How to Develop Your Personal Brand Within a Corporate Brand

Social media marketing within a large business has its benefits, but when it comes to figuring out a way to incorporate all facets of the business into the plan, things become a little dicey. While it’s great to take advantage of the name recognition of a corporate brand on social networks, many companies and individuals within those companies can stand to benefit from creating individual brand advocates within the company.

For example, think of a realtor working under a national real estate firm. Would it make sense for every realtor to have access to the corporate social media accounts? I can only imagine the mayhem that would ensue as a result of hundreds of Facebook page administrators. Here are some tips for developing your personal brand within a large corporate brand, using social media.

You’re the Expert

The number one argument for creating your own individual brand when you work within a large corporation is the level of expertise that you can personally bring to the table. Who do you think knows more about personal finance? A social media manager, or you, the financial planner working for Edward Jones? Sure the social media manager knows the best strategies for engaging social media followers, and she might be up on the latest social network tips and tricks, but I guarantee when it comes down to business you have the upper hand.

Social media is all about content and the kind of information you share with your followers. You’re the only one who can tell your followers about a great house that just went on the market in your area, or the potential returns on a new mutual fund that you manage. That’s why it is so important to develop your own personal brand on social networks so that you can interact with followers and impart on them your knowledge and expertise.

You’re Local

My second argument for creating your own personal brand within a larger corporate brand is for the geographical benefits. Nation-wide companies usually have branches spread out across the entire country. Customers want someone they can connect with locally. Someone who can relate to them and possibly even meet face to face. Extending the social media efforts out to individual, customer-facing members of the organization gives the company a reach that they probably couldn’t achieve with just one social media manager at the helm.

Cash in on Brand Name Recognition

The primary argument against spreading out into multiple social media users within one company is the loss of brand name recognition that goes along with the corporate account. But I argue that there are ways around this.

You can gain valuable social media exposure by interacting with the corporate Facebook page and Twitter account. Share their posts with your followers and tag their page in your status updates. You should also be sure to customize your page with the corporate logo so that people know who you represent.

Collaborate with Others Within Your Company

Trying to build your personal brand is tough. You’re competing against other highly qualified professionals just like yourself. With all of the competition out there, you shouldn’t have to compete with your peers as well! Instead figure out ways to team up with the other realtors, bankers, or financial planners within your company to build a united social media front. Even if you each have your own Twitter accounts, you can help each other out by Retweeting and referencing your colleagues whenever you can.

Team up with the Corporate Social Media Coordinator

So we’ve established the fact that when it comes to your profession, you are the expert, not the social media manager. But when it comes to social media, the social media manager is the expert, and thus should be called upon as a resource for advice.
As a member of the corporation, you should be able to contact your social media manager or whoever is the administrator of your corporation’s social networks. Check in with that person frequently for ideas on what you could do better with your own social media efforts. They should be able to help you strategize and come up with ways to improve your social media marketing campaign, for both your personal benefit as well as the company’s.

As a professional working under a corporate umbrella, you shouldn’t have to be at the mercy of your corporate social media manager for social media exposure and networking. Your job likely depends on your ability to attract your own clientele, and what better way to network and generate leads than through social media? Don’t be afraid to build your own personal brand using the inherent brand recognition bestowed upon the company you work for.