by Caroline Leach | Jul 20, 2020 | Leadership, Learning, Social Media
What are the best content types to share in our stay-at-home, pandemic world? What do people most need right now? What are they seeking?
A place to start is with content that resonates with you. What are you looking for when you scroll through LinkedIn, Instagram, and Twitter?
Another consideration is experiences you’ve had or observations you’ve made about leading and navigating through work during a global pandemic.
Two hypotheses emerged for me.
First, people are looking for helpful content that informs them on topics of interest that solve a problem for them.
Second, people are attracted by inspiring content that motivates them to take action amidst difficult circumstances.
To test these hypotheses, I analyzed the last 60 days of my LinkedIn posts. I’ve been known to gather my own data on a spreadsheet and analyze it for unique learning.
If you post content regularly, I encourage you to do the same. It creates clarity about what’s resonating with people. In addition, it gives clues about what will be engaging in the near future.
Before getting into the data, it’s worth noting that views, likes, and comments are considered by some to be vanity metrics. Why? It can be difficult to link social media content to specific business outcomes. As I reviewed the last 60 days, though, it was clear that one-third of my new clients were people who saw my content on LinkedIn and reached out to me as a result. That’s why these metrics are valuable to me as a solopreneur. They may be helpful to you as well, depending your goals for social media in boosting your career.
My average was one post a week. Views ranged from 4,692 on the high side to 86 on the low side. Likes/reactions went from 113 to 3. Comments went from 34 to 0 (yes, zero; ouch!). In addition, by clicking on the number of post views, more data is available. This includes organizations, titles, and geographic areas of people who engaged with a post.
What did the two lowest-scoring posts have in common? They were both shares of someone else’s content. That was a valuable learning. From now on, I’ll make a substantive comment on content I find share-worthy. However, I won’t share it. Instead, I’ll create an original post on the topic, crediting and tagging the creator.
Looking at the top half of my posts, five themes emerged.
Big Brands
The post with the most reach was a farewell meeting as my my three-year term concluded on the USC Alumni Association Board of Governors, representing the Annenberg School for Communication and Journalism. With 60+ people on the board and more than 400,000 living alumni (Patrick Auerbach can always quote the exact number), potentially a large number of people might be interested. This post got more than 4,700 views and 113 likes. Thanking various people and tagging them, as well as including relevant hashtags, probably helped this post gain more exposure.
Giveaways
Thinking about what could help people right now, I remembered I had several copies of my book, What Successful People Do on Social Media: A Short Guide to Boosting Your Career. Why not offer some free copies? In a book giveaway post, I tagged the book’s editor and cover designer, along with people who gave the book 5-star ratings on Amazon. In under an hour, five people claimed their books, which were mailed out the next day. Others could still get a free workbook, Your Social Media Success Roadmap, with 50 questions, actions, and ideas about career building on social media. This post got more than 1,700 views. It had the most comments at 34. A few second-degree connections commented, and we’ve since connected with each other.
Media Quotes
As a result of commenting on U.S. Chamber of Commerce posts about marketing ideas for small businesses, I was interviewed for a few articles. Of the three I posted, the most engaging one was customer communication tips during Covid. Here I tagged the article author and the other contributors, in addition to connecting on LinkedIn with everyone involved. This post got more than 1,460 views, 22 likes, and 8 comments. My theory is this one performed the best because it had the most people tagged. And it was for an appropriate reason, because they were all quoted in the article as well.
Podcasts
A fellow grad-school alum, Randa Hinton, contacted me this spring for an informational interview. She introduced me to another alum, Anika Fisch, and we had chatted as well. A few weeks later, Randa and Anika invited me to a be a guest on their new podcast, Opportunity Unknown. They teamed up to share the journey of their job search in the middle of a global pandemic. It’s an excellent podcast, BTW, for anyone who’s looking for work right now … full of actionable advice and inspiration. This post got 1,379 views, 34 likes, and 4 comments.
Black Lives Matter
As a white person who wants to contribute to social equality and justice, reflect on and adjust my own behavior, and amplify Black voices, I struggled with how to engage on social with Black Lives Matter. Then I read a poignant op-ed in the LA Times by Kareem Abdul-Jabbar. I shared his article, along with my thoughts. This post got more than 1,240 views and 26 likes. Of my recent posts, however, this was the only one that got zero comments. Hmmm. I’m not sure what that means. Perhaps people didn’t know what to say? Why do you think no one commented?
What’s Unique to You?
For the most part, these posts focused on what I’ve been doing in my consulting and coaching business. No doubt you are working on important projects, learning hard-won lessons, and achieving celebration-worthy victories with your colleagues. Your experiences might help someone else solve a problem or feel inspired to keep going on their own professional journey. What will you be sharing in the coming days? Please tag me so I can check it out!
by Caroline Leach | Jun 30, 2020 | Social Media
With 10 million confirmed Covid-19 cases in the world — and climbing — we are living through tough times.
The pandemic has wrought economic pressure. Layered over this is continuing civil unrest with the important aim of creating a just world for everyone.
There are actions we can all take to be part of the solutions to these issues. At the same time, consuming too much news right now may need its own form of social distancing, to maintain our resolve and perseverance in the face of adversity.
If you are working remotely from home and keeping yourself and your family healthy, you are lucky indeed.
Social media usage is hitting new highs. You may be using it more yourself, to keep in touch with family, friends, and colleagues.
As you do, how have you changed your approach? What have you done to re-calibrate the content you share?
Here are three things not to share on social media during today’s crises — or anytime in the future, for that matter.
Tone-Deaf Content
Have you seen posts that cheerfully and chirpily promote some new product or service, seemingly oblivious to the devastation going on all around us? This is tone-deaf content that it’s wise to avoid right now. Why? Because people won’t be paying attention to it. Content has to be presented within the complex context the world is in right now. If it’s not, it will be ignored. Your credibility will also suffer.
Self-Promoting Posts
Have you seen posts that come across as “all about me?” Content that is too self-promotional doesn’t work well in normal times. It falls even flatter in our pandemic era. No one wants to read about or watch someone else’s seemingly perfect life. It doesn’t connect with people. It does nothing to inform, inspire, or entertain. If your content is all about you, it’s best to skip it.
