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Elevate your personal brand
Exert influence through thought leadership
Stand in a category of one
The Authority Hub
March 18-20, 2024Charleston, SC.
The power of social media to expedite your Authority-journey.
This report will show you where you are weakest and strongest, and what to do to get to the next level.
Focus is largely internal, aimed at gaining experience and credentials while taking initial steps to build an owned audience to engage with unique ideas and perspective.
We identified the key dimensions that drive data-driven authority maturity. Click the icons below to see how you perform in each.
The Emerging Authority has little to no earned media, limited audience alignment, no established media connections and no experience as a speaker.
The Emerging Authority owned content is promotional in nature, with no set calendar or strategic distribution plan; the content does not leverage best practices or industry tools for optimization within their personal website, if they have one.
Experiment with AI and develop a position on how you plan to use it to support speed, quality, and/or innovation in your work. Keep a pulse on what first-movers in your industry are doing.
The Emerging Authority has minimal activity on their social media, if they have social profiles at all; engagement is low, advertising and amplification is limited.
The Emerging Authority lacks intentionality across their brand strategy, leaning on their social accounts the email list for discoverability and engagement; their digital footprint is limited, with little attention paid to reputation management, consumer-generated media, and/or brand associations.
Focus on foundational elements of authority, such as a personal brand website that speaks to your credibility and brand associations; following a content calendar that emphasizes publishing original content to followers; and growing your follower base and engagement by testing ad spend to expand the reach of your content on social media. Experiment with new content topics and different posting schedules to increase engagement.
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Experimental with sharing knowledge as an Authority. Seeing some success with tactics and using “at bats” to crystalize message and platform strategies.
Authority strategies are being leveraged consistently and business-driving results are being realized. Becoming known as “teacher” with something to share and starting to field organic Authority opportunities.
Authority building has become critical and is interwoven within business planning cycle. Authority is consistently reaching new and more strategic audiences with their message. Effective combinations of reactive and proactive strategies are being leveraged.
Authority is a strategic asset to the business. This authority is known as “best in class” and has separated themselves from peers as the “go to” on their topic. Brands pay to be associated with them. They command price and market power and are building a legacy.
Earned media refers to coverage that is “earned” rather than bought. Successful earned media includes securing media coverage on media outlets and digital publications. Typically, leaders achieve earned media coverage through their thought leadership and the support of a dedicated public relations team. Audiences are more likely to trust content they see in earned media than rented media because it is viewed as more objective.
Owned media refers to media that is on a platform that you own. Most frequently, owned media refers to your personal website and all content and digital assets hosted there. Unlike with rented and earned media, you control the portrayal of your message and brand experience on owned media. This gives you the upper hand over rented and earned media where you cannot “own” the connection with your audience.
Rented media refers to posting on platforms that you do not own. The most common examples of rented media are social media and advertising platforms. Here, you operate on someone else’s terms of service and must adhere to their policies. A skillful thought leader uses rented media to reach more of their audience and keep them engaged.
Brand strategy encompasses the identity of your brand—how it is portrayed, marketed, and perceived by the public. A documented strategy includes your value proposition, purpose, target audience(s), key messages and a phrase or sentence that describes what you want your to think and feel about your brand. Brand building efforts are aimed at boosting your brand’s discoverability, differentiating your customer experience and leveraging customers as a strategic asset, and navigating partnerships with external brands. Your brand strategy should drive business decisions and, ultimately, help you outperform your competitors.
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