Personal Branding: How We Build Expert Profiles on Social Media

At Social Selling, we help customers effectively maintain their social media profiles. When developing a personal branding strategy, we determine what roles a person will reveal in their profile. We choose the roles based on what roles a person plays in his or her life, as well as on the business goals that our customer is facing.


Content planning by roles.

Most often, we use the following roles:


Entrepreneur / CEO / Top Manager / Head of Department.

The choice of the role depends on the position of a person in their company.

We can identify some separate topics within this role, for example, their work with employees, customers, and business growth.


Expert in a specific topic.

For example, in the field of information security, in PR, VR, in marketing, digital transformation, in fintech and so on.

Sometimes we split this role in two: a business expert and a technical expert, in order to cover the topic from different angles. We share our customer’s experience, case studies, trends, create educational content and more.


Personal roles.

This can be one collective role, or different roles can be used.

One of the features of building a personal brand on Linkedin to an international audience is that LinkedIn integrates personal with professional content. That is, even with personal content there should be a link to business.

Examples of topics for this role: work-life balance, business travel or events, self-development and its impact on work / business, etc.


Big idea

In addition to roles, a personal brand can have a Big Idea.

For an individual, this is a key thought, position or even a mission that he or she carries into the world. For example, you can be an evangelist of a data-driven approach in your field, a revolutionary or a disruptor of your own direction.

Most of your posts usually contain the Big Idea.


A professional social media profile can be effective without a Big Idea. But it must have a special trait that separates them from the crowd.

This may be provocation or sarcasm, an unusual, interesting life story, style of speech, some kind of visual trait (certain photos, pictures, emoji), a format for communicating with your audience, something else.


Having defined the roles, we prioritize them. The greater the priority of the role for solving a business problem, the greater the proportion of content assigned to it.


Which types of content are effective and which are not?

We analyzed the reports on our projects over the past three months and found common patterns in them.

The projects were in the areas of IT, digital, fintech, finance. All of them were projects with B2B companies.

The target audience of these projects was very different: manufacturing, banking, telecom, retail and others.


Which types of content were effective and which were not?


High response content:

– situational agendas (attracts journalists especially well)

– humor (only increases engagement)

– expert educational content

– open and honest posts about your mistakes

– checklists / instructions

– posts about internal processes, results, business problems

– everyday topics that are relevant for everyone, for example, raising children, relaxing without gadgets, work-life balance and others (these topics increase only engagement, not the number of leads, but help to keep up small talks at face-to-face meetings with leads)

– closed, exclusive content (mainly useful for lead generation)

– an interesting, intriguing start to the post

– posts with personal photos (but we try not to abuse it, because the photo should be logically connected with the text, otherwise it looks unnatural)

– posts with people tags (but it’s also important not to abuse and not tag people without their desire – this is like an invasion of personal space, because the post may appear on their page)


Low response:

– posts with a long abstract beginning (audience do not expand them to read further)

– posts with a beginning containing a link to previous posts (no one except yourself follows the logic of a series of posts and does not remember previous posts, each post should be independent)

– too complex language, especially with an abundance of specific terms

– reposts (look unsexy in the news feed)


We wish you the creation of valuable content for your target audience that will bring you an incoming stream of leads.