Zero to 150: Guidelines to Establishing Your Social Media Presence in 150 Days

Are you among the early majority who are just jumping into social media? I am. My journey into the social media foray began in mid-January. Here’s how to establish your social media presence and to develop the foundation for your personal brand in 150 days.

Guideline 1: Stake out your domain on as many social media sites as you can manage

Unless you’re famous, or have a common name (such as Steve White), it shouldn’t be too difficult for you to select and establish your name consistently across multiple social media (the key is consistency – using the same branding for the social media selected).

Without question, the big three are Facebook, Twitter and LinkedIn. MediaSauce describes the three like this: LinkedIn is business formal, Facebook is business casual and Twitter is a cocktail party.

Since Twitter is a micro-blogging platform, many famous Tweeple recommend blogging as the first step. Blogging takes time and discipline, and may not be your idea of fun, but it’s worth thinking about starting a blog if you’re willing to make the commitment.

There are many more social media options available. Part of the fun is trying to figure out which one is going to emerge as the next hot social media platform. And it gives those of us in the early majority a chance to be a part of the innovative crowd (or at least an early adopters) in an emerging social media platform.

Guideline 2: Use a flattering picture in your listing, write an interesting description and let people know (in general) where you live

There are probably a lot of interesting people worth following who will not be followed because they don’t provide us with any reason to do so. Although content is king, initial decisions (follow/not follow) are made on the basis of appearance, interests and location. My rule of thumb is that if someone isn’t into social media seriously enough to upload a picture of themselves or secure enough to let people know that they live in Massachusetts, then they aren’t worth engaging online.

Include links to your personal website or blog. Provide a way for people to connect with you on other social media sites. This is the speed-dating phase of social networking, so try to provide a compelling reason for people to network with you.

Guideline 3: Use Google Search to find and identify people to follow from your city, region, state and industry

An article from Twitter Power System changed the way that I found people to follow on Twitter. It provides instructions on how to use Google to find people on Twitter.

Start with location-based searches and expand from there. A word of caution: Google monitors the number of searches that you conduct via this method and limits your access each day if they believe that you’re a searchbot and not a human.

After establishing your Twitter account and gaining a couple of followers, use a service like Mr. Tweet to identify interesting people to follow.

Most social media sites that you sign up for provide assistance in identifying and connecting you with people who you know. Typically, this is done through access to your e-mail address book (it helps if you’re using gmail or yahoo as your email service), through other social media connections (Facebook and Twitter) or through a search function.

Using Guideline 3 and 4, plus screening your own new followers, try to add 10 or so targeted new people each day to the list of people who you follow (especially on Twitter).

Guideline 4: Your friends are my friends

LinkedIn refers to this as 2nd and 3rd level connections. After you’ve identified a friend, colleague or otherwise interesting person to follow, see who they follow or befriend. Select and connect with friends of friends to build your network. This works on Twitter, LinkedIn, Facebook and Plaxo. Likewise, click on Retweets on your Twitter home page and see who the people who you’re following are retweeting. Adding friends of friends is a fast way to build your network and you already have something in common.

Guideline 5: Not everyone that you follow will follow you back (and that’s ok)

Although the goal is to build quality, mutually beneficial relationships, on Twitter not everyone that you follow will follow you back. Likewise, not everyone that you invite to connect on Facebook, LinkedIn and Plaxo will accept your request.

Don’t read too much into either scenario. You’ve made the attempt. Just over 45 percent of the businesses, charities, causes and people who I follow on Twitter are not following me back. Yet I selected each for a reason and I have benefited from following their postings. My goal is to learn something from each person that I’m following and to date, I haven’t been disappointed.

Guideline 6: Use the power of the Internet to monitor and diffuse interesting content

I wish that I could remember who turned me on to this, but set up Google Alerts for topics that interest you. Daily, you’ll receive an e-mail digest of 20 or so links to articles, blogs, press releases, etc. that meet your search criteria. Post the links that you deem content-worthy to your social media accounts. However, before posting, check each link to make certain that the content is share-worthy.

This provides you with a way to stay current on a topic, to establish the content as a personal area of interest or expertise and to generate content to post daily.

Guideline 7: Not all items posted are worth sharing across multiple platforms

I’ve had a Facebook site for about three years. My friends and followers did not appreciate the automatic postings from Twitter (between five and ten per day) to my Facebook wall. Likewise, I unlinked Twitter from LinkedIn after someone commented that they were tired of seeing my face on their LinkedIn page 10 or so times daily.

