New Jersey Society of CPAs: Personal Branding via Social Media
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Thought leadership used to be reserved for best-selling authors or ivory-tower researchers. Not anymore. Social media gives us the tools to build our personal brands and turn us all into thought leaders.
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New Jersey Society of CPAs: Personal Branding via Social Media
- 1. Scratch your niche How to build your business and boost your brand through specialization ... and social media Bill Sheridan, CAE The Business Learning Institute
- 2. macpa.cnf.io
- 8. Bill Sheridan, CAE The Business Learning Institute
- 9. Bill Sheridan, CAE The Business Learning Institute
- 10. New school Bill Sheridan, CAE The Business Learning Institute
- 11. Bill Sheridan, CAE The Business Learning Institute
- 12. Bill Sheridan, CAE The Business Learning Institute “Social media has made new forms of leadership possible for scores of people who don’t fit the Harvard Business School mold.” Susan Cain, author, “Quiet: The Power of Introverts in a World That Can’t Stop Talking”
- 13. What is social media? Bill Sheridan, CAE The Business Learning Institute Broadcasting tool Listening agent Networker Social filter Teacher
- 14. “Thinking about information overload isn’t accurately describing the problem. Thinking about filter failure is.” Clay Shirky New York University new media professor, writer, and consultant Bill Sheridan, CAE The Business Learning Institute
- 15. The age of adaptation “The need to constantly adapt is the new reality for many workers.” Serial mastery These workers “are often left to figure out for themselves what new skills will make them more valuable, or just keep them from obsolescence.” Bill Sheridan, CAE The Business Learning Institute
- 16. Bill Sheridan, CAE The Business Learning Institute
- 17. What do you stand for? Take control of your brand. Own it. Stand out from the crowd. What do you know? Why is it important? What makes you you? Promote yourself. Build community. Embrace opportunity. Bill Sheridan, CAE The Business Learning Institute
- 18. Old school Bill Sheridan, CAE The Business Learning Institute
- 19. New school Bill Sheridan, CAE The Business Learning Institute
- 20. Meet Seth. Bill Sheridan, CAE The Business Learning Institute
- 21. Bill Sheridan, CAE The Business Learning Institute
- 22. Bill Sheridan, CAE The Business Learning Institute
- 23. Bill Sheridan, CAE The Business Learning Institute
- 24. Maddie Jamie Bill Sheridan, CAE The Business Learning Institute
- 25. Bill Sheridan, CAE The Business Learning Institute
- 26. “The meaning of life is to find your gift. The purpose of life is to give it away.” Pablo Picasso Bill Sheridan, CAE The Business Learning Institute
- 27. Do this Bill Sheridan, CAE The Business Learning Institute
- 28. 1. Create Bill Sheridan, CAE The Business Learning Institute
- 29. 2. Promote Bill Sheridan, CAE The Business Learning Institute
- 30. 3. Build Bill Sheridan, CAE The Business Learning Institute
- 31. 4. Learn Bill Sheridan, CAE The Business Learning Institute
- 32. “Learning is what most adults will do for a living in the 21st century.” -- S.J. Perelman American humorist Bill Sheridan, CAE The Business Learning Institute
- 33. “Once you stop learning, you start dying.” Albert Einstein Bill Sheridan, CAE The Business Learning Institute
- 34. 5. Engage Bill Sheridan, CAE The Business Learning Institute
- 35. 6. Be patient Bill Sheridan, CAE The Business Learning Institute
- 36. 7. Be real Bill Sheridan, CAE The Business Learning Institute
- 37. 8. Strategize Bill Sheridan, CAE The Business Learning Institute
- 38. “People don’t buy what you. They buy why you do it.” -- Simon Sinek Bill Sheridan, CAE The Business Learning Institute
- 39. 9. Be nice Bill Sheridan, CAE The Business Learning Institute