Questionable Sources
Have you seen posts that link to news sources you’ve never heard of? With so much misinformation floating around, it’s more important than ever to evaluate the sources of information you share. In addition to reading/viewing a link before you share it, carefully consider the source. Choose reputable news sources and exercise critical evaluation of any story or article before sharing it.
What to Share Instead
There you have it. These are the types of content it’s wise to steer clear of now, and in the future. What are better choices? Coming up in my next post are ideas about the best types of content to share during this global pandemic. What are you sharing that’s helping others during these turbulent times?
by Caroline Leach | May 31, 2020 | Careers, Leadership, Social Media
A heartening trend is shaping up on LinkedIn.
Multiple people are posting with offers of helping others during these turbulent times.
It may be a LinkedIn reference for someone who lost their job due to the global pandemic. It may be an introduction to someone else in their network. It may simply be encouragement to keep pushing beyond rejection. It may be valuable ways of fighting the racism that is front and center in our national consciousness.
Shelley Zalis, CEO of The Female Quotient, recently posted an invitation inviting people to contact her for help and connections to her vast network.
Savannah Rayat offered to help people she knows who have been laid off, by putting them in touch with a company or sending an email putting in a good word for someone.
Randa Hinton and Anika Fisch are launching a new podcast. It’s called Opportunity Unknown They’re helping fellow job seekers by chronicling their journey as recent grads searching for meaningful jobs during a pandemic.
Karyn Spencer and Charlene Wheeless have offered their perspectives on what’s happening in the aftermath of this past week’s horrific events towards Black people in our country.
Men are part of these dialogues as well, and I applaud their efforts to help others navigate these difficult times.
As I sort through the truly disturbing news in our country this weekend, I am heartened by pictures of police in Camden, New Jersey; Flint, Michigan; Santa Cruz, Calif.; and other communities nationwide.
They are joining arms with protesters, sometimes taking a knee, and peacefully de-escalating tensions. This is so important to help us start listening to each other and making meaningful change.
As for me, I invite people in my network to reach out if I can be of help. I’m happy to make introductions, share perspectives, and listen to your journey.
Each of us has something to offer others at this time. It’s especially powerful if we help someone who is different in some way from ourselves. What are you doing to help make the world a better and more just and equitable place?
by Caroline Leach | Apr 16, 2020 | Careers, Change, Social Media
What do you do when the world changes (hello, Covid-19) and you need to quickly pivot your career direction?
How you show up on social media can help accelerate the shift. It starts with your personal brand and how you bring it to your social media profiles, content, and network.
This week I led a virtual event on this topic for fellow alums of the USC Annenberg School for Communications and Journalism.
KEY POINTS
Our world is being rapidly re-created with the Covid-19 pandemic. This is like nothing we’ve seen before. Yet if you’re healthy, you can solve any problem you set your mind to. There’s so much we can’t control right now. What you can control is how you show up in the world.
Adversity brings opportunity — and you can re-create yourself. Think about what products and services people will want post-Covid-19. What will people pay for? What are the products and services you want? Thriving industries include health and wellness, sustainability, non-contact grocery deliveries, meal prep services, online education, remote learning, remote work apps, and entertainment from streaming to gaming. The 2008 recession gave us many new companies founded in its aftermath, including WhatsApp, Venmo, Instagram, Uber, Pinterest, and Slack. What innovations will we see coming out of this crisis?
Pivot your personal brand. Ask yourself what you want to be known for. Everyone has a personal brand, or a reputation, whether actively cultivating one or not. Jeff Bezos of Amazon says a personal brand is, “what people say about you when you’re not in the room.” What do you want people to say about you? Now is the time to put together your personal brand statement. Who are the people or organizations you help to achieve what goals?
ACTIONS YOU CAN TAKE
Pick where to play on social media. LinkedIn is a must. Most recruiters use it to find candidates. Have a strong presence, focusing on your headline, summary, and job descriptions. Think about what keywords a recruiter would use to search for someone like you. Make sure those keywords are woven through your profile. In addition, consider one other platform for professional purposes, such as Instagram, Twitter, or YouTube. If your Instagram is personal in nature for friends and family, you can make your account private, if it isn’t already.
Choose 2 or 3 content buckets. Pick areas you want to be known for. Create and curate content to support that. Think about what people in your network need. Identify what knowledge and experiences you have that are unique and could help others. As an example, Annenberg Dean Willow Bay recently shared the great work of her team in moving 274 spring classes online, as well as tips everyone can use for Zoom meetings. Her post combined recognition for her team with much-needed helpful information, positioning Annenberg as the leader it is in communication and journalism.
Build a vibrant and diverse network. Always be connecting, be helpful, and be fun to know. You need both bonding and bridging connections, in the view of researcher Robert Putman. That means people who are similar to you (bonding connections) and different from you (bridging connections). Your bridging connections bring more diversity and fresh ideas to your network, along with connections to other networks. Always send a personalized LinkedIn invitation, saying why you want to connect. Many people are more accessible now and open to connecting.
Lean into your alumni network. Help others where you can, whether it’s an introduction, a referral, a recommendation, or encouragement. Ask for help when you need it, whether it’s an introduction, a referral, some feedback, or advice. Randa Hinton is a great example. As a soon-to-be-grad, Randa messaged me recently and we chatted about ideas for her job search. Not only is she asking for help, she’s helping others by sharing her experiences in her LinkedIn articles.
QUESTIONS AND ANSWERS
Many of participant questions were universal in this collective challenge we all find ourselves navigating. Here they are, along with my responses.
I just graduated in December and I specialized in travel PR, which is a big problem right now. I would like to stay in the travel industry, but how do I pivot during this difficult time?
Congratulations on completing your degree! What an accomplishment. At the same time, this is a challenging time for new graduates. You could tap into your network and ask how people in various industries, including travel, are focusing or re-focusing their work. Perhaps there are adjacent fields with greater demand where you could start now and pivot later to travel PR. Here are some perspectives from the class of 2008 who started their careers during the great recession. With perseverance and resilience, they found work that led to mostly satisfying outcomes over time. You can achieve your goals and dreams one step at at time.
I’m 55 and changing careers. How do I change from my one brand to a new one?
