There is certainly a parallel between these new corporate Web 2.0 positions and being the Social Media Director of your own personal brand. By incorporating some of their practices into your marketing effort, you can better communicate your brand and unique value to your target audience.

You've likely heard discussions about the perceived irrelevance of Twitter and Facebook by people who wouldn't miss an opportunity to attend a chamber of commerce mixer or industry conference. People that use social media effectively, understand that they are their own ambassadors at a virtual mixer. In the course of these online conversations they can drop their "virtual business card" in the form of their personal website URL, LinkedIn, Twitter, Facebook account, or email.

It no longer pays to be passive. With social networking, gone are the days of "we broadcast, you listen." Social media invites dialogue. When your network feels engaged, they are more likely to become an extension of your marketing efforts by singing your praises in their own posts or blogs.

In order to connect with your network, you have to think in terms of delivering value. You don't just post to post, but you provide interesting content that positions you as a subject matter expert. You follow conversations and add value. Listening and interacting are the keys. By applying old marketing rules to a new technological environment, you will fail to recognize that the biggest change is not the technology itself but the expectations of the people you are trying to reach.
Posted: Wednesday, September 23, 2009 - 3:20:41 PM by Chris Bilotta

You should always know your worth by doing your homework. There are various websites including www.salary.com that serve as good resources. You can also check with professional organizations in your specific field since they frequently conduct salary surveys. Talking to recruiters who focus on your industry or discipline is another good way to get current information.

When a job posting requests salary history or your desired compensation level, avoid providng specifics. Typically, employers ask for this information to screen out candidates. It helps them narrow the field by eliminating applicants that are priced too high as well as those with low salary requirements, who they consider underqualified. In your response, state that you are much more interested in the overall job fit and growth potential and that you look forward to discussing these issues in person. More times than not, if a company sees your background and experience as a good match with the position specifications, they will not be as concerned with your lack of disclosure on salary.
Posted: Tuesday, September 15, 2009 - 5:24:22 PM by Chris Bilotta

• Specialize
  Identify a niche where you will stand out and where you can save time getting to know potential customers and their business. Look at job postings for contract work to see what hiring managers are looking for. Figure out the unmet need.

• Know your worth.
  While setting the appropriate rate is difficult, be careful about setting it too low in the beginning since raising it will be harder down the line. You have to compensate for marketing and administrative efforts that are unbilled time. Also, be careful about setting a fixed rate since you never know what you might encounter until you are involved in the project.

• Get online
  Showcasing yourself online is critical. Use social networking sites like LinkedIn, Twitter and Facebook. Go the extra mile and create your own personal website.

• Build relationships
  That first project might not seem like much, but it provides the foot in the door. Many times that first job is the tip of the iceberg leading to more substantial work. Consider taking on pro bono projects or working for nonprofit organizations where board members may be executives at big companies. Building these relationships can help now and in the future.

One important piece of the process which is often overlooked is conducting a direct marketing campaign. Rather than relying solely on job boards or even the career sections of company websites, utilizing a direct marketing campaign lets you reach decision makers of your choice who have the power to offer you a job.

Similar to marketing a product, you must define your target market and then inform them of your unique value. In other words, how will you help them solve their existing and future problems. Remember, you are marketing a very unique product: YOU! That product consists of your skills, experience and proven ability to successfully perform.

A direct marketing campaign can motivate management to recognize that your unique value meets a need at the time you approach them. A well-written letter based on good research will show how you can help.

Several important steps to follow include:

• Make a list of the organizations most likely to need your services based on your career interests, industry preference, company size, products or services, growth prospects, geographic location. Use directories like D&B, Hoovers, and Thomas, to identify your targets.

• Identify the decision maker in each company. Depending on company size, it will either be the President or the highest level manager in your functional area of expertise.

• Research the company and try to identify a need where your background can help solve the problem.

• Craft a compelling letter that says why you are writing and ties their need to how you have been successful solving similar problems throughout your career. Do not include your resume. You are writing to request a business meeting, not to ask for a job.

• Follow-up your letter with a phone call to schedule a face to face meeting.

• You avoid competing with hundreds of other jobseekers

• You are being proactive

• You are in control pf the process

• It helps keep you in a positive frame of mind during your job search

One of the best things about Web 2.0 and social media is how much useful information is written and produced every day. Another way to serve your audience is by sharing these posts.

Fortunately, there’s no shortage of ways to spread the word. Here are 5 easy ways to do it from Ben Parr, an Associate Editor at Mashable, “The Social Media Guide.”

• Using Twitter to Tweet and Share
  Sharing or retweeting a link in Twitter can spread like wildfire. Use a URL shortener such as tinyurl or bit.ly to shorten links to fit within 140 characters.

• Posting to Facebook
  Sharing a blog post on the world’s largest social network is as simple as going to the Facebook homepage and posting a link.

• Posting to LinkedIn
  Post a link to the Network Updates area in the homepage or post it in the Discussions section of your member groups.

• Reblogging Great Posts
  Post a link, write some commentary, and share it with all of your readers. And don’t forget to share your own blog post as well!

• Emailing
  Although it may not reach as many people as Twitter, using email will definitely reach anyone who isn’t as deep into social media as you are.

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