Should I create a personal and a professional presence for marketing my small business – and should I keep them distinctly separate?
This is a question that I am frequently asked. And the answer changes as the social networks evolve.
Who You Are Matters Most
A New York publisher explained to me that the key to selling books is NOT the author, but the platform that author brings to the published book. She suggested she could sell any book with George Clooney as the author.
It doesn't matter what George Clooney does for a living. What is key is that he has a community of fans that follow and support whatever he does. Given the opportunity, they would probably enjoy being his friend.
In other words, it doesn't matter what you do, but who you are.
People vs Business Brands
The easiest way to get anyone interested in what you do, which is represented by your brand, is to get them interested in you.
Most of us are not celebrities, so we don't necessarily have fans in the traditional sense. But we do have friends and followers. We underestimate the number of friends and followers that are interested in the contribution we make through our professional work.
A percentage of your friends and followers are also customers. They value what you do – your brand, but they are most likely loyal to you as a result of who you are, and how that combines with your expertise to create a desirable business relationship.
Your Strength is Your Persona
Your persona is your strength – it's who you are. This is what you should lead with. So, if you do have a professional Facebook page or blog, it is vital that you use your persona to engage with those that are interested in your professional work.
It is essential that the content of your professional accounts contains a healthy amount of personality – yours and the team that helps you make your company's product and service what it is. Understandably, not everyone wants to be in the social media spotlight. So, just involve those that are willing.
There is a reason that People magazine continues to survive during this period when other print publications are folding their tents. People are interested in people!
At our house we receive Entertainment Weekly, a respectable print publication that is primarily about the work of entertainment professionals – actors and actresses. Yet, the pages of advertising suggest it is no match for the personal content that you will find in People.
How I Do This
I consider most of my accounts to be personal. The exceptions are this blog and my professional Facebook page. The purpose of these two channels is to share useful business information. Nevertheless, I make the effort to personalize that content – giving you a sense of who I am.
When it comes to my personal Twitter or Facebook accounts, as well as all of the others, I take the opportunity to share just about anything about me, my family, and my friends. My objective is to enjoy engaging with friends, and if some business content happens to be shared once in a while, so be it.
If I were just getting started with social networking and marketing, I would focus on being personal. Business opportunities will naturally follow from that. You don't force it through aggressive marketing effort – it just happens, naturally.
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Until tomorrow, Jeff
I like this! I have been pleasantly surprised at how well business and personal have mixed. It’s what you said about friends and family who support you. They want to see you do well and sometimes it’s that “like” from my mom or old college friend that keeps me going. Also, friends share my links on their walls and vice versa. I agree that a key is not to force it.
Some great points, Jeff. I’ve kept my Facebook account mostly personal. I’ve got some business friends there too, but most of it is personal.
Here’s a question for you as a professional speaker. Do you find that it’s easier to be hired by strangers than by friends? It’s been said (in an earlier technology era!), that an “expert” is someone form out of town, with slides.
That’s “from.”
In the last month or so, I’ve twice seen writers in the NY Times suggest creating both a personal and professional Facebook account. As far as I know that’s against Facebook’s terms of service. Do you know if that’s still the case?
Thanks,
Elge
Great post Jeff. This is an interesting topic that everyone struggles with a bit. I work for a company, yet am an entrepreneur as well. But like you said, people are interested in the person, and the information they share.
I choose to represent my company and side-businesses as me. Social media is about transparency and authenticity, and the message is coming from me, and not necessarily the views expressed by my company (the one I work for) or personal business interests. That’s what people care about – at least in most social media circles – the personality, the “face.”
This is a great topic, as personal branding is taking off.
Tim – That hasn’t changed. The key is to reach out and make friends in new markets. I just attended an event where there were lots of international speakers.
They refer to their marketing approach as “opening up markets” – i.e. countries.
You have to get into the mix and show them who you are. This may mean initially speaking for a lower rate than you are used to.
It can be a a process that takes years.
Nevertheless, the formula is the same – make friends – and if you deliver, they will help to get you hired.
Jeff
eMarketing Strategist – Well, you do need a personal account to set up a professional page – that’s standard operating procedure.
The two are indeed separate, but you need to first establish your personal identity to get things set up for your business.
Nothing unusual about this.
Hope this helps,
Jeff