by Thembe Khumalo
We keep hearing that social media has become a vibrant and influential landscape for getting ahead in your career — some are even calling it a necessary evil. However, many executives remain hesitant to participate, unsure of the “correct” way to navigate it, and even of the value it holds for them. I like to think of social media as one big global cocktail party, where everyone is invited, but attendance is optional. By understanding how the party unfolds, and what different people are doing at the party, you can align your goals with purposeful engagement and unlock the immense potential of social media to support your career and personal goals.
Attendance is optional: Similar to any cocktail party or a dinner gathering, you have the liberty to decide whether or not to participate and you can also determine the frequency of your engagement. Acknowledging this choice is crucial as it empowers you to navigate social media with a sense of ownership and agency.
The Party Personalities: At the social media party, you’ll encounter diverse personalities. Some are always in sales mode, constantly promoting their products or services. Others are show-offs, boasting about their possessions (houses, cars, designer clothes, you name it) or achievements (look at me, I have a Ph.D. and my 5-year-old just got into Harvard). Others like to strike a balance by sharing relevant aspects of their lives and actively engaging with others. Then there are those in what is commonly called “the terraces” — they only watch and listen, never participating. Understanding these personas helps shape your own social media presence and align it with your desired image and goals.
Crafting Your Brand Image: Being present at the social media party sends a message about who you are and what you represent. Conversely, absence can also inform certain perceptions about you. By consciously deciding to participate, you gain an opportunity to curate and shape your personal brand. Consider how your behaviour, conversations you choose to participate in, and shared content contribute to the way you are perceived by your target audience.
Goals Determine Behaviour: To maximize the benefits of social media, you would do well to align your party behaviour with their goals. Whether you aim to expand your professional network, nurture leads, close sales, or simply build new connections, your purpose should guide your actions. It’s important to note that while all these objectives are valid, it’s unlikely you’ll pursue them simultaneously. Adapt your approach to suit your immediate and long-term goals and adjust as necessary.
Being Authentic at the Party: No one likes someone who pretends to be one thing at work and turns out to be a completely different animal on social occasions. While it's accepted that behaviour should be occasion-appropriate, you will still benefit from maintaining your authentic character in all interactions. Genuinely sharing insights and experiences that resonate with your audience fosters trust and credibility.
Good Guests Listen Too: Have you ever been victim to a seating arrangement that landed you next to someone who talked about themselves all night? Then you know what not to do on social media! You will win many friends and allies if you listen as well as you talk. Engage in meaningful conversations, actively listening to others and responding thoughtfully. Show an interest in what others have to say, providing valuable insights and support.
People Love an Expert Opinion: without bragging, you can establish yourself as a thought leader in your industry by sharing valuable knowledge, insights, and thought-provoking content. This is where your opinion and expertise really count. Position yourself as a trusted authority, with original ideas, and you’ll add value to your personal brand.
Consistency Wins the Day: Show up regularly with something useful to say and a listening ear. It's not complicated, right? And that's the best way to win on social media. Regularly engage with your audience by posting relevant content, sharing updates, and actively participating in conversations. Consistency reinforces your presence and helps build meaningful relationships.
If you embrace social media as a big ole cocktail party, you can overcome some of your resistance to it and instead, tap into its transformative potential. Recognize the freedom to choose your level of participation, understand the various party personalities, and align your goals with purposeful engagement. All that's left after that is to grab your glass, say “Cheers,” and enjoy!
Thembe Khumalo is one of Zimbabwe’s leading voices when it comes to brand-building, business growth and personal development. A winner of multiple awards both at home and in the region, she is the founder and Managing Director of Brandbuilder, a high-performance brand strategy firm that helps entrepreneurial leaders and SMEs achieve visibility and growth through comprehensive brand strategy, creative execution and social media content strategies. Known for her clarity and courage, Thembe Khumalo’s leadership track record includes board positions in listed, unlisted and not-for-profit entities. With more than 20 years in the media and communication industry, she delivers a network of high-level relationships across many industries in several African countries. | thembekhumalo.com | www.brandtobuild.co | askus@brandtobuild.co
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