- 40. 10. Be there Bill Sheridan, CAE The Business Learning Institute
- 41. Don’t do this Bill Sheridan, CAE The Business Learning Institute
- 42. 1. Avoid ‘deep work’ Bill Sheridan, CAE The Business Learning Institute
- 43. “The ability to perform deep work is becoming increasingly rare at exactly the same time it is becoming increasingly valuable in our economy. The few who cultivate this skill will thrive.” Cal Newport Deep Work: Rules for Focused Success in a Distracted World Bill Sheridan, CAE The Business Learning Institute
- 44. 2. Be fake Bill Sheridan, CAE The Business Learning Institute
- 45. Facebook.com/help/188 118808357379 NPR.org/sections/alltech considered/2016/12/05/ 503581220/fake-or-real- how-to-self-check-the- news-and-get-the-facts Bill Sheridan, CAE The Business Learning Institute
- 46. 3. Be gullible Bill Sheridan, CAE The Business Learning Institute
- 47. 4. Be mean Bill Sheridan, CAE The Business Learning Institute
- 48. 5. Be yourself Bill Sheridan, CAE The Business Learning Institute
- 49. 6. Overshare Bill Sheridan, CAE The Business Learning Institute
- 50. 7. Spam Bill Sheridan, CAE The Business Learning Institute
- 51. 8. Automate Bill Sheridan, CAE The Business Learning Institute
- 52. 9. Cross the line Bill Sheridan, CAE The Business Learning Institute
- 53. 10. Fan the flames Bill Sheridan, CAE The Business Learning Institute
- 54. Bill Sheridan, CAE The Business Learning Institute
- 56. Questions? Bill Sheridan, CAE The Business Learning Institute
- 57. Bill Sheridan, CAE The Business Learning Institute Scratch Your Niche How to build your business and boost your brand through specialization ... and social media Follow me: Facebook.com/BillSheridan LinkedIn.com/in/BillDSheridan Twitter.com/BillSheridan Gplus.to/BillSheridan YouTube.com/BillSheridan SlideShare.net/BillSheridan Instagram.com/BDSheridan Download these slides: Slideshare.net/BillSheridan
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- Time was, thought leadership was reserved for best-selling authors or ivory-tower researchers. Not anymore.
- Do you know who this is? If so, it’s probably because of social media. This is Jody Padar. In just a couple of years, she went from inheriting a rather obscure legacy CPA firm in the Chicago area to being named one of the 100 most influential people in accounting by Accounting Today. How did that happen?
- Well, let’s define what social media is. And I’m not talking about textbook definitions here. I’m talking about what social media can do for you. 1. Broadcasting tool: Cite, as examples: -- revolutions -- disasters like tsunami in Japan -- blog stats. 2. Listening agent: Joining the conversation. Cite Typepad example. 3. Networker: Cite Tom bringing followers into a classroom conversation. 4. Social filter. 5. Teacher Let’s talk about those last two for a couple of minutes.
- First, social media as a social filter. Consider this, from Google CEO Eric Schmidt: “Between the dawn of civilization through 2003, there were just five exabytes of information created. That much information is now created every two days, and the pace is increasing.“ Information: And I’m not talking about content. I’m talking about content that matters to you. That old cliché “Content is King?” Wrong. Today, as Steven Rosenbaum says, “Content curation is king.” Being able to find valuable, relevant content and add context to it. John Spence, managing partner at John Spence LLC: Used to be that knowledge was power; now sharing knowledge is power. (By the way, I wasn’t at that conference when Spence said that. I read that quote on Twitter, following the conference hashtag. A perfect example of using my personal knowledge network.)
- Second, social media as a teacher. We need is a mindset that’s devoted to adaptation and anticipation. The most important skill anyone can have today is the ability to learn new skills.
