There are many different techniques that can contribute to a personal branding campaign, but I’m only going to touch on the triad that works well for a professional practitioner, such as a consultant. The primary considerations are recognition, authority and reputation, with all three being heavily interlaced.
There’s a slew of different channels that can be used for recognition. The main idea is to get your name out there (obviously, in a positive light), in front of the right people. Social media is certainly one area that can be put to good use, but it shouldn’t be the primary, and it definitely shouldn’t be used solely as a channel for self-promotion.
Social media is better used for… are you ready for this… being social. In other words, interact, build relationships, network. It’s a great place to show your areas of interest, but you’ll find that promoting relevant content from others will generally yield better results than promoting your own.
Some great channels for getting in front of the right people are groups that are focused in your specific topical area. LinkedIn and Facebook have the ability to launch or join topical groups or communities, and for many, they’re an excellent place to establish your credibility.