Why not listening to good music while reading? My inspiration for this article is Around the World – Daft Punk. Play it now!
What would you do if you had to look for a job right now? You would probably work on your CV, subscribe to specific job-searching websites to create an online version and make the most of social networks, especially LinkedIn.
LinkedIn is a professional social network created in 2003 which has over 546 million members in more than 200 countries. It plays such a key role in people’s professional life that some people do not bother with creating a classic CV anymore. Taking this into account, one can easily wonder: has LinkedIn become the CV of the world?
The power of LinkedIn
Evolution of LinkedIn
One of the main reasons we can consider LinkedIn as “the CV of the world” is its evolution. Five years after its creation, it launched a global strategy by introducing Spanish and French versions of the website. In 2010, it counted 90 million members. In 2013, 2 new members subscribed per second and more than 225 million people were active on the network. Today, with its 546 million members and availability in 24 languages, it is the biggest professional network in the world. People around the world can exchange and look for professional opportunities worldwide – even in China where other social media such as Facebook are prohibited.
Evolution of the number of LinkedIn’s members – Author: J.C. – Source: Statista 2019
With LinkedIn, people are not only judged on their competencies anymore. With LinkedIn, social abilities are now integrated into the CV and become crucial to show who you really are. With LinkedIn, you are not limited by one page, the tone used can be informal, you can present your information as you wish and you can add content, links and media (photos and videos). It is the perfect professional tool for someone who needs to demonstrate her/his creativity and for those who want to present an authentic persona.
In 2016, Microsoft bought out LinkedIn. Together, they launched Resume Assistant, a new tool in Word that helps people conceive better CVs thanks to similar LinkedIn profiles. It can either suggest work experience descriptions or skills and competencies to match a particular job offer.
Why is it a strength for LinkedIn? To use Resume Assistant, people do not need a LinkedIn profile but simply a Microsoft 365 subscription. In other words, the social network found a way to reach the few who decided not to use its platform. It found a way to collect their data and connect it to others’. So far it is only available in a few select countries but if the concept works, the entire world may be concerned very soon.
Learn more about the partnership by watching this video:
Still a long way to go
LinkedIn might be powerful but it seems to be evolving without taking into consideration some important facts.
Do not forget the discrimination debate
To be successful on LinkedIn, it is mandatory to put a picture of yourself and give your real name; the exact opposite of what is recommended to avoid discrimination. Other criteria to remove are nationality and birth date. A study conducted by O. Aslund and O. Skans in 2017 named Do anonymous job application procedures level the playing field?, reached the following conclusion: “women and ethnic minorities, who are disadvantaged elsewhere in the economy, do not experience a penalty in the interview selection stage when applying to jobs using AAP (Anonymous Application Procedure)”. Knowing this, it makes perfect sense that some people may choose to not be part of the LinkedIn mania. The social network will have to consider the discrimination debate if it does not want it to become an obstacle to its growth.
Access to the Internet is still a dilemma
As explained before, LinkedIn wishes to gather all universities, workers, companies of the world on its platform thanks to the economic graph. But how does the company expect to achieve this when many countries are still very far from having a complete access to the Internet? The last digital report by We Are Social and Hootsuite reveals that 57% of the world population are Internet users and 45% are social media users. Reading the numbers the other way round: 43% of the world population do not have access to the Internet and 55% are not on social networks. It is clearly not enough for LinkedIn to reach its economic graph objective.
South Africa – Author: J.C.
South Africa – Author: J.C.
LinkedIn is a powerful professional network. Spread worldwide, it is definitely becoming the first tool used by people around the globe to find their next professional network. Nevertheless, it has to be aware of the world’s reality and take it into consideration to be sure to meet its expectations.
So, has LinkedIn become the CV of the world? Hard to say yes for now even though it seems quite right to say that LinkedIn is becomingthe CV of the world.
If you are interested in the subject, here is another article (in French!) you might like, published by Visionary Marketing: https://bit.ly/2XuNprH
Is it a good experience for you, when you login in your social media accounts and find you’ve obtained lots of likes, reposts, comments or even new followers?
It seems like a kind of strong public proof that you are noticed by others because you did something interesting, great, etc., so you caught people’s attention and made them want to engage with you.
This experience and feeling are so special, it makes your life a wider and richer mixture of real and virtual, it provides you with an unprecedented and wonderful social connection with your friends, families and even the strangers you had never met.
