Authenticity is your currency
tldr; what Gerry thinks is important in building a brand and engaging with people. i.e. my version of how to muster up your influence.
Digital life or not, authenticity is what I value. I prefer that people and brands be real with me. So here comes the connundrum, especially if you’re someone who works with ‘personal branding’. No, we are not trying to make you someone else, or get you behaving like everyone else. We’re trying to get you to be true to yourself. In most cases, I find myself joining my experts (that I train/guide) in their self discovery journey.
Best practices and smarting algorithms
Sure, we’re taught best practices and how algorithms work. We try to keep up with these engines. We try to emulate what works in getting yourself or your word out there. Public relations experts are always on top of these. There’s a fine line though. Do you, or your company, chase those tips? I would keep myself abreast of it but not obsess or switch up something totally just because.
Is there a benefit in being the first to use a new feature? I guess novelty is one, but the result isn’t all that worth it to me. People talk about the latest cool thing, and you’re in the conversation because you’re among the first movers. Then people forget and move on.
Building your strategy or simply approaching branding based solely on best practices and smarting social/digital algorithms is just not sustainable.
Amalgamation of truth
What happens when everyone tries to follow the best tips and pull the same tricks? Y’all become the same. Is your executive any different from my executive if we tag the same key opinion leaders in the same topics and talk about the same things, possibly contributing to group think, while being overly cautious so as not to be controversial?
Everyone in LinkedIn has started merging into a single collective for me.
I still think LinkedIn is important — after all, if you’re not there, you probably don’t exist. I think it’s important to be there, and wherever people are. But honestly, LinkedIn’s the new Facebook now. Huge bunches of people are now there, possibly my parents too (that’s usually my indicator of when something’s gaining true scale), and everyone’s shouting into a fully occupied void.
Point being, it’s hard to find authentic humans, brands and conversations these days. Everything’s so polished and on the fence. All as a result of branding — oh the irony!
The hidden value of extreme user groups
I don’t believe in limiting what content, brands or people you follow, to only those influential in the topic, or to that of your industry. Consume as much information as you can. Increase the breadth of the net you cast. Everything is connected.
Case in point, I’m in the telecoms industry but who’s to say things in the construction industry isn’t relevant to me? After all, buildings need to take into account connectivity infrastructure when they’re being designed or refurbished. Connect with people you don’t agree with, brands you don’t like. You don’t have to agree with them, just listen. It always helps with empathy.
Popularity follows authenticity
Just be yourself. Followers will come. People trust in people — real people, not a facade. Life’s too tiring in itself to create this many selves for each ‘target audience’ you have. I use Twitter for work, and I’m not going to shy away from sharing my madness or making silly jokes. I asked people I’ve connected with via Twitter, and then in real life, what made them follow me or decide to start engaging with me. The feedback I often get is that it’s obvious I’m being myself, and that’s who they want to connect with and hear from. I appreciate that. It’s what I look for too.
I mean, even in my Tinder swiping days, that’s what I look for — authenticity. There’s so much we can learn from the Tinder experience when it comes to personal branding and reaching your target audience. Be yourself. If they like what they see and read, they’ll come.
I realize this might be a totally contradictory opinion given my role in media and influencer relations. I stand a firm believer in using social media and analytical tools as data points to do my homework about people, so I make sure I engage them in the most effective way I can.
More importantly, I believe in just being myself whether it be in real life or on social. If I’m too awkward and weird, digitally or physically, so be it. I’ll find my fellow humans and AI friends to discuss things with.
What a brain dump.
