Grow And Maintain YOUR Social Media Brand?

A simple guide for growing and maintaining your brand on social media..

Social media is a major part of everyone’s daily life. Despite the shifting popularity and recent worries about the security of various platforms, business leaders use these platforms to create networks of followers for communicating their work and inspiring people around the world.

Related Article: YOUR Explosive Social Media Growth Strategy?

Leaders can -- and should -- use these tools to raise awareness of their organizations, boost their personal brands and share important victories.

Over the years, I have personally grown a loyal and dedicated following on various social media channels -- one that I truly cherish, appreciate and value. Over the last 10 years, I have used social media to help advance and grow professional relationships that have resulted in hundreds of thousands of dollars in nonprofit revenue and in-kind services and have garnered tens of millions of impressions and views on content from our group, Beneath the Waves. And I've done it all without hiring a formal PR team.

I’ve also seen people, especially emerging leaders, use these tools improperly with disastrous personal and professional consequences. Thus, I was inspired to create a short guide to help leaders of organizations of all shapes and sizes grow their brands on social media.

Related Article: Top CEO Social Media Strategy?

Focus On High Value

Share your victories, and celebrate them on social media. You and your team deserve it. However, be picky and use good judgment to share wins with the highest value.

Paring down what to post can be hard for aspiration doers and productive individuals who may have multiple high-value pieces to share each week. Major news stories, press and key outputs are items I would consider high value.

The majority of your posts should be high value since they communicate a sense of forward momentum and progress.

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You Are Not A God

Over-posting personal wins can come off as self-important and potentially aggravate people. Humble-bragging is real and driven only by personal ego. I've committed this crime in the past, and a family member actually called me out on it.

By sharing every story you are quoted or mentioned in, you are diluting your value and can come off as self-important. People can also see through disingenuous posts.

I can think of at least a few people in the conservation space who start almost every post with the tired and now meaningless, “I’m humbled and honored...” Don’t be that person.

Related Article: YOUR Brand In The Age Of Social Media?

Diversity Always Wins

Diversify your content. Sharing social media posts is like running a restaurant. Some people will come for the same thing over and over again, so you need to be really good at serving and retaining them. But the key is to keep bringing in new customers (or followers). A great way to do that is with exciting new items and offerings, so mix it up.

However, there is value in specializing -- doing one thing really well and serving that up over and over (superfans will love it). But in my opinion, the most effective leaders are always looking for ways to innovate their platforms and brand vision. I believe that if you don't evolve and innovate, you become noise and will die a slow marketing death while the next person in line takes your place. I think this ethic should be applied to social media.

Related Article: Fixing YOUR Boring Social Media Brand?

Complaining Is Ugly

Complaining is a surefire way to lose support. Whereas airing your issues out to dry might feel good in the short-term and appease a small portion of your followers, talking smack about other groups or people really just looks bad.

Ask yourself, "If my greatest mentor or dream partner saw this, what would they think about me?" I have dealt with haters and detractors over the years but have always resisted the urge to complain about them. The greats don't complain, and neither should you. Resist your own ego, and take the high road. It will serve you well!

Share The Love

You are likely passionate and love what you do -- it's why you’ve gotten to where you are professionally. Treat social media as a way to communicate your passion and motivation to move forward and make the world a better place. In the end, this is what most people connect with, and it will help your social media presence reflect your own trajectory and drive to succeed.

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Final Thoughts

If done right, social media can be your biggest asset as a leader. Diverse, thoughtful and engaging content can lead to tangible quantitative outcomes, such as funding and partnerships, while adding numerous intangibles to your digital brand (awareness, always being on people's radar and new friendships).

Most weeks, I try to share one to two pieces of high-value content from my professional world early in the week and sprinkle one lighter, more lifestyle-type post toward the end of the week.

Guest Authored By Austin Gallagher. Austin is the CEO of Beneath the Waves, a leading environmental non-profit linking ocean conservation with brands and influencers. Follow Austin on Twitter.

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Does it work? Here are two ways to tell:

1) People recall what you've been up to when you see them at a cocktail party. This is proof that your strategy is connecting with people.

2) people you haven't spoken to in months or years come out of the social media shadows to reconnect with you and engage. In addition to expanding your social network, you never know what great things could come from interactions like these. In the end, you can run your social platforms however you like, but I think these points can truly help business leaders grow their brands.

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  Post Crafted By:

  Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Scottsdale, Arizona, where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

YOUR Social Media Listening Power?

When you think about social media do you think about what your next post is going to do for your brand?  

How many new followers, likes, and shares you can garner?

Related Article: Shut Up And Listen Social Media?

It seems social media these days is all about saying something. Sometimes it doesn’t matter if what you are saying is important or not, as long as it gets you noticed.

But if that is all you are doing, you are missing the point.

Recently Facebook founder Mark Zuckerberg changed the mission of the platform from making the world more open and connected, to giving people the power to build community and bring the world closer together.  To do that you not only have to be present, but you have to communicate. Half of all communication is listening; some among us might say listening is even more important than talking.

