Page 72 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

Telling your story through social media 61

We see this mix of easy language elsewhere on Virgin websites, for
example in their Help forums – ‘Settle in and get comfy, we’d love to
see you get involved’ – as part of how customers experience the brand.
Virgin never ignore the business of selling. In all posts, we still see
traditional calls to action such as ‘Sign up to our newsletter’, ‘Hurry!’,
‘Online exclusive offer’ or ‘Don’t miss out’.

It’s not surprising people love sharing this advice, as it takes the
fear away from the task. Don’t let nervousness block the vitality of
your business writing.

LinkedIn and SlideShare

LinkedIn is a networking site for matters strictly related to busi-
ness and careers, etc. Blatant selling of products or services is disal-
lowed. But employers do trawl for new talent on it, so write a great
profile, showcasing your attributes (whether as a provider or
seeker), so it can double up as a résumé/CV. Avoid words that
LinkedIn identify as clichés (more on this in Chapter 11).
Use LinkedIn’s dynamic extra features to help you project ‘brand
you’ and make yourself discoverable. Start with a headline that
sums up who you are and what you want.
Here are some fictitious examples:

1 Bart Wierks – Improving IT Systems * Seeking Career Opportunity.
2 Carl Chapman – Change Management Guru ‘Hire me and
results guaranteed’.
3 Monica Heiss – Senior Associate at XYZ Global Staffing
Associates * 4,000 connections.
In example 1, we see at a glance what Bart does and what he’s seek-
ing. In example 2, Carl uses rather more expressive language. His
words express his personal brand and self-belief. In example 3,
Monica feels that her position and her networking credentials
speak for themselves. Which style, if any, do you think works best?
How would you write?