Want to build your personal brand? There are few tools as powerful as social media for quickly building a positive personal brand. Whether you’re focusing on a global audience or a local one, social media can help you get visibility and help you forge connections.

In this article, I’ll share some tips to help you leverage social media to gain more exposure.

#1: Reap What You Sow

What are you aiming for? What is your goal?

If you want to get yourself known, social media is a great way to build visibility and a platform. Getting known might be your goal or it might be a means to an end. Again, social media can help you build connections that pay off in terms of opportunities and offers.

At the very least, when you do the right things in social media, you’re building a profile that represents you in the best possible light when anyone wants to look you up. It is a rare potential employer who will not do a quick Google search, and apparently even potential dates now do this routinely!

#2: Model Real Life

Social media grew out of real-world social rules and therefore what works in real life works well in social media, but with wider distribution and accelerated cause and effect.

Often people say to me that social media does not work, but what they really mean is they tried to extract value before they put any in. In fact, at the time of this writing I almost got into a protracted debate on Twitter about this very thing. Because this one person didn’t see any results, he believed social media “didn’t work.” The problem is, social media does not work for people who just want to take and be selfish, so he is setting himself up for a self-fulfilling prophecy.

You can’t withdraw very long from an empty social capital account. Essentially, if you want to get out value, then you need to start putting value in.

#3: Be Likeable

Another aspect of social media engagement is that your basic interactions are communicating more than the 140-character status updates. People also read between the lines. Again, this can work for or against you.

Brands are built through experience just as much as what you say and any image you create. The brands you love and hate are much more about how they have treated you than their logos and corporate mission statements!

The same is true on a personal brand level. It’s about treating people well and giving them a positive experience with you. It really helps if you like people because you are going to need to be consistently a good person to know.

Using light humor, being kind, sharing about more than just your work—including your interests—allow people to connect with you on a human level as well as a business and technical level.

Beyond this we have to be aware of boundaries and limitations to sharing. We have all seen the damage that can be done through “overshare” or Too Much Information, and also what we find humorous might well put people off, or even cause emotional or professional damage.

Consider a popular blogger who is constantly on the attack, belittling people, making fun of people, “digging up dirt” and so on. Yes, he will gather a following—bullies often do—but how do these kinds of tactics affect long-term relationships and loyalty?

At SXSW I had a discussion about this very topic and we realized many of the highly visible people who used this approach 4 or 5 years ago are now seldom heard from and nobody will take their calls.

Social karma works in the negative as well as the positive, and the Internet has a LONG memory!

Does This Really Work?

At this point you might still be skeptical. So to reassure you that there is some real cause and effect going on here, just look at your own social media activity.

• Who do you follow? Think about your top three social media users and what they have in common.
• Which blogs do you read? Again, which are your “must-read” blogs?
• When have you had the best results? Think back to when you had your best win. What did you do?
• How do you attract new contacts? When you want a social media or list boost, what works best for you?
• What can you test today? Still skeptical? Good! Test, verify—what can you try today to move your metrics needle?

I am 100% sure that when you put out good, valuable, positive stuff—when you share only the best—that’s when you will get the best results. It also follows that the people you are most attracted to or listen to most are the people you get the most value from, be that entertainment or education, and with whom you feel the best connection.

#4: Share, Share, Share

Tactically this is about sharing good stuff. If you want to position yourself as an expert, then share what you know.

The more you share good stuff, the more people will want to listen to you. Even better, if you share your expertise with good stuff from other people mixed in, it shows you’re generous and have your followers’ best interests at heart rather than pure self-promotion.

• Answer questions in LinkedIn.
• Share links, videos and anything useful that you find in Facebook and Twitter.
• Post your slide decks to Slideshare.
• Upload advice videos and demonstrations to YouTube.
• Write valuable content in your blog and answer comments.
• Invite people to ask you questions on your Facebook fan page, Twitter and your blog.

#5: Conduct a Whuffie Audit

Cory Doctorow of BoingBoing fame invented the futuristic reputation, or social capital–based currency, of Whuffie. Some days I wish Whuffie really existed and that just by looking someone up we could see what kind of person they were and how much they added to society. Unfortunately we do not have Whuffie yet, but you can “audit” yourself to see how much social capital you are generating.

Keep an eye on your key metrics to see if they are growing and what behavior is influencing them:

• Followers, friends and subscriber counts—How many people you have following you is not the best metric, but it does tell you if you’re attracting versus annoying people!
• Retweets, clicks and shares—If people want to share your stuff, it’s a hint that what you are putting out is valuable.
• Comments, favorites, discussions—Can you spark discussion and debate? That’s value right there.
• Key contacts, referrals, recommendations and testimonials—Are you reaching people and are they telling others about you? What do people say about you behind your back? Will people publicly connect their name, and reputation, to yours?

Closing Thoughts…

I know how frustrating it is when we say things in interviews like “provide value, join the conversation.” Hopefully I’ve explained a bit more about what this means and some of the steps you can use. It comes down to having the intention to really help, inform and be an excellent person to know.

A reputation is difficult and time-consuming to build, but with social media we can damage it in an instant. When you have what’s best for your community in mind, you will not go far wrong.

How does this work for you? Got any tips to share? What has worked best in your experience? Please SHARE your thoughts in the comments! :)

Avaya can hear you. Maybe you just praised the communications giant online – or took its name in vain. Whatever you said, it’s on the company’s radar.

At a time when businesses are using social media to promote content and start discussions, Avaya has found that listening trumps talking.

