Marketing Yourself Socially – Social Media Strategy
I read an interesting article today from the folks over at Higher Bracket (a Canadian Job Board that advertises $100k + jobs) about cover letters. Much of what they talked about is basic marketing – which is hook, pitch and call to action.
About 15-20 years ago you responded to a job posting by quoting the newspaper you saw the posting on, the date it was posted and the job title.
Things have changed.
You don’t see a lot of job postings in the news paper anymore, instead you will find them on job boards – but those are only a small percentage. Many recruitment companies are using things like Twitter to find candidates. Twitter is not the only option, as others even use FaceBook — in fact, job hunting has quickly become an adventure in social networking.
The job search has become an adventure, you can’t expect to throw your resume up anywhere and expect people to find you – you have to be found and one of the key methods is through social networking. You make use of services like Twitter by following individuals and having others follow you; but also by interacting with others — and it’s not an easy task!
Yahoo! Research has published a study called “Who Says What to Whom on Twitter”, here is an bstract of that study:
“We study several longstanding questions in media communications research, in the context of the microblogging service Twitter, regarding the production, flow, and consumption of information. To do so, we exploit a recently introduced feature of Twitter—known as Twitter lists—to distinguish between elite users, by which we mean specifically celebrities, bloggers, and representatives of media outlets and other formal organizations, and ordinary users. Based on this classification, we find a striking concentration of attention on Twitter—roughly 50% of tweets consumed are generated by just 20K elite users—where the media produces the most information, but celebrities are the most followed. We also find significant homophily within categories: celebrities listen to celebrities, while bloggers listen to bloggers etc; however, bloggers in general rebroadcast more information than the other categories. Next we re-examine the classical “two-step flow” theory of communications, finding considerable support for it on Twitter, but also some interesting differences. Third, we find that URLs broadcast by different categories of users or containing different types of content exhibit systematically different lifespans. And finally, we examine the attention paid by the different user categories to different news topics.”
The study is pretty interesting, and worth reading – yes, it is a free download from the Yahoo! Research site.
I found another site where Tony@ThePopulation talked about segmentation of Twitter users. He came up with this – keep this in perspective, as these are his thoughts from 2009 and his blog (on Blogger) has not been updated in several years:
- The Replacements – Those twitterers who have replaced a more traditional form of communication called talking with 140 characters or less of every thought, comment or announcement that enters their mind. These twitterers tend to skew towards the @reply functionality.
- The Giver’s – Those that are so fast to tweet a link to the latest piece of industry information published, that they can practically claim it as their own. Lots of tinyurl’s are seen in their tweets. Those that just miss being first to announce often use the RT function.
- The Takers – Those that selfishly take more than they give from Twitter. These people (me included in this group!) like to follow the random thoughts of random people and send minimal & uninteresting tweets (usually after a few drinks!).
- The Profilers – Twitter has become both a replacement and a nightmare for publicists amongst those that have a public profile. And we all now feel closer to the ones we look up to and know more about what’s going on in their heads. And if their tweets are missed online, you can usually catch them in the glossies or sunday gossip sections.
- The Robots – The segment we all hate, but in the end they dont care because they are machines! I also put the fakes in this segment as they tend to be disliked as well.
- The WTF’s – This segment skews to those who have no followers and only 1 update. They are not sure what the hell twitter is and why people think it’s great. And they are proud to publicly announce it.
No doubt things have changed since this post was made, but I don’t imagine by much.
So how do you get noticed?
First off – if you are a professional; and depending on your level you probably want to be on LinkedIn. It is the worlds largest social network for professionals, unfortunately it also attracts the newbie Internet Marketers who think that they’ve got an open invitation to spam you — but that’s another story. By connecting to others on LinkedIn and participating in the various (hundreds or thousands) of groups and answering questions, you can rise to the top so that you are noticed — but this is never a guarantee that you’ll get calls out of the blue, but it certainly helps to strengthen your brand.
Next is Twitter. Like LinkedIn, the key is to attract like minded Twitter users to follow you and also to follow like minded Twitter users — but it’s also important to not limit yourself to specific categories of users as you never know where your next opportunity will come from. You should be smart about following and weed out the crap/spammers from those that genuinely give back to the Twitterverse.
Facebook is something nobody can be without, but in my opinion to make Facebook work you need to keep your personal profile separate from your professional profile. The easiest way to do this? Multiple accounts. I do have a Facebook account that I share with friends, and family and have recently started a professional account but it is not yet ready for prime time.
The tough thing is to manage, and monitor multiple accounts — that’s where tools like HootSuite, and having a portable device like an iPad, iPhone, Samsung Galaxy Tab or other device can come in handy. I won’t be talking about any applications in this post or devices. I will save that for later.
As you contribute content to Twitter, Facebook and LinkedIn you do get noticed. On LinkedIn your thoughtful responses to questions could earn you Expertise status in various categories. As you also optimize your LinkedIn profile and target keywords for your industry you will also see an increase in who has viewed your profile. The end result of more people viewing your profile, and your profile being found on search results is that the opportunities for HR firms to contact you increases.
On Twitter and Facebook it’s not as easy, you’re going to really have to work hard to get fans, likes and followers. Again it all comes back to thoughtful and interesting tweets and information on Facebook.
Social media strategy is also much more than just Twitter, Facebook and LinkedIn – but these are the top three.
Reading an excellent article on CIO.COM a survey by Jobvite found that companies that use social networking to recruit use the following methods:
- LinkedIn @ 78%
- Facebook @ 54%
- Twitter @ 44%
- Blog @ 18%
The rest of the items in their list drop from 12% (YouTube) to 4% for MySpace. There were 14% that said they will use none. They are the minority.
You need to be on LinkedIn, Facebook and Twitter. Having a blog also helps.
A link to the post is provided below. You should also check out the JobVite site for some great career information.
If you have any resources you would like to share – or one of your own, please comment on this post an we will love to link to you.
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