According to the report from Statista, the social network penetration worldwide will increase 8.3% from 2014 to 2021, and when it comes to our daily time spend on social networking, it has increased from 90 minutes to 135 minutes from 2012 to 2017.
Source: Statista – Social media usage worldwide
Above all, it means that social media has integrated into our life spatial or temporal. You got the superhuman ability with the assistance of social media, by realizing and utilizing it well, you can largely increase the engagement of your audience and become more popular.
Now, no matter you are a Brand or an individual, by following these 6 tips below, you will be able to achieve your own success in social media.
Define yourself, forget about omnipotence.
It is a kind of mindset, you must clearly understand who you are and who you want to be, do a SWOT analysis for your own case if it’s necessary. As long as you find your keywords, for example, your preferred industry, your unique points, your faith, etc. After that, your following social media contents should be mainly related to it, so that you can create your own label to impress your audiences.
More importantly, by emphasizing your “memory points”, people can describe you in simple words clearly and simpleness means less effort and more efficient.
Example: Jeanne DAMAS
Keywords: Girl’s personal Tumblr, Parisian youth, effortless coolness, Parisian lifestyle
Talk About your topic at the right place, don’t stay going on and on about yourself with your shoes nailed to the floor.
In many cases, when you come into a social media platform to reach your audience, it’s important to create content and post it to let people know what you are about.
But, if you just have few followers or even have nothing, joining groups, communities, forums, question & answer sessions and add relevant Hashtags (#) to your posts to touch them will help to get your name about. It’s logical that if you want people to get to know you, the first thing you need to do is to allow yourself to be seen in places that the like-minded people locate in. So stop shouting within your own space, it is not a matter of your voice volume, it is a matter of choice.
Example: Jeanne DAMAS
@rouje (her own brand)
Your content doesn’t need to be 100% made by yourself.
It is always a cool thing that you did everything by your own hands, but if there is someone who can provide better content in some specific topics that you want to talk about, it is also cool and generous to share it with your audiences. Most of the time, your audience will see your sincerity in helping them to get what they need, it doesn’t matter whether it comes from yourself or not.
Despite this, you should always remember that even it is unnecessary to create everything of your own, but you still have the full responsibility of what you post, so, please always be careful about what you endorse.
Make your audience feel engaged.
After you have accumulated a certain amount of audiences, the interaction with them will become more and more crucial.
1) Reposting the audience’s posts.
Sharing posts from your audience can contribute to one of the most important parts of your engagement strategy, it not only diversifies your content but also creates an exciting experience for your audience.
Once the audience is lighted up by you, this attention will make them feel great, furthermore, it can lead them to share this evidence that you replied to them or reposted their post on their social media, which means more exposure for you.
So, why not? By just clicking the share buttons of good posts around you, you can trigger a new domino effect easily.
2) Replying them if the audience posts valuable content about you and @you.
The most useful way to really make your audience feel engaged, it’s to give direct responses to their content, especially some good content highly related to you.
For example, if an audience posted her story with you or your brand, by replying his or her post, you can show your care and empathy with the audience, and bring yourself a more vivid and approachable image to help you get close to them.
3) Starting a conversation with your audience
It can be any flexible conversation forms, for instance, asking questions about personal experiences the audience has had with your target topic, or post surveys or votes on some contentious topic in your area.
It does not merely help you collect feedbacks, but also open to a discussion among your audience.
Run giveaways on particular occasions
Run giveaways such as free samples, discount code etc. to offer your audiences something as a return for helping you obtain more exposure and followers. It can be something like posting content with a specific hashtag#, reposting or sharing your content on their social platform, or becoming your follower. Never look down upon these small rewards, it is a win-win-solution to involve your audience with your own social media engagement campaign.
Example: Promotion code “LOVE20”
Engage yourself with the latest trends and events
Every day, there are new hot topics appear on social media, as an active social media user, you should never miss them, keep your attention, as long as there is a relevant topic of your industry or your own topic, please do something – like, repost, comments, post etc.- to engage yourself with it, it is a great opportunity to put yourself in the spotlight.
Have you learned something now? Do you feel excited about starting your own social media engagement campaign? Opportunities are ready for someone who can execute it! Let’s do it! Now!
