Expectation: Managing my profile on social media is too resource-intensive for me. I'll just waste my time; it's not even worth starting.

Reality: Having an expert profile on social media adds value to an employee and expands their circle of business contacts.

The specialists from ModumUp Social Selling agency conducted a series of workshops for Dodo Brands employees on developing their expert personal brand on social media. After completing the program, around 70% of the participants continued managing their profiles. Keep the recipe for effective LinkedIn profile management :)

Dodo Brands successfully operates its business in 18 countries worldwide, including Eastern Europe, Africa, the UK, and China. The brand is actively present on social media and works effectively with them. The company is known for its honest and open communication about life inside Dodo Brands and what goes on behind the scenes. So, when the international office team expressed an interest in training for personal profile management on social media, we supported them.

Among the various available learning formats at ModumUp, we opted for a series of workshops.

30 employees of Dodo Brands participated in the training, divided by ModumUp experts into 2 groups of 15 people each. Small groups set a comfortable pace for learning, guided by a mentor. This approach allows for individual work with each participant and enables all students to comfortably follow the course program at their own pace.

The Dodo Brands employees had varying levels of experience using LinkedIn. Some were already brand ambassadors on social media. Their task within the ModumUp program was to systematize their knowledge about LinkedIn and gain a deeper understanding of the algorithms and capabilities of the platform. Other project participants were newcomers to this field, lacking not only practical knowledge about social media but also confidence in their abilities. The mentors' task was to address impostor syndrome and inspire them to systematically manage their personal profiles.

Based on their answers, roles were assigned for content creation: personal (family, interests, hobbies), professional (company news, case studies), and expert (life hacks, analyses, research, infographics). For many participants, it was a revelation that personal posts receive a positive response on LinkedIn.

Separately, we discussed possible unique features for a profile - a memorable detail that would capture attention and distinguish the author from thousands of other specialists with similar themes. For example, weekly polls, thematic images, infographics. The key is not to completely copy someone else's features! It's great if the author's style is unique and recognizable.

We explored profile design options and cool features in LinkedIn that would make the profile more engaging for new followers. ModumUp experts recommend using storytelling and including a brief story about oneself, what one does, and contact information in the About section.

In the Featured section, you can pin useful articles and posts that you'd like your target audience to notice.

In the Creator Mode section, you can activate the author mode and choose 5 key hashtags for your content — 5 topics to help readers navigate your posts more easily.

Another valuable LinkedIn feature is customizing your personalized URL. You can place a link to a website, YouTube channel, or landing page, and come up with any accompanying description. If desired, you can even add emojis to attract attention.

The quality and completeness of the profile filling determine how willingly the target audience adds you as a friend. People are more likely to make a positive decision if the profile's benefit (or idea) is made as clear to them as possible.

In addition to filling out the profile, the experts discussed with the participants the distinctions between a personal profile and a company page, criteria for the target audience, and how to find and add them without violating LinkedIn's limitations. Details on this topic can be found in our case study "ANCOR Ambassadors: How to Develop Employer Brand on Social Media"

After each workshop, participants were given homework assignments.

We delved separately into the current tools, such as DeepL for translations and AI Text Classifier for text verification. The participants of the workshop were particularly intrigued by the capabilities of ChatGPT for content creation.

ChatGPT can be employed for various text generation tasks, such as requesting to make a post more appealing.

The bot can extract the main points from the article or generate a social media post based on it.

Make the text better, shorter, or longer.

Additionally, ChatGPT can be used to prepare comments for friends' social media posts.

Each participant had an individual homework assignment. Beginners were required to prepare a content plan and publish their first two posts. For those who have been developing their profiles for a while, the task was to incorporate new tools into their content preparation.

In the third section, we discussed two approaches to Social Selling. The first approach involves getting acquainted with the audience by posting relevant content on your profile, liking and commenting on the content of your connections. Only after 1-2 months do you transition to personal messages. ModumUp experts recommend promptly starting outbound lead generation in private messages when leads are needed very quickly. In this case, as soon as a person accepts your connection request, you can send them a personal message.

Simultaneously, we are also working on inbound marketing: increasing your visibility through the publication of expert content.

We discussed examples of personal messages and follow-up options.

And, of course, it's essential to return within the agreed-upon time, even if it's 3-6 months later.

A significant portion of the third webinar was dedicated to LinkedIn Live broadcasts to increase company recognition.