- Well, in the simplest terms, as Tom Hood says, we must keep our L greater than C. We must out-learn the pace of change. But again, easier said than done, right? How do we learn in an era when we’re facing more change, more chaos, more
- From a personal branding point of view, it used to be that being a CPA was distinction enough. Not anymore. Now you have to distinguish yourself from the other CPAs out there. But here’s the funny thing about personal brands: They’re being cultivated by outsiders every day, whether we like it or now. People act on perceptions, jump to conclusions, form opinions based on what they see and hear. They’re perfectly willing to create your brand for you. Brian’s message is this: Don’t let them. Build your own brand. Figure out what makes you unique, what you know that others don’t, what sets you apart from the crowd. Then promote the heck out of it. Get word out. Make connections. Build a community around what you know. Turn yourself into a thought leader. If you do that, opportunities will come your way.
- How have we traditionally done all of that? Believe it or not, the answer is social networking. This is a social network. Making those contacts and promoting ourselves traditionally has involved old-school social networks. Happy hours, Chamber of Commerce chicken dinners, trading business cards, glad-handing, pounding the pavement. And it works, right? There’s nothing more valuable than meaningful face-to-face communication. But it’s hard work. It takes time, and you can only talk to so many people at once. But there’s a new way to take control of your brand. It’s still this …
- … but with a heavy dose of this, too. Social media has enhanced our ability to build our personal brands exponentially.
- So I’m reading this book called “Linchpin,” by a genius named Seth Godin. How many of you have read it? You all know Seth? Seth, of course, invented the Internet … and thought of everything before anybody else … and basically is here to make us feel worthless, then kick our butts and turn us into better people. That’s just what he does, and he’s good at it. Anyway, in “Linchpin,” he talks about how to become indispensable. It basically comes down to this: -- Ditch the rules and follow your heart. AND … -- Do work that inspires you AND others. Pretty cool idea. And if you want to know more about it, read the book.
- So anyway, I’m reading this book. And on page 161, Seth starts talking about something called “the circles of gift giving.” See, Seth believes in giving stuff away – giving away our knowledge, giving away resources, adding value to other people’s lives and not expecting anything in return. That’s how we become indispensable. Pretty radical idea. It flies in the face of everything that capitalism stands for. Right? We’re here to make money. Produce something, sell it, repeat. The classic business model that me and you and our parents and grandparents grew up with was all about product and profit. Right? Make something and sell it for more. People were merely cogs in the machine that produced the stuff we sold. Here’s the thing, though. That business model? It’s obsolete. It’s been obsolete for probably 5 years. The rules have changed. We’re now living in an era in which people are at the center of everything we do. Tom Hood likes to say we’ve moved away from an era of command-and-control to one of communicate-and-collaborate. Doing that means building communities and relationships, and that takes people, it takes trust, it takes a commitment to serving others, not just making money. People first.
- OK, so back to Seth’s circles of gift giving. There are three of them: The first is a circle of true gifts – stuff we willingly share with others, most often friends, family and co-workers. Someone asks for advice for a good hotel in the area. You give that knowledge away. You invite a friend over and give her a meal. You don’t charge her for it. The second is a circle of commerce – people in this circle are willing to pay you for what you produce – your consulting services, your financial advice, the book you wrote, the widget you made. Those two circles have been with us for ever. Now, the Internet has given us a third circle, and it’s kind of a combination of the first two. It consists of people who might one day pay you for what you do – but to get to that point they first need to know you and trust you and be comfortable interacting with you. These are our social networks, the folks we follow online. Here’s a quote: “Generosity generates income.”
- That’s an entirely new business model, and it’s one that almost NO ONE is following yet. And how do I know that? It all goes back to social media. One of the biggest complaints I hear about social media is, “Where’s the ROI? How come we’re not making any money on this stuff? This is worthless – I’ve been on Twitter for a week and nobody’s bought anything yet.” Social media is that third circle. We’re not supposed to sell anything there. That’s where we give away stuff. Share what we know. Add value to people’s lives. Build trust, and credibility, and relationships. Then, maybe we start to move some folks over to the second circle. But ROI? There is no ROI in social media. Not if you do it right. If you do it right, you become less of a production machine and more human.
