成为社交媒体明星的五大捷径

必须承认：社交媒体让人有些难以招架。

现在，从你的老板到竞争对手，以及其他许多人，都在持续不断地查看你的LinkedIn个人资料、Twitter信息和Facebook页面，因此，自我推销要面临巨大的压力。尽管你希望自己能尽可能多地发表博客、推文或者获得更多的“赞”，但谁又会一整天都呆在社交媒体上呢？在《财富》新一代最具影响力女性峰会（Fortune’s Most Powerful Women Next Gen Summit）上，约100名新锐女性领导者就这个问题进行了讨论。

在一个分组讨论会上，LinkedIn职业专家妮可•威廉姆斯和公关公司Pramana Collective联合创始人兼合伙人布兰迪•巴克尔等专家，就时间宝贵的高管们如何最有效地利用社交媒体进行自我宣传，发表了各自的观点。

1. 对工作充满激情，或者伪装有激情

来自LinkedIn的威廉姆斯表示，你必须表现出对目前所做的工作非常感兴趣，并全身心投入其中。如果你没有表达出对自己的工作和每天所做的事满怀热忱，那么在社交媒体上，根本就不会有人想与你接触。如果你确实对工作没有激情怎么办？威廉姆斯表示，你的选项很简单：找一份新工作，或者撒谎。

2. 选择合适的话题

你不可能事事精通。而且，每天有无数的话题，你也没有时间针对每个话题发表推文、博客和帖子。Pramana Collective的巴克尔认为，更好的策略是认真研究真正对自己重要的话题。此外，你的“谈话要点”不一定全部都与工作有关。事实上，通过展示工作之外的业余爱好和兴趣来表现人性化的一面，是一种不错的策略。问问自己最关注的领域是什么，然后围绕这些领域创建一个社会身份。

3. 发言时使用第一人称

在LinkedIn，威廉姆斯最不能忍受的一种情况就是人们用第三人称撰写自己的个人资料。她表示，用第三人称听起来没有感情，就好像你正在安排下属替你写这些东西一样。将你在LinkedIn上的个人资料改为第一人称，可以让其听起来更人性化，也可以让读者了解你与工作的关系。

4. 讲好故事

巴克尔表示，人喜欢讲故事，也喜欢听故事。这是现实。接受这种观念，并将其应用到社交媒体当中。充满生活趣闻的博客无疑是最好的。而一条微博最好给出背景，而不只是给出链接和标题。

5. 大胆展示自己的成就

巴克尔表示，这一点对于女性尤其困难，但在网络上寻求认同的时候，承认和最大程度展示自己的成就，非常重要。对于自己在某项活动或项目中的领导作用，女性往往会轻描淡写。巴克尔表示：“要大胆展示自己的成就，”因为你在某个特定领域中拥有怎样的权力或权威，只有你自己真正清楚。（财富中文网）

译者：刘进龙/汪皓

Admit it: Social media can be a little overwhelming.

With everyone from your boss to your competitors and everyone in between checking your LinkedIn profile, Twitter feed and Facebook page on a constant basis, there is a lot of pressure to self-promote. Yet despite the expectation to blog, tweet and ‘like’ as much as you can, who has the time to sit on social media all day? At Fortune’s Most Powerful Women Next Gen Summit, about 100 rising women leaders tackled this very question.

On a panel discussion featuring Nicole Williams, the career expert at LinkedIn and Brandee Barker, a co-founder and partner at Pramana Collective, these experts weighed in on how time-strapped execs can most effectively use social media to promote themselves.

1. Be passionate or lie

It needs to come across immediately that you are interested and engaged in the work you are doing, says Williams from LinkedIn. If you don’t convey a true passion for your job and what you are doing on a daily basis, then no one is going to want to engage with you on social media in the first place. What if you’re not passionate about work? Your options are simple, says Williams: Find a new job or lie about why you’re passionate.

2. Pick your points

You can’t be an expert at everything. At the same time, you don’t have the time to tweet, blog and post about a myriad of topics on a daily basis. A better strategy is to hone in of what is truly important to you, says Barker of Pramana Collective. Also, all of your “talking points” don’t necessarily have to be about work. In fact, it’s good to show your human side by showcasing your hobbies and interests outside of the office. Ask yourself what your big focus areas are and create a social identity around them.

3. Speak in first person

One of Williams’ biggest LinkedIn pet peeves is when people write their profiles in the third person. It sounds so impersonal and like you are farming out your writing to someone who works for you, she said. Changing your summary on LinkedIn to the first person makes you sound more human and tells readers that you are connected to your work.

4. Tell a story

People love telling and hearing stories, says Barker. That’s just a fact of life. Take that notion and apply it to what you do on social media. A blog post is best when its filled with real life anecdotes. The best tweets are those that give context as opposed to just straight links and headlines.

5. ‘Beat your chest’

This one is particularly difficult for women, says Barker, but it’s extremely important to own and showcase your accomplishments to their full extent when thinking about an identity online. Women tend to downplay their leadership on a specific initiative or project. “Beat your chest,” says Barker, because you’re the only one who really knows the true extent of your power or authority in a particular field.