Quick…what is the most important thing on your Facebook page? And your Twitter account? LinkedIn? How about your blog?
I hope you are thinking “my photo”.
“What?” you say. The photograph is the most important thing on my social media pages?
Yes. To be blunt, if I don’t like the way you look I am not going to listen to what you have to say. The focus of this article is the individual inside a business who is closely tied to social media marketing efforts. As the most public of all employees, this individual’s headshots on various sites must consistently convey brand message and a sense of the entire culture of his business.
To illustrate my argument, let me use an example from the corporate world. Apple is the world’s hottest technology company, evidenced by the world-shaking launch of an affordable tablet-style computer.
The brand’s image can be described in terms any company would envy: cutting edge, technologically savvy, futuristic. Apple’s marketing efforts are consistent – they feature white backgrounds with products melding into the white, emphasizing the Apple logo, or standing in stark colorfulness against the blank background. In successful commercial campaigns, Apple is personified by a young, hip 20-something white male. He is confident, yet reserved. When customers flock to him, he is gracious and thankful for their patronage.
So what does this have to do with headshots? All Apple employees should have a consistent basic setup for headshots. White backgrounds should be standard, individuals should show personality and earnestness through their appearance, and perhaps a close look at the white background reveals the famous Apple silhouette.
With this unified brand appearance, Apple’s social media team will build credibility as experts within the company. When customers interact with these employees, they will not only feel a sense of comfort, but the pride of knowing “an insider”. And let’s face it, we all love to know someone important.
Apple’s social media personnel can send me a check for my advice on brand consistency. For the rest of us, here are some quick tips for creating vibrant, successful headshots and plogos on your social media sites:
Personality
The personality of your photo on any site needs to match you as a person, but also be suited to your purposes on social media. For example, the photos used by an accountant and a painter should both convey a simple, yet completely different message.
Flexible Consistency
Headshots need not be exactly the same across social media. In fact, what a great way to mix messages about you or your business. A social media representative’s Facebook profile picture should be much different than his LinkedIn and Twitter pictures.
The Facebook photo can be a clear picture of the person from a short distance. On LinkedIn, the picture should be closer, from the chest up with a clear view of the person’s face and more professional. Finally, Twitter needs to be the closest picture yet, close cropped and bursting with positive energy.
Strategic Use of Color
Color use is a key component of brand consistency. A good example would be a company like Best Buy. The brand colors are yellow and blue. Employee headshots should feature color schemes that match the colors of this retailer.
The Benefit of Plogos
Plogos, or photographs that feature logos, are appropriate for some businesses and not for others. An example of a service industry I would discourage from using plogos would be realtors. However, for many other businesses, the plogo is an interesting option. To take another look at Best Buy, their technology service, Geek Squad, would benefit from a creative plogo for its service technicians.
Subliminal Placement
Plogo or no plogo, a subliminally-placed imageis a great idea if executed with care. For a photo from a distance, wear a company shirt to show your pride and sneak your logo into a viewer’s mind.
Most importantly, make sure your business considers carefully the headshots of its employees. The importance of conveying a consistent brand message to your potential and current customers cannot be understated. Finally, have fun with the process; your enthusiasm will shine through in the finished product.
