Building a Power Persona

OK, so you’ve got the perfect mug shot to grace your profile. You’re ready to take in the other secret to creating a meaningful online persona.

According to branding experts at the recent South by Southwest (SXSW) V2V entrepreneurship conference in Las Vegas, the worst thing a small business or independent professional can do on social media sites is to “spew,” to create posts or tweets that have no deliberate purpose. These confuse and turn off potential customers or followers.

The best social content offers valuable insight or perspective, and elevates your standing—or that of your business—as a leader in a particular field. If you’re guilty of social media scattershooting, consider narrowing your focus.

There are a few simple questions you can ask yourself before each post, says Shane Steele, an independent marketing consultant who formerly was with Twitter.

“What are your goals?” Steele asks. “What are you trying to accomplish? What are you trying to communicate? Who is your audience? What are your strengths? What are the things that are really relevant you can talk about? Build a strategy around that the same way you would build a product—from there it’s thinking about your content strategy.”

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