If social media is all about reciprocity, so is learning.

That’s what I learned from a recent visit at a sales and service center.

I got great ideas about leadership and service, plus inspiration from and admiration for a group of pros who serve customers every day. (Note: opinions expressed in this blog are my own).

One of the things I love about my employer is the focus on employee resource groups, or ERGs. And I enjoy leading mentor circles with two of them – Women of AT&T and HACEMOS, the Hispanic and Latino group.

So when Shandria Alexander along with Norma Vega-Guadian from one of my mentor circles invited me to speak at their site during a career  development week, I was excited to do it.

Was I ever in for a surprise. If you want to make someone feel welcome, here’s how to do it.

Shandria and Norma met me outside the front door when I arrived, along with their leadership colleagues Louie Lewis and Joe Landazabal.

As soon as they opened the door, I was greeted by the leadership team singing, dancing and clapping. Team members took pictures and videos to capture the moments. A banner welcomed me.

And most amazingly, Shandria had my own bitmoji created as Social Media Woman!

It’s now in a visible spot for me every day, as an ever-present reminder that we all have super powers. We can all solve problems. We can all make our workplace better every day.

As we toured the site, the energy and enthusiasm of the team were palpable. The natural sunlight, the fun summer decor and the festive balloon awards for sales milestones make it an engaging place.

Next I met with participants in the company’s leadership development program. They shared their best customer experience tips.

• One person focused on energy, standing up during calls and smiling broadly so his enthusiasm comes through to customers.
• Another person talked about how he strives to bring positivity to the work environment so everyone can do their best work.
• And yet another shared how her study of theater enables her to coach people to connect better with customers and their needs.

Next up was video time with Victor Rosales. He completed his degree in communications and public relations last year, and he’s putting it to great use.

In his recording and editing studio, he has perfectly positioned reminders on the walls to remind people to relax, breathe and have fun on camera.

Victor designed a true-or-false Q&A about social media for career building. And Shandria followed it up with some rapid-fire questions of her own.

The day wrapped up with lunch with the site’s leadership team. What an inspiring group of people. This is a team of people flying in formation, seamlessly passing the baton to each other and bringing their strengths together.

• They talked about getting to know people – their families, their work and their fun – both employees and customers.
• They talked about asking employees what they think and encouraging them to solve problems, rather than simply providing an answer.
• They talked about accountability, and asking team members if the response they gave to solving a problem would be the same one they’d give in an interview. Great question!

With both groups, we talked about social media for career building.

For starters, why is this important? There are three big reasons, from my recent research …

• Building a professional network over time
• Learning continually about your field, your company and your industry, and
• Sharing your knowledge to become a thought leader.

Once you’re clear on the “why,” the “what” takes the form of 10 tips …

1. Follow your company’s social media policy. Make sure you read, understand and follow your company’s policy. Disclose your affiliation with the company. Don’t ever share confidential or propriety information.

A good practice is to keep your posts positive and upbeat. When in doubt about whether something is appropriate for sharing, ask someone such as your supervisor or a social media team member, or simply don’t post.

2. Decide what you want to be known for. Who do you want to be? What is your personal brand? Whether you actively define your personal brand and act in accordance with it or not, you have a brand.

Marketing strategist and author Dorie Clark has an easy way to find out what it is. Ask colleagues for three words that describe you, she advises. Look for patterns in their responses. Is that what you want to be known for? Or do you want to change it? This will help define your content areas of focus in social media.

3. Pick where to play. LinkedIn is the #1 place for professionals and is the nexus of your network. Twitter is for news, real-time events and thought leaderships in micro bursts — and the site I visited is establishing a terrific presence.

Instagram is on the rise for visual brand building. If you want to see people who are representing their professional lives well in Instagram, check out Sparkset App. Curated by Tiffany Frake, this account shows you amazing images of what people do in their careers.

4. Always be connecting. Your network is the community you build in social media. This is more important than ever. Why? Social media algorithms are always changing. Organic reach – the stuff you don’t pay for when you post – is declining. So having a community of committed people is important.

Start with the people in your contact list on your smartphone. Are you connected with all of them on LinkedIn? Following them on Twitter?

Whenever you send a LinkedIn invitation, always personalize it. That makes you more memorable and increases the likelihood your invitation will be accepted.

Scan your calendar each week and see if you’ll be meeting anyone new. You can visit their LinkedIn profile to get to know them in advance, and you can send them a personalized invitation to connect.

Did you join a new community group? How about a mentoring circle? Anytime you join a new group connect with the people in social.

5. Observe other’s content to see what works. Scroll through your LinkedIn home feed every day. See what content catches your eye and why. Look at the engagement – likes, comments and shares.

Many people are doing a great job documenting what they’re doing and what they’re working on (of course, only those things that can be shared publicly). Think about how you could document what you’re doing in the course of your day that would be interesting to your network.

Is a colleague getting an award? Is the team celebrating a win? Are you continuing your learning through courses or seminars? Those could all be topics to share.

6. Get to know leaders and colleagues. People you might not be able to spend a lot of time with are often accessible in social media. You can establish relationships by engaging with their content.

Go beyond liking it and post thoughtful comments. Build on their content by adding your point of view or asking a question. Share the content with your networks if it fits with the topics you focus on.

Just don’t go overboard and engage too much. Once a week is about right.

7. Mention and tag people. To expand the reach of content you post, @mention people who might be interested in it. That way, they’ll be notified of your post. They’re more likely to see it and engage with it.

Again, don’t go overboard and do this too much. One a week is about right.

8. Use hashtags. Use hashtags relevant to the content you post, so more people find it. At AT&T, we use #LifeatATT. And we use #ATTImpact when serving our communities. Your organization probably has its own hashtags.

And you can always create your own. My colleague John Stancliffe uses #KeepUpTheAwesome.

9. Analyze your analytics. Look at the analytics the various social platforms provide, to see which of your content is resonating the most with your network.

Beyond that, you can create and analyze your own data. I created a spreadsheet for deeper analysis of my weekly LinkedIn articles.

This led to discoveries about articles that got the most views and engagement. First, they answered important questions for people. Second, they combined personal knowledge and existing knowledge in new ways that only I could write about.

10. Experiment and learn. Try new things with your content. See how your network responds. Sometimes what you expect to get a lot of engagement WON’T, and vice versa.

For example, to test the data point that “it takes 20 LinkedIn posts every month to reach 60% of your audience,” I did an experiment. I posted content every weekday for a month to see what I’d learn. That post did well with almost 1,000 views.

Another time I was annoyed by immediate spam messages people sent me after I accepted their LinkedIn invitations.

So I started a list of “what not to do in LinkedIn.” Then I Googled the topic to see if I’d be covering new ground. It turns out, I wasn’t. So I wrote a different article. But I mentioned the “what not to do” piece I’d considered.

Jason Dunn left a comment and said he was interested in “what not to do.” So I posted it after all.

It’s my most viewed article to date, with 1,200 clicks. And I almost didn’t share it.

The lesson? Keep experimenting!