Congratulations on your new focus and your courage to make a change. The process for pivoting your personal brand is the same at every age. Decide what you want to be known for. Choose two or three “content buckets” for the social media content you share, whether you create it yourself or curate it from others. In addition, a book worth checking out is Reinventing You by Dorie Clark.
On LinkedIn, how much do endorsements matter and how do you ask someone to endorse you for a skill or write about you on your profile?
Skill endorsements are less valuable than recommendations. That said, choose the top 3 skill endorsements that support your personal brand. You can then reorder your skills so those appear on top. You can also hide skill endorsements that aren’t relevant and don’t support your current personal brand.
What about recommendations? Do recruiters actually read them?
Recommendations are a powerful addition to your LinkedIn profile (although I can’t speak for recruiters on this!). Every few months, ask someone for a recommendation. To make it easy for them, you can provide a few bullet points or sentences they can use as a starting point. Who should you ask? Supervisors, clients, colleagues, professors — anyone who knows your work and thinks highly of you. Some may not be able to provide a recommendation due to their organization’s policy. That’s okay. Simply ask someone else. Pro tip: surprise people in your network by recommending them. Maybe you had a great boss or colleague. Sing their praises in a recommendation and make their day!
What kind of info should we put in our “About” section on LinkedIn besides the obvious information about ourselves? Should it be a summary of what we already have on our LinkedIn?
Tell your professional story and let your personality shine through. Share your personal brand statement in some way and go into detail on the narrative around it. What are your values? What have you learned? What have you accomplished? Who do you love to serve? Share the kinds of people and organizations you help through your work, answering the reader’s ever-present question, “What’s in it for me?” Write it in the first person, with “I” and “me.” Look at several “About” sections to see what resonates with you, and incorporate those features with your unique twist.
Will a recruiter or potential employer find it jarring or off-putting if you make a career pivot and your LinkedIn information suddenly shifts? Does this cause confusion? Does it make you look like you don’t know who you are or what type of job you want?
People make more frequent job changes, and the Covid-19 crisis will only accelerate that. Articulate your story about why you’re changing from one field to another. And don’t forget about your transferable skills that apply to any industry. Your LinkedIn “About” summary is an excellent place to share this narrative.
How do you effectively blend parts of your personality with your professional achievements? How do you walk the fine line between making yourself stand out without seeming too casual and framing your achievements in a creative, exciting way without seeming boring or generic?
AND
Where is the line between personal brand and private? I have a blog and I am not an influencer but someone who is a messenger for nonprofits. I have kept personal and blog social separate. Is there a good formula for balance?
Be you in the best way you can. Let your personality come through, in a way that’s appropriate for your industry and field of choice. Observe what others are doing on social media to showcase their professional achievements, and see what resonates. Adopt and tailor some of those strategies. We all have one personal brand, and it’s difficult to maintain a separate presence for each sphere of life. Fellow Annenberg alum Heather Rim says, “Your brand is one. You have one reputation to build and protect. When you’re on social, you can’t compartmentalize. While I’m a fan of using a mix of platforms to tell your story, it’s important to remember that it all ladders up to the brand that is you.” Lastly, strive for a social media trifecta in your posts. Weave in (1) what you did, (2) what your team or colleagues did, and (3) how your organization played a role. This recognizes others, which is the hallmark of a leader, and it makes you a good brand ambassador for your employer.
What are your thoughts on branding for multi-hyphenate roles? For example, I do photography, videography, editing and producing, and also would be interested in managing social media, copy writing, and strategizing digital content.
Creativity is a common thread running through your roles. In the “About” section of your LinkedIn profile, show how your multi-hyphenate roles inter-relate and reinforce each other. If you are applying for specific positions, such as managing social media, update your profile to emphasize those skill sets. View your profile through the lens of a person or an organization who wants to someone in the various roles and make your profile more compelling where you need to. For example, sprinkle samples of your work throughout your profile.
Any suggestions for an introvert? Social media seems so extroverted.
There are advantages to being an introvert on social media. You can take all the time you need to craft content. Or to finesse the ideal comment on someone else’s post. You can observe what content resonates with you and use that as a guiding light for your own content. If you haven’t read Quiet: The Power of Introverts in a World that Can’t Stop Talking by Susan Cain, I highly recommend it. Or check out her TED talk on the power of introverts.
I’m in the final stages of writing a novel and need to pivot my social media to be shared more as an author. Any recommendations?
Congratulations on writing your novel! Consider who you readers will be. Where do they hang out on social media? It may be on Instagram or Facebook. You could start social media accounts for your book and for you as an author. You can also use your existing social media presence to alert your network about the novel-related accounts. In addition, check out book marketing expert Tim Grahl. He has a focused framework for how to effectively market a book.
Do you have any thoughts about the job market and when hiring might “unfreeze.”
Like everyone, I wish I had a crystal ball on this topic! During hiring freezes, you can establish contact and keep in touch with recruiters and potential hiring managers at your organizations of interest. If you create content or see content that might be helpful, share it with them as a way of keeping in touch. Comment on their social media content from time to time, so you stay on their radar. Related to this, approach people with a helpful spirit and with confidence. Here are ways of finding confidence in making asks.
How important is the profile picture on LinkedIn? What should it look like?
A great profile picture is a must. LinkedIn profiles with pictures can get up to 21 times more views. Get a current photo taken, whether by a professional or on your mobile device. Look directly into the camera. Closely crop the shot around your face. More tips are in my article about 12 ways to a great LinkedIn profile photo. In addition, add a background photo that tells your story.
Would you suggest a professional photo for our LinkedIn profiles? Is there a particular look we should lean towards?
If your budget can accommodate a professional photographer, that’s ideal. A shout out here for my favorite photographer, Jessica Sterling. She is amazing! If you’re on a tight budget right now, a photo on your mobile device can work. Dress professionally and look straight at the camera. Check out a variety of profile photos to see what resonates with you.
How effective is it to provide only a very high-level summary on LinkedIn and use a personal website for more details?
On LinkedIn, complete your profile until you see an All-Star profile strength rating. You can provide the link to your personal website in your contact information. If you have portfolio examples on your personal website, it’s advantageous to showcase them in your LinkedIn profile as well, to create a seamless experience for the viewer.
What are your thoughts on reaching out to recruiters directly over LinkedIn? I feel like it can be a great way to find out what an organization needs in its various departments, but am concerned about overwhelming HR when they have a lot going on with Covid-19.
