The real implications of GDPR for marketing

By Neil Patrick


GDPR isn’t over; it has only just begun. GDPR may lighten your mailbox of spam, but it also has huge repercussions for business that no-one is talking about...

Yes I know. Data protection regulation is a dull topic. But I'm writing about it anyway in this post, because GDPR has some profound and far reaching consequences for everyone.

For the last few months, just about every post about GDPR has been about what businesses need to do satisfy this new set of data protection regulations. And the enormous fines that can be levied upon those who fail to comply.

As the deadline approached, we all had our mailboxes filled with emails desperately begging us to give consent to receive communications from firms we bought things from possibly years ago, or maybe never. Some even from firms that we never knew had retained our email address for their own use.

I am not unhappy about GDPR. It kills the abuse of email for a start. It will force businesses to take a hard look at their marketing, which has been a race to the bottom for far too long. Why would I or anyone else who bought a wheel barrow, tennis racket or dining table want to get emails about more wheel barrows or tennis rackets or dining tables every week for the rest of our lives?

This sort of marketing might get a few takers, but it alienates many more. So most people have ignored these last ditch pleas. The result will inevitably be that our mailboxes will revert to a more modest overloading especially if you are in Europe.

Finally on 25 May, the regulations came into force. There are big repercussions for business and this post outlines some of them. It will change digital marketing activities for the better I hope. It will force brands to invest more sensibly in building real customer relationships. It will also deliver even more power into to a handful of huge global digital businesses.

First it will decimate a huge business sector which almost no-one has heard of

Behind the scenes, GDPR has caused the decimation of a huge industry sector which almost no-one knows about.

The sector is called ad-tech. LUMAscape has made it their business to map this vast and sprawling network of firms who have built their businesses to provide personalised data to those who want to sell us stuff online. And it looks like this (or rather it used to):

Ad-tech businesses mushroomed because the internet’s default business model is advertising. Advertising works on the principle that targeting specific ads at the right people is more cost effective than randomly advertising to everyone. And because our internet browsing data in aggregate is so much richer and more detailed than any other form of data, the people in ad-tech anticipated there was huge money to be made by delivering the data and tools to assist this targeting.

And at first they were right; VC investment and revenues poured into these firms until 2011, since when it has declined. It is absolutely no co-incidence that it was 2012 when the EU announced that GDPR was coming:

The whole ad-tech sector was predicated upon one massively flawed assumption. The ad industry thought that consumers would welcome ‘relevant’ and targeted ads. They forgot or at least ignored that hardly anyone actually likes advertising. We just hate targeted advertising a little less than we hate untargeted advertising.

But pre-GDPR, this dislike of advertising was not enough to stop the exponential growth of the sector. Which ironically gave rise to another high growth sector – ad-blocking software.

Some ad-tech companies have pulled out of Europe altogether. All have effectively had their oxygen of data cut off because post-GDPR, they require positive consent from us to hold and process our data. And almost no-one in their right mind will knowingly grant this consent. According to independent research by PageFair, only around 3% of people give this willingly and many of these are not eager customers, they are competitors, regulators and other snoopers. Suddenly around 97% of firms ‘prospects’ are reduced to zero or as close as makes no difference.

Without active consent, the value of an email address is zero

The targeting data created by ad-tech firms brought about a transformation that no-one liked. Coupled to an email address, this became gold dust in online marketing. Combined with the ability to send emails to millions of people and almost free, the floodgates were opened. It didn’t matter if only 1 in 10,000 people actually took up an offer, because the costs of communicating it were almost zero; it created a free