It’s funny how some people feel an online profile is the most important part of their career today. Building a business or a career based on an online reputation instead of an the actual product or service can only lead to difficulties.
As shocking as it may be to many big online influencers, a lot of people don’t know who they are. Even if they have heard their names, they don’t care about someone’s big blog or Instagram profile. I don’t care how big you are online — in your community or nationally — you have to assume no one knows who you are.
A nice online profile built around some subject matter expertise might get you a listen, but you still need to allay fears. Then once you get the sale you need to meet the promise you are building.
That’s why I found Gary Vaynerchuk’s post last week on personal branding versus old fashioned work ethic so refreshing. It got back to brass tacks: Do the work, refine your skills, then build the reputation.
I know someone who has a brilliant online persona, but person X takes credit for other people’s work and often throws them under the bus in the process. Every time I have seen Person X get an opportunity to excel as a star performer, he/she fails.
Too many Internet-based reputations are like the one built by Person X. These personal brands revolve around reciprocated sharing, social media talk and no walk. Is it any wonder social media experts and to a lesser extent marketing bloggers aren’t taken seriously in the CMO office?
Unsolicited Advice for Younger Professionals
If you are eager to build your online profile to become successful, be careful. It can get you some opportunities, but success is built on fulfilling your commitment to customers. Make sure you are busting your ass on the back channel, too. You can’t afford to lose opportunities. Do the work, build things, prove yourself.
Further, yesterday’s successes don’t mean much to people. So in my mind, relying on a reputation for past works done is dangerous. It’s the current work that matters. We all have to work like no one knows who we are.
I don’t think people give a crap about what I did in the 2000s. That was a long time ago. The media have changed significantly since then. Any remaining hubris that I may carry doesn’t mean jack-shit if I can’t deliver TODAY. I need to kick ass on every new project like no one knows who I am. If I am not hungry enough to do that, then I can expect to struggle and at times to fail.
What about the effort you ask? Isn’t it too much?
I hear all sorts of things about work life balance, and God knows I put my family first and try to keep myself well-rested. But make no bones about it I hustle. Everyone who succeeds busts their butt and works hard. I drafted this on Friday night from 9:00-10:20 p.m. I edited it on Sunday night at roughly the same time. AFTER I fed my daughter, put her to bed, and AFTER I finished my client work. The promo came last.
No matter what, you can’t shortchange the work.