Your care and concern for others comes through in your question, and you can bring that to your LinkedIn interactions. Definitely reach out. Ask how people are doing and be sensitive to the demands on their time. Conversely, in some industries, people have more time on their hands now. Be human, be caring, and be authentic. Some people may respond right away. Some may never respond. Don’t take it personally. Simply keep connecting and putting good vibes and helpful information out there.
As a soon-to-be graduate, I formed some connections, mostly on LinkedIn, pre-Covid-19 who said to reach out to them around my graduation in regards to a job. How do I do that in this climate while remaining sensitive to the fact that they may be ill or have ill family members and being cognizant of hiring freezes.
You can do it exactly as your question expressed. Mention your previous interaction. Give a nod to the current environment. Ask how it’s affecting them personally and their organizations, and express your caring and concern. Do some research about what their current challenges are. Try to relate that to what you could offer in an entry-level job. You have the latest knowledge, from a top university, so play to that strength.
LinkedIn allows you to upload pictures in many of the sections (e.g., summary, jobs, schools, etc.). What’s your opinion on visuals or the maximum number of pictures to include so that one’s profile is not too busy?
As in writing, visuals work well in groups of three. Look at other profiles to see what appeals to you and emulate that on your profile with your unique style. A few times a year, consider updating the pictures, videos, and links on your profile to keep it fresh and current.
I’m a freelancer who balances two professional realms (audio journalism and voice acting). I’m not seeking a full-time position but would like to make sure I’m represented in both those realms for jobs as they come along. What are your recommendations?
Your two professional realms could represent your two “content buckets,” or topics you consistently share content about on LinkedIn and other social media platforms. Make sure your social media profiles weave in both realms as keywords.
For building a website, I am a freelance copywriter and currently have my homepage (call to action, blog, email subscription), portfolio, about me, and contact information on there. Is there anything else you would recommend adding?
You have a robust website. Testimonials are something to consider adding. Every time you complete a job and have a happy client, ask if they would be willing to write a short testimonial. It could be a few sentences about the nature of your work together and how it impacted their business for the better. In addition, ask if they’d be willing to write you a LinkedIn recommendation.
As a young professional (a grad student), what can I do to start building a reputation? How do I overcome the nervousness of sharing content on LinkedIn?
Start sharing content regularly about your professional interests, what you’re learning and doing in your studies, and what information you’ve found that might be helpful to your network. Over time, you can evaluate which posts are most valuable to your network, based on the engagement with your post through likes, comments, and shares. Juliana Carbonaro is a great example of this. Juliana and I met this semester when I was a guest speaker in a Digital Social Media class at Annenberg. Recently Juliana has posted on LinkedIn about crisis communications tips, community donations to the LA mission, internship opportunities she’s spotted, and coronavirus webinars on various topics.
Any advice for someone living in one market (say, LA) who wants to make connections and build leads, relationships and awareness in another market (say, for example, Dallas)?
LinkedIn lets you network across the time zones. If you have a target list of companies in Dallas, for example, you can then search for people in relevant roles at those companies and connect with them. Tap into mutual connections, e.g., people in your network who are connected to people in your target city, for warm introductions. As Harvey Kaner noted in the event chat, you can change your geographic location on your profile to your target city. You’re more likely to show up in recruiter searches in that area.
I had an awkward moment in a final interview with a CEO for my ideal industry, food and beverage. But when he looked at my resume, all he saw were my previous industries, which were museums and art. He asked me, “So what is your thing? Art?” I felt like my brand completely fell through in that moment. How can I overcome this situation in the future?
Everything is a learning experience. What can you add to your resume and your social media presence that demonstrates your interest in and knowledge of the food and beverage industry? How can you relate your experience with museums and art to your ideal industry in food and beverage? What is your story and how do you want to tell it? Craft a narrative as if you had a do-over. Practice saying it until it feels natural.
This article, as social distancing timelines increase, working mothers are becoming collateral damage, covers the impact of the current crisis for parents’ careers, especially mothers. Do you have suggestions on how to stay relevant and not become invisible due to the numerous hats that mothers working from home with kids now have?
First, give yourself some slack. You have a lot on your plate. In an ideal world, you have a partner who can share the load with you. Keep your social media presence simple. Maybe it’s a short post or two each week about what you and your team are proud of accomplishing. Or maybe you’ve learned something about being decisive when you have too much on your plate. No need to write long-form articles. Simply share what you’re learning and experiencing that could be helpful to your network. Or maybe you want to advocate for societal change in this area. Consider what fits best with your personal brand and how you want to show up on social media. Above all, take care of yourself!
In closing, thank you to Leticia Lozoya, Jasmine Torres, and the Annenberg community for bringing this event to life.
We will get through this crisis together!
by Caroline Leach | Apr 8, 2020 | Careers, Change, Social Media
Our new reality with the Covid-19 crisis is intense. It means staying home, working remotely, homeschooling children, and even processing grief. Showing up on social media has likely – and appropriately – taken a backseat to urgent concerns.
It sure has for me, even though I’m a social media consultant and an executive coach. In my work, I keep a social media content calendar for LinkedIn, Twitter and Instagram. Yet as the crisis has unfolded, I’ve been reluctant to jump into the ever-increasing chorus of voices. My creativity feels like a casualty of the day-to-day struggle to survive.
But here’s what I’ve observed. Even though my postings dropped off, more people were looking at my LinkedIn profile. Fewer posts usually result in fewer profile views, so the uptick was surprising.
Curious, I looked at their profiles and invited some to connect. Many replies were near immediate, even on weekends. More people have time on their hands right now, and they’re craving meaningful connection.
Your virtual presence is a big opportunity. It’s fully under your control, when so much feels completely beyond our control. People are looking online to find current information, seek inspiration, and create connection. You likely have valuable insights that can help others.
By sharing your thoughts, you position yourself as a leader and a go-to person, regardless of your official title. This is more important than ever, whether you’re unexpectedly in the job market or leading a team through chaos while working remotely.
Before coronavirus (or “B.C.”), my clients had two main concerns. The first is teasing out what’s interesting and unique about their experiences. Often they’re so close to what they’re doing that they overlook how it could help others. The second is a concern about being overly self-promotional. For women in particular, this fear is validated by research. During a crisis, overcoming these issues is critical.
