Gerry MoranIf a subject matter expert (SME) speaks and no one hears him, is he really a subject matter expert?
Well, yes and no. He is an expert. However, the expertise is going to waste.
There are many ways to unleash your subject matter expertise with social media. You just have to start building your reputational footprint by talking your insight-based talk in the social watering holes where your customers frequent!
2 Key Facts Supporting A Subject Matter Expert Strategy
- 92% of B2B decision makers want to engage with a thought leader. This fact suggests the more you place yourself in front of others with your subject matter expert strategy, then the more you will have the opportunity to engage. (Source: LinkedIn)
- Expert content has an 88% greater impact than brand content and 50% better than the user generated reviews, indicating investing in a subject matter expert strategy will pay out for your relationship building. (Source: Nielsen)
15 Ways To Let Your Subject Matter Expertise Shine!
1. Follow Channels. Follow your company’s and industry key corporate channels, so you can begin to offer a real-time POV and amplify key messaging to which others may not have access.
2. Social Media Profiles. Improve your LinkedIn, Twitter and Google+ profiles – so when people check you out you show the credentials and reputation of a true subject matter expert who understands and can help an individual or an enterprise!
3. Engage With Social Media Channels. Share, like, and comment (when appropriate) on your company’s and key industry social media channels – so your incremental audience can receive your company’s insight and messaging.
4. LinkedIn Company Post Comments. Regularly check comments on LinkedIn company posts – so you can help position you and your company as a client partner, whose perceived primary role is to help and not sell!
5. Follow Co-workers. Follow relevant coworkers – so you can learn from each other and build a unified solid social community.
6. Engage With Co-worker Posts. Share, RT, and comment on relevant posts from coworkers – so you can jointly build up everyone’s credibility and reputation.
7. Don’t Start A LinkedIn Group. Do not start a LinkedIn group to increase the awareness of your expertise – since our customers and influencers don’t join these communities so you can sell them your products and services.
8. Engage In LinkedIn Groups. Find three active and relevant LinkedIn groups to join and engage in weekly – always offering subject matter expertise that does NOT sell your company. This action helps position yourself as a problem solver instead of a problem seller.
9. Grow Your Network. Think of yourself as a publisher with the need to increase your subscribers. Always say yes to someone who wants to join your network to understand your POV.
10. Share Other’s Content. Curate content to network with you network. Curating content helps you remain top of mind with your community – showing you understand their industry, category, business, and position (e.g., CIO).
11. Create Your Own Content. Create content – like blog posts on LinkedIn and your domain – to foster conversation on a current issue or an off-shoot of other thought leadership content.
12. Communicate Daily. Communicate daily to sustain your relevancy – at least five times on Twitter, three times on LinkedIn – to expand your reputation’s footprint and be a part of your community’s conversation.
13. Find Other Influencers. Create and sustain relationships with outside influencers. You are not relevant in a space until other influencers validate you – with interviews, lists, social sharing, blog post mentions, keynote speeches, etc.
14. Pay Attention To Your Company’s Governance. Always adhere to your company’s social media governance policy, since we never bite the hand that feeds us!
15. Be Smart! Always be emotionally intelligent in presenting your subject matter expertise, so you are building up your personal brand instead of knocking it down. So, no ranting, politicking or being religious! If these non-SME topics are important to you, then open up a private account to separate your company or personal brand!
Subject matter expertise too important to waste. When you have something to say to help yourself or your company, you need to set yourself up for success! Are you an unknown subject matter expert? If so, then put a face to your knowledge. Be present. Be relevant. Be heard!
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