- There’s another new book out now called “Humanize.” It’s by a couple of association folks named Jamie Notter and Maddie Grant. They argue that the reason so many businesses are struggling with social media is that they’re trying to bolt it onto obsolete business models. The problem isn’t social media, they say. The problem is that our own organizations are outdated and need to become more human, more people-centric.
- The point is this: If we don’t focus on serving people and solving problems – if we don’t put other people’s needs ahead of our own – we are doomed to fail. The irony is, the more we give away, the more we’ll make in return. That’s the business model for this brave new social world. And that’s more than our challenge. It should be our aspiration. Or as Pablo Picasso once put it …
- And remember that learning is a two-way street. This isn’t just about what WE stand to learn. It’s about what OTHER people can learn from us. Learning is as much about making OTHER people smarter as it is about making OURSELVES smarter.
- Write something. Every day. Your path to becoming a thought leader in this space is to create original content … not necessarily to share or comment on the stuff that OTHER people are creating. Don’t get me wrong: You don’t want to ignore curation. Doing that is a great way to help people learn. Ultimately, you want to share what YOU know with others. That means creating your own unique content. And I don’t care if you consider yourself a writer or not. You can’t become a content creator unless you start creating content. As Seth Godin says, ”If you’re good at it, people will read it. If you’re not good at it and you keep doing it, you’ll get good at it.” Your goal should be to create original content – stuff that tells the world what you know and why they should care. Stop spending so much time promoting other people’s work and start spending more time promoting your own work. No excuses -- LinkedIn, Medium, Wordpress, Tumblr, Wit, Yolo, Contentful, Jekyll, Blogger, Svbtle, LiveJournal, Weebly, Postach.io, Pen.io, Ghost
- When you write something new, tell the world about it. Spread the word on ALL of your networks. Ask others to spread the word. No one will know what you’ve written unless you tell them. Tell them again … and again … and again. That’s the power of social media. Build powerful, influential networks … and then promote your work there. They’ll spread the word for you.
- Speaking of building powerful, influential networks … Build your network. There are lots of ways to do this, but here’s my favorite way: I call it “power networking."
- Learn from others, and help others learn from you. That’s the biggest advantage that social media offers us. If we build a network of trusted professionals, that increases our ability to learn exponentially. And it increases our ability to teach others as well.
- It’s critically important. And it’s a vital part of this conversation about social media.
- Put another way:
- When people take the time to comment on what you’ve written, take the time to comment back. Engage your audience. Ask them questions. Give them answers. The key word in the phrase “social media” is “social.” Be social. Have conversations. Share what you know. That’s what these networks are all about.
- This stuff takes time. You’re not going to build an awesome network or go viral overnight. You have to do this stuff over, and over, and over again, and then keep doing it. “Marketers hoping for quick returns from their social media marketing will be sorely disappointed by the long-term plans required to fulfill those campaign goals,” writes Jonathan Crowl for Skyword.com. “Social media strategy can require years to take root and start generating returns.” According to Crowl, almost half of marketers in a survey reported that they used social media for two years before they saw an impact on sales.
- In other words, be yourself. Be human. Don’t be just some corporate mouthpiece. Let your followers know that you have a pulse. Be funny. Be passionate. Be opinionated. Just be yourself … all within the context of adding value. As long as you’re adding value for your followers and helping them learn and grow, have at it.
- Before you post a single thing, think it through. What are you trying to accomplish?
- So, “What do you stand for?” -- What’s your niche? -- What are you passionate about? -- What’s the power of YOU? -- What do you know that others WANT to know. Once you figure those things out, your strategy in the social space starts to become crystal clear.
- Do I really need to expand on this? Who saw “Bambi?” Remember what Thumper’s Mom said? “If you can’t say something nice, don’t say nothing at all.”