Here are five strategies for showing up effectively on social media right now. By modifying your approach, you can position yourself as an expert in your field, a resourceful problem solver, and a leader in turbulent times.
Shift your tone to a realistic optimism based on facts and experience
Content that doesn’t acknowledge the current crisis comes across as tone deaf. As a result, it is often tuned out. Yet all Covid-19 content all the time can be overwhelming.
There’s an art to acknowledging what’s going on and pivoting to the message you want to share. And adopting a relentless spirit of optimism grounded in brutal realism is especially compelling now. You can acknowledge the challenges as you strive to lift people up with bright spots, potential solutions, and interesting ideas.
A role model for realistic optimism is Michael White, the former CEO of DIRECTV where I was VP of corporate communications. His recent LinkedIn content has included science-based ways to keep your family safe during the pandemic, a good explanation of flattening the curve of the virus, and a shout-out for the author of a new book on women’s business leadership in Latin America. (Congratulations, Marty Seldman!)
Consider what people in your network need
Start by evaluating who is in your network and what they would find useful. How many are clients? They may need up-to-date industry information that’s easy to digest. They may be looking for advice on weathering the storm and building a stronger business for the other side of it.
What percentage are colleagues and team members? They may be looking for reassuring leadership, with a genuine level of candor and concrete steps to move forward. They may also seek connection and a comforting experience of being in a difficult situation together – rather than feeling isolated and alone.
Who are your aspirational contacts? Perhaps there are industry leaders, authors, or speakers you’ve long admired. They may be more open to dialogue right now, especially if you offer a perspective of interest to their work. Dorie Clark, a marketing strategist and keynote speaker, describes how a cold contact intrigued her with a brief description of an eclectic background and interests.
Adopt a mindset of helping others
Now more than ever, approaching social media by asking how you can help others is a must. What information and insights do you have that would be valuable? What experiences are you having that others could benefit from? What perspectives would be helpful?
Your posts could be a practical piece of advice, an inspirational story, or a bit of much-needed humor that will help people better work and live through the crisis.
The new phenomenon of “Zoombombing,” when uninvited people disrupt online meetings, attracted the attention of the FBI. Reza Zaheri, founder of a cybersecurity firm, posted on LinkedIn a list of actions to prevent this. Reza helped his network by making it easy to understand the issue and take quick steps to solve the problem.
Identify what you can offer that is unique
Give some thought to what only you could share. What are you learning? Have you picked up some strategies for being more effective in a crisis? Do you have a leadership mantra?
It’s essential to be a social media contrarian now. Don’t add to the over-saturated topics like working remotely (unless you have a unique twist on it). Find something fresh and different that only you could share.
Dallas Mavericks CEO Cynt Marshall recently posted her “new .com” guiding principles. She shared her message to employees and offered it up on social media for colleagues and friends. In it, she articulates her new focus – compassion, communication, community, compromise, and compliance. This is uniquely Cynt.
Engage meaningfully by commenting on others’ content
The day-to-day dealing with the new reality can be exhausting. It can sap our creativity and our ability to generate engaging and valuable content. When you feel like you’re barely functioning, give yourself a break and let up on creating new content.
Instead, engage with people by commenting on their content. Consider how you can deepen and further the conversation with a comment or a question. If there’s someone in your network who would benefit from knowing about a post, tag them in your comment.
If you’ve built a large network or following on a social media platform, your comments may be especially valuable in drawing more attention to someone’s post. That’s another way of generously helping others during a crisis. Your comment may help the content reach a larger audience and make a bigger impact.
Dedicating a brief time every few days to post comments could become a regular habit that helps you and others. Rituals have a restorative power, according to author Scott Berinato. Especially now.
In conclusion, by being appropriately active on social media during trying times, you can accomplish multiple objectives. You can genuinely help others by providing useful information. You can provide calm and caring leadership. Most importantly, you can make a difference in people’s lives, now and in our new normal.
by Caroline Leach | Mar 30, 2020 | Careers, Social Media
Life can change in an instant.
A month ago, who knew we’d be staying at home to help flatten the curve of coronavirus?
Yet as humans we’re wired for connection. Without it, we wither away. So how can we keep in touch in a responsible way when we need to practice social distancing?
It’s a question I’ve been wrestling with during the last few weeks. Why? I believe in sharing content on social media only when there’s something interesting, informative, and/or inspirational to say. It’s about being a bit of a social media contrarian, and doing something different from others. That’s why I’ve been quieter than usual on social media.
I’ve been observing, thinking, and questioning. What does coronavirus and its many implications mean for us? Where are we headed? How will our world change? What are ways we can get ahead of it? How can we help ourselves and others during turbulent times?
In the midst of taking it all in, I noticed something counter-intuitive on LinkedIn. Even though I’m posting less content, my profile views started to increase.
In “normal times,” the less often I posted, the fewer profile views I got. However, I started seeing the opposite. What was turning this social media “truth” on its head in the last few weeks?
To help find out, I decided to connect with some of the people who viewed my profile. As is my practice and recommendation, I sent personalized invitations. I thanked people for viewing my profile, commented on something I could find in common, and asked to connect with them.
The speed of people’s replies surprised me, especially on a Sunday evening. The more heartfelt and open nature of people’s replies were also surprising and touching.
This underscored what in retrospect should have been obvious — people are hungering. And not only that. Depending on their industry, they often have more time to establish professional relationships.
Technology in various forms, including social media, gives us multiple opportunities for connection. Here are a few ideas …
Reach out to one or two people each day
An email or a text to touch base with someone can be a real day brightener — for the recipient and for you. Ideally, that message is sent without any agenda other than to say hello and check on how they’re doing.
Of course, share a bit about what’s new with you and how you’re adjusting to our stay-at-home world. Include a photo or a short video if that makes sense.
You could also take it to another level and connect via Zoom, Skype, or other video-based medium. Every few weeks I’m doing this with a variety of colleagues and friends to share ideas and inspiration. In the personal realm, my sister and I are doing Zoom calls with our parents on Sunday mornings.
Connect with new people on LinkedIn
Consider everyone you come across on LinkedIn as someone you can potentially build a relationship with. People who viewed your profile are an option. Also look at the voices showing up in your LinkedIn feed.
