Online Presence as the First Step

3 09 2009

In my recent post on how to use social media in marketing I focused on the potential that new social networking sites and channels offer both to individuals and companies in marketing their personal and professional brand in this Internet age. Many people, however, only turn to new channels as a last-resort solution when everything else fails. Keeping the current job, managing customers that you currently have or working on getting your desired book deal often simply take precedence even though a different approach with focus on online image may yield better results. This article outlines why building your online presence first may make your life easier in the long run.

UNDER30CEO recently published an interview with Christina Katz, author of Get Known Before the Book Deal. What Christina argues in her book is that aspiring authors who want to get published should work on building their “platform” first and foremost rather than sending manuscripts blindly to hundreds of publishers. In the interview, she describes platform:

Your platform communicates your expertise to others, and it works all the time so you don’t have to. Your platform includes your Web presence, any public speaking you do, the classes you teach, the media contacts you’ve established, the articles you’ve published, and any other means you currently have for making your name and your future books known to a viable readership. If others already recognize your expertise on a given topic or for a specific audience or both, then that is your platform.

This can be easily adopted to any profession or expertise. Once you “establish your name” online and build your online presence, you have a tangible piece of portfolio-like content that proves your abilities and (hopefully) already has readership and followers. In this way you can connect with people who are interested in what you have to say and pitch your ideas better. Furthermore, an outsider who has no experience working with you or your company can get a feel for what your brand stands for simply by looking at your online platform and the way you interact with your industry.

You can use your online presence as leverage when presenting yourself in all, not only Internet settings. It “gets you in the door” and can open up many possibilities.

Are you working on your online presence now? Or are you still procrastinating?

For more thoughts on how to go about it, check out another UNDER30CEO article “How to Create a Rockstar Online Presence”.


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7 09 2009
Why You Should Act Now « Be like Alice in Wonderland…be creative and find your brand!

[…] In Soon-to-be Grads: What are you doing now that will help you later? I suggested updating CV, building online presence or broadening your network as priorities on the final-year student task list. The reasoning behind […]

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