using social media for professional networking
TRANSCRIPT
Get Linked In &
Linked Up:
Using Social Media
for Professional
Networking
Erin Edgerton Norvell
Founder & Principal Strategist
Digital Edge Communications
Executive Director
Society for Health Communications
May, 2016
Today’s Discussion
What to do vs. what not to do
Establishing a professional digital profile
Creating and disseminating interesting content
Using LinkedIn & Twitter effectively
Creating meaningful connections
Making the “ask” when networking for job opportunities
Building lasting professional relationships
Digital Edge Communications
Do this…. But NOT this Use social media regularly in
your “professional life”
Show your personality, unique voice, and interests
Build content around a particular set of interests, topics, or skillsets
Use automation tools to streamline and maximize your engagement
Listen, respond, and participate
Initiate conversations and connections
Mix your “personal life” and “professional life” on social media
Create content that lacks a consistent voice or vision
Use your channels in a self-serving way (push-only, lots of “asks”)
Use your personal channels for organizational sales or PR
Underestimate your ability to participate in a meaningful way
Digital Edge Communications
The best way to use social media for networking is to use
social media effectively in your day-to-day
professional life.
Digital Edge Communications
Separating Your Social Media
Profiles and Personas Create a separation between your personal and professional profiles
– start new profiles if necessary
Be clear about defining who you are and what content you will share
– people should know what they’re signing up to “follow”
Create a manageable portfolio of profiles – a few channels used
often is better than many channels used sparingly; select channels
where frequent content create and participation is easy.
Don’t “set it and forget it” – create goals and review at regular
intervals (e.g. followers, connections, recommendations, and
interactions)
Review your security settings on each profile every six months
Digital Edge Communications
Finding Your Voice,
Creating Fresh Content Talk about things you care
about; share your passion and personality
Provide something of value to your audience:
Upcoming events
Related news stories
Related blog posts
Tailor the length, tone and format to the channel
Add your thoughts to others ideas and give credit where credit is due
Hello.
Digital Edge Communications
Getting Your Voice Heard Choose the channel that you enjoy
so content creation is fun and
interesting for you
Disseminate content via LinkedIn
and Twitter with cross-links to other
profiles
Develop an informal content
strategy; know how you’re going to
use each channel
Select channels that allow non-
members to view the content
Follow the best practices for each
channel
Twitter LinkedIn
Image Credit: IMNOW
Digital Edge Communications
Why LinkedIn?Because it’s widely consider to be the most comprehensive resource for
professional networking.
LinkedIn says:
One in four employees is hired via an employee referral.
80% of companies currently use LinkedIn as a source for recruiting.
If you are under 50 years old or earn less than $100,000, you have a 27%
chance of finding a job through your personal and professional network.
If you are over 50 years old or earn more than $100,000, you have a 46%
chance of finding a job through your personal and professional network.
By simply creating a LinkedIn profile, you have an 8% chance of securing
a job (4% via corporate recruiters and an additional 4% via executive
recruiters searching for prospective employees).
Source: LinkedIn Pulse
Digital Edge Communications
Anatomy of LinkedIn Profile
Source: Bussiness2Community
Digital Edge Communications
LinkedIn Best Practices Complete it – complete profiles are 40 times more likely to receive job
opportunities
Use a professional photo – it’s the first thing people see in search results and
on your profile page
Use the background section to attach a copy of your resume for easy printing
by recruiters
Expand on your experience – it should match your resume but can include
more details, especially key words that recruiters will search for
Include “advice for contacting” in the additional information section. People
outside your network can’t see your contact information. This is where you can
share the best way to reach out to you directly.
Join groups and actively participate to make connections within the site
Solicit and provide recommendations from/to trusted colleagues
Create a custom url that’s easy to share
Cross-post content you’ve created
Source: University of Buffalo
Digital Edge Communications
Why Twitter?
Because public health professionals and organizations are already there (for now…)
Since tweets are short, content creation is easier than long-form content (e.g. blogs)
Built-in features make networking easy:
Join twitter chats to find professionals with similar interests
Search by hashtag to find conversations to join and people to follow
Establish lists around topics that interest you
Digital Edge Communications
Anatomy of a Twitter Profile
Memorable (and logical) handle
Professional profile picture
Optimized header image
Coordinated background image
Custom text and link color
Human and SEO-friendly bio
Location
Mixture of tweet formats
Follower to following ratio
Source: Hubspot Image Credit: Party Aficionado
Digital Edge Communications
Twitter Best Practices
Source: Passion Digital
Digital Edge Communications
Automation Tools
Set aside dedicated time for content creation
Disseminate based on engagement data and update
posting schedule over time
Use data and analyses to refine content creation and tailor
content for your followers
Site and browser integration simplifies content creation
easy
Tools to try:
Buffer – scheduling and analytics tool
Follwerwonk – analytics tool
Digital Edge Communications
Buffer
Followerwonk
Digital Edge Communications
Identifying &
Connecting with
Thought Leaders
Join groups and virtual events – participate often
Connect with conference speakers; check schedules of
upcoming conferences even if you can’t attend
Mention or say thank you to bloggers and content creators
when they post something you find valuable
Review your connections’ connections
Once you’re connected: say hello, ask questions, respond to
his/her content, engage as peers
Digital Edge Communications
Making the Most of Live Events Live tweeting conferences is a great way to get new followers.
Some tips:
Focus on writing new tweets rather than simply retweeting
Make sure each tweet can stand on its own
Wait for the substance of the discussion – being complete is better than being first
Find relevant links or twitter handles to include before you tweet
Use LinkedIn to network in advance – ask your contacts if they’re attending and schedule times to meet
Post recaps of your favorite presentations and mention the presenters
Send a virtual “thank you” directly to presenters or the conference organizer
Digital Edge Communications
Making the “Ask”
Don’t:
Ask for a job
Ask him/her to buy something (don’t mix your personal resources with your current company’s sales strategy)
Do:
Ask to be connected with an HR representative
Ask for his/her personal advice about succeeding in the field
Ask for an informational interview about his/her organization or sector
Ask which events, conferences, trainings you should attend
Digital Edge Communications
When Social Media Isn’t Enough
Post-interview thank you notes
Networking at conferences
and in-person events
Professional development
Building a relationship with a
mentor
COFFE
EBreak
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Building Lasting Relationships
Become a Friendlier Person
Win People to Your Way of
Thinking
Be a Leader
Source: Dale Carnegie
• Don’t criticize, condemn,
or complain
• Give honest, sincere
appreciation
• Become genuinely
interested in other people
• Be a good listener.
Encourage others to talk
about themselves
• Make the other person feel
important – and do it
sincerely
• Talk about your own
mistakes before
criticizing the other
person
• Ask questions instead
of giving direct orders
• Praise the slightest
improvement and
praise every
improvement
• Give the other person a
good reputation to live
up to
• The only way to get the
best of an argument is to
avoid it
• Show respect for the other
person’s opinion
• If you are wrong, admit it
quickly and emphatically
• Try honestly to see things
from the other person’s
point of view
• Appeal to the nobler
motives
Digital Edge Communications
Thank you!
Erin Edgerton Norvell
@eedgerton
LinkedIn.com/in/eedgerton
Slides available: slideshare.net/enorvell