Last Thursday, I appeared on The CBS Evening News with Katie Couric regarding LinkedIn’s initial public offering (IPO) and how professionals use the social media site to develop business (you can click here to watch the interview).
Although I addressed a number of issues, the sound byte that drew the most criticism, particularly from seasoned professionals who did not grow up in the Facebook era, was my statement, “[professionals] have to participate in social media; otherwise, you’re simply not relevant!”
Albeit a sobering pill to swallow, I stand by my comment.
In today’s Internet world, prospective clients, employers, and referral sources initiate their due diligence before engaging you formally by typing your name into Google.
If you have positioned yourself as the “go to” person within your industry, one would expect to find all kinds of information on you — websites, articles you’ve authored, blog entries you’ve commented on, mentions of conferences where you’ve spoken, testimonials from other professionals, etc. The absence of such information may suggest to others you’re not whom you purport to be.
One benefit of social media sites is the platform they provide you for demonstrating your expertise. One can list work experience, show participation in online forums, industry groups, and associations, and connect with others who have the ability to positively influence and grow your business. It also provides others with insight into who you are as a professional — your personal brand — and the value you’re capable of providing — your brand promise.
For a prospect, having this information at their fingertips makes hiring you less of a risk. For a referral source, it provides relevant information they can use to promote you to their partners, board of directors, and clients. Having an online presence is particularly critical for those of us in professional services where we are the product.
If you’ve already started to participate in social media, keep up the good work!
For those who have been reluctant to start, may I suggest identifying someone “under 40” who you respect, and ask them to assist you in getting started. Begin with one social media outlet and expand your participation from there. The effort you put into it will be directly related to the benefit that will result, including the potential for new business.
Think of social media as your online sales force, preparing those to do business with you who you would otherwise never meet in person.
How has having an online presence affected your business or career?
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