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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You’ve hit on another key component, Jonathan – outreach. While it may not be “fair,” all the consummate lawyering (for me) in the world is wasted when marketing unless it somehow reaches the public or industry eye. Particiation in a leadership role in industry conferences, publishing, and otherwise establishing a “net” or public/industry presence is often viewed as a tedious chore and is oh so easy to avoid (i.e., let somebody else present at that conference, I’m too busy). But the impact, if handled adroitly, pays dividends over and over and over as you do future marketing. I don’t know about Twitter for guys lke me, but getting out there one way or the other is the only way to beat the competitor to the final selection round.
I went to check out what a celebrity you are and I did a double-take when I saw my face on the computer screen on your Linkedin page (not once but 3 times!). No one else probably noticed it, but I know that photo all too well. Congratulations on the fantastic media coverage and I must say I am honored to share a mini (actually micro) piece of it with you!
My brother in Maine called me after seeiing my small face on your LinkedIn page during the interview. So, of course, I recorded the episode. My brother didn’t know who “the guy” they interviewed was.
So imagine my delight when you were the “go to” guy for the CBS Evening News. That was incredible, Jonathan.
My son just lost his job in Texas and is coming back to California to look for work. (He is in sales so it won’t be that bad.) But I find myself quoting you as I help him with his resume, his interview skills.
“You’ve got to build your brand, Zack.” And we are working together on his LinkedIn profile.
Nice going, Jonathan. (And I called my brother back to tell hm you are a great guy and at the top of our profession.)
Congrats on this awesome media appearance. And, I really agree with your post ESPECIALLY for marketing professionals. I catch myself wondering about a persons’s marketing prowess when I go to find them on LinkedIn and they’re either nowhere to be found or have a skeleton profile with 6 connections. As a marketing professional in 2011, it is imperative that you walk the walk and set an example.
I also know some people who are reluctant to beef up their profile by adding recommendations, etc. because they feel their current employer will think they’re on the job hunt. Honestly, just like your resume, you should keep up your LinkedIn profile when you’re NOT looking for a new job so that when you are, you’re ready to hit the ground running. And, I bet you $10 if anyone who is worried about what their employer will perceive takes a look at their boss’ profile on LI, you’ll see they have a robust presence…so why shouldn’t you?