10 tips for improving your social authority
TRANSCRIPT
@pgillin
@profitecture
10 Tips for Improving Your Social Authority
Paul GillinSocial Media Coach
[email protected]@pgillin
@pgillin
@profitecture
#1. Revisit and Update Your Profiles
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© 2014 Profitecture, LLC
@pgillin
@profitecture© 2014 Profitecture, LLC
@pgillin
@profitecture
Profile should be
current and
comprehensive,
with a
professional,
positive photo.
Summary should
be personable and
achievement-
oriented.
History should
focus on
accomplishments.
Recommendations
provide important
validation
Elements of a good LinkedIn profile
© 2014 Profitecture, LLC
@pgillin
@profitecture© 2014 Profitecture, LLC
@pgillin
@profitecture
Optimize for search and contact
Include
contact
information if
you want to
share with the
outside world.
Include
relevant
keywords
© 2014 Profitecture, LLC
@pgillin
@profitecture© 2014 Profitecture, LLC
@pgillin
@profitecture
Credentials should
be complete for all
post-secondary
education.
Group
memberships
show interest
areas and create
connection points.
Include
presentations and
videos
Ask for and give
recommendations.
Take advantage of all the tools
@pgillin
@profitecture
#2. Make Sharing a Daily Habit
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@pgillin
@profitecture
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HootSuite
Buffer
Also…
Browser add-ins make sharing and scheduling easy
@pgillin
@profitecture
#3. Learn and Use One New Platform
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@pgillin
@profitecture
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Instagram SlideShareFacebook
Pages
Google Plus Vine video Flickr@pgillin
@profitecture
@pgillin
@profitecture
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Understanding is more than just using
Learn about each network’s:• Profile features
• Content characteristics (media types, lengths, combinations)
• Relationship syntax (favorites, followers, connections, friends, circles)
• Organizational topology (albums, pinboards, collections, sets,
galleries)
• Sharing features (Repin, share, reblog, share to group, +1, comment)
• Culture and standards
• Member characteristics
• Relevance to your business
@pgillin
@profitecture
#4. Use LinkedIn’s Publishing Platform
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@profitecture
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@pgillin
@profitecture
#5. Ask for Recommendations
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@profitecture
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Make the most of recommendations
• Don’t be afraid to ask people you
know very well
• Seek at least two for every past
position or project
• Don’t duplicate recommenders
• Look for high-level titles
• Ask for superlatives
• When possible, return the favor
@pgillin
@profitecture
#6. Add Social Links Everywhere
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@pgillin
@profitecture
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Employee email signatures
Website
E-newsletters
Individual content
Even print collateral
• Only spotlight networks in which you
regularly participate
• Ask employees to add links to their
signatures
• Apply consistent format across all digital
properties
Become easy to follow
@pgillin
@profitecture
#7. Teach One Subject at Which You’re an Expert
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@profitecture
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• Create a description, title, outline and
summary.
• Choose one or more media or
platforms.
• Keep each session focused and brief.
• Post serially on a regular basis.
• Promote each segment as well as the
entire series.
• Cross-index each item to the others.
• Use sharing widgets and subscription
incentives.
• Ask for audience feedback.
• Have a call to action.
• Consider others packaging tactics
(ebook, webcast).
Modular, serial, shareable
@pgillin
@profitecture
#8. Read and Learn from Activity Reports
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@profitecture
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Google Analytics traffic report
YouTube minutes watched
HootSuite click report
• Analytics show which content
is generating action.
• They help you understand if
your audience is responding
as you expect.
• Give people more of what
works, not forgetting the
importance of discovery.
• Pay particular attention to
engagement metrics:• Shares
• Time spent
• Repeat visits
• Bounce rate
Data shapes strategy
@pgillin
@profitecture
#9. Contribute Weekly to One Strategic LinkedIn Group
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@profitecture
WHERE do I post and participate?
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Public or private?
Size of group
Discussion quantity
Discussion quality
Member profiles
Top influencers
Manager participation
@pgillin
@profitecture
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Use member search to find prospects and influencers
Titles that matter
Influencers
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@profitecture
#10. Syndicate Elsewhere
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@pgillin
@profitecture
Corporate
website
Feed
Aggregator
Partner
website
Email Newsletter
Spread the message
@pgillin
@profitecture
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Don’t forget your people!
@pgillin
@profitecture
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Seek amplifiers
@pgillin
@profitecture
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Seek amplifiers
@pgillin
@profitecture
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thanks!