Influence Who? Influencer You!

How to level up your professional influence on social media (and not be afraid to slide in some DMs).

By Cassie Rubio

Social media is no longer only for getting “likes” or checking in on failed relationships. Social media has given everyone with a Wi-Fi signal the chance to connect and shape conversations across the world. Years ago, “influencer” was a term not many people knew. Now, influencers are going viral for their ability to affect other people's thinking on social media. I am not saying everyone should strive to create content for the sole purpose of going viral. However, influencing is a marketing tool available to professionals at all levels.

According to a recent study published by Statista.com, the average time spent scrolling on social media is 2 hours and 25 minutes a day. This is up 61 percent from a 2012 study. While social media is great for indulging in fun cat videos, I am here to share some secrets on how to use social media to boost your professional influence as well as your networking and business skills.

Find Your Peeps

In 2019, I received a promotion at work. While I was excited and optimistic, I was also nervous and struggled to silence the negative self-talk in my head. The promotion was to a position that had never existed in my company. I had all these great ideas and the desire to be the best; however, I felt overwhelmed and unsure of where to begin. So, I did what any Millennial would do. I turned to social media.

I began researching companies in my industry — asphalt — to assess their social presence. I Googled “Construction Marketing Groups” in search of like-minded people. I quickly realized the terms asphalt and marketing did not seem to go hand in hand. When I finally found and joined the Women of Asphalt group on LinkedIn, l added anyone with “marketing” in their title to my network.

I learned to not let the fear of “no” dissuade me from reaching out. Did I feel out of place? Sure. Was I uncomfortable? Absolutely. However, I did not let that stop me. As Ciara says, “Level up!” I utilized the power of social media to become “friends'' with and “follow” the people I admired. I added groups that the Women of Asphalt were a part of and even reached out directly to a few members, aka “slid into some DMs [direct messages].”

These female marketing colleagues were in positions I had worked hard to finally get, and their influence on social media absolutely helped guide my approach to my professional social channels. I figured, why not learn from the best? I used social platforms to make new connections and ask questions to my new “friends.” Not only did I directly reach out to peers I respected, I also joined LinkedIn and Facebook groups such as Young Business Professionals and Paving Nation.

Purposefully Scroll

After you make these connections and follow them, you have now built a meaningful newsfeed and can scroll to learn, connect, and get inspired. Start with 20 minutes a day for note taking, perhaps by scrolling on Instagram’s “discover” page. At the end of your work week, look at your inspiration notes. What content do you tend to like? What topics are hot in your industry? How can you add a new perspective to the conversation with videos, photos, or a LinkedIn article?

Social Media School

Along with utilizing social media platforms for an opportunity to network, the possibilities to grow your professional skills are endless. The LinkedIn Learning database offers an instructor-led class on every topic imaginable. TikTok or Instagram Reels have a plethora of industry-related “viral content.” You can search everything from #WomenInPaving to #CatsInHardHats.

Actually Socialize

The old phrase “you get what you put in” is extremely true in the social media world. You cannot learn from your peers or gain influence if you are not interacting. The groups you join, the “friends” you follow are all opportunities to meet in real life or via Zoom. If you want people to connect with your content, you have to connect with theirs.

Cassie Rubio is the Director of Marketing and Public Relations for an asphalt paving contractor. She graduated from the University of Tampa with a B.A. in Communications & Media Studies. Cassie enjoys brunching and beaching where she resides in St. Petersburg, Fla. She has a part-time consulting and graphic design business and is passionate about all things digital.