If they’re second- or third-level connects who you find interesting, send them a personalized connection request. Tell them why your content attracted your attention as well as a bit about you. Keep it friendly and lighthearted.
This is not the time to ask for anything other than a connection. You can build a relationship over time from there. To make sure compelling people show up in your feed, follow hashtags of interest on LinkedIn by typing terms of interest into the search bar.
Identify aspirational relationships you’d like to build
In many industries, people have more time on their hands right now. That may make them more open to meeting new people. Who are the thought leaders in your industry? Who are the leaders in your company? Who are authors and influencers you admire?
Start making a list of who you’d like to build a relationship with over time. Okay, it may not ever be the moment to try to build a relationship with Oprah. But there are plenty of other incredible people who are more accessible on social media than ever.
Put your requests out there, keeping it light and friendly and not asking for anything. Once you do connect, make a point to follow the person’s content and comment on it as appropriate.
And if people don’t respond to your requests, don’t take it personally. It’s probably not you. Some people don’t check LinkedIn frequently and may not have even seen your request.
These are just a few ways you can network while working from home in your favorite athleisure. What are some of the ways you are building strong connections from home?
by Caroline Leach | Feb 26, 2020 | Careers, Change, Social Media
You have career dreams. Every day you work hard to make them come true. Yet maybe you’re not where you want to be yet. Maybe you feel stuck where you are. Perhaps you’re not enjoying the journey.
So what’s getting in your way? Where are you getting stuck ? How is that preventing you from making the impact you want?
The surface answer may be the outcome of relentlessly comparing ourselves to others. In everyone’s carefully curated social media feeds, we often forget we’re comparing our real lives, full of messiness and challenge, to everyone else’s near-perfect highlights reel. No wonder we can feel we fall short.
It’s easy to lose sight of the fact that achieving a big dream takes time. Dreams don’t happen overnight or in a month or even a year, as many success stories on social media would have you believe.
Everyone has a dream
A wonderful antidote is the opening words from Barbra Streisand and Jamie Foxx’s version of the song Climb Ev’ry Mountain. Thanks to Leslie Lupinsky, I discovered this inspirational song. Leslie along with Jeff Jacobson led of one of my life-changing coaching courses at the Co-Active Training Institute.
The song begins with dialogue:
Everyone has a dream, don’t you think?
Yes, but the question is how do you make it happen?
Well, first of all, if you can imagine it, then you can achieve it
But it might take a lot of time, and it might take a lot of hard work …
It’s the hard work part that so often gets glossed over. If it doesn’t appear that others have had to work hard for their success, we can start to wonder what’s wrong with us. What is making our path so difficult? Why is it taking so long to achieve our career dreams? How can there be so much rejection along the way?
Finding inspiration in others
Here’s where the long and winding paths of others inspire me.
One is Marie Forleo. She wanted to coach people and help them discover, as the title of her book says, that Everything is Figureoutable. It took her seven years (!) for her coaching business to become sustainable. In between she worked a variety of jobs as she relentlessly pursued her dream. Oprah now calls her “a thought leader of the next generation.”
Another is Susan Cain. She wrote a bestselling book called Quiet: The Power of Introverts in a World that Can’t Stop Talking. Based on that, she gave a top 25 TED talk on the power of introverts. How long did it take her to write her book that sparked a “quiet revolution”? Seven years!
Above all, they both persisted through many twists and turns in pursuit of their deeply held dreams. A long-held dream was to make other people’s lives better as a result. There are lessons for us in their stories.
As a result, here’s what I take away from their examples, my corporate years as a communications and marketing leader, and my entrepreneur experience (so far!).
Kick fear to the curb
First of all, why do we have fear in our lives? It protects us from extreme risks that could ultimately derail us. Fear comes to us through our inner critic. It’s the voice that whispers in our ears. You’re not good enough. You don’t have what it takes. You can never do it. If we listen long enough, we begin to believe it. Fear becomes a dream killer. What to think and do instead? Thank our fear for alerting us to dangers, take mitigating actions, and set fear aside.
Be a victor, not a victim
Also, when we believe the rantings of our inner critic, we can view life in victim mode. We start to believe we’re not active agents in our own lives. A negative running commentary can set in. I can’t do that. It will be a waste of my time to even try. The deck is stacked against me. A victim mentality can lead to paralysis, and and endless feeling of being stuck. What to think and do instead? Recall times you took control and overcome challenges. You’re a victor, so remind yourself you can do it again.
Take relentless action
Finally, thinking ourselves out of problems doesn’t work. We have to take action. Sometimes a challenge can feel so daunting that it’s hard to know where to start. Begin with the simplest step. Maybe it’s creating your career dream in the first place, in beautiful detail. Perhaps it’s having a development conversation with your supervisor, to start creating a path toward the future you envision and the contribution you want to make. Or it could be taking better care of yourself mentally, physically and spiritually so you have more energy and enthusiasm to pursue your dreams.
What does this all mean?
With all of this action, what are the implications for you how show up on social media? As a start, you can consider sharing your struggles as well as your successes. How are you overcoming obstacles? What are you doing to handle rejection? How are you persevering toward your dream?
Since the beginning of this year I’ve had plenty of personal experience with rejection. Two articles I wrote were rejected for publication by HBR.org, the online part of Harvard Business Review. People who indicated interest in working with me stopped responding to messages. Some of my speaking proposals resulted in rejections. And there’s more, but I won’t bore you.
All that said, there were also successes and new doors that opened. Consequently, those are the ones I choose to focus on.They are the ones I rejoice in and celebrate.
Above all, the rock-solid belief in our own ability and our own agency is what keeps us going. Ultimately it’s what makes the day-to-day journey so much fun. And that’s what life is all about.
by Caroline Leach | Jan 8, 2020 | Careers, Social Media
The “rules” of social media are clear-cut and straightforward, right?
There are rules for the time of day you should post, the frequency of your posts, and the formula for your content.
All you have to do is follow these rules, and you’ll win on social media, right?
Um, no.
Following the rules might make you boring, turn off people in your network, and even slow down your career progress.
Instead, look at what everyone else is doing, and do something different. Do something that is true to you. Share content that only you could create.
For example, how many LinkedIn posts did you see that simply said “Happy New Year,” along with an image?
