One of the negatives about the explosion of the use of the social media (as well as the traditional media) is that your message may get caught up in the clutter of all the other messages being disseminated. As a result you might not get seen as the expert on your topic.
Clint Greenleaf, a book publisher who also speaks on entrepreneurship, said the way to make certain your message is seen and heard is to make certain it is relevant and differentiated.
"What specific areas of your expertise do people consistently draw on? How is your approach or philosophy different from that of your closest competitors? Once you've refined your unique positioning, boil the value proposition down into a succinct elevator pitch. If you can't explain the 'brand of you' in 10 seconds, your message isn't strong enough," he said.
The next step is to build "your platform," which Mr. Greenleaf defined as the ability to reach and resonate with your audience and elevate your message over the clutter.
Content is the most important element. "Don't lose your content! You need every bit of it to redistribute and heighten your platform. Keep a record of your newsletter tips, blog posts, radio and TV interviews, lecture recordings, etc. Devise your own system to tag your content by subject area to come up with a messaging matrix for easy syndication," he said.
His suggestions to get the most out of your warehouse of content:
"Write a book. Writing a book makes you instantly credible. There are publishing options available to meet every author's goals, but do your homework to make sure you're not publishing under a model that could hurt your reputation.
"Syndicate. Take pieces of content from your book, newsletters, blogs, etc. and get them out there. Offer to post regular content for relevant newsletters and websites. Submit articles to article directories and as news releases. Get your video clips on YouTube. Post your most helpful content as responses to questions on professional social networking sites like LinkedIn. All of it helps to build your authority.
"Speak. Research speaking engagements inside and outside of your industry where your message might resonate. If you're new to speaking, start by offering to moderate panels at local conferences. You'll soon graduate to breakout sessions, and if you're good, you'll eventually land lucrative keynote addresses that generate tons of word of mouth.
"Brag. If you've been featured in national print, your website should mention it ('As featured in...'). Same goes for awards, TV and radio interviews and high-profile speaking engagements. Also be sure to share the good news with your client base and incorporate it into your sales collateral," Mr. Greenleaf said.
"Establishing your authority as an expert may seem like a daunting task, but bear in mind that the explosion of media channels means more talking heads are needed to fill programming and content needs," he said, adding, "Maintain your platform. Strive to stay ahead of the curve and remain the enduring thought leader in your space. It's hard work, but the benefits are priceless."Clint Greenleaf is the founder and chief of Greenleaf Book Group, a publishing company based in Austin, Tex. To learn more, visit
