Dark Social ❓ 10 Ways Content Could Give Your Career a Boost That Can't Be Measured

I often get that inquisitive puppy look when I mention dark social.

As an executive content curator naturally I tout the benefits of posting consistent content to accelerate professional performance currency into relationship currency and network growth.

Inevitably someone asks? What's the ROI for this process? 

Unfortunately for cultivating your career with content the answer is a bit hazy. 

 Here are 10 examples of dark social that I see in action everyday.

These are NEVER tracked by attribution software (thus dark social) and cannot be measured.

1. Someone shares a screencap of your post in slack channel.

2. People you are not connected to or have never reacted to your content make a F2F comments about your posts/activity.

3. Someone reads your post on LinkedIn- saves it, reaches out to you in a right away or in a year or even 2

4. A former coworker sees you in their feed and is reminded that you possess the skills or solution that is needed by their current company, they send you a message.

5. A CEO/founder sees your post and starts considering when to prioritize an issue you posted about.

6. Someone shares your posts in a text- without ever having reacted to it.

7. A current colleague sees your post and shares it with someone in leadership and they reach out to you.

8. A podcast host invites you to speak with them- someone hears it and seeks you out.

9. You guest speak on a LinkedIn Live/Audio and someone listening in reaches out to you.

10. Someone brings up the your content to their CEO and they reach out to you.

Now back to the ROI

Any of these actions could lead to ➡

• You Getting Your Next Role or Board Position for an increase in income

• Attracting New Candidates or finding one (saving recruiting $$)

• Lowering Customer Acquisition Cost

• Promoting Greater Understanding

• Solidifying Company Mission-

• Shortening the Sales Cycle

• Building Trust

Add up the (cash) amount for yourself and decide if it's worth investing time and energy on this building an online presence

But wait there's more! 

Benefits to you personally ➡

• Increase communications skills

• Expand your sphere of influence

• Upskill your professional writing game

• Offers you a chance to control your career narrative

With benefits like these you are missing a career for multiplier by not consistently posting content.

Remember curating is a perfect way to get started. 

What is holding you back?

(⭐Originally published to LinkedIn)

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