The past decades have seen the rise of two trends: the explosion of digital and its importance in our lives, and the growing ecological consciousness among citizens. It seems that today’s society is torn between the consequences of these two phenomena. On the one hand, the temptation to dive into the consumerist era in which every iPhone launch is an excuse to spend hundreds of dollars. While knowing perfectly the downsides of this action. On the other hand, the wish to preserve Mother Earth and its resources that are quickly disappearing. Digital has helped condemn this consumerist era and has increased the ecological awareness of people. In what ways?
1. Thanks to New Information and Communication Technologies (NICTs), the information circulates faster.
(Almost) everyone has a better access to information. There has been a takeover of the green movement in Western European countries in the last years. People can share on social media, post articles, videos or pictures about topics they relate to. The best example of this would be the petition L’Affaire du Siècle (see below). On December 18th of 2018, a group of NGOs published a video on Youtube. In the latter appeared the most famous Youtubers, actors, and activists, all asking people to sign their petition. A signature would help them take the French Government to justice for not respecting their promises regarding the environment. In just a few days, it turned into the French most signed petition, with more than 1 million signatures. Today, they have collected more than 2 million and are willing to go even further.
Another example of this is what is happening right now in Belgium, Sweden, Netherlands, Switzerland, the United Kingdom and France. Huge amounts of young people are protesting against their governments and their inaction towards the climate. Digital has made it easier to spread the information and rally many people behind a cause. Youngsters want to change the world they will live in for the coming decades. And digital has helped them make their voice heard. People share their stories on social media, journalists write articles that will be transmitted on all digital platforms. Clean walks are organised in numerous cities to pick up the litter. Young influencers are at the starting point of this process, uniting thousands of clean walkers in one place to clean a city.
Thanks to the NICTs, the environmental movement has gone viral. It has increased the awareness among the population.
2. This whole ecological realisation is especially strong among young generations.
The power of social media is going well beyond the notion of “virality”. It has become the latest trend to show everyone how green we are on our social media accounts. Posting photos of our meat-less meals, sharing about our new vegan diet, explaining everyone how consuming local organic products is better. In parallel to this trend, the business of lifestyle apps has been flourishing. Apps such as 90 jours, Yes We Green, Smart Cycle, or TooGoodToGo help you be more environmental-friendly in small steps. Very easily now, thanks to digital, you can know if one product is good for the environment or not. You can get hand-me-down products and give a second life to objects. You can even find free food that would be thrown away otherwise. Digital has helped increase the ecological awareness by making it easy to go green.
3. Digital lets us have access to a lot of information about the world.
We can see what is happening elsewhere. We realise how quickly the Earth is getting damaged. By creating feelings such as terror, anger, outrage or even sadness, it makes us want to change our habits to compensate for other people’s behaviour.
Thanks to the trends that we’ve mentioned above, we can easily find tricks to go green, inspiration from other people and the wish to share our new habits online.
By end of 2019, 2,77 billions of people will be active social media users worldwide. Social media has become a great resource to gather customer insights. Data collected through social media give brands a unique opportunity to get authentic and unbiased insights. Internet users communicate, share feelings, photos, information on several channels with an average of 5,54 social media accounts per user. In the US, more than 60% of internet users are engaged on social media platforms on a daily basis.
What is Social Listening?
Social listening can tell you everything you want to know about your audience. Based on Netbase definition “Social listening is the process of monitoring, segmenting and analyzing conversations across social media in order to measure brand sentiment, the effectiveness of social campaigns, and to fuel content creation for target audiences”.
75% of businesses still ignore where their top customers are talking about them. Browsing social media help understanding where your audience is, getting qualitative or quantitative feedbacks, positioning your brand versus competition. Such insights can be key drivers to help growing and/or reshaping a business strategy.
Learnings gathered from Social listening are complementary with “classic” consumer studies. Thanks to social listening, you can go further on the knowledge of your identified target, but you can also get insights on topics or customers that you may not have identified yet, you also might discover new consumption habits.
Social listening tools on the market:
Thanks to social listening tools, results are automatized and made available instantly then analyzed and used to adjust marketing activations. A social listening tool enables to identify and measure, based on public data, behaviours, expectations, reactions around a brand, a product or a service.
There are a lot of social listening actors in the market. The Forrester study below identifies the key players in the “Social listening” tool competition. We can see that 3 tools were considered as leaders in the domain in Q3 2018: Sprinklr,NetBase, and Synthesio, because of their strong strategy and strong performances.
Social listening tools can be used for multiple purposes:
Social listening tools allow a brand to get reports such as analysis of feelings, top authors, word clouds, mentions’ evolution, benchmark vs competition. In most cases, all these reports can be customized and built specially for your brand thanks to a personalized dashboard.
