Not following them? Might want to change that.
I don’t claim to be a Marketing and Social Media expert. In fact, I shudder when people use that word or any form of that word (ninja, guru, etc.) to describe themselves.
It’s not that I’m downplaying my skills or anyone else’s, but I think we all can be continual learners and never stop growing in our chosen field. There are some people more knowledgeable than others on certain topics, but nobody is an expert in my mind when it comes to social. It moves too fast for someone to have all the answers.
Do I have strong options on digital and social? Sure! But, I don’t claim to be an expert. I do love to have ongoing discussions on topics that are important to marketers. I’m always trying to read the latest articles from thought leaders, peers and industry executives to stay relevant. As I stated, things change so rapidly with social, it’s important to have these conversations to stay relevant.
That’s why it has always been important for me to follow four certain groups on social media. It’s critical to follow this diverse group of people and brands because you need to make sure you are keeping up with all the current conversations taking place in the industry.
So, what are these groups you ask? Here are my four group to follow on social media.
This is a group that I have mentioned before in my my writing. You have your subsets of connections (core, lost and acquaintances) that you should be reaching out to consistently. These “living” lists should evolve, but you should make sure that you are connected with these folks on social media so you always have a touch point.
You may find that communicating or keeping in touch on social media is the easiest way to foster certain relationships. During these last few months, I have made a better effort to follow and connect with all levels of my “living” connections list. Keeping consistent conversations on social will allow you to learn about new opportunities (seminars, job openings, etc.) and keep you plugged into the latest news.
You never know where a conversation may lead or how a conversation will help you make your next career connection or advancement. Similarly, by extending your knowledge and expertise, you may help someone else to do the same.
This segment is important from a personal branding and messaging standpoint. Following your current employer(s), and your potential employer(s) helps you share and amplify their messages. I’ve also found it incredibly useful to follow the Human Resources accounts for companies that I’d like to work for.
This comes in handy when writing cover letters, answering questions in their online portal and when speaking during an interview. If you can speak the language of your current and potential employers, you’ll have a greater advantage over those that don’t.
What drives your business to be successful? Other than the hard work of your team, it’s your clients and competitors. Following these groups will keep you focused on their needs and core messages. If you’ve ever worked for a marketing, PR or advertising agency you know that retaining your current book of business is critical.
A good way to make sure their messages are being received (even if you are in charge of their messaging) is to follow them yourself and view their social content against others in the native setting. Another critical part of any business is monitoring your competitors for the same messaging.
Keeping your finger on the pulse of industry messaging will help you to serve your clients better and make sure they’re either keeping pace or leading the race when it comes to their company goals for marketing, advertising and PR.
People You Disagree With
This last segment is a hard one for me and I promise I won’t name any names. But, if you truly want to broaden your social media network and your personal network, you need to follow some dissenting opinions from your own. Now I don’t mean to follow these people if they’re only going to make you mad or you’ll argue with them online. That won’t look good for you or for them.
What has been healthy for me is finding someone who you agree on most things with, but not on all things. Personally, this has brought about provocative and positive discussions that opened my eyes to how other people view certain topics. Even if you never come to an agreement on a certain topic, knowing you can have a serious conversation and remain friends is important.
You will get too insulated and susceptible to group-think if you don’t enter into discussions like this. Trust me here, I’m sure you already know a person or two who fits this description. I urge you to follow them and have discourse on topics that matter to you in order to open your mind to a new way of looking at things.
Following these four segments on social allows me to keep in touch with the current “hot topics” in the industry and foster some great relationships. I can’t tell you how many Twitter, phone, email and LinkedIn conversations I’ve had with people who I consider close friends and colleagues, yet I’ve only met a small portion of them IRL (“In Real Life” for you non-millennial types).
By following a diverse group of contacts from the segments I defined above, I’m confident that you will continue to get value from your social media interactions.
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