What if we looked at a credit union’s social media presence from that perspective? How many of you fear a negative comment, dread a sub-par review, have anxiety that someone will go rogue in the wee hours of the night? Don’t pretend these things can’t or won’t happen… listen for them and be prepared to address them.

Related Article: YOUR Social Media Brand Screenplay?

Listen Everywhere

If a tree falls in a forest and no one is around to hear it, does it make a sound? If someone complains about your credit union on Twitter but your credit union decided not to establish a Twitter profile, does that Tweet still exist? Just because you didn’t see the Tweet doesn’t mean the rest of the Twitterverse didn’t see it. The riskiest thing you can do is to choose to ignore a particular platform or social media all together. Be present and at least listen.

Have a Plan

You can’t please all the people all the time. And when that time comes, your gut instinct may be to delete that post. Don’t necessarily go with your gut. Sometimes deleting something negative can create even more negative posts. Unless the post contains information or content that would cause more harm, such as exposing nonpublic personal information or language that might open you up for regulatory review, take your time, work with your team–and within your strategic plan–to address the concern.

In a study done by Bazaarvoice, 7 in 10 respondents indicated that when and how a business responds to posts impacts their perception of the level of care, support and the overall trustworthiness of the brand. In fact, studies show that consumers are more skeptical of businesses that have only positive reviews.

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Avoid Being Self-Centered

Your credit union’s Vendor Management Program covers many issues, but are you able to continually listen across social media, news sites, blogs, complaint sites, etc. for mentions of your vendors or partners? Due to the nature of vendor relationships in the financial industry, what happens with vendors and partners can heavily impact your business. Don’t be the last to find out.

Technology can help you manage all your social listening. You don’t have to rely solely on Google alerts archived in your inbox. Today’s tools can scan social networks and the web for a wide variety of content and allow you to customize how you receive, manage and store your search results.

We live in a world of information overload, but don’t let that information overwhelm you. Listen for everything – good and bad – and deal with each result strategically. If you do that, you will start to notice that you have more followers, likes and shares after all. Build that community instead of creating a one-sided platform where you are talking, but not listening.

Guest Authored By Jeffrey Harper. Jeffrey is the President of BSG Financial Group. He brings more than 25 years of industry experience. ​He heads up the Sales and Marketing divisions of the company. Jeff plays a pivotal role in growing the company through innovation, marketing, compliance and customer support. Follow Jeff on Twitter.

Related Article: YOUR Social Media Platform Persona?

We live in a world of information overload, but don’t let that information overwhelm you.

Listen for everything – good and bad – and deal with each result strategically..

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  Post Crafted By:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

Robots Fix YOUR Social Media Reputation?

This AI Platform Helps Jobseekers Fix Their Social Media Reputation

Employers are using AI to scour social media to eliminate applicants for open jobs. Now you too can use AI to buff up your online presence..

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Most people know that posting a booze-soaked selfie on a public social media feed is ill-advised, especially if they are planning to ever look for a job.

But did you know that cracking a joke about calling in sick can also hurt your chances of landing a sought-after position?

That's because AI is at work in many employers' recruiting efforts. "People don't realize that screening algorithms don't have a sense of humor," says Patrick Ambron, CEO of BrandYourself, a reputation management software firm. "What this means is that jokes about skipping work to watch Netflix could get flagged as potentially harmful."

The number of employers using social media to screen candidates is at an all-time high, according to a CareerBuilder survey of 2,380 hiring and human resource managers. Seventy percent of employers use social media to screen candidates, up from 11% in 2006. More than half (54%) said they wouldn't hire someone based on what they saw on the candidate's social feeds.

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Some companies are even outsourcing the scouring of candidates' online presence, like Los Angeles-based Fama Technologies, which offers an AI software tool that helps them screen out undesirable applicants.

In a report for CNBC, Fama CEO and cofounder Ben Mones were less interested in uncovering recreational alcohol use and the like, rather they want to make sure they're not hiring bullies or bigots. "Employers are looking for folks who don't think that misogynistic comment is wrong," he said.

Candid posts that use vulgar or insensitive language are clear red flags. In addition, slang usage and unprofessional "funny" posts have been frequently flagged as troubling for hiring managers," Ambron concurs.

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Using AI To Make You Your Best (Online) Self

While algorithms can be humorless when it comes to reading status updates, BrandYourself's AI claims it uses the same no-nonsense approach to ferreting out problematic content.

Ambron contends that its software goes deep (in some cases up to 10 years) into search engine results, social media posts, images and video content that you posted or were tagged in, and then gives the candidate recommendations of negative content to remove. For an annual fee of $99, says Ambron, the software will continue to monitor your social platforms and online presence, and alert you if anything new shows up that needs your attention.

Among the problematic content, CareerBuilder identified the most common deal breakers, including provocative or inappropriate photographs, videos, or information, drinking or using drugs, posting discriminatory comments related to race, gender, religion, and bad-mouthing their previous company or fellow employee.

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Does it ever really go away? Ambron says that depends on what kind of offending information it is.

