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[摘要]時間寶貴的高管們如何最有效地利用社交媒體進行自我宣傳？LinkedIn職業專家妮可威廉姆斯和公關公司Pramana Collective聯合創始人兼合伙人布蘭迪巴克爾等提供了一些很容易上手的技巧。

Admit it: Social media can be a little overwhelming.

必須承認：社交媒體讓人有些難以招架。

With everyone from your boss to your competitors and everyone in between checking your LinkedIn profile, Twitter feed and Facebook page on a constant basis, there is a lot of pressure to self-promote. Yet despite the expectation to blog, tweet and ‘like’ as much as you can, who has the time to sit on social media all day? At Fortune’s Most Powerful Women Next Gen Summit, about 100 rising women leaders tackled this very question.

現在，從你的老板到競爭對手，以及其他許多人，都在持續不斷地查看你的LinkedIn個人資料、Twitter信息和Facebook頁面，因此，自我推銷要面臨巨大的壓力。盡管你希望自己能盡可能多地發表博客、推文或者獲得更多的“贊”，但誰又會一整天都呆在社交媒體上呢?在《財富》新一代最具影響力女性峰會(Fortune’s Most Powerful Women Next Gen Summit)上，約100名新銳女性領導者就這個問題進行了討論。

On a panel discussion featuring Nicole Williams, the career expert at LinkedIn and Brandee Barker, a co-founder and partner at Pramana Collective, these experts weighed in on how time-strapped execs can most effectively use social media to promote themselves.

在一個分組討論會上，LinkedIn職業專家妮可•威廉姆斯和公關公司Pramana Collective聯合創始人兼合伙人布蘭迪•巴克爾等專家，就時間寶貴的高管們如何最有效地利用社交媒體進行自我宣傳，發表了各自的觀點。

1. Be passionate or lie

1. 對工作充滿激情，或者偽裝有激情

It needs to come across immediately that you are interested and engaged in the work you are doing, says Williams from LinkedIn. If you don’t convey a true passion for your job and what you are doing on a daily basis, then no one is going to want to engage with you on social media in the first place. What if you’re not passionate about work? Your options are simple, says Williams: Find a new job or lie about why you’re passionate.

來自LinkedIn的威廉姆斯表示，你必須表現出對目前所做的工作非常感興趣，并全身心投入其中。如果你沒有表達出對自己的工作和每天所做的事滿懷熱忱，那么在社交媒體上，根本就不會有人想與你接觸。如果你確實對工作沒有激情怎么辦?威廉姆斯表示，你的選項很簡單：找一份新工作，或者撒謊。

2. Pick your points

2. 選擇合適的話題

You can’t be an expert at everything. At the same time, you don’t have the time to tweet, blog and post about a myriad of topics on a daily basis. A better strategy is to hone in of what is truly important to you, says Barker of Pramana Collective. Also, all of your “talking points” don’t necessarily have to be about work. In fact, it’s good to show your human side by showcasing your hobbies and interests outside of the office. Ask yourself what your big focus areas are and create a social identity around them.

你不可能事事精通。而且，每天有無數的話題，你也沒有時間針對每個話題發表推文、博客和帖子。Pramana Collective的巴克爾認為，更好的策略是認真研究真正對自己重要的話題。此外，你的“談話要點”不一定全部都與工作有關。事實上，通過展示工作之外的業余愛好和興趣來表現人性化的一面，是一種不錯的策略。問問自己最關注的領域是什么，然后圍繞這些領域創建一個社會身份。

3. Speak in first person

3. 發言時使用第一人稱

One of Williams’ biggest LinkedIn pet peeves is when people write their profiles in the third person. It sounds so impersonal and like you are farming out your writing to someone who works for you, she said. Changing your summary on LinkedIn to the first person makes you sound more human and tells readers that you are connected to your work.

在LinkedIn，威廉姆斯最不能忍受的一種情況就是人們用第三人稱撰寫自己的個人資料。她表示，用第三人稱聽起來沒有感情，就好像你正在安排下屬替你寫這些東西一樣。將你在LinkedIn上的個人資料改為第一人稱，可以讓其聽起來更人性化，也可以讓讀者了解你與工作的關系。

4. Tell a story

4. 講好故事

People love telling and hearing stories, says Barker. That’s just a fact of life. Take that notion and apply it to what you do on social media. A blog post is best when its filled with real life anecdotes. The best tweets are those that give context as opposed to just straight links and headlines.

巴克爾表示，人喜歡講故事，也喜歡聽故事。這是現實。接受這種觀念，并將其應用到社交媒體當中。充滿生活趣聞的博客無疑是最好的。而一條微博最好給出背景，而不只是給出鏈接和標題。

5. ‘Beat your chest’

5. 大膽展示自己的成就

This one is particularly difficult for women, says Barker, but it’s extremely important to own and showcase your accomplishments to their full extent when thinking about an identity online. Women tend to downplay their leadership on a specific initiative or project. “Beat your chest,” says Barker, because you’re the only one who really knows the true extent of your power or authority in a particular field.

巴克爾表示，這一點對于女性尤其困難，但在網絡上尋求認同的時候，承認和最大程度展示自己的成就，非常重要。對于自己在某項活動或項目中的領導作用，女性往往會輕描淡寫。巴克爾表示：“要大膽展示自己的成就，”因為你在某個特定領域中擁有怎樣的權力或權威，只有你自己真正清楚。