By: Hebé Lugo Nazario
Your Customized Company
Twenty years ago, if you wanted to be recognized, you needed money, influence, and power. Reaching a large group audience or spreading a message, required significant effort. You had to make phone calls, invest in events, hand out flyers, or put up posters. The work to gain exposure was far greater than it is today. While both eras have their own unique context, today the opportunities to generate influence and attract recognition are greater and more accessible to everyone.
I see on social media that all of us who participate in it now have our own multimedia company at the click of a button. We carry our «company» everywhere we go on our phones, acting as reporters, artists, and anchor commentators to share the message we want, in the way that suits us best. It’s easy to use, fast, and interconnected with multiple types of audiences—there’s something for everyone.
Whether we see it this way or not, every message we post on social media is a message we launch publicly and openly into the universe, accessible to everyone. With each message, we are, piece by piece, building the image and perception others have of us. That perception is our personal brand.
When we write and share photos and videos on social media, we are telling the world about our choice of language, our level of knowledge on the topics addressed, our tastes, preferences, and aspirations. We are revealing our attitudes and values.
In the publication The Work of Art Is Me, Volume 1: A Strategy for My Personal Brand, I invite you to reflect on how you are using social media and the influence it has on the perception others have of you. Simply asking yourself, If my social media were a magazine, a newspaper, or a TV program, what section would it be? is a way to self-evaluate the message you’re putting out there about yourself.
Would it be a corner of inspiration for others? The elite fashion section or tips for achieving your own style on a budget? A newspaper of social, economic, or political critique? The business column? Or an autobiography?
Its important to understand the message we are frequently carrying on our social media, because even without realizing it, we are communicating who we are.
I recommend that you always aim to highlight your best qualities, values, and attributes—those things that make you unique. For the process of developing your message, I invite you to visit our page and invest time in completing the personal branding guides in detail.
Whether we like it or not, social media will help others decipher who we are and assign us a “label.” The question is whether the label they see is the one you want. When used correctly, this label can help you achieve your goals and objectives, both personally and professionally.
Here are some tips to help you use social media to your advantage, convey the right message, and stand out from the sea of messages on social platforms with one that defines you precisely.
- Have a clear vision of your future and what you need to get there. Your vision of the future is what you want to achieve in life, both personally and professionally. Each of us is unique, and while our aspirations may seem similar to those of others, they are what make us distinctly special. Having a clear aspiration helps us identify what we should communicate and what we should avoid if we want to use social media as a springboard to achieve it. A clear and well-delivered message will help you reach your goals more quickly and easily, opening doors with the right people at the right time.
- Identify who the right people are to speak to and their language. Get to know your audience—not just the people currently on your social media, but also the type of people you want to have in your networks in the future. Research what they like and the other people they follow. Understanding your current and future audience as well as you know a friend will help you talk about the things that interest them and make them feel connected to you. Someone who feels connected to you is someone you can turn into an advocate for your personal brand.
- Find points of reference. Research the pages of people you identify with and admire to see how they communicate on their social media and what topics resonate with you. I encourage you to include in your research people who speak to the same audience as you or who have already achieved what you aspire to.
- Make a list of topics and traits that distinguish you, are natural for you, and appeal to your audience. You want to draw inspiration from others and be guided by your goals and ambitions, but you don’t want your social media to feel like a copy of someone else. A list of topics that are true to who you are is a way to connect with your authentic self and the way you wish to be perceived. For example, if you love traveling, you can inspire others to do the same by sharing your travel experiences. Even if this might seem like a generic topic because others enjoy it too, you will share it from your unique perspective.
For a strong personal brand, create in your mind the story you want others to tell about you and anchor yourself in that thought to develop a message that is impactful and consistent. Above all, remember to be genuine, just as you want the impression you leave on others to be.