Selectively decide what you share across your social media platforms. Be careful how you link these platforms together – you don’t want your Facebook and Twitter accounts automatically updating your Plaxo account with the same posting/same content (duplicate postings). In my opinion, you should have unique communication strategies for each of the social media options. A family branding approach works, but the content should be tailored for the audience. An additional benefit is that your provide fresh content to people who engage with you across multiple social media platforms (friend you on Facebook, follow you on Twitter and link with you on LinkedIn).

Guideline 8: Engage daily

It is, after all, called social media! And although it can seem tedious, invest at least an hour a day (or more if you can afford the time) in your social media endeavors. In a perfect world, you’ll update your blog daily and use the other social media to drive traffic to your website. It takes a focused and committed effort, but you are investing in yourself, you’ll learn more than you can imagine and you’ll connect with people globally. Thus, in the long-run the benefits far outweigh the costs.

Guideline 9: Make it Mobile

It’s no secret that I believe that mobile phones and devices, like the iPad, are destined to replace desktop computers, laptop computers and netbooks within the foreseeable future. Make certain that you have the ability to stay connected to your social media via your cell phone. Find an application or two that allow you to update your status and share pictures, videos, podcasts and music from your phone.

Location-based marketing platforms such as Foursquare and Gowalla will increasingly be competing with mobile advertising services such as AdMob and iAd for your attention soon. Mobile applications make it possible to be connected 24/7 from all four corners of the globe. Get ahead of the learning curve and stay connected.

Guideline 10: Advertise Selectively

Ok, so some of you think that this advice is heresy. But I come from an advertising background and view this type of advertising as an investment in my personal branding efforts. Be selective in how you advertise and where you advertise. I’ve used FeaturedUsers.Com with some success. Over five months, with a total outlay of less than $140, purchasing a small banner ad through FeaturedUsers has built my Twitter following immensely.

And although the quality of the social relationship established is much more important than the quantity, services like this provide you with a way of putting your name in front of a large number of people in a short amount of time. Ultimately, it’s their decision on whether or not to follow you, but at least you will have put yourself in a position to be seen.

Guideline 11: Separate the Wheat from the Chaff

Not everyone that you follow will live up to your expectations. You’ll be amazed at how many people ambush you with a direct message on Twitter offering to sell you something within hours of connecting with you. If someone consistently sends content that is too assertive for your taste, or sends links that you suspect are not reputable or secure (link hijacking attempts), it’s ok to unfollow them. Ultimately, you’re looking to build a network of people from which you can learn, share, connect and grow. You decide with whom to establish contact, from whom you feel that you can learn something useful and with whom to spend your time.

On the other social media sites, such as Facebook, LinkedIn and Plaxo, you decide whether or not to respond to a request to connect (you have a say in your followers). Thus, unfollowing or unfriending someone on these social media services sends a more severe message. Proceed with caution if you’re considering doing this on social media sites other than Twitter.

Guideline 12: Have Fun and Let Your Personality Shine Through

The final guideline is, in my opinion, the most important guideline. Social media is all about being social. Provide insight into your personality, be playful and upbeat. Use your network to share content, ideas and expertise. Remember to keep things professional and don’t say or post anything that causes damage to your personal brand or endangers your future job-seeking opportunities. A word of caution is that a large percent of interpersonal and public communication is non-verbal. Written communications can be misinterpreted and/or misunderstood. Be cognizant of this when you’re posting. But conversely, don’t be afraid of sharing your personality or sense of humor. You can’t try to be who you aren’t – be genuine, sincere and true to yourself.


There you have it, 12 guidelines for going from Zero to 150 as you build your social media networks. Invest an adequate amount of time daily, strive for consistency of effort and provide value in your postings. You’ll be surprised at how much you grow both personally and professionally!


Breaking new ground

I’ve been busy today transitioning my blog from Tumblr to WordPress. Thus far, I’ve been impressed with capabilities of WordPress and the features available. My experience with writing a blog isn’t extensive: I’ve reached the 100 day mark (I started blogging mid-January 2010). The biggest lesson learned to date is how hard it is to manage the time needed to stay current on so many social media platforms (featured in my next blog, Zero to 150) and to generate new content. I’ve received some good advice, including the need to plan topics in advance and to develop a release schedule. I look forward to implementing these in the future. In the interim, resources such as the book Digging into WordPress (click on shovel icon) are available and provide excellent advice for developing high impact blogs.

Feel free to provide feedback regarding the look and feel of the blog. And let me know if I made the right choice switching from Tumblr to WordPress.


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