Not an influencer? No problem. Here's how to raise your visibility

A robust presence on social media can translate into more speaking engagements, more media interviews and ultimately more client work. You don’t have to be an influencer to build a compelling brand that sets you apart from your peers. However, you do need a plan and consistent effort. Here are some guidelines to get you started.

1. Stick to what you know best

Participating randomly in social media is a waste of time. If you’re investing the time and energy to build a brand, you need to be strategic in your endeavor. To attract a targeted following, focus your content on your area of expertise. Don’t be everything to everyone. If you’re a fitness guru, don’t give advice about art. Of course, you can post about the last restaurant or art gallery you’ve visited but for the most part, focus on your niche.

To attract a targeted following, focus your content on your area of expertise. Don't be everything to everyone.

2. Don’t just follow others. Add value!

Engage your audience in conversations about topics you’re genuinely interested in. Add value by sharing a helpful article or your personal experience or answering a question. The goal is to become visible to these people even if they’re not following you. If you engage them consistently, they will remember you and eventually come to appreciate your contributions. Research people prior to reaching out to them by reading their bio and blogs and keeping an eye on their posts.

Years ago, I struck up a conversation on Twitter with a senior executive about women’s leadership, which led to an in-person meeting and eventually the start of a great friendship and mentorship that was crucial for my consulting business.

3. Create a content calendar to produce timely posts

Keep a calendar of events that tend to create buzz on social media, such as International Women’s Day on March 8. Plan your posts ahead of time. Check what hashtags are trending that day so you can add them to your posts. For example, the hashtags #IWD2019 and #BalanceForBetter were used widely on International Women’s Day last year. Adding trending hashtags to your posts bring fresh traffic to your profile and show that you have your finger on the pulse.

Social media, as in real life, is a two-way street. When you support your connections, they, in return, will support you.

4. Build a community around your brand

While social media allows ample opportunity to promote your expertise, it’s an equally great tool to support and empower others. Make it a point to give shout-outs to members of your network. A former colleague got a new job? Post a line to congratulate them. Social media, as in real life, is a two-way street. When you support your connections, they, in return, will support you.

5. Give your profile a quick facelift

Got a new job or board role? Update your profile bios on Twitter and Instagram and your LinkedIn headline and summary. Keep the latter current with new accomplishments and ask your connections for recommendations. Update the visuals on your social media by using tools such as Canva.com to create new header pictures.

6. Be your own advocate

Be your own PR person by sharing your accomplishments with your network. According to a study by women’s advancement organization Catalyst, communicating their achievements is the most effective strategy women can use to advance their careers. Speaking at an upcoming event? Post about it to show that you’re an in-demand speaker in your space and to connect with colleagues and peers that are attending. Create a graphic (using Canva.com again) to promote your speaking engagement, using the event hashtag.

I was quoted in an article on Kim Kardashian after I received a media request through Expertfile.com where I have a profile.

7. Leverage Twitter to network with the media

Social media, especially Twitter, offers great opportunities to become visible to reporters. Three years ago, I was featured in a story about women on board by responding to a tweet by a reporter looking to interview women who are board-ready. Follow reporters and editors in your area of expertise. Interact with them through liking or retweeting their tweets and adding value to the conversation. If you meet reporters in real life, connect with them online so you can stay top of mind. Create a profile on websites that promote and connect experts with the media. Last year, I was quoted in an article on Kim Kardashian after I received a media request through Expertfile.com where I have a profile.

An edited version of this article originally appeared on Forbes.

Lina Duque, MBA, is a social media strategist and principal at Lina Duque Consulting, a boutique social media agency focused on supporting academics and executives. She’s a frequent speaker at universities and international forums on digital presence and personal branding.