Lia Haberman presents tips for using social media to establish authority and influence online for career purposes. She discusses aligning profiles across platforms for consistency, following industry leaders, regularly posting valuable content using hashtags sparingly, occasionally tagging others, and creating Instagram stories. The goal is to provide value to others and build your online reputation through thoughtful engagement and sharing on LinkedIn, Twitter, Instagram and other sites.

1. Social Media Skills to
Set You Apart
*Originally presented as part of UCLA Extension’s
Summer 2020 Custom Programs & Corporate Education Webinar
Presented by Lia Haberman

2. Today’s Goal:
To establish your authority and influence online.
We’ll review social media tips and tricks to develop and manage
your digital reputation, whether you’re looking to get noticed at
work or seeking new employment opportunities.

3. Hi, I’m Lia Haberman
A little bit about me…
I’m a digital media expert & UCLAx adjunct
professor who teaches social media marketing
& influencer marketing.
I create digital content strategies & lead digital
reputation management training &
development programs for creators,
entrepreneurs & enterprise teams.

4. First and
foremost…
The emphasis on social media
should be on the social. It’s a great
place to connect and
communicate.
Despite what you might have
encountered, social media is not:
• a promotional megaphone
• a tool to stalk people
• about getting the most
followers possible
Photo by Adam Solomon on Unsplash

5. Why should I worry about this?
Did you know:
of companies use social
media for hiring
of businesses have
rejected a candidate based on social
media?
Source: The Manifest and The Muse

6. Source: The Manifest, 2019 survey
What gets
flagged on
social media?
q Hate speech
q Images of heavy partying / drug use
q Illegal or illicit content
q Poor grammar
q Confidential or sensitive content about
former employers

7. Don’t get
flagged for
the wrong
reasons
• Avoid posting anything you wouldn’t wear on a
sweatshirt to brunch with family and friends. Even if
your account is set to private, the material could
surface if someone decides to take a screenshot
and release it.
• If you’re worried about problematic old posts being
found, use TweetDelete to clean up your Twitter
feed and Archive to hide posts on Instagram.

8. Be aware: It’s not just what you post online but
also what you engage with
(Source: Twitter)

9. Social Media
Explained
(2012)

10. LinkedIn: Here’s what selling donuts taught
me…
Twitter: It’s #nationaldonutday at work!
Instagram: Look at my beautifully glazed
#donut
Facebook: Tag a friend who loves donuts
YouTube: Watch my donut road trip vlog
TikTok: Take the #donutchallenge
(Photo by Isaac Quesada on Unsplash)
Social Media Explained (2020)

11. Where you
should be
as a job
seeker
• LinkedIn is the best platform to look for job opportunities,
post your resume, connect with other professionals and
keep up with industry news.
If you want to expand beyond that, these platforms are
good for networking and branding yourself as a
professional:
• Twitter is a good platform for having real-time
conversations and keeping up with the latest news, trends
and ideas.
• Instagram is the number one platform for influencer
marketing and widely considered an excellent platform
for personal branding, especially if you’re
a very visual person.

12. Your assignment:
Align your profile across all public accounts so that you’re easy to find
and your purpose on social is clear and consistent.
q Avatar
q Header Background
q Display Name / Username
q Bio / About Section
q Links
q Geo Location

13. What an aligned profile looks like
LinkedIn InstagramTwitter

14. Some suggestions on who to follow
ü Past and present colleagues
ü Executives & organizations you want to work for
ü Industry leaders and influencers
ü Industry Groups (on Facebook and LinkedIn)
ü Network accounts to keep up with the latest platform updates, including:
@InstagramforBusiness, @Creators, @TwitterSupport, /LinkedIn and /LinkedInNews
ü People with different perspectives and / or life experiences*
Resource: Twitter subculture favorite follows

15. Post or engage regularly.
You can’t walk into a
stranger’s party and
expect to be the center of
attention, just like you
can’t post something to
social and expect it to be
an immediate hit.
1
Provide value. Share
updates that inspire,
entertain or inform the
type of people you want
to attract. Give people a
reason to look forward to
your insights.
2
Be a good digital
neighbor. Follow others,
like their posts and
contribute thoughtful
comments. You need to
put in the work before
you expect a follow back.
3
Keep it short and sweet.
When you post to social
media, you need to be
succinct and figure out
how to win someone over
based on just a sentence
and/or an image.
4
Be familiar with each
platform’s quirks. Respect
that each network and
online community has its
dos, don’ts and shorthand
language for
communicating.
5
How to be someone worth following

16. Where to find content to share
Google Alerts monitors the web for content topics you select and then sends you an email recap and
Google Trends analyzes the popularity of top search queries in Google Search.
A lot of offbeat trends and or news stories break on Reddit before they filter to the other social
platforms. They have a trending tab on their homepage or you can dig into topic-specific subreddits.
Sign up for industry newsletters that curate the most interesting and noteworthy stories that you
might want to share with your perspective.
Answer the Public is a tool that lets you know what people are asking about on Google or Bing.
Follow LinkedIn News for daily business news and insights.

17. What should you share: the 3 – 2 – 1 rule
pieces of “smart” content such as industry
news, current events or your professional
insight on a relevant case study.
Pieces of “proud” content, which could be
appreciation for colleagues (past or present)
or a social-good initiative you’re involved in.
piece of “successful” content promoting
yourself and your accomplishments.

18. How often you share
depends on your goals
Daily if you want to brand yourself as a social media
pro and want to grow your online influence.
Once a week if you want to establish a presence
online and network with potential connections.
Occasionally if your off-line network is more valuable
and you just need to update your profile details.

19. Should you
use hashtags?
§ On LinkedIn: No more than 3, using a mix of broad and niche tags
(eg, #marketing vs #TED2020)
§ On Twitter: Unlimited but the platform recommends no more than
2 and you only have 280 characters per tweet so make it count.
§ On Instagram: You can use up to 30 but the average is 10. And the
more specific the better (eg, #bakersofLA rather than #bakery).
Hashtags can be a powerful way to discover people and ideas you
want to engage with and reach people who might be interested in
your insights, too. But too many hashtags can be considered spam so
use wisely and sparingly.
*Reminder: Spaces, punctuation and special
characters don’t work in a hashtag

20. § Using the @ symbol in front of someone’s name is
referred to as tagging them and officially identifies
them in your post.
§ The person tagged in your post will be able to see
the mention if your account is public.
§ Tagging someone on Twitter or LinkedIn might
increase the chances of a like, retweet, share or reply
but if you do it too often it can be considered spam.
§ Tagging other users doesn’t generate engagement on
Instagram, in fact it’s been shown to decrease
engagement.
Should you
tag people?
Rule of thumb: Only tag users when it’s relevant to the person being
tagged and make sure you have tagged the correct account.

21. Bonus: How to create Instagram Stories

22. Where do Instagram Stories show up
If someone has shared a story you haven't seen yet, you'll see a colorful ring
around their profile picture. You can watch their Stories by tapping their profile
picture either at the top of your feed OR on their profile page.

23. Tap the + symbol on your
profile page for this drop-
down menu
Tap the the camera icon at
the top left of your feed
Swipe right from your feed
How to reach your Instagram Stories camera

24. Tap the button to take a
photo or hold for video
Tap the screen to add text
with your keyboard
Tap Your Story to share
publicly or Close Friends to
select who gets to see it
How to create Instagram Stories

25. Thank you!
Let’s connect:
/liahaberman
@liahaberman
@liahaberman