Did that add anything to your professional life? Tell you anything new? Help you be better in your work?
If the answer to any of those questions is no, then don’t feel compelled to post content. Just don’t.
Better to skip sharing anything than to post something that doesn’t educate or entertain your network.
That’s why I didn’t share any new year’s day messages. There wasn’t anything new or different I felt I could add to the conversation.
But I didn’t stay away from social media entirely. To the contrary. It was the ideal time to engage with others. It was a perfect moment to comment on or share their content, spark a conversation, and strengthen our relationship.
So for those times when you don’t feel you have anything informative, interesting, or entertaining to share, ramp up the time you spend engaging with others’ content.
Beyond that, how can you make your content more interesting?
Create your own data
I keep a number of Excel spreadsheets to track everything from the performance of my social media minute videos to the messages I send to people on my email list. I’ve tracked data from experiments on what happens from posting daily on LinkedIn. I’ve conducted my own research on how people use social media to boost their careers.
In each of these cases, I have something completely unique to share with my network. And they’re topics that can help others with their social media presence. Not surprisingly, writing about what my own data tells me has led to some of my higher performing LinkedIn articles. These are the ones with the most engagement as measured by the quality and quantity of the comments.
What data could you track that would help you in your own work, as well as help your network?
Look at the world in new ways
Conventional wisdom gets turned on its head every second with how fast the world is changing. As the new year approached, my social media feeds were filling up with posts about how to slay the work world right out of the gate. It felt like everyone was queuing up for a big race that began bright and early on the first Monday of the new year. Who could get going faster and go longer and better than anyone else?
And I realized that’s a fool’s errand. All that will do is exhaust me and everyone around me. What might work better instead? Well, I planned a winter break in late December that was both relaxing and productive. There was special time with family and friends, and there was time to reflect on and plan my business for the coming year. The first weekend of the year, I started working on key projects.
The first Monday back, I chose a contrarian activity. I went to a relaxing spot about five minutes from my house. I enjoyed a great latte and some quiet, contemplative time to “officially” start my work year (that’s the picture above and on Instagram). It felt calm and peaceful and totally different from what everyone else might have been doing.
When everyone is zigging, how could you zag?
Be real and be vulnerable
The blog posts and LinkedIn articles that got the most engagement tended to be those where I shared my struggles. Being Active on Social Media When Your Life Explodes was my most viewed article in 2019. Why? Probably because I shared my challenges in getting my first book published. Sure, I had goals, plans, and self-imposed deadlines. But what do you do when life intervenes? Based on the comments people shared, that realness resonated.
Launching a business, as I’ve done over the last year, is exhilarating and terrifying, all at the same time. Sometimes on social media we can get so focused on sharing the high points that we neglect to talk about what it really takes. What happens behind the scenes. How much grunt work is truly involved.
In the coming year, I’ll share more of that. So I can paint a balanced picture of this entrepreneurial life. The highs. The lows. The progress. The setbacks. Because I’ve learned that realness is what we all crave. And that’s contrary to the images of perfection we’ve been conditioned to share on social media.
The best example is when I sent personalized LinkedIn invitations to a few hundred people at a leadership conference I attended. It took several hours over a period of a few days to send all the invites. Why did I do this? I wanted to grow my connections and relationships with people who have common interests.
One person looked at my profile and invited me to lunch. When we met, she invited me to speak at an association where she was the board president. Several months later, I spoke about how to boost your career and organization through social media. My talk generated a large volume of social media content.
Someone across the country saw the content. As a result, he invited me to do a paid speaking engagement at his organization. He also purchased a few hundred copies of my book, What Successful People Do in Social Media.
Both speaking engagements were highly enjoyable events, where I met fascinating people that I keep in touch with to this day.
More than a year went by between the leadership conference and the second speaking engagement. And it was such a thrill the way it played out. It’s important for me to share the story behind the story. There was a lot of work involved. It wasn’t clear where it would lead. Yet it illustrates that doing the work and trying to be helpful to others can lead to exciting outcomes.
How do you share the real deal on social media?
by Caroline Leach | Dec 18, 2019 | Careers, Social Media
To boost your career through social media in 2020, what social media trends are important for professionals? What can you apply from digital marketing to your work life? And what will most easily fit in your busy schedule?
There are three social media trends for professionals worth considering. How did they rise to the top?
As a start, sifting through dozens of social media trend reports over the last few weeks yielded significant data and insights.
Next, reflecting on the experiences my clients, my colleagues, and I have had on social media gave new perspectives on what’s changing.
Lastly, learning from the weekly industry news sharing in the class on social media I taught this fall rounded out the trends.
Here they are …
Private groups are the new black
More and more, social media is migrating away from public feeds into private groups with a curated group of members who have common interests. People are looking for more authentic and more meaningful interactions on social media.
Part of it may be a desire to skip the often negative parts of social media, in our polarized times in the world. Another big part is the role of Facebook, which has declared, “the future is private” in its strategy to integrate Instagram, Messenger, and WhatsApp.
For professionals, the biggest implication is the value of groups on LinkedIn. You can foster stronger relationships in groups related to your professional interests, among people with common interests. You can learn from each other and share relevant information. You can become better known among people who are the most meaningful for your career.
Joining LinkedIn private groups — meaning those that are unlisted — requires that you be invited by the group administrator. By connecting with new people frequently and sharing valuable content with your network, you may find yourself invited to join private groups.
In addition, joining groups, whether listed or unlisted, enables you to expand your LinkedIn network, which in turn makes it easier for people to find you.
You can even start your own group, if you want to create your own curated community of people who can support and learn from each other. And you can join up to 100 groups. Find new ones by using the LinkedIn search bar.
Video eats the web
The rise of video isn’t the newest trend, but it’s certainly accelerating. Cisco predicts that 81% of world’s internet traffic will be video by 2021. As someone who loves the written word, I find this a bit challenging. But it’s hard to deny the data on video traffic and engagement.
This year I experimented with social media minute videos on LinkedIn. The purpose? To share tips from my book, What Successful People Do in Social Media: A Short Guide to Boosting Your Career.
While my LinkedIn articles this year got views of up to 500+, my videos often performed up to five times better. The top performing video attracted more than 2,500 views. Of course, there’s a bigger commitment to reading an article or blog post than watching a one-minute video with captions.