Here below is a small list of what can be done thanks to social listening:
Collect public data
Monitoring of e-reputation
Get information on products/services
Detection and management of a crisis
Detection and evaluation of influencers
Consumer insights / social insights
Identify behaviours, expectations, reactions
Measure advertising efficiency
Measure engagement towards social publications
Research on your target audience
If Social listening is fundamental, it is important to go further:
Social listening tools are developing new technology to go further, evolving from keywords looking to machine learning and language processing. To get a deep understanding, you need to observe, measure, analyze, compare and organize. These platforms have well understood this importance and are developing new features and technology such as Social sentiment analysis, based on Natural language Processing (NLP) to obtain accurate customer sentiment. We also see the rise of other social media listening forms being: social analytics, competitive analysis, and social intelligence based on listening.
In this video, you will discover a case study of how Netbase, one of the most popular social listening tool identified by The Forrester, is helping Visa by going further than simple social listening.
Some limits to Social Listening:
Social listening has some limits that are worth mentioning here. Most of them are linked to the elementary need to respect the privacy of each individual. For instance, it will not allow brands to target directly a consumer, but to identify people who are expressing on a given topic. Also, you cannot listen to a given consumer profile to identify its interests or level of attraction for a product or brand.
Social listening cannot “see” everything, some customers on the internet are not active, they are described as observers or listeners, they do not interact with content. Moreover, with the boom of private messages (Messenger, Instagram, WhatsApp…) a lot of conversations and mentions cannot be accessed or “listened”.
Nowadays, hiring or working with a specialist in Social Listening to develop or reposition a brand is key. With the increasing percentage of marketing spending dedicated to digital advertising, collecting customer feedbacks is a must have!
Twitter is often the battleground of choice for activist campaigns. Its character limit encourages the use of brief, poignant messages. The format allows them to be understandable and potentially highly shared. Anyone can easily follow a movement’s twitter stream and decide how actively they want to engage with it.
Much like her, many have taken to the web to grow their networks and make themselves heard. The rapid spread of social platforms has produced a generation keen on sharing and engaging both online and offline. When done positively and in a polite manner, these can be great boosts to your digital footprint… but what about the less savoury comments?
FROM DISCUSSION TO DISRUPTION: ONLINE HARASSMENT
Every good has evil and our use of the internet is no exception. How many times have you seen a nasty comment from a nondescript user with a blank avatar? Just like any positive engagement, negative comments and heated emails also have an impact on our digital footprint.
Comedian John Oliver referred to the internet as a “haven for harassment” in a video he published 4 years ago. Sadly, the concepts he highlights behind a wall of satire and sarcasm are still very relevant today. Oliver points out how we all experience the internet differently, and how women tend to become targets of online harassment. He highlights how the police – a public service meant to enforce the law and keep civilians safe – was unable to guarantee these women’s’ safety in these situations.
I do recommend that people watch John Oliver’s videos, as he makes great points on a variety of subjects. However, I will include a warning for strong language and adult content.
PASSIVE AND ACTIVE DATA
I’ve mentioned the good and I’ve mentioned the bad, but how does this all link to digital footprints? Both examples I’ve given are active elements that shape our unique footprint. So, what makes up the passive part of the footprint? That would be all the browsing and clicking that we do. This information is usually collected without us knowing. It is not publicly available, but it can be valuable to companies for targeted marketing purposes.
But what is relevant to companies can also be relevant to criminals, who can piece together a shockingly comprehensive profile purely based on this footprint we all leave behind. In the most extreme cases, it can lead to fraud and identity theft. In a less extreme case, but just as damaging, it could become your professional undoing.
OUR DIGITAL FOOTPRINT, OUR RESPONSIBILITY
Quoting John Oliver again: the internet is an incredible tool, but like most tools, it can also be used as a weapon. As users, we should be striving to have a positive impact in the world around us and to keep our footprint as clean as possible. We live in a world where anyone who wants it could potentially access our data for a fee. Being mindful of our online behaviours should be common decency and common sense.
There are quite a few areas that I would have loved to expand on, which will have to be covered in later posts. I focused on the more positive aspects of social media and digital activism without touching on the dangers that come along with it. Likewise, I briefly touched on online harassment, when I could say so much more about the topic.
What would you want to read about next? Please do comment below or tweet your thoughts to me at @jokelogic.