Karen and Tori discuss how to build impactful social media profiles — with Tori tackling Instagram and Karen tackling LinkedIn.
The reality is that you will build social profiles for different goals. And having clarity in what those goals are is key. For example, I have two separate brands that I’m currently building. @ThePoshGirlsCub + @PoshTori. Both brands are unique, and they are for two different audiences.
I don’t force tons of PoshTori content into my PGC brand, because those audiences haven’t ‘opted into’ that brand. There in my profile is the option to investigate more about me as the person behind the brand.
ThePoshGirlsClub brand is about my audience. PoshTori is about my life and values.
When you’re building an impactful social media profile, the absolute first step to keep in mind is your objective.
Once you are clear on your objective, you now have clarity on the bigger picture for what you need to do to achieve your objective.
Make it clear what you do
I remember a person hopping onto one of my Instagram lives + saying that she loved my page and followed for a while, but wasn’t sure what I do exactly. In this case, she hadn’t looked past the quotes on my page. That will happen! Don’t expect your audience to do the work for you!
That made me realize that I needed to diversify more of my content, including more teaching information right there in the feed. Quotes are great, but there are 3 stages of ThePoshGirlsClub; Inspiration, Motivation, and Teaching/Resources.
Make it clear who your target audience is
If your voice is different in different spaces or platforms, it’ll make it difficult to identify – and be
identified – by your target audience.
On the other hand, if you have a distinct way that you speak to the audience, you’re clear on who you want to attract. The problem that many brands face is switching up how they speak to the audience. For example, I have a very consistent voice whether I am writing an article or talking on my podcast or sending out emails or posting on my feed. That is very intentional because wherever my audience is, I want them to be able to recognize my brand voice and immediately know whether that’s Tori or the PGC.
Be consistent in your content!
Switching themes/voice will confuse your audience. But so will not showing up consistently. One of the things I teach my clients is how to content batch so that it seems as though you are showing up everywhere even though you aren’t making tons of content every week.
One of the reasons I see people give up all the time is because yes – you do want to show up in multiple places and make an impact in those places through the content that you’re developing.
But it can be extremely exhausting to do that if you don’t have a plan in place for how you will create that content. And how you will deliver it consistently. Creating a plan in advance for your platforms and how you show up there is key to being able to create a workable and consistent routine in any type of busy schedule so that it just becomes a part of your workflow naturally.
Consistent aesthetics, styling, or filters make your brand recognizable.
The aesthetic and look of your brand do matter. Especially if you want people to share or save your content. And since those are true metrics that Instagram values over likes and comments even, taking into consideration the overall aesthetic is a smart move when building any online presents but especially social media presence like Instagram or Facebook.
Diversify your content! Create different types of content for different purposes.
I mentioned the Instagram algorithm and how it favours saves and shares over likes and comments. You can even hide likes now from your profile, that’s how unimportant that specific metric is. Think about how you will show up and the value you will give in different categories which include…
Growth Hacking (Viral – Lots of comments, tagging)
Karen on social media profiles
I am new to social media platforms but I know that it works. I have started my company with no social media, no marketing, no expertise, just referrals. I do know that posting content that you truly believe in and people can relate to is a great thing. For me, I have started to gather topics that my clients have said they would like coaching on and I use Linkedin and IG to promote these types of thought leadership, inspiration and motivation to help them through their pain points.
Building your brand’s presence on social media is key to your success. By creating engaging content on social media your career has an opportunity to accelerate that much faster.
When professionals are searching for people they will check for “social proof.” Social proof involves the quality and consistency of your branding across your social media accounts; this lets them know if you are a good fit.
Create new and engaging content based on what you like to write about so you are authentic people don’t buy what you’re selling, they buy you.
Don’t cut and paste your resume
Describe your experience and abilities as you would to someone you just met. And write for the screen, in short blocks of copy with visual or textual signposts.
Borrow from the best marketers
Light up your profile with your voice. Use specific adjectives, colorful verbs, active construction (“managed project team,” not “responsible for project team management”). Act naturally: don’t write in the third person unless that formality suits your brand.
Write a personal tagline
That line of text under your name? It’s the first thing people see in your profile. It follows your name in search hit lists. It’s your brand. (Note: your e-mail address is not a brand!) Your company’s brand might be so strong that it and your title are sufficient. Or you might need to distill your professional personality into a more eye-catching phrase, something that at a glance describes who you are.
Put your elevator pitch to work
That 30-second description, the essence of who you are and what you do, is a personal elevator pitch. Use it in the Summary section to engage readers. You’ve got 5-10 seconds to capture their attention. The more meaningful your summary is, the more time you’ll get from readers.
Point out your skills
Think of the Specialties field as your personal search engine optimizer, a way to refine the ways people find and remember you. This searchable section is where that list of industry buzzwords from your resume belongs. Also, particular abilities and interests, the personal values you bring to your professional performance, even a note of humour or passion.
Explain your experience
Help the reader grasp the key points: briefly say what the company does and what you did or do for them. Picture yourself at that conference, again. After you’ve introduced yourself, how do you describe what you do, what your company does? Use those clear, succinct phrases here — and break them into visually digestible chunks.
Distinguish yourself from the crowd
Use the Additional Information section to round out your profile with a few key interests. Add websites that showcase your abilities or passions. Then edit the default “My Website” label to encourage clickthroughs (you get Google page rankings for those, raising your visibility). Maybe you belong to a trade association or an interest group; help other members find you by naming those groups. If you’re an award winner, recognized by peers, customers, or ways people find and remember you. This searchable section is where that list of industry buzzwords from your resume belongs. Also, particular abilities and interests, the personal values you bring to your professional performance, even a note of humor or passion.
Explain your experience
Help the reader grasp the key points: briefly say what you do and what you can do for them. Picture yourself at that conference, again. After you’ve introduced yourself, how do you describe what you do, what your company does? Use those clear, succinct phrases here — and break them into visually digestible chunks.
Distinguish yourself from the crowd
Use the Additional Information section to round out your profile with a few key interests. Add websites that showcase your abilities or passions. Then edit the default “My Website” label to encourage clickthroughs (you get Google page rankings for those, raising your visibility). Maybe you belong to a trade association or an interest group; help other members find you by naming those groups. If you’re an award winner, recognized by peers or customers.
Build your connections
Connections are one of the most important aspects of your brand: the company you keep reflects the quality of your brand. What happens when you scan a profile and see that you know someone in common? That person’s stock with you soars. The value of that commonality works both ways. So identify connections that will add to your credibility and pursue those.
Join us inside of our private slack Community to continue the conversation + connect with us.
You can join us inside our Elev8 Community on LinkedIn where we’re helping our Community build brands they can monetize and create more revenue streams through Influence…and scale for thought leadership – which helps with sponsorships, employment, and scaling your career!