Facebook and other social network services offer far more than just the chance to organize a party or show friends your holiday photos.According to the German trade association Bitkom, social networks serve especially well for identity management – or the presentation of individual interests, experiences, opinions or competence. It’s a whole new concept of “Personal Branding” which is coming in future years.
What is Personal Branding ?
Personal branding is, for some people, a description of the process whereby people and their careers are marked as brands. It has been noted that while previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.Further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable
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In addition, it assists in relationship management with the maintenance of contacts and making new relationships as well as information management. Those who want to be effective publicly for business or personal reasons must be present on the web.
‘Social networks are not just a channel which can be used in the same way as a local newspaper or perimetre ad in the local stadium,’ said author Thomas Pfeiffer. ‘Social networks are more like an open house day. People are invited in and you want to present your best side.’
The decisive difference to the traditional marketing is that there is a back channel. Therefore, according to Pfeiffer, you have to continually answer questions – even if that can be downright annoying.
The design of one’s profile should take into consideration the features of the different networks, according to the Hamburg native Kixka Nebraska, who counsels clients through the first steps of the social networks. ‘It is important to acquire a specific media competence for these portals. It is a culture technique that must be learned.’
Facebook, the world’s largest social network with 800 million members, suggests users be authentic, likeable and expressive. ‘Those are things of which you should be mindful – just like in real life,’ according to spokeswoman Tina Kulow.
Google+ offers an especially extensive space for self-presentation – which should not necessarily lead users to write long texts. The attention span on the web is limited.
The short message service Twitter is an entirely different world. It seems like the beginning is especially difficult. ‘First, write well. Second, write something useful. Good content is essential for every publication – even if it only comes in 140-character bites,’ suggests Twitter expert Pfeiffer. ‘Answer the questions of other Twitter members even if they are not directed at you but also at the general public.’
In Twitter, it’s good when the resonance increases through the number of followers and re-tweets. The personal network meanwhile is the center of attention in Facebook and Google+. In those networks you must continually decide if you want to accept a contact or with Google+ put them into you own circle of friends.
‘It is important that people consciously consider with every friend request if they really want to be friends with that individual,’ said Kulow. One should not have a bad conscience if a friend request is denied.
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