how to become a leader in your industry using social media
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How to Become a Leader in
Your Industry Using Social
Media
Are you looking to establish credibility online? Do you know
how social media can help? How and what you communicate
on social media can position you as a trusted resource in
your industry.
In this article I’ll show you how to effectively use social
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media to prove your place as an expert in your field.
Find out how to become a leader in your industry using
social media.
#1: Find the Right Social Channel
The first steps to becoming a thought leader in your industry
are deciding which social platforms fit your expertise and
audience and then directing your efforts to those particular
channels.
While it’s a good idea to share your content on multiple
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channels, you don’t want to do so at the expense of reaching
your main target audience.
Marketo demonstrates this step well. They have a product
that is highly specialized to marketers and business owners.
In order to capture the attention of that professional
audience, Marketo has to know where those people spend
their time. In this case that social channel is LinkedIn—so
that’s where Marketo spends most of their time sharing
content.
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Marketo reaches marketers and business owners where
they’re most active.
By choosing the most valuable social channel for sharing
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and conversing, you’re getting more exposure, and likely
more conversation; which in turn can lead to trust—one of
the most basic components of becoming a thought leader.
#2: Create Relevant Blog Content
Many brands complain that social doesn’t work for them
because they have nothing to post. The reality is, they’re
probably right. If you aren’t busy doing, creating or finding
relevant and interesting things to post about, social media
will never work for your brand.
If you want to be a thought leader, go ahead and put yourthoughts out there—your success relies on publishing
quality content (and sharing it elsewhere).
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Create shareable content to establish yourself as a
trustworthy expert in your industry.
In most instances blogging is in an important part of
conveying expertise. Of course, different industries call for
different types of content, so look at creating videos, case
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studies, whitepapers and infographics—whatever works
for your audience.
If you take a look at KISSmetrics’ blog, you’ll see that they put
out relevant content, but it’s not flashy.
KISSmetrics answers common marketing questions and
concerns via blogging.
Their posts are long-form and light on images. They include
in-depth examples to illustrate their points and focus on
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answering their audience’s key concerns about marketing
and business.
Not everyone can have success with that model. You have to
know your audience and cater to their needs. Since
KISSmetrics’ audience is data-driven, the text-heavy posts
work. You’ll obviously have a different experience if you’re in
an industry that relies on visual content (e.g., design or
lifestyle). It’s all relative, right?
#3: Cross-Promote and Engage
As noted in #1 above, the best place to share your content is
on the network where your audience is most active.
However, that doesn’t mean you should disregard the other
social channels. You want to give your content the best
chance at being seen.
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Don’t limit your sharing to one social channel.
It’s OK to share similar content across social networks;
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just make sure youoptimize for each platform’sexpectations. Timing, visuals and copy all matter and should
be tweaked for each social network.
Before you start sharing, research best practices on eachsocial platform. Even if you have the best content and a
receptive audience, your shares will fall flat if they aren’t
spread effectively.
Your goal, of course, is to get people talking about your
content once it’s shared.
The most effective way to convince people of your
knowledge isn’t broadcasting; it’s opening up a dialog about
your subject of expertise and inviting those interested to join
the back-and-forth.
If you want them to continue to talk, you have to get in thereyourself—be an active participant.
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Host a chat to increase your credibility as a reliable source of
information.
For instance, Likeable Media hosts a weekly Twitter chat
called #LikeableChat and invites their audience to discuss
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marketing-related topics.
Opening the gates to this kind of direct communication gives
Likeable Media a forum to demonstrate their expertise, while
simultaneously generating quality content for their target
audience.
The more your content is seen and shared, and the more
conversation around it, the more likely you are to establish
your company’s credibility and its role as an industry
thought leader.
#4: Collaborate With Social Influencers
Fashion retailer Zara famously built their brand by
eschewing expensive marketing and simply building their
stores next to high-end fashion retailers. The lesson here is
that an association with the right brands (or individuals) is a
valuable asset when it comes to establishing credibility.
To gain that association, you need to actively collaborate
with the people your audience views as influencers.
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By inviting influential people to write articles for their blog,
Buffer gets more visibility.
A successful example of this tactic is Buffer’s popular social
media blog. Buffer frequently features guest articles from
thought leaders in various industries they know their core
audience is interested in.
By inviting these influencers to work with them, Buffer is able
to get free quality content and tap into the influencer’s
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established trust and credibility when those influencers
share the content across their own social channels.
Working with influencers gives you more visibility on social
media.
Joining forces with other industry influencers not only has
the benefit of associating your brand with established
leaders, it can also spark lasting relationships that are
mutually beneficial down the road.
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Wrapping Up
If you’re looking for a quick fix and rise to the top, I’m sorry
to say that it’s not going to happen in a month or two.
Building a lasting quality reputation through content
marketing and social media takes consistent, concerted
effort. It’s constant work to create quality content, shareposts, align with existing influencers and keep up withconversations. But businesses that commit to this regimen
reap massive rewards—and end up as industry thought
leaders.
What do you think? Have you used these tactics to gaininfluence? Do you have additional advice for others?Share with us in the comments below.
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