When looking to boost visibility and build a presence online, should you be personal or professional? Should your activity reflect who you are as a person, or who the company you work for is as a brand? These are the questions Mark Schaefer addresses in the article Personal brand or company brand? The new realities of life online.
The article looks at the importance of building a personal brand online, and why this doesn’t have to restrict you to sharing work-related content: “Why not add a human face and post about your travels, the music you love, and the interesting ideas and people you’re connecting with?”
This is a key point, especially when it comes to social selling. Online audiences are more likely to connect with people they feel they can relate to; people who, through the way in which they communicate on social media, demonstrate who they are. A profile that reflects both professional expertise and personal interests gives prospects an insight into the person behind the posts.
See also: 5 Habits of Successful Social Sellers
Another key point Mark Schaefer makes is that companies should actively encourage employees to use social networks, as the benefits include networking, collaboration, innovation and the amplification of company content (employee advocacy). But why is it in a company’s interests to encourage employees to develop their own personal brand? Because on social media, a company’s reputation is largely defined by the people who represent it. So having all employees communicate about company news, culture and activity adds not just one, but many human faces to the organization.
See also: Branding Just Got Personal