Why is Facebook promoting Instagram on LinkedIn

A social media professional explains

"XingXing has not been the top dog for a long time. LinkedinLinkedin has caught up", says Holger Ahrens The computer scientist and consultant from Hamburg sees himself as an optimizer of profiles in social networks. And as a representative of Generation YGeneration Y. Social MediaSocial media is a natural means of digital self-marketing for him. Profile of Holger Ahrens in the CIO network Everything about Generation Y on CIO.de Everything about LinkedIn on CIO.de Everything about Social Media on CIO.de Everything about XING on CIO.de

This includes two components: on the one hand the tools themselves - such as Xing or LinkedIn, Facebook Facebook or industry-specific business portals - and on the other hand the thinking behind them. This is where Ahrens comes in. He says that a profile in social networks must be "built up in a targeted manner". First of all, this includes the question of who you want to reach with the profile, says Ahrens. "Where do I want to go? What phase of life am I in? You have to clarify that for yourself," explains the consultant. Everything about Facebook on CIO.de

Networking brings advantages in Google search

"Media literacy and usage are increasing," he observes. While a few years ago it was a matter of creating such profiles, their networking is now coming to the fore. "It's easier to find on Google if you link the profiles with each other," emphasizes Ahrens. But this does not only apply to the well-known networks: "Anyone who gives a lecture at a specialist conference, for example, can run their iPhone and film themselves. The organizer may also upload films to YouTube, which can be integrated into their profiles." advises Ahrens.

Meet in real life and talk on the phone

His next advice may surprise you: "Get out into the analog world!" That means: Ahrens knows a total of 70 to 80 percent of his virtual contacts personally. "That should be the norm," said the consultant. If it rarely works with a personal meeting, you can also "just pick up the phone again and call someone."

Employees become project-related contractors

The man from Hamburg expects the importance of LinkedIn, Xing and similar portals to continue to grow. He supports the thesis that work in Germany will no longer be organized in the classic way as an employer-employee relationship in the future, but that external and internal workers will come to the departments as contractors on a project-specific basis. These contractors need to market themselves and their skills accordingly. It is a mistake, however, to advertise yourself as "experts". Ahrens: "This evaluation must come from others!"

  1. The most important rules for mail, mobile phone, social media ...
    ... can be found in this digital etiquette.
  2. Concise and precise ...
    ... business mails should be written. Keep it very simple!
  3. spelling, orthography
    Spelling errors should definitely be avoided! If necessary, run a spelling program at the same time.
  4. Speed ​​...
    ... is the greatest advantage of electronic mail, so messages should always be answered as soon as possible.
  5. Subject
    It should be specific and meaningful. Well worth putting in some effort here.
  6. "Copy to" and "Reply to all" ...
    ... should be avoided as much as possible, as nobody wants information avalanches that break in on them.
  7. Legal Regulations
    Mandatory information about the company has been mandatory in Germany since the beginning of 2007 and must be included in the signature of the email at the end.
  8. Spam ...
    ... simply ignore. "Unsubscribe" means that the recipient is at home and can therefore receive even more spam.
  9. Urgent cases ..
    ... do not always have to be processed via e-mail. In this case it is better to pick up the phone.
  10. Cell phone break in meetings ...
    ... is a naive but desirable utopia. A third of the employees also look at their mobile phones during this time, according to a survey by the industry association BITKOM.
  11. Ringtones ...
    ... please choose as discreetly as possible and switch it off in the open-plan office.
  12. Business lunch
    Place the mobile phone on the table with the display facing down and switch to vibration.
  13. Phoning in front of colleagues ...
    ... should be done at an appropriate distance. Listening to other people's conversations can be exhausting.
  14. SMS
    Short and sweet is enough.
  15. Censor yourself
    Do not post unfavorable pictures of parties or comments that colleagues and employers may find offensive.
  16. Advertising on social media ...
    ... is taboo because "friends" and "followers" do not want to be burdened with it.
  17. To give recommendations, ...
    ... for example about films, products or books is always welcome.
  18. No photos from lunch, ...
    ... because nobody cares about them.

Take a good business photo instead of a passport photo

In general, not only technical information should be presented in the profiles, but something of the personality should also shine through. Computer scientists tend to underestimate the latter, observes Ahrens. His tip: Do not choose a passport photo as the picture, but a good business photo. A resolution of 512 by 512 pixels is a good benchmark. The consultant does not contest the fact that images in this resolution can be misused and dragged from the network to completely different sites. "Given the opportunities a good profile offers, I take the risk," he says.

The HR department needs digital competence

Keyword companies: Human resources decision-makers do research in networks. Anyone who does not show any presence makes them suspicious. "HR managers then ask themselves whether the employee is socially and digitally competent at all," says Ahrens. Increasingly, HR departments themselves need digital competence, for example in digital talent management and digital recruiting. Those who apply digitally expect HR managers to have professional competence, to make the application process transparent and to react promptly.

Here the consultant is strictly against assigning a single HR employee to the digital issue. "Everyone should do that!" he emphasizes. To do this, companies must also provide their HR departments with social media guidelines or train them in workshops. For Ahrens, human resources in particular shows how strongly digitization is a cultural issue. He outlines the buzzword of the "digital mindset" as follows: "Think less about jobs, think more about roles and tasks!"

The business card - not to be killed

Despite the growing importance of Xing and Co: They will not abolish two things. The first are pure, specialized job portals such as Monster, Stepstone, etc. Online job exchanges and social media complement each other, according to Ahrens. The second is a small rectangle made of thin cardboard: the business card. The Hanseatic smiles: "Everything arrives in the right world at some point!"