How to write the best social media profile . . . for you

Many of the best marketers learn the rules of marketing so they can break them to stand out from the crowd. Social media is a lot newer so the rules are still being written, if it’ll ever be possible to have rules in such a fast-moving, constantly shifting environment.
So how can you write an effective personal profile to post on social media sites?
It’s about you . . .
Whereas you’re probably used to writing about your business, not yourself, social media is about people. Potential followers will want to know about you, the person, and a combination of your business and personal interests, experience and expertise. Sometimes it can be the most unlikely topic that connects two people and creates a valuable business relationship, so your profile has to be as open as possible while remaining within the safe limits of what you are prepared to publish online.
. . . connecting with other people
You want to connect with other people. If you have a social media strategy, you’ll have already identified the type of person you want to attract and what interests they have. Perhaps you’re looking for new clients, suppliers, business partners, advisers, a business support network or friends in the same field. If you’re using social media for business, then your goals will probably include one or more of these.
By entering relevant keywords in your profile you can make it easier for your targeted group to find you in searches, while your profile’s content and style will then attract them to follow or contact you. The ideal reaction is “he sounds interesting” or “I need to connect with her”. If you achieve these, you’ll attract your target group to follow you by choice without using automated following tools.
Developing your personal style and tone
A quality portrait photograph and suitable logos to brand your business create a good visual first impression. Your text has to go beyond this to convince readers that you are a genuine, approachable and valuable contact.
Developing the right tone of voice is important. You want people to hear in their minds how you would greet them in real life at a business meeting or other event. You’ll probably want a mix of professional and friendly, although depending on your business sector people could expect you to be more formal/informal, conservative/modern or representative of the way people talk in your industry.
This is a very personal choice and you will have to decide what is suitable. Remember, nothing is set in stone and if you find your profile does not work effectively at first, you can refine it or even re-write it completely. Sometimes experimenting can be useful to discover what works and what doesn’t.
One thing to consider carefully is the use of humour. Everyone has a different sense of humour and what you find funny may strike others as anything other than funny. Humour can be very effective in communicating, but needs to be handled very carefully. There seem to be more failed comedians using social media than successful ones.
Heading
Where a site lets you post a heading, this gives you the opportunity to summarise yourself in five or six words. You could say “an accountant with 20 years’ experience”, but that sounds boring. “Award-winning accountant who understands business” suggests you are a leader in your field and are able to get beyond numbers and filing tax returns. “Approachable accountant helping Berkshire businesses” shows that you are easy to work with and serve clients in a specific place.
As with tone, your heading is a matter of personal choice. There are many different approaches, but all of them enable you to highlight the one or two most important characteristics you want readers to notice. Most sites let you edit your profile, so you can change your heading to reflect a change in interest, different times of year or events.
Profile text
What do you write when faced with an empty dialogue box? Well, what are you trying to achieve through your social media strategy? Who do you want to attract? What is it you want to interest them in? What balance of business and personal information do you want to give? The answers to these question will help you sort the information to include.
Also, how do you intend to participate in a specific service, such as twitter, or on a forum? Will you write tweets giving out advice, find people to help on a specific issue, publish blogs on a specialist topic? Will you be projecting a business persona or are your opinions going to be purely personal? Do you want to establish yourself as an expert in your field or do you just want to talk to people for fun? Again, these are serious questions that need to be answered if you want to achieve specific aims.
Even if you want to establish yourself as a serious expert, it’s going to be you talking, not your business. So write in the first person as if you were speaking, using I, rather than in the third person, using he/she/it, which is usually the case in business and could sound overly formal here. However, you probably don’t want to repeat I, I, I all the time as it will put many people off. If the profile has separate personal and business sections, you can write about the business as ‘it’ or ‘we’ in that section.
Highlight your achievements and expertise, but think how you would view someone who arrives at a business meeting, then launches into how successful they are, what awards they’ve won and much business they’ve got. Be careful that your achievements do not come across as bragging.
How will you know if what you’ve written is suitable? Let a trusted colleague or associate read it and give you constructive criticism. They could have some very good ideas for improving it. Don’t worry about criticism, because writing about yourself is one of the most difficult things anyone can do and probably the reason why so many people put off writing profiles.
Also, check you grammar, punctuation and spelling. If you can, ask someone else to check it: a fresh eye is more likely to pick up typos.
What’s the best length?
Some profiles limit how many words you can enter, so use this to focus on what you really want to say. If there is no limit, it’s still a good idea to be succinct. If you have several things to talk about, split these into sections. If you’re able to use html in the profile, you could create basic navigation so people can click on a heading to go to that section. However, if it’s too long, people could just give up. The best balance is where you write enough for a reader to find you interesting: not too little and not too much.
How do people find you?
Many social media services and sites feature keyword searching, so include relevant words to feature in search results. Think about what words and phrases your targets are likely to enter in the search box. Again, if you can use html, you could use the keywords to link to your web site to drive more web traffic to it.
Where do I start?
Taking this all into account, why not start writing your profile now? If you can’t decide on which approach is for you, look at other people’s profiles for inspiration. How do those in the same industry write their profiles? Don’t copy them, but decide what you like about them and what you don’t like. Adopt the approaches you like and apply these to writing your own original profile.
Let’s get personal
Remember that your profile is about you: it’s personal. It’s there to make you stand out, so the more individual you can make it, the more readers are likely to find it interesting. Don’t be afraid to experiment, as most sites let you edit your text. There are millions of profiles out there, so if you discover a unique way to present yourself that works well, then use it.
Do you have your own profile tips?
There are so many personal choices to be made when writing your profile. What do you find works particularly well? Please share your experience and tips.

