In the positioning unit, the participants defined the roles and styles of maintaining a profile. The style is how information is presented, and the role determines the content of the posts.
To formulate expert and personal roles, the participants had to answer four questions:
- Who am I?
- What is my business objective?
- What is important for my target audience?
- What story do I want to tell about myself?
As a result, the ratio of expert-personal content for each participant was approximately 70-30 respectively. If the profile contains only professional content (product or selling), the page will be perceived as a company blog and become less trustworthy.
Many participants decided to talk about their hobbies and work-life balance as personal roles. If you want to develop a personal brand on social media, it isn't necessary to reveal the details of your personal life. The main point is that the audience recognizes you as a person, sees similarities in views and interests, and begins to trust you.
When determining the style of their profiles, many participants chose a combination of several styles.
When building an expert personal brand, highlighting the "practitioner" or "analyst" styles is essential. You can choose the "communicator" or "disruptor" for additional styles since provocative topics show your expertise and draw attention to the profile, which creates discussions.