“We’re listening to social media and responding,” said Paul Dunay, Avaya’s social media ringleader, who is global managing director of services and social media marketing.

“There is no Tweet that goes unturned. No forum post that goes unturned where our name is mentioned.”

What began as a way to engage and support customers has evolved beyond even Avaya’s expectations. And if Avaya ever doubted its investment in social media, those concerns are now put to rest.

A recent quarter-million–dollar sale, which began on Twitter, soundly answered that question.

Making the Case

Avaya started in 2000 as a spinoff of Lucent Technologies, but its legacy goes back more than a century to the original Bell system. From the earliest phone systems to advanced, unified communications, Avaya and its predecessors have been – and continue to be – at the forefront of the field.

It makes sense then that Avaya would be wherever people are communicating today. The company’s social media activity started informally and grew organically. First, it was mostly a matter of supporting – and keeping – existing customers, many of whom need replacements as old phone systems are retired.

At the time, Dunay followed Avaya mentions on Twitter, which were mostly questions that he forwarded to support reps.

“The old 1.0 way was a call center or inputting tickets on the web,” he said. “2.0 is we’ll try to reach out to Avaya support which is, by the way, me on Twitter.”

With the growth of social media, those mentions soon became too much for Dunay to simply watch on his own. He brought his case to Avaya’s CMO, and left with official backing to build a cross-functional, global, and virtual social media team.

“It was very easy for me to build my business case on retention of existing customers because it’s so expensive to get new ones,” he said

Customer Conversations ‘Everywhere’

Through word of mouth, Dunay found early social media adopters within Avaya’s 15,000 employees, starting with seven people across communications, marketing, support, legal and other business units. As the team began organizing Avaya’s social media strategy, they chose to focus on four main tools: Facebook, blogging, forums and Twitter.

From there, Avaya’s social media was “literally an explosion,” according to Dunay. That team of seven employees has now grown to 50 – all of whom volunteer to participate in social media on top of their regular jobs.

Today, the company has 42 Facebook groups, five Facebook fan pages, one external blog with 10 regular Avaya writers, 10 global Twitter accounts, and 12 LinkedIn groups. Internally, Avaya leverages social media just as much, with 14 internal blogs, 15 wikis, about 3,000 employees on Yammer and some on the recently launched Socialcast.

Facebook serves as the hub, with events, news, discussions and links to blog posts. The blogs discuss trends, innovations and cultural insights. Twitter allows them to post quick bits of information, respond to support requests, and monitor mentions of the brand and competition. Forums enable customers to get help from each other or from Avaya tech support.

With significant momentum, Dunay reported back to the CMO. “She asked, ‘Where are we talking to customers?’ I said, ‘Everywhere!’ She asked, ‘Where are we holding conversations with partners?’ I said, ‘Everywhere!’ We’re holding all the conversations in the same places with each one of those constituencies – and then some.”

Contests, videos and other resources engage Avaya’s Facebook fans.

The Eyes and Ears of Avaya

With active listening as the team’s main approach, members found they simply couldn’t be everywhere at all times – especially as mentions of the Avaya name grew to between 1,000 and 2,500 weekly. They turned to Radian6 technology to listen to and measure all social media mentions of not just the company’s name, but competitors’ names, product names, and types of conversations.

“We identified conversations we wanted to go deeply into,” Dunay said. “Wherever conversations about small business and communications happen, we need to be there.”

Avaya tracks a dashboard of mentions, and can choose to either ignore or respond to each. When one member “hears” something requiring further action, he or she posts it on an internal wiki and it’s assigned to someone on the relevant team to address it. That might be support, billing and finance, engineering, a partner, and so forth.

Dunay stresses that none of Avaya’s responses are automated. Who knows what a customer or prospect might say? If your response isn’t tailored to their comments, then you’ve missed the opportunity to connect on a personal level.

The 58-Character Sale

On average, Avaya interacts with a couple of dozen customers through social media on a weekly basis. By listening, the team also comes across sales opportunities. In June of this year, 58 characters of a simple Tweet started the relationship with a potential customer.

“shoretel or avaya? Time for a new phone system very soon,” the Tweet read.

“In less than maybe 15 minutes, we had seen it and figured out what the heck to say to this guy,” Dunay said. “I wrote back, ‘We have some highly trained techs who can help you understand your needs best and help you make an objective decision. Give me a call.’”

Dunay referred the gentleman to a business partner, and 13 days later, they closed a $250,000 sale. At the same time, the new customer’s follow-up Tweet went out: “…we have selected AVAYA as our new phone system. Excited by the technology and benefits…”

“We were there. We were listening. It pays to listen,” Dunay said. “I can’t say we hit 100% of the conversations where we’ve wanted to be, although it’s probably 60–70%. But on our brand name, it is 117%. We’re on every one of those.”

Avaya proactively identifies and responds to support issues using Twitter.

One Tweet Away

By proactively looking for mentions and conversations, Avaya sees issues before they even arise, before anyone contacts the company. A response to a social media mention truly makes an impression on customers, prospects and partners. “We are the early response center for things happening in the marketplace,” Dunay said. “They love knowing you’re one Tweet away.”

Avaya’s social media team grew quickly, but Dunay has an even bigger vision for social media.

“I don’t think it should be 50. I think it should be 15,000. Everyone should have a hand in it,” Dunay said. “We definitely want more people deeper and broader in the organization.”

“Our goals are to have deeper, more interesting and more pervasive conversations with as many people as we possibly can,” he added. “Why wouldn’t you take every opportunity for your brand to build better and deeper relations with every customer you can?”