Lessons In Credibility
As I connect with people more and more using social media technology, I find myself primarily attracted to following new people who have crafted a professional image on the web. It seems that in a world where the internet is the great equalizer, and where anyone and everyone can build a community online around their product or service offering, those who invest in a professional image will have a competitive edge. With all of the various social media services, it certainly has become easier to craft your online image and reputation, but still it seems that many opt for the 'cheap' route, even down to using an unprofessional snapshot. With social friend/family sites such as facebook, it is certainly more acceptable to show your 'personal' side. If you are trying to build a business, however, you may want to make an investment in showcasing your credibility.
Initially I fell victim to the "do it yourself" idea of creating a half-baked design for my own brand (even purchased adobe photoshop) in an attempt to cobble together my professional web image when I realized that I was totally wasting my time. Although I did have a professional photo (and use it everywhere), each of my design attempts have ended with frustration and a 'failure to launch'. The bottom line is, I am not a designer and never will be. Through outsourcing the process of creating my professional brand, not only am I getting great design results for my new businesses, but I'm receiving valuable ideas and input about my brand...which I never would have come up with on my own. I have found it to be crucial to invest in the professional image and credibility of my brand before fully launching my ideas. (currently under development...stay tuned). An example of what I am referring to? There have been several instances where I have found interesting opinions on the investment site www.seekingalpha.com. This is one of the sites where I look for credible authors to follow in order to get their opinions about the markets, stocks, etc. As I dig deeper into the author's background (I want to make sure he or she is not a rookie, or a fraud for that matter), I am looking for that credibility stamp...a professional image (this would be a nice photo folks), a professional blog or website, and a professional business. In many cases what I've found at the conclusion of my search is a lack of overall credibility. There is one financial "guru" in particular (won't mention name to protect) who has some good insights, and has even been interviewed on CNBC...but his picture looks like someone snapped a photo in his office (not professional), his website(s) are lackluster and cobbled together, and I can find nothing about his asset management or financial experience. If there is information out there about his background, I lost interest in searching after 20 minutes. He doesn't make it easy to learn about him. When searching for particular financial advisors and analysts to follow on the web, it gets even worse. There are only a handful who have launched a 'professional' and coordinated image from the start. The key is, in the age of differentiating yourself, you've only got one chance to make a first impression on the web. It is vital to have a coordinated and fluent web profile that is professional and credible. Otherwise, you lose an opportunity to earn a follower and ultimately make a sale. For professionals and business owners who understand the importance of creating a credible online reputation, I believe it will be easier to gain market share. Invest in professional photo, brand identity (logo, marketing collateral, etc) and in your brand message. Ultimately the ROI will come.