Pioneering Brand Strategist, Speaker, Author and Founder of Reach Personal Branding

William Arruda

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They Don't Care Until They Know You Care

Know how much you care There’s an old saying that many in self improvement speakers spout from stage, it’s in many self-development books and often shared at numerous direct sales conferences and it’s this – “People don’t care how much you know until they know how much you care.”

We can see the truth in this phrase lived out in ‘warp-speed’ on social media. The humanization of brands is a tweet by tweet and status update by status update for every brand out there – it's a challenge for both companies and personal brands.

As a personal brand, how can you make sure people know how much you care?
This post will talk about how you can do that online – next post will cover the face-to-face interactions – both are important.

1. Set up a Twitter account and follow people who provide great information for your industry or interest areas.

Get knowledgeable on Twitter lists and follow Twitter lists that people who’ve provided value to you in your interest or industry area have created.

Twitter is a great traffic driver and wonderful research tool.  Utilize the power of “the bird” to keep you on the cutting edge of information and in a perfect position to help those who have helped you.  If someone’s helped you, saying thank you is a wonderful way to differentiate yourself (sadly, most people don’t say thank you) and even helping or assisting them in a question or endeavor is a two-fold thank you that really stands out as remarkable in someone’s mind and can get you some great visibility and even some credibility (if your generosity is sincere).

2.  Tweet or provide status updates about information that’s interesting to people connected to you.

Where many brands fail, is they use social media to mean “mass media” and they broadcast as if they were running an ad on the Super Bowl.  Social media is social and to broadcast your latest offer or newest product is more like you stepping into a large networking event and shouting at the top of your lungs what you’re hawking. 
In social media you converse and all communication is a two way street.  So, if you’re hogging the road – perhaps it’s time to slow down and see what skills you need to become good at social interaction.  This skill will help you in your offline connections as well.

3.  Become a really good listener.

Twitter Statistics It’s amazing what people will tell you if you listen.  The problem is most of us listen with the intent of “jumping in” to share what we want to share or say.  Look at your tweet to retweet ratio and your at replies.

In fact, look at:

  • Your replies to
  • Who you retweet

That will be a great statistic that will tell you if you are doing a good job “showing how much you care”.

If you really are serious about making sure you are doing this well online, then  I wrote a post about "how to" set this up that goes into great detail.  If you go to this post, set it up and find it valuable, please be sure to make a comment.  Feedback is always appreciated!

Next time, we’ll cover how to do this offline and then integrating the two.

Cross-posted on TheBuzz101



Elena Duron Maria Elena Duron | chief engagement officer is co-founder of #brandchat, a weekly conversation on Twitter.  Join us weekly as we discuss company and personal brands!

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More Stories By William Arruda

Dubbed 'The Personal Branding Guru’ by Entrepreneur magazine, William Arruda is a pioneering brand strategist, speaker, author and founder of Reach Personal Branding. He is credited with turning the concept of personal branding into a global industry.

William delivers keynotes and workshops on the transformative power of personal branding for some of the world’s most successful companies. He energizes and motivates his audiences—and his private clients include some of the world’s most influential leaders. As a thought-leader, William is a sought-after spokesperson on personal branding, social media and leadership. He has appeared on BBC TV, the Discovery Channel and Fox News Live and he’s been featured in countless publications, including Time Magazine, the Wall Street Journal, Forbes and the New York Times. William is the coauthor of the bestselling book Career Distinction. He is a member of the International Coach Federation and the National Speakers Association. He holds a Master’s Degree in Education.