POSTING WITH PURPOSE
My articles and posts have been getting a lot of views lately. My purpose is to bring value to my connections by providing a new and different perspective on diverse topics. Some of my posts are also written with people in mind who I am mentoring or helping work through some decisions or challenges. I am not selling a service or seeking clients through this platform, so I am not setting out to capture a certain number of eyeballs. However, because of the increased "hits" and engagement, I decided to start checking some of the analytics. The graphic on this post is a screen capture of the reach on one of the articles.
Because of my activity gaining traction in the past year, my connections have more than doubled to nearly 5,000. I don't know most of them in person, but I have been somewhat selective about the invitations I accept. Looking at the reach on this graphic got me thinking. I personally know people at each one of those organizations. I am always mindful of what I post and put a lot of intention behind it to ensure it is of value. But seeing this list, adds a layer of responsibility, for I know and care about people in these organizations. And when they like, comment on, or share my posts, they are potentially influencing their networks, which typically include many within their companies.
Most of the companies you see listed here are in my immediate region, so what I am writing on this platform is potentially having an impact on my local business community. That's a big responsibility when you think about it, and I don't take it lightly. It makes me want to be better at this. It makes me want to find ways to motivate and inspire the professionals in my network, so they will in turn inspire their colleagues, clients and associates. I consider this part of my mission as a mentor, as mentoring and coaching can happen in this format on some level.
The reach includes many CEO’s, corporate strategists, founders and business owners, which means they are in positions of influence. If they read my posts and decide to follow the advice I provide, many could potentially be impacted by this. And, in this virtual world without boundaries, information can travel around the globe in seconds. I’m pleasantly surprised that my content now has an international reach and it seems to be spreading particularly in Australia, a country with a special place in my heart. Further evidence that one’s reach and influence can be exponential and even have a cross-cultural effect.
Why am I writing about this? Because you have the power to be a positive force in your immediate, as well as extended business community. Think before you post. Ask yourself these questions about your content:
Is it relevant? Think about your audience, clients and prospects. Is your content related to their industry? Does it provide a certain degree of wisdom and value to them? Will they learn something from it?
Is it current? People don’t want to see work you did seven years ago, unless it was some award-winning, trend-setting amazing idea worthy of the hall of fame. Post current work that you’re proud of. Prospects are interested in what you can deliver today.
What does it say about you as a professional? What you write, share, comment on and like is a reflection of YOU. If you’re a company leader/owner, what any member of your team posts on behalf of your company is a reflection of YOU. Is it intelligent, well written, insightful?
Is it aligned with your professional mission and vision? There is A LOT of content on everyone’s feed. If you’re just re-posting and sharing randomly, chances are you’re just adding noise and clutter for no reason. Post content that is aligned with and related to what you do – that still leaves plenty of options and, that way, you can add an interesting commentary. Do not just cut and paste from the article – add your own thoughts.
This is a great platform and it's wonderful that we can all use it to publish and share content. But with that ability, the amount of content is never-ending. So, be mindful of who your audience is and be a voice that teaches, is thought-provoking, triggers some intelligent conversations and poses intriguing questions. Don't clutter the feed just so that you can get your company's or your own name out there. Have a purpose. Think about how your posts are building your brand. If you're going to be an influencer, be a good one.
Post and publish with introspection, intelligence and intention to have a positive impact. Take a look at the analytics - are you reaching decision-makers in the C-suite or the same two or three friends who kindly like everything? If you’re getting little or no engagement, even from your employees, colleagues or clients, it might be time to re-think your strategy.
Sara Albiach is a marketing and branding strategist whose career was built developing campaigns for clients like Procter & Gamble, Kraft, Levi’s, Nestle and General Mills. She makes it her purpose to be a sounding board and a voice of guidance that mentors and inspires professionals to achieve fulfillment in their careers. A world traveler, she finds joy getting lost in a foreign city with her camera and striking long conversations with the locals.
“Life is too long not to do what you’re passionate about.