As I have written about elsewhere, I strongly believe social media is an essential communications tool for organizations. Today’s platforms offer a powerful and cost-effective way for you to establish yourself and/or your organization as a thought leader in a specific topic, and so raise awareness – and gain important credibility – for your product or service.
The trick is leveraging these platforms in the right way. Here are some of my tips.
Tip 1: Map your product and service to an innovation topic or megatrend.
First consider what you want to say. Go back to your original idea and think about what insights and learnings you have that would be interesting to the wider community. Then see if there are any innovation topics or megatrends that you can link your product or service to – something that gives it a broader significance and/or puts it in a context that people will understand.
Tip 2: Create content that becomes useful knowledge.
Write about your particular insight and the innovation topic or megatrend in your blog. Feel free to talk about what your company does, but avoid a sales pitch (you have other channels for that). Here are some other details to consider:
Tip 3: Distribute your content via your website and social media.
Publish on your company website first and then link your blog to all your relevant social media channels. Spend some time on search engine optimization. I recommend buying keywords relevant to your blog and the megatrend you are mapped to. Less expensive solutions, like brandyourself.com, can help you with SEO as well.
Tip 4: Build up your network.
Share your content as widely as possible, but also be sure to share content from others. Some other tips:
Tip 5: Measure your results
To make sure you are on the right track, constantly measure your results.
I have been talking about social media for quite a while now, and have had plenty of time to test its effect. Using the techniques described here, and assuming you have an interesting story to tell, I am confident you can establish yourself as a thought leader in your area generally within 6 to 12 months. Diligently followed, this approach not only gives you credibility, it also encourages people to engage with you. And engagement means opportunities, and opportunities mean business.
On top of that, you will learn a lot: about your subject, about your customers, about your ideas and your company, and perhaps about yourself. This is knowledge that can only be of use.
Note: This blog post is adapted from a Founder’s Letter I contributed to the Webb Investment Network. Read more at www.oliverbussmann.com/blog and follow me on Twitter @obussmann.
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