There’s also a much bigger investment of time in writing an article than recording a video. So consider how you could incorporate more video into your professional updates in the coming year. Because the majority of people scroll through their social media feeds without sound, captions are a must. If you’re looking for an easy captioning option, check out Rev.com.
Instagram is your contacts list
Instagram for work, really? Bear with me for a moment. A strong presence on LinkedIn is a professional must. It seemed for a while that Twitter was the secondary place for professionals to share their ideas. However, with the tremendous growth in Instagram (1 billion+ monthly actives and counting), I believe it’s now the next-best place to share about your career, your colleagues and your company.
Instagram is also an easy way to connect with someone you just met in a professional setting. All you do is follow each other Instagram, and voila, you’re connected with a single tap. In fact, Taylor Lorenz of The Atlantic explores How Instagram Replaced the Contacts List.
If you will be hiring talent in the coming year among millennials or Gen Z, being on Instagram is a must. Potential job candidates will want to know what you’re like as a leader and decide whether they’d like to work with you. With unemployment still at historic lows, a vibrant Instagram feed of engaging content can help you attract great people.
And don’t forget about Instagram stories. With 500 million+ daily actives with stories, this is where much of the daily action can be found. Stories give you an opportunity to take a bit lighter and more playful approach to the workplace. You can save the ones you like to your highlights, and let others disappear after the designated 24 hours.
What if your Instagram is currently more focused on your personal life? If you don’t want to mix the professional and personal, you could consider making your account private for your friends and family. You can then open a second account that’s public and focused on your professional life.
What About TikTok?
TikTok is enjoying cool-kid status, for sure. TikTok is a video-sharing social networking service owned by ByteDance, a Beijing-based company. It reportedly has 800 million monthly active users worldwide, and it’s growing like wildfire.
How should you think about Tik Tok from a professional perspective? Because it’s so new, yet growing by leaps and bounds, it’s something to keep an eye on. Be sure to learn about it. Check out how people and brands are using it, and how that usage evolves. But you don’t need to add it to your professional arsenal just yet.
Just One Thing
If you do just one thing on social media in 2020, make it a commitment to sharing high-quality content with your network. What have you learned that could help others? What have you discovered that could inspire people in their work lives? What are you most excited about in your work life?
Share that.
What is the one thing you will do on social media in the coming year?
by Caroline Leach | Nov 26, 2019 | Careers, Leadership, Learning, Social Media
The end of the year can bring a lot of “shoulds” into our professional and personal lives.
We should do whatever it takes to hit those fourth-quarter operating goals. We should get every last item on our endless lists completed. We should count our abundant blessings on Thanksgiving and on every day of the year. We should enjoy the many holiday celebrations with our colleagues, friends and family.
Except, what if you’re not feeling it?
What if you’re not enjoying — or at least making it through, with a smile on your face — everything on your calendar? What if you feel overwhelmed? What if you feel tired, or lonely, or longing for some quiet time where you can just be? What if you feel angry, or afraid, or just plain sad about something (or many somethings)?
For my Thanksgiving week blog post, I was eager to share something inspiring and uplifting. A few drafts are still languishing in my files, unfinished. They felt forced. Inauthentic. And unlikely to inspire anyone.
So I eased up on my self-imposed deadline. I let myself play around with ideas. I let my mind simply be for a while.
And it came to me while I was driving today.
What do you do when you’re not feeling it?
At lunch with a group of people I met recently, one person said with a sigh that she just wasn’t feeling it that day.
Support immediately came from the people around the table, in the form of questions. “What are you experiencing?” one person asked. “What seems to be the trouble?” another asked. “What do you want?” yet another asked.
Bit by bit, the story flowed. Speaking it aloud began to neutralize its grip. The space opened up to just be with it.
You may find yourself in spots where you’re not feeling it. Yet you may not feel it’s acceptable to share those feelings with others. You may not even to acknowledge them to yourself. If you’re in a leadership role, you may feel pressure to maintain a positive demeanor, even if you feel miserable inside.
Being positive and uplifting others has been my north star as a leader. Emotions are contagious. It’s important for leaders to bring a realistic optimism, a can-do mindset, and an energetic environment to a team. That’s how I believe people do great work, enjoy the experience, and fulfill their deepest longings for purpose and meaning in their lives.
Yet, the leader has to feel it too. Authenticity has an important place in the mix. That can mean many things. It could be a willingness to experience discomfort and be okay with it. It might be a curiosity about what’s causing it. Or it could be reflecting on what’s important.
These are just a few things I learned from two intense November weekends with the Co-Active Training Institute. The co-active model focuses on “being in action … together.” With this series of coaching courses, I’m adding a fresh foundation to my business and leadership coaching business.
In addition to (hopefully) making me a more effective coach, there are some welcome side effects. It’s brought new perspectives to my social media consulting, my community involvement, and my family.
It also helped me identify three important questions for when you’re not feeling it.
What are you experiencing?
What’s happening with you right now? What else is going on? This is about creating space to simply be with the experience and acknowledge its presence in your life.
What’s important to you?
Not feeling it is an opportunity to step back and reflect on what’s important to you. What do you want? If you could do anything you wanted, what would you do?
What do you want to be doing instead?
Maybe there’s a hunger in your soul to be doing something completely different. Perhaps you miss doing something you enjoyed earlier in your life, or there’s something new you want to try. What are they?
The same goes for your social media
Much of my writing focuses on how to build your career through social media. One of my first consulting clients said how excited he was to be getting consulting and coaching all in one from me. Consulting was expressly part of our work, but coaching was not explicitly in the mix. That experience was one of several catalysts for becoming a coach in an “official” sense. Thank you, and you know who you are. 😉
The co-active coaching model also helped me tap into some new wisdom about social media. If you’re not feeling it about a specific event or a certain post, don’t feel obligated to share it. It’s ideal to help your network by sharing the best of your perspective and expertise on social media. If that means skipping a post or not sticking to a schedule because they don’t feel right, that’s fine.
It’s okay — and even desirable — to post selectively, take a break for a while, or set aside a posting schedule. Yes, consistency is important on social media. And so is the quality of your content and the way you feel about sharing it. Like most things in life, it’s a balance.
And more importantly, what do you do when you’re not feeling it?
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