Many of the best marketers learn the rules of marketing so they can break them to stand out from the crowd. Social media is a lot newer, so the rules are still being written, if it’ll ever be possible to have rules in such a fast-moving, constantly shifting environment.

So how can you write an effective personal profile to post on social media sites?

It’s about you . . .

Whereas you’re probably used to writing about your business, not yourself, social media is about people. Potential followers will want to know about you, the person, and a combination of your business and personal interests, experience and expertise. Sometimes it can be the most unlikely topic that connects two people and creates a valuable business relationship, so your profile has to be as open as possible while remaining within the safe limits of what you are prepared to publish online.

. . . connecting with other people

You want to connect with other people. If you have a social media strategy, you’ll have already identified the type of person you want to attract and what interests they have. Perhaps you’re looking for new clients, suppliers, business partners, advisers, a business support network or friends in the same field. If you’re using social media for business, then your goals will probably include one or more of these.

By entering relevant keywords in your profile you can make it easier for your targeted group to find you in searches, while your profile’s content and style will then attract them to follow or contact you. The ideal reaction is “he sounds interesting” or “I need to connect with her”. If you achieve these, you’ll attract your target group to follow you by choice without using automated following tools.

Developing your personal style and tone

A quality portrait photograph and suitable logos to brand your business create a good visual first impression. Your text has to go beyond this to convince readers that you are a genuine, approachable and valuable contact.

Developing the right tone of voice is important. You want people to hear in their minds how you would greet them in real life at a business meeting or other event. You’ll probably want a mix of professional and friendly, although depending on your business sector people could expect you to be more formal/informal, conservative/modern or representative of the way people talk in your industry.

This is a very personal choice and you will have to decide what is suitable. Remember, nothing is set in stone and if you find your profile does not work effectively at first, you can refine it or even re-write it completely. Sometimes experimenting can be useful to discover what works and what doesn’t.

One thing to consider carefully is the use of humour. Everyone has a different sense of humour and what you find funny may strike others as anything other than funny. Humour can be very effective in communicating, but needs to be handled carefully. There seem to be more failed comedians using social media than successful ones.

Attract followers with an interesting heading

Where a site lets you post a heading, this gives you the opportunity to summarise yourself in five or six words. You could say “an accountant with 20 years’ experience”, but that sounds boring. “Award-winning accountant who understands business” suggests you are a leader in your field and are able to get beyond numbers and filing tax returns. “Approachable accountant helping Berkshire businesses” shows that you are easy to work with and serve clients in a specific place.

As with tone, your heading is a matter of personal choice. There are many different approaches, but all of them enable you to highlight the one or two most important characteristics you want readers to notice. Most sites let you edit your profile, so you can change your heading to reflect a change in interest, different times of year or events.

Shaping your profile text

What do you write when faced with an empty dialogue box? Well, what are you trying to achieve through your social media strategy? Who do you want to attract? What is it you want to interest them in? What balance of business and personal information do you want to give? The answers to these question will help you sort the information to include.

Also, how do you intend to participate in a specific service, such as twitter, or on a forum? Will you write tweets giving out advice, find people to help on a specific issue, publish blogs on a specialist topic? Will you be projecting a business persona or are your opinions going to be purely personal? Do you want to establish yourself as an expert in your field or do you just want to talk to people for fun? Again, these are serious questions that need to be answered if you want to achieve specific aims.

