Social networks have quickly become one of the main opportunities for visibility and promotion for every professional. It is difficult to think today of a professional who renounces exposure and contacts that can be generate from online platforms.
Yet, as Spiderman’s Uncle Ben said, “With great power comes great responsibility”. So, along with many great opportunities, there are several possible mistakes from which it is better for every professional to avoid.
I asked what are the slips on which it is easy to run (especially when it’s your first time on social networks) to Tommaso Sorchiotti, Creative Digital Manager and author of several bestsellers about Personal Branding and new media.
Here are his hilarious answers
1 – Thinking that who has the best product will automatically have success
“I have the best product and I’m the best in my field … I’ll just be online to be appreciated and chosen.” False, alas!
Work needs to be done to enhance oneself and to make others appreciate our value, otherwise the risk is to be overcome by less good and prepared competitors but more skilled and clever in communicating.
It may seem unfair, but this is today’s arena where you fight to reach public approval and a broad and consolidated community of followers. If you want to get in the game, these are the rules.
2 – Do not planning the social presence on the medium / long term
Do not underestimate the time it takes to develop online channels. Before we strive for important goals we need to gain credibility and trust. Thinking of achieving prestigious goals in no time, without big advertising investments or without major influencers, is almost impossible.
It is much better to understand how to achieve short, medium and long-term objectives. As in gym workouts, without anticipating the stages and with persistence you can achieve the right results. The lack of this awareness is likely to make you dump it all too soon. In the past, it has happened to so many professionals.
3 – Grammatical errors, non senses hashtags and other rookie mistakes
Grammatical errors and incorrect phrases, inaccuracies (or worse Fake News!), but also meaningless hashtags used to make posts “more social”, not to mention posts and contents that can hurt readers’ sensitivity, such as with topics related to politics, religion, ideological choices, or directly attacking a competitor. Is important to always be extremely careful when publishing something online.
Remember: always re-read what has been written before publishing, and try to put ourselves in other people’s shoes.
And, when in doubt, remember an old web rule saying: “Never post anything that you would not show to your grandma”.
4 – Unattractive profile and cover picture, and unclear contents
The first elements an interlocutor sees, recognise, and evaluates when she or he see for the first time a new profile should be straightforward and simple to understand.
Pay attention to what you communicate with pictures, profile photos and any cover, as well as the contents in evidence … they will always be seen before your bio!
Remember, “There is never a second chance to make a good first impression!”
5 – Focusing on quantity dispatching quantity
Avoid Cross-Posting: Every platform has its peculiarities that must be understood and embraced, and whenever possible used to convey messages that you repute interesting. Posting on all your social channels the same content can be counterproductive. And in some cases, it’s perceived as SPAM!
Always focus on the quality of what you publish!
6 – Sharing contents that do not create interaction, traffic and interest
Do not think too much about the shape of your content, think about the value you want to transmit.
Do your posts do not stimulate any reaction? There are a series of questions to ask yourselves:
- Are they seen by the right public?
- Are they interesting and stimulating for a discussion?
- Are people interested in interacting with you?
And remember, success is not primarily measured by the number of fans or followers, but by the ability to reach people, transmit value and stimulate reflection or action to them.
7 – Stealing contents (without giving credits)
Just because it’s available online and easy to find does not mean that a photo, a text or a video, can be taken and shared as made by you. Publishing them without thought to your blog, your Facebook page, or an online platform without acknowledging the source it’s a wrong choice.
How much would you be pleased if others did the same, taking up your contents and publishing them on their online platforms without even putting a link to the original site?
Also, try to balance contents you find on the Web with contents directly created by you. This, if the content is well-studied, will allow you to acquire authority and visibility.
8 – Self-promotion. Self-promotion. Self-promotion.
Already the title by itself is boring. This also applies on the web when people are always talking only about themselves.
Paradoxically, the less you talk about yourselves, the more you become interesting. This does not mean that you cannot tell anything about your work or your point of view. Just remember to put the reader and the content you talk about in the limelight, not yourself!
9 – Do not diversifying topics and tone
The content plan to publish online should have its own variety, with differentiated and alternate arguments in order to keep the attention of readers always high.
Imagine turning yourself into a magazine: having always the same approach and dealing the same headlines with the same content would be a rewarding choice?
10 – Pretendig to be someone else
It is right to be inspired, without copying, from the best one, but it is necessary to define and develop one’s own style and own image. Creating or recreating yourself online is crucial. Imitating someone else soon becomes ridiculous, as well as ineffective.
On the other hand, it is not even right to copy and confront immediately with the established professionals: if you start playing football now you would not immediately face Messi and Ronaldo. Nor would you take them as terms of comparison to figure out how good you are. Why should be different online?
+ 1 –JUMP RIGHT ON SOCIAL WITHOUT A PLAN
Unless you are Achilles (and after all he did not have a great end!) You cannot think of joying the fray, confident but without having defined a digital strategy that will allow you to understand what resources you need to reach your goals.
Choose the right tone of voice, activate the right channels, use resources with discernment, prefigure who can be your allies, use the most appropriate instrument for your goals … this means being prepared to … fight like a hero! Without a strategic plan, even the best professional is likely to crash at the first great difficulty.
For more information, Tommaso and I hold a Personal Branding & Professional Image course (info) where we help you with your online and offline image, giving you the most effective tools and techniques to improve your communication and Affirm your business.
It is an intense day, but very useful also of the less experienced people with Social and Internet.
Among other things, participants receive Tommaso’s Personal Branding book: Promuovere se stessi online per creare nuove opportunità, plus an exercise book with operational stimuli and a vision of how to use your own skills.