If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a full understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.
Here’s a quick example. LinkedIn offers two fields for your title: one is your career title (how you describe yourself at parties); the other is your job title (what your business card says).
To illustrate: have you ever heard of the guy known as the “Assistant to the President for National Security Affairs”? Here’s a hint: you know him by his job (rather than career) title: the “National Security Advisor.”
Sadly, when it comes to social media, most people conflate these two appellations. As a result, they miss an invaluable opportunity to optimize their brand in search results — not only on LinkedIn, but also in Google.
In today’s the-world-is-flat era, few things can differentiate you better than polished communication skills. Indeed, even at the world’s top PR agencies—among people who make their living off the written word—those who can write well are shockingly few (and increasingly well-compensated).
Happily, the mechanics of good writing are eminently learnable. For most of us, the problem is readily diagnosable: our last English class was in college, and from our corporate perch today, we look down on continuing education—“Do I really need a two-hour seminar on something I do every day?”
This is what happens when you let an engineer write your website copy:
“Sorry, this page isn’t available. The link you followed may be broken, or the page may have been removed.”
Gee, thanks, Facebook. Couldn’t you at least have displayed a list of similar pages? Maybe linked to some frequently asked questions? At the least, you could have conveyed a witty apology or summoned a brand-appropriate quote. And, if all else fails, bring forth a kitten pic!
Sadly, Google is no better than its neighbor to the north. Here’s what the minds of Mountain View deign to tell the poor soul who gets lost on google.com:
“404. That’s an error. The requested URL was not found on this server. That’s all we know.”
Really—that’s all? That’s the best message a company known for its NSA-like amount of data, along with its whimsical and beloved doodles, can conjure up?
Surely, you jest.
The more talks I deliver, the more I come to love PowerPoint. In fact, as a colleague recently told me, when thinking about how to explain something, I’ll often articulate how it might look in a slide deck. Accordingly, after coming across a study making the case for SMS donations, I thought, “This would be perfect for PowerPoint!” Hence, the above SlideShare.
“Let’s put it on our website.” The refrain is increasingly common, but, as always, there’s a right way and a wrong way.
An amateur will do what’s easiest: copy and paste. But a pro knows that to copy and paste is to deprive readers of the Web’s richness. Shifting copy from dead trees to Web browsers is both art and science.
The art: to write for the web, you need to be not only a writer, but also a marketer, a designer, and a publicist. The science: to write for the web, you need to understand how people read on the web.
To this end, we’ll review the differences between reading something designed for a monitor and something designed for print. We’ll walk through the best practices of web writing, and review a variety of good and bad examples. We’ll also intersperse exercises throughout, so you learn by doing.
For the past year, I’ve had the pleasure of delivering presentations on career development to the Institute for Humane Studies. Here’s my latest, which offers six best practices to establish and protect your brand online: