private profile (on Twitter that makes no sense)

5. Which include symbols extreme allegiances (football, political, sex…)

6. Those who call themselves MLM Multilevel marketing or online

7. In general, those who see that we are not going to contribute anything at all

Possibilities: It's good to know that once the bilateral track is a series of functions are activated, of which highlight two:

1. The ability to send MD > Direct messages

2. The ability to enable mobile notifications, so that Twitter will warn us of each screen action followed.

C. Facebook

Friendship: By accepting a friendship we have the right to visit her full profile, see that friends have and activate the Facebook Messenger, much like Whatsapp.

accepting: If Facebook is a network of friends, acceptance of contacts can follow two criteria, Choose the one you want.

1. I accept only people you know (and I feel like I have on my wall)

2. Friends of my friends are my friends.

Soon we will continue to YouTube, Instagram is, Google+,…

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Snapchat you trust to get a job?

I share this article entitled "Could you trust a Snapchat to get a job?"Published in Expansión by their editor Tino Fernández they appear collaborations certain level, nothing less than Eva Collado Durán, Aziz Zaghnane y Pablo Urquijo. I make telonero (a role that has always liked). I hope the contribution, especially if you find yourself on the road to find work.

Those seeking the ideal candidate tend to use a wide variety of platforms and social networks (Twitter, LinkedIn, Instagram Snapchat). The question is whether many possibilities are really effective.

Recruiters spend less time among 6 and 20 seconds- each curriculum, and today it is impossible to draw the attention of who can offer work without using new and original strategies.

Inflation platforms and possibilities misleads job seekers

Knowing this, It might seem strange that anyone in their right mind decided to draw the attention of an employer using a network like Snapchat, dedicated to sending files disappear from the recipient's device between one and ten seconds after having seen. And yet, so… Recently Jason Peterson, chief creative officer de has for North America, he explained in AdWeek his company -for the characteristics of its customers and employees necessary profiles- trust in Snapchat as a recruiting tool. Not the first time that Havas does something similar. you have used Twitter, and even Airbnb or TV series Game of Thrones to recruit future employees.

Guillem Recolons, partner Soymimarca, recalls how 2010 Alec Brownstein, aspiring writer in a French advertising agency, He used an unusual technique to send his curriculum Scott Vitrone, Creative responsible for Young & Rubicam in Paris. Finally he was hired, because Browstein did what everyone did and hired a campaign of Google Adwords with the keyword “Scott Vitrone”. For several days anyone who typed in Google the word “Scott Vitrone” It was with this ad: “Hola Scott Vitrone, googlearte yourself is fun. Hire me as a creative in your company, as well. Giving me a call. You are late.”

Keep reading…

New digital profession: cazafollowers

At this point I do not find anything when I say that only $5 can “win” 5.000 followers on your Facebook page or your Twitter or Instagram profile. In fact, many companies, institutions and political leaders are already using this technique to fatten their number of followers, He is convinced that the key indicator in a social network account, and the contents, instead, They are secondary.

Confusing potatoes with steak

I have nothing against potatoes, it's more, I am a great fan. But when you order a steak with potatoes, “steak” It is the center, how important. In our case, the important thing in a profile, for example Twitter, It's not how you are but what you do with your content, how many lists and quality which category you have registered, RT if you make often, themselves generate conversation, controversy, If you bring.

New digital charlatans

The new digital cazafollowers are charlatans, new multilevel found a business that hinges on the pride of the people and the desire of many to “see who's got bigger”.

falsos perfiles twitterIn parallel to the emergence of this new digital profession, the cazafollowers, emerges the figure of the “oversized artificially”. If one entertains to see what has followers on Twitter Don Mariano Rajoy or Don Pablo Iglesias (to name two very different profiles), what you see are thousands of profiles without photos, with unintelligible names without profile definition; is about “boots” Computer generated as followers whose value has quantitatively (and despite the redundancy) but qualitatively are pure ether, They are nothing. Both Rajoy as churches or their advisers- have used the tactic of boots so that when someone visits your profile was impressed by the amount of followers (and the few row) that shows.

How to identify fake profiles

Often they have common patterns. If you look at this profile “Karim Karim”, following Pablo Iglesias and Mariano Rajoy, we see that has all the makings of a fake profile and robotized.

No profile photo, are just eggs

With identity incomprehensible @ bffe34f153bd4de

A follower

Without having generated a single tweet

How to identify artificially swollen profiles

Very easy. Enters any profile (not famous) and look followers. Then fit the profile of a media person or suspect that has more followers Account. Apreta the followers button and look at the average: if you ves more Photos that huevos, we are making progress, if not, customer already have a cazafollowers. I leave this link to an article by Matthias Lüfkens talking about how many world leaders use the cazafollowers to brag about numbers.

How to identify cazafollowers

You not have to make a great effort. If you see that lately have many followers, it is they who have gone hunting. In addition, They do not hide and use very striking images. Here are some examples of famous cazafollowers. You know the funny thing? that they have few followers, that it applies to “Blacksmith at home…”. They sell everything, thousands of followers on Twitter, YouTube, Instagram is, Facebook (pages), Soundcloud clicks Accounts, and even SEO based enhancements create “backlinks” on a website or blog to improve Google Page Rank (practice now penalizes, by the way). As said by Bob Hutchins, CEO of digital consultant BuzzPlant, There are two ways to grow a social media following: You can be authentic, social, and a great publisher. Or you can buy likes and follows”.


Dad, I do not want to be on Facebook


Only two years ago, I remember my daughter, of 11, He sent me a powerpoint 20 pages several reasons they are justifying the create an account on Facebook. I still have it. One of the reasons, as it was imaginable, It was that many of her friends were already in the social network. The legal age to enter was and is 13 years old , so her friends had to “cheat” to Facebook and lying about his birth date. Here it is one of many networks gaps, there is no real control, just lie and one is inside.

I convinced my daughter to wait two years (long time for someone young children, I know) before having own profile, and from my mind we did “friendship” With her friends.

Two months ago my daughter turned 13, and one of the gifts was to create the expected and desired profile Facebook. But the changes that are occurring are so fast now, my daughter, which almost cursed me for not authorize their profile two years ago, My daughter does not want to be on Facebook.

What is happening on the network?

To understand the phenomenon of abandonment (to the input, and this is the case) many adolescents Facebook, I recommend reading the post of expert Francesc Grau “Teens Facebook“, that shows the migration of this group in two giant markets like the US and China to other digital platforms.

New preferences

Como says Francesc, everything points to new formats chat where there is less parental control. In the case of my daughter, the preference is three places, order of use:

  1. Whatsapp, which allows real-time chat, absolute immediacy and creating affinity groups.
  2. Instagram is, that lets you communicate with pictures and use hashtags to find all.
  3. Snapchat, chat for sharing stories (text, video, image) which they disappear in a few seconds without trace.

The dangers of Snapchat

1snapchat1According to the blog of Orange, Snapchat It allows users to send images, short videos or messages through their smartphones. The sender choose how long you want your message to be visible to the other person, with minimal 10 seconds. And then disappears.

The system is interesting, because it leaves no trace. But also it represents strength threat, because it allows teens to send content off-color and that it does not remain registered. A practice, named sexting, that worries parents, and should also worry the adolescents themselves, as for saving an image it is as simple as a screenshot with your smartphone before you clear.

The controversy is served. Snapchat's popularity spread like wildfire and in all the rankings of the major app stores (App Store de Apple and Google Play de Android). Forbes headlined that "guys like Snapchat because it is not Facebook”, a problem for Zuckerberg.