Showcase Your Expertise with Social Media

Picture of Aliza ShermanAliza Sherman is a web pioneer, author, and international speaker. Sherman is the author of 8 books about the Internet including The Everything Blogging Book, Streetwise Ecommerce, The Complete Idiot's Guide to Crowdsourcing and Social Media Engagement for Dummies.

Showcase Your Expertise with Social Media

While most companies use social media to market their company or products and services, you can also build your personal and professional brand and showcase the expertise of your team members. Customers like to know the people behind a company. Pulling back the business “curtain” and making yourself more visible, or introducing the folks who work with you, adds a personal touch to your social media marketing that can be interesting and engaging.

Looking at your own professional image, develop a plan and the creative assets to launch your brand-building campaign. You can follow similar steps for each team member you want to showcase.

Here are some tasks to get started:

  1. Make a short list of topics you can speak to with authority.
  2. Prioritize your topic list and choose the one that best positions you in a way that also benefits your company.
  3. Produce content such as blog posts and social media messaging with useful tips pertaining to your expertise.
  4. Consider making short videos or audio clips in a podcast format to augment text.
  5. Design graphics that include your photo, name, and a headline related to the topic you’re covering.
  6. Develop an editorial schedule to release posts over time to build your brand.

Any social network can be leveraged to demonstrate expertise with the right content. Your company blog is a great place to post longer-form text content and you can archive video content on your company’s YouTube channel.

Some social networks and social media-powered websites are ideal for personal brand building.


Between being able to post your resume to the ability to include a list of keywords based on your skills, LinkedIn is tailor-made for personal and professional brand building. While most people focus on posting to Facebook, Instagram and Twitter, many neglect to also post on LinkedIn. Post to your personal LinkedIn blog that comes with your profile, and gain a larger audience for your content. You can also post social media messaging with graphics to your personal profile as well as to your company’s LinkedIn Page.


If you’re tweeting out content, develop a list of short tips that fit the Twitter format and that link to your longer form content such as your blog post or video. People who use Twitter regularly like easy-to-understand and actionable advice from experts. Your tweets could position you as an expert, provide customer service and drive traffic to your website.


A different way to leverage blog posts is to turn highlights from the content into slide decks using PowerPoint or Keynote. You can then upload those slide decks to a website owned by LinkedIn called Once you have a library of slide decks, you can share them on LinkedIn, Facebook, and Twitter.


Part social network and part “knowledge platform,” Quora is a unique site where people with expertise or specific experience in a subject matter can answer questions that others have posted. Quora members can upvote answers to questions so the best responses should be at the top of any topic page. Create a profile then add credentials to zero in on your specific expertise. You can have multiple versions of your credentials to toggle through depending on the questions you answer. You can also post to your own blog on Quora, a place to feature long-form content. Republish your main company blog post to your Quora blog for added reach.

While it may sound daunting to develop content to post to multiple networks, think of how each blog post you compose can be repurposed in other forms or simply shared on multiple networks in the same form. Reach is key when building a brand, and showcasing your expertise on your company blog alone may no longer reach far enough.