- In other words, put the damn phone down every now and then. “Wherever you are, make sure you’re there.” — Dan Sullivan There’s a time and a place for everything. And the place for social media is definitely NOT when you’re trying to make a connection with someone in the hear and now.
- Producing deep work requires deep thought, which can’t be done if you’re checking Twitter or Facebook every 5 minutes
- Producing deep work requires deep thought, which can’t be done if you’re checking Twitter or Facebook every 5 minutes. It requires uninterrupted concentration, dedication, and individual thought. If you want to create work that other people will remember, you need to shut out the distractions and do that work. That means shutting out social media. This is a book by best-selling author Cal Newport that I think every one of you needs to read. Here’s what he says: “To succeed, you have to produce the absolute best stuff you’re capable of producing – a task that requires depth. … As we shift to an information economy, more and more of our population are knowledge workers, and deep work is becoming a key currency – even if most haven’t yet recognized this reality.”
- Be accurate. Be truthful. And make sure the information you share on your social sites is as well. The term “fake news” is trending right now, and with good reason. Just because someone says something is true doesn’t make it so. And just because someone says something is fake doesn’t make it so. YOU have a responsibility to make sure the information you share is truthful. So what’s truthful?
- There are lots of tips out there for how to spot fake news. Facebook, believe it or not, is the latest to join the conversation. Here are a couple of URLs with some helpful tips. I’m a former journalist, so here’s my favorite tip: Is the source a reputable news site? Are there checks and balances in place? In other words, does the site have a paid staff of journalists, who are overseen by a paid staff of editors, whose job is to fact-check the information that their site publishes? You know, I can publish something right now in about 20 seconds and promote it to all the thousands of people who follow me on my social networks. Does that make that information true? There are people the world over who are doing that very thing right now. Their kryptonite is people like you who are skeptical and check your facts and sources before you share.
- A subset to what we just talked about. Don’t believe everything you read. Check your sources. Fact check. You’re posting things in a public space. You have an obligation to present truthful, factual information.
- We already covered this. THAT’S how important it is. We lie more online: -- 25% of Facebook users said they falsified some of their account information. -- 20% were not truthful about their holiday activities or their jobs. We’re rude more often: -- Dr. Roberts, who is a professor of marketing at Baylor University, asked 175 men and women questions about their partners' smartphone use. Nearly half of respondents, 46 percent, reported being phone snubbed (phubbed) by their partner. People who reported higher levels of phubbing also reported higher levels of relationship conflict. -- In a survey, 51% of respondents said they check social network sites during dinner ... that’s dinner with OTHER people. -- Studies have shown that mere act of putting your phone on the dinner table is a sign to others that you’re not completely present. We’re bullying others: -- Cyber bullying has spread widely with 42% of young people reporting they have been victims. -- A study found that 28% of children aged 11 to 16 have experienced bullying on the Internet or via a mobile phone.
- Interesting. One of the dos that I mentioned earlier was to be real, to be yourself. But there are times when you probably DON’T want to be yourself … at least in your brand’s social space. Just a few instances that I can think of off hand – politics, religion, science, social issues like marriage and children. If you’re trying to grow your brand on social media, you probably don’t want to share your true feelings about these things with your audience. Post with care.
- I don’t want to know the disgusting details of everything your kid just did at the dinner table, or what you really think about your kid’s teacher, or your spouse, or anything personal like that. Again, you’re trying to build and grow a brand. Think before you post.
- Jab, jab, jab … right hook
- Again, this goes back to being human. There are lots of service out there that will help you automate your posts and send things out at certain times without you having to intervene. Very convenient … but again, your goal is to be human in the moment. That’s hard to do when you’ve turned your networks over to the bots. In my mind, being yourself means posting as yourself in the moment.
- Again, a subset of what we talked about earlier. Politics, religion, social issues — be wary about what you post.
- Advancing an argument. Know when to throw dirt on the fire. Know when to step away and say, enough’s enough.
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