"If it's simply a poorly judged social media post, you can hopefully delete it right away, which minimizes the chances of it being flagged during an employment screening," he explains. Employers don't have access to deleted tweets or FB status updates unless they had a legal subpoena or if someone took a screenshot.

"If it's something in Google that hasn't been deleted, they can still find it," he says, "but it's much less likely and will have a smaller impact on the impression you make." Still he cautions that a negative Google result that someone else wrote about you to harm you such as a review, news article, or a slanderous post or image, could take months to bury with more accurate, positive information.

"The idea is that if there's negative information out there about you (like an ex bashing you online), you want to surround it with more accurate information that better represents your personality, professionalism, and overall brand," he explains. This strategy takes both time and maintenance, Ambron admits.

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For instance, a Google search for a former high-level Disney, AOL, and AG Interactive executive who is a pioneer in the VR world used to yield multiple results for a singer-songwriter by the same name before any of his own work showed up. Populating a website, LinkedIn profile, Twitter, and Medium accounts with regular, quality content about his expertise changed the game. Now a search has him as the first result on the first page.

The same CareerBuilder survey found that 44% of employers found social content that supported making a hire. Among the primary reasons were that their experience and expertise shone through social and that they presented great communication skills and creativity. An older survey from CareerBuilder emphasizes the importance of such soft skills. Among 2,600 hiring managers and HR professionals, 71% said they valued emotional intelligence over IQ overall.

Guest Authored By Lydia Dishman. Lydia is a reporter writing about the intersection of tech, leadership, and innovation. She is a regular contributor to Fast Company and has written for CBS Moneywatch, Fortune, The Guardian, Popular Science, and the New York Times, among others. Follow Lydia on Twitter.

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"In a tight job market..

Jobseekers who demonstrate a sterling online presence by communicating professionally, showcasing their expertise, and interacting with a variety of people on social media will be more in demand than ever.." -LydiaDishman

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  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)

YOUR Audience Response Social Media?

Social media should be used to your advantage as a customer service tool and a platform where you engage with your audience..

Seventy-one percent of consumers who have had a good social media experience with a company are likely to recommend this brand to others. Individuals trust what others have to say. This is a winning tactic to keep loyal customers or score new ones..

Related Article: YOUR Social Media Reputation Mistakes?

Creating Your Company's Voice

When responding to posts on social media, your credit union should have a unified voice that is evident from comment to comment. Try creating a template for different types of posts whether it’s a positive comment, question, or negative review. This way, even if multiple employees are responding as the voice of the company, the general tone sounds identical and cohesive.

Positive Comments or Questions

If an individual took the time out of their day to leave a positive comment on your page or an individual post, thank them! Not only are you engaging with one person, but the entirety of your followers can see your brand’s genuine engagement. Use the customer’s name and make sure your responses are expressive, individualized, and show your brand’s personality. When responding to any question, make sure to respond by fully answering the question, providing links to your website, or easy to follow, step-by-step instructions if necessary.

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Negative Reviews or Experiences

We’ll say it again, on social media everyone can see what was said and how you respond as a company. No matter what, when responding to a negative review, you should always apologize in a respectful manner even if your credit union is not truly at fault.

After apologizing, redirect by offering an incentive or viable solution to their issue. This doesn’t have to be done directly on the specific social media platform for everyone to see, especially if you’re offering a coupon or discount. You can apologize in a comment and ask them to direct message or email to continue the resolution of the problem there.

How Often?

On Twitter specifically, 78% of individuals who complain to a brand expect to have a response within an hour. It’s not a secret that people use social media as an outlet to release their frustrations. Responses to a post should be completed the day that it was posted.

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Nowadays, people expect things instantly. Make sure you are present and available to fix problems consistently and to the best of your ability. Be sure to check where your credit union has been tagged and mentioned on a daily basis so you can stay timely with responses.

Share your favorite social media customer service responses with us below!

Guest Authored By Kara Vincent. Kara is a Finance Officer at Lancaster Red Rose Credit Union. With over 15 years in the financial services industry, Kara provides an integral role in serving the needs of LRRCU members and continues to build relationships in the Lancaster community. Kara currently manages LRRCU’s Deposit Operations, Electronic Banking Services, and Information Technology Department. Her strong financial background allowed her to successfully implement Remote Deposit Capture, Origination of ACH files, Lockbox files, and Mobile Banking. No matter what stage of life you are in, Lancaster Red Rose Credit Union has an extensive selection of products and services to meet your unique banking needs. The mission of LRRCU is to exceed the needs of our members by providing reliable, quality financial services that will improve the lives of those we serve. We hope to grow membership through community outreach, education, and reliable financial services. Follow Kara on Twitter.

Related Article: YOUR Social Media Brand Complaint?

“Nowadays, people expect things instantly.

Make sure you are present and available to fix problems consistently and to the best of your ability.

Be sure to check where your credit union has been tagged and mentioned on a daily basis so you can stay timely with responses.."

• 

  Authored by:

  Fred Hansen Pied Piper of Social Media Marketing at YourWorldBrand.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)