How Branding Can Give Social Media Managers The Power of Options

I'm a firm believer in the power of options. I'm not talking about choosing between two "meh" opportunities. Nope, let's be bold in our dreams. 

Envision being paid (on top of your salary) thanks to multiple streams of income. Imagine being paid to speak about your expertise or being able to launch your freelance business. Suppose self-employment isn't your jam; picture moonwalking out of a job, where you're underappreciated, into your dream role that recruited you.   

Social media marketing roles are often a combo of high stress and low pay, in a very competitive field. You may feel uncomfortable or worse, powerless to push back on unfair treatment or even setting boundaries.

I know because I've been there. As a former social media manager, my job expected me to respond to incoming complaints and questions 24/7 single-handedly. Yes, even when I was asleep. 

Unfortunately, I couldn't quit because my savings at the time was limited, and I didn't have a personal brand. I had abandoned it to focus on what I thought was a dream job - a big mistake. 

What does a personal brand have to do with options? 

Having a brand means people reach out to you with consulting, speaking opportunities, media opportunities, even offering you a job. There was a time when I got two jobs from Twitter and LinkedIn (without applying).

Since my motto is "work smarter, not harder," I came up with tactics and strategies that can be easily maintained and scalable, if you love creating content for yourself, as I do. 

Put Yourself Before Your Employer's Brand

As Abby Lee Miller from Dance Moms says, "Everybody’s replaceable." Yes, that includes you. And if you're known for being Janay, who does social media for FedEx, who are you if you suddenly become unemployed?

Your boss may sing your praises or have heart palpitations at the thought of you taking an extended vacation, but don't be fooled. If they need to cut your job to boost profits, they will. 

Step one - Change your LinkedIn and other relevant digital profiles from "Sally, the project manager from X company" to "Sally productivity expert for B2B sales." Your goal is to be known for your expertise and talent, not tied to a job you may not even have in a few months. Don't get me wrong, leverage your job/client wins, but that's the plain toast; the delectable butter or strawberry preserves on top is your brand. 

Be Visible Without Being A Slave to Algorithms 

After many started complaining about declining engagements on Instagram, I attended an IG LIVE of an influencer, designed to teach us mere mortals how to get traction on the platform. Her advice was straightforward: you need to tell a story, have IG Reels, and several IG Stories every day, oh and don't forget to go live. 

Because I want a life outside of work and I'm not on a quest to become a full-time influencer, I'm not doing any of that. And thankfully, I don't need to, and you don't either, pending your goals.

Step two - Keep it simple. Pick one place you want to show up (you're not Visa, you don't need to be everywhere), identify what you care about, and boom - that's your brand! 

The sky's the limit! Whether you want to flex your creativity on TikTok, share articles on LinkedIn with your commentary, (or write or shoot a video once a week with your phone). Decide what will have the most impact and what you'll enjoy doing. 

Pinterest is excellent for driving traffic so if you have a website, you can post evergreen content and drive traffic to your site for months with one single pin. Think of the repurposing opportunities. 

I personally spend an hour on Sundays scheduling content for where I want to show up: Twitter. My content primarily consists of questions, tips, social media articles, jokes, and a peek behind the scenes, (such as voicing wins & losses or struggles - as my brand is very transparent).  

Adrienne featured on the Cashing in on Content Marketing podcast, leveraging social data to improve content.

After only a week of this habit, I already had a speaking engagement (one of my personal goals for 2021). Within three months, I've been booked for a major social media conference, signed a new high-paying client, approached by Adweek to write an op-ed, and interviewed by several blogs and podcasts. 

Craft Your Brand By Selecting Your Niche

Keep in mind there are different levels to having a brand presence. Think of having a personal brand outside of work as level one, while securing six-figure brand partnerships is level five. Each level requires a different investment of time and resources. For level one, focus on consistency and niche, the nichier (is that a word?), the better, especially if you're in a crowded space like marketing.

Header from Brianne’s website. “Make your brand pop!”

Instead of just being a social media expert, be a social media expert specializing in turning tweets into media coverage, or simply helping brands stop making viral blunders through social listening. You can also incorporate a hobby. For example, Brianne Flemming, a professor at the University of Florida and social media consultant, loves all things 90s pop. Fun and distinctive, her branding makes her stand out among her peers. Whether you want to be playful or buttoned up, make sure your brand represents you (as that is so much easier to keep up with consistently).

Leverage Your Resources and Invest Yourself

If you have a steady paycheck and paid time off, you probably have more peace of mind than someone who is without employment. Don't take this for granted. Leverage it! Consider your investor as your 9-5 and your capital as your paycheck. 

Get a website (you can set up a Squarespace) that includes your bio, who you are, any relevant content, and contact info. Invest in a photoshoot or simply use your smartphone - whatever your budget allows. A little effort can go a long way. You can always upgrade your website if you decide to freelance or want to create a community, but for now, have a clean website to house your genius. 

No matter where you are in life, you should always be ready for your next opportunity, and having a brand will help. After all, if you stay ready, you never have to get ready.