Every executive, business owner, and high-functioning knowledge worker typically represents two brands: the one they work for, and themselves. Establishing personal expertise is paramount to the success of both.  Short of merely achieving notoriety, expertise in a topic or field demonstrates YOU as being both a thought leader and someone the public should turn to for answers.  Investors and venture capitalists have repeatedly asserted that they prefer a “B idea and A management team, to an A idea and B management team.” Short of an Ivy League M.B.A. or Ph.D. in your field of work, how do you establish both credibility and expertise on the web today?

1. Blogging

Don’t sneer; sure the word “blog” might be the most overused word of the decade (it’s right up there with “innovative”), but it’s become essential for getting known on the web. By channeling your industry knowledge into a stream of posts on a Blogger, WordPress, or personal (see #4) blog, you’re sharing valuable content with potential readers, and are given the chance to add your own social commentary on the matter. What are the best and worst aspects of your industry? What are some of the behind-the-scenes aspects that the everyday person might not have anticipated? These are great ways to peak interest and start the ball rolling!

2. Technorati

Technorati.com is the key hub of much of the blogosphere, home to what some affectionately refer to as the bloggerati (think glitterati among bloggers). The best way to use it is to seek out other blogs within your field, and start contributing as a commenter. If you have a lot to offer, consider contacting the blog author to do a guest post. At the very least, be sure to include a back-link to your own site in your comments. If people like what you have to say, they might stop by your site to hear more.

3. LinkedIn Answers

This is an area that is hit or miss depending on the strength of your LinkedIn network. The goal is to seek out questions in your desired area, and provide exceptional answers. Merely posting a reply isn’t enough here: your goal is to be rated the “Best” answer by the questioner to gain what LinkedIn refers to as ‘expertise points.’ The more you have, the better you’re perceived.

4. Personal Domains

Your name is your first personal brand. If you haven’t snagged it already, go to GoDaddy.com and grab it! Seriously, at $10 per year, it’s a low price to have control over a domain with your name (or some portion/combination) in it. Add on a minimal hosting account, and you’re looking at $60 a year max for the chance to build whatever you like. It can be as simple or complex as you want. Regardless, you should park it today before a less-qualified doppelganger does.

5. Twitter

“Save the cheerleader, save the world.” When it comes to Twitter, it’s more like “Own the Twitter name, own the search.” If you establish control over @<word>, you will come up first in the search results for that word. Google loves fresh content, and Twitter is as fresh as they come! Just remember: think before you tweet. An off-color comment might be missed offline, but with Twitter there are several services that archive everything that gets said. Tweeter Beware.

As with everything online, you get out what you put in. 1 hour or 10 hours a week, it’s up to you. Just remember, the web will respond accordingly.  If you have questions, we’re here to help.  Just call or comment.  Remember~We Are Your Web Team!