Creating a profile and connecting with other users is the easy part of creating a sustainable identity on online social networks. What matters more is what you do and why.
Activity. Social networks are only as good as what happens within them; social network activity is akin to electro-chemical signals among neurons in the brain. What you do in a social network depends on your purpose (see below), type of social network and its features, your connections, and your time commitment.
Observe and listen to what’s going on. Participate in relevant conversations. Engage your connections in discussion or activity. Most importantly, show up (80% of the work, right?), be consistent, and maintain conversational tone. Remember to be a human person because people relate to people, not organizations. At the same time, apply a healthy dose of self-censorship; everything you say or do will be out there and searchable by anyone at any time, so keep it clean and positive. Before you start, it may be a good idea to re-read Dale Carnegie’s How to Win Friends and Influence People.
The question you’re expected to answer on social networks is a variation of, “What are you doing now?” Hence the flood of inanity out there; if you only talk about what you had for breakfast, that’s what you’ll be known for. Try to answer this question instead: “What are you doing now that interests or is helpful to you and that may interest or be helpful to your connections?”
You’re cultivating an identity and a multifaceted one requires diversity. Mix it up:
- Back in my old country, the saying was, Tell me what you’re reading and I’ll tell you who you are. So, share links to articles, multimedia, books, or other resources that have passed your filter. Stick to 1 promotion of your own content to at least 10 pushes of outside content, while, again, mixing it up.
- Comment on your connections’ activity and encourage comments on yours. Converse.
- Post announcements, invitations, or other content. Again, keep it at least 1:10.
- Ask questions. Answer questions.
- Intersperse your activity with personal information, while keeping it helpful. For example, if you had dinner at a restaurant, ask others for their reviews; if you’re stuck in traffic, warn others of the trouble spot.
Of course, what your connections are doing will shape your own activity and, in turn, your identity as well.
Purpose. Enter sustainability. Purpose is the foundation for sustaining your social network identity, and while it precedes building a profile, making connections, and doing things, I mention it last because it’s the most important piece. While the other elements of your social network identity are dynamic, changing over time, your purpose should remain constant, a true foundation.
Why are you cultivating your online social network identity?
Your purpose shapes how you portray yourself in your profile, what kind of relationships you cultivate, and what you do. Your purpose precedes even your strategy. Are you just promoting yourself or your business/product/service? I sure hope not. Are you championing a cause? Are you helping to solve a problem? Are you changing the world? What is the fire that keeps you going? Identity closely ties in with reputation. What do you stand for? What’s your big truth that’s different from others’ big truths? What’s the one thing that only you know? You are unique, just like everybody else – what makes you unique? What do you want to be known for?
Why?
In conclusion, your identity on online social networks will emerge and grow if you consistently and purposefully build and cultivate your profile, your connections, your activity, and your purpose.
What’s your experience with building a sustainable identity on online social networks?
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Building a sustainable identity online, pt. 1
Building a sustainable identity online, pt. 2
Image credit: Jan Bakker
