The first step to building a personal brand: how does a leader manage social media?

Due to the growing popularity of the topic of promoting “personal brand”, the idea of ​​”executive social networks” is very washed out and often loses its original meaning.

I want to say right away that, apart from the head, no one will ever be able to maintain social networks for him at the proper level, therefore, before proceeding with the promotion of a personal brand and the “promotion” of the head’s social networks, you need to understand whether the head himself is ready to allocate time for such work and your own resource.

Of course, you can use the help and tips of smm-marketers, order analytics, ask for help with research and figures, but the “social networks of the leader” should remain the “social networks of the leader”.

Goals and objectives of social networks in building a personal brand of the leader

Первый шаг к созданию личного бренда: как руководителю вести социальные сети?

The second serious point is the goal. Why do you need social networks as a leader and what goal do you want to achieve in this way – those questions, the answers to which need to be decided first of all.

There may be a desire to share opinions or stories. Or do you want to sell yourself, services, products, expertise. Once defined with the goals and objectives of your social networks, it will become easier to work with them. Since after that, both content and tactics will be subordinated to a single plan.

It should be remembered that information published on behalf of the manager, even in a closed account, in the “only for friends” mode, can and will become public knowledge.

If the goal of running social networks is to accomplish work tasks, then you need to strive to build and create an image of a “charismatic leader” who is ready to lead the team.

Первый шаг к созданию личного бренда: как руководителю вести социальные сети?

The next point is how the leader presents himself on social networks. What level of “importance” should the profile be? Director of a corporation division, business owner, head of a company department – since everyone has a common positioning, accordingly, tactics and specialized content also do not match.

After choosing positioning, move on to language and tone. The main question here is with what words and for whom we will talk about ourselves. Here you need to decide how bold you want or can be in your statements. Will you use mate on the page, but criticize the leadership, express your political position? All this can be done only realizing that for any of these points can “fly in”: from management, clients, subscribers, parents, partners.

When the style, language, purpose and positioning have been worked out, the next will be a difficult and incomprehensible question of content – what to publish, how to publish, what kind of response to expect.

How to deal with social media content

Первый шаг к созданию личного бренда: как руководителю вести социальные сети?

Approaches to posting content are also different. For example, the percentage division of a posting into “personal” and “work”. But in fact, as such, there is no framework.

Previously, one could hear from experts that an account should have 75% personal, 25% working content, then it was advised to divide the content 50 by 50. Now there is a tendency towards a decrease in the share of personal content and a change of working self-advertising to “Story about. .. “.

So what should these stories be about: go back to the very beginning and remember the answer to the question – “For whom and what do I want to tell?”.

By format, these can be short cases, stories about projects, funny or ironic stories from the life of a business. It sounds complicated, but in fact, you just need to start with the phrase “once in the company N with colleagues decided” and away we go.

And then – videos, photos, pictures, texts. And now the first step has been taken towards building your own personal brand. The main thing is not to quit after two months.

Valeria Mingova – General Director of PR Doctor, 15 years of experience in media, public relations, external communications, crisis management and reputation management.

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