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10 Tips for Improving Your Social Authority

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10 Tips for Improving Your Social Authority

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Social authority is the prominence and influence you gain by sharing your expertise, whether through speaking, writing, teaching or being quoted in the media.

You can’t buy social authority. You can only earn it. Once you do, it pays dividends for a long time. Social media platforms are ideal for building social authority, and there’s no mystery about it. Create compelling, search-friendly profiles, contribute quality content and make as many other people as possible aware of it.

In this presentation I outline 10 ways you can grow your social authority without breaking your back or your budget. Spoiler: It's all about basic blocking and tackling.

Social authority is the prominence and influence you gain by sharing your expertise, whether through speaking, writing, teaching or being quoted in the media.

You can’t buy social authority. You can only earn it. Once you do, it pays dividends for a long time. Social media platforms are ideal for building social authority, and there’s no mystery about it. Create compelling, search-friendly profiles, contribute quality content and make as many other people as possible aware of it.

In this presentation I outline 10 ways you can grow your social authority without breaking your back or your budget. Spoiler: It's all about basic blocking and tackling.

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10 Tips for Improving Your Social Authority

  1. 1. @pgillin @profitecture 10 Tips for Improving Your Social Authority Paul Gillin Social Media Coach pgillin@Profitecture.com @pgillin
  2. 2. @pgillin @profitecture #1. Revisit and Update Your Profiles 2
  3. 3. © 2014 Profitecture, LLC @pgillin @profitecture © 2014 Profitecture, LLC @pgillin @profitecture Profile should be current and comprehensive, with a professional, positive photo. Summary should be personable and achievement- oriented. History should focus on accomplishments. Recommendations provide important validation Elements of a good LinkedIn profile
  4. 4. © 2014 Profitecture, LLC @pgillin @profitecture © 2014 Profitecture, LLC @pgillin @profitecture Optimize for search and contact Include contact information if you want to share with the outside world. Include relevant keywords
  5. 5. © 2014 Profitecture, LLC @pgillin @profitecture © 2014 Profitecture, LLC @pgillin @profitecture Credentials should be complete for all post-secondary education. Group memberships show interest areas and create connection points. Include presentations and videos Ask for and give recommendations. Take advantage of all the tools
  6. 6. @pgillin @profitecture #2. Make Sharing a Daily Habit 6
  7. 7. @pgillin @profitecture 7 HootSuite Buffer Also… Browser add-ins make sharing and scheduling easy
  8. 8. @pgillin @profitecture #3. Learn and Use One New Platform 8
  9. 9. @pgillin @profitecture 9 Instagram SlideShareFacebook Pages Twitter Google Plus Vine video Flickr @pgillin @profitecture
  10. 10. @pgillin @profitecture 10 Understanding is more than just using Learn about each network’s: • Profile features • Content characteristics (media types, lengths, combinations) • Relationship syntax (favorites, followers, connections, friends, circles) • Organizational topology (albums, pinboards, collections, sets, galleries) • Sharing features (Repin, share, reblog, share to group, +1, comment) • Culture and standards • Member characteristics • Relevance to your business
  11. 11. @pgillin @profitecture #4. Use LinkedIn’s Publishing Platform 11
  12. 12. @pgillin @profitecture 12
  13. 13. @pgillin @profitecture #5. Ask for Recommendations 13
  14. 14. @pgillin @profitecture 14 Make the most of recommendations • Don’t be afraid to ask people you know very well • Seek at least two for every past position or project • Don’t duplicate recommenders • Look for high-level titles • Ask for superlatives • When possible, return the favor
  15. 15. @pgillin @profitecture #6. Add Social Links Everywhere 15
  16. 16. @pgillin @profitecture 16 Employee email signatures Website E-newsletters Individual content Even print collateral • Only spotlight networks in which you regularly participate • Ask employees to add links to their signatures • Apply consistent format across all digital properties Become easy to follow
  17. 17. @pgillin @profitecture #7. Teach One Subject at Which You’re an Expert 17
  18. 18. @pgillin @profitecture 18 • Create a description, title, outline and summary. • Choose one or more media or platforms. • Keep each session focused and brief. • Post serially on a regular basis. • Promote each segment as well as the entire series. • Cross-index each item to the others. • Use sharing widgets and subscription incentives. • Ask for audience feedback. • Have a call to action. • Consider others packaging tactics (ebook, webcast). Modular, serial, shareable
  19. 19. @pgillin @profitecture #8. Read and Learn from Activity Reports 19
  20. 20. @pgillin @profitecture 20 Google Analytics traffic report YouTube minutes watched HootSuite click report • Analytics show which content is generating action. • They help you understand if your audience is responding as you expect. • Give people more of what works, not forgetting the importance of discovery. • Pay particular attention to engagement metrics: • Shares • Time spent • Repeat visits • Bounce rate Data shapes strategy
  21. 21. @pgillin @profitecture #9. Contribute Weekly to One Strategic LinkedIn Group 21
  22. 22. @pgillin @profitecture WHERE do I post and participate? 22  Public or private?  Size of group  Discussion quantity  Discussion quality  Member profiles  Top influencers  Manager participation
  23. 23. @pgillin @profitecture 23 Use member search to find prospects and influencers Titles that matter Influencers
  24. 24. @pgillin @profitecture #10. Syndicate Elsewhere 24
  25. 25. @pgillin @profitecture Corporate website Feed Aggregator Partner website Email Newsletter Spread the message
  26. 26. @pgillin @profitecture 26 Don’t forget your people!
  27. 27. @pgillin @profitecture 27 Seek amplifiers
  28. 28. @pgillin @profitecture Paul Gillin 508-656-0734 pgillin@Profitecture.com Site: gillin.com Blog: paulgillin.com Twitter: pgillin Seek amplifiers
  29. 29. @pgillin @profitecture Paul Gillin 508-656-0734 paul@gillin.com Site: gillin.com Blog: paulgillin.com Twitter: pgillin Thanks!

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