Sexy social media - how is it done?

A Social Media Expert can be sexy?

Blow out the candle and turn off the Marvin Gaye. We’re not talking about that kind of sexy profile. Social media campaigns have gone far beyond e-dating. Now we’re e-networking: fishing (and casting) for jobs, getting (free) expert advice, and keeping track of who knows who we know (you know?). We’re all within six degrees of separation. These days, it’s more like six buddy lists. Business blogging can play an important part in your e-networking.

To make the most of this wide-spread web and the social network profiles that bind us, we have to represent our genuine selves attractively. The challenge is putting our best e-foot forward within the limitations of a social media profile with a tiny thumbnail of a profile pic.

First, take advantage of the old adage that a picture’s worth a thousand words. Company presidents, executives, and managers agree that profiles that include a picture lend more credibility to any words on the page. Yes, it’s tempting to use that hilarious lamp-shade-on-the-head photo from the last office party or maybe even Fido’s most adorable pose, but keep in mind that we’re looking to make a connection for ourselves, not our pet or our party skills. The folks who wield paychecks, contracts, and years of experience say a flattering head shot in a professional setting is more attractive than swiping a pic of our favorite celebrity.

Next, use your words. The completeness of a profile also gets the attention of big fish in this web pond. Fill in as many profile blanks as you can and keep the information accurate with regular updates. If you’re on multiple social networks (LinkedIn, Twitter, Digg, Facebook, etc.), make sure all your stats jive so that potential connections won’t get conflicting messages about your experience.

And remember, get creative but don’t brag. Social media profiles shouldn’t be e-resumes. Make your profile as interesting and dynamic as you are, but don’t oversell your talents. No one wants to sit next the guy who can’t stop talking about himself, and it’s just as much a turn off to visit a profile page that screams “It’s all about me, wonderful ME!” Let your personality shine through—maybe with a quote or tagline about an experience in your life—and think about representing more than just your professional career.

Social media networks are a relatively new aspect of how we communicate. But their influence is growing, and businesses are becoming more aware of the benefits social network profiles can bring. Posting our most compelling profiles now and developing them as these social media outlets grow is sure to keep our message the most attractive news we’ve heard on the grapevine. (And…cue the Marvin Gaye once more.)

Paul is the President of Professional Blog Service. PBS works with clients making strategic investments into business blogging, social media and search engine optimization.

Why are joining a social media network?

Is your social media expert helping you identify which networks to join?

Understanding the audience you are trying to reach is half the battle in social media marketing. If you are trying to reach soccer fans, chances are you are not going find many in the baseball forum. For that matter, if you want to discuss how great Ayn Rand is, you will not make much headway with readers of Micheal Moore.

There are three major types of social networks - business, personal and communication. Notice I didn't say "marketing?" Some may combine aspects of all three (Twitter) while others are more singular (LinkedIn).

And even though you may call yourself a social media marketing guru, that doesn't mean you can "market" your way across all three types in the same way. In fact, every network has a point or a purpose and if you're missing it, then you're missing out.

Business

Social networks that focus on business are your LinkedIn's, your Biznik's and all of those local listservs and forums that people participate in as part of their online business networking.

The purpose here is to do business, not to share pictures of your kitten or that fantastic dancing robot video you found on YouTube. It's also not the place for relentless marketing. In other words, don't spam people.

Personal

I would describe Facebook as an example of a personal network. Some people may use it for business networking, but that's not the point of it or the purpose.

Instead, it's private and most people create Facebook accounts as individuals, not businesses. Basically, it's your space to be yourself, talk to your friends and family and share those kitten photos. If you're using Facebook to bombard your "friends" with product announcements and sales pushes, you're going to find yourself very friendless, very fast.

Communication

This is where it's all about sharing what you know and your take on what you know and what other people you know know (have I lost you yet?). By definition, Twitter would fall into this category though the micro-blogging platform has evolved to embrace aspects of all three. Blogging would be another example.

Remember, the onus here is on the communication. So, if you don't have anything valuable to share or you waste your audience's screen time with pitches and spam, you'll lose them quickly. Go ahead, make a post about your new product, but also share that interesting industry-specific article you read last week.

Social networks weren’t designed for marketing. They were designed for networking and each designed for a specific type of networking. Approaching all of them with the same marketing strategy is like trying to build a house with a Leatherman – sure, all of the tools are there, but that doesn’t mean it can be done.

Paul is the President of Professional Blog Service. PBS works with clients making strategic investments into business blogging, social media and search engine optimization.