Even if you want to establish yourself as a serious expert, it’s going to be you talking, not your business. So write in the first person as if you were speaking, using I, rather than in the third person, using he/she/it, which is usually the case in business and could sound overly formal here. However, you probably don’t want to repeat I, I, I all the time as it will put many people off. If the profile has separate personal and business sections, you can write about the business as ‘it’ or ‘we’ in that section.

Highlight your achievements and expertise, but think how you would view someone who arrives at a business meeting, then launches into how successful they are, what awards they’ve won and much business they’ve got. Be careful that your achievements do not come across as bragging.

How will you know if what you’ve written is suitable? Let a trusted colleague or associate read it and give you constructive criticism. They could have some very good ideas for improving it. Don’t worry about criticism, because writing about yourself is one of the most difficult things anyone can do and probably the reason why so many people put off writing profiles.

Also, check you grammar, punctuation and spelling. If you can, ask someone else to check it: a fresh eye is more likely to pick up typos.

What’s the best length for a profile?

Some profiles limit how many words you can enter, so use this to focus on what you really want to say. If there is no limit, it’s still a good idea to be succinct. If you have several things to talk about, split these into sections. If you’re able to use html in the profile, you could create basic navigation so people can click on a heading to go to that section. However, if it’s too long, people could just give up. The best balance is where you write enough for a reader to find you interesting: not too little and not too much.

How do people find you?

Many social media services and sites feature keyword searching, so include relevant words to feature in search results. Think about what words and phrases your targets are likely to enter in the search box. Again, if you can use html, you could use the keywords to link to your web site to drive more web traffic to it.

Where do you start?

Taking this all into account, why not start writing your profile now? If you can’t decide on which approach is for you, look at other people’s profiles for inspiration. How do those in the same industry write their profiles? Don’t copy them, but decide what you like about them and what you don’t like. Adopt the approaches you like and apply these to writing your own original profile.

Let’s get personal

Remember that your profile is about you: it’s personal. It’s there to make you stand out, so the more individual you can make it, the more readers are likely to find it interesting. Don’t be afraid to experiment, as most sites let you edit your text. There are millions of profiles out there, so if you discover a unique way to present yourself that works well, then use it.

Do you have your own profile tips?

There are so many personal choices to be made when writing your profile. What do you find works particularly well? Please share your experience and tips.

Was it 25 years ago I first published marketing material online?

In 1985 British Airways promoted me to the grand position of Sales Information Officer. What did that mean? I don’t think anyone knew. I wasn’t sure myself.

In fact, we were a small department, a colleague and I, who had been recruited to develop the BA Prestel site into an online catalogue. Prestel was the British Telecom videotext system (like Ceefax and Oracle) but more flexible and responsive. 95% of UK travel agents used it to book package tours. BA decided that, as agents already used the system, it should develop its own site to sell scheduled air travel services to agents.

And so we set about developing what grew into a 7,000-screen online brochure with full details of the product illustrated by heavily pixelated diagrams and illustrations. I spent months creating fares tables and editing fare rules for every fare BA sold for travel from the UK to its worldwide destinations. I think the fares section ran to 2,000 pages.

British Airways Prestel: Robert Zarywacz
An article in BA’s TOPICall magazine from way back in 1985.

What seemed amazing at the time was to be able to upload pages from our PC network (an IBM AT PC with a 20MB hard disk linked to two twin-floppy IBM XT PCs) via modem down an ordinary telephone line. It seemed magical that one second the page was on my PC and the next it was accessible for anyone to view on Prestel.

It all seemed so exciting. People could even send us messages, which we printed off on a thermal printer.

But Prestel was not the way forward. Few in the airline saw its potential and both my colleague and I eventually moved to other jobs in BA.

We had been 10 years too early. Later, as the internet developed and web sites appeared, I realised that we had built a massive web site before anyone knew what it was.

I also learned a lot about writing for the small screen, on-screen attention spans and other tips that would stand me in good stead as the world moved online.

It may have been crude compared with today’s technology, but it was exciting for us as we made the rules up as we went along.

Posted via web from z2zine

NDBA Business Action magazine available online

We are pleased to publish Business Action magazine on behalf of the North Devon Business Alliance (NDBA), the voice of North Devon Business.

The North Devon Business Alliance has been established by experienced North Devon business owners and executives to represent the interests of all businesses in the area and, through supporting existing businesses and encouraging start-ups, to develop the full potential of the local economy.

It has been formed by businesses in North Devon to champion business in North Devon and wants the area’s economy to thrive so everyone can enjoy the benefits of living and working in one of the most beautiful parts of the world.

The magazine is being formally launched on Friday 28 May 2010 at an NDBA event in Bishop’s Tawton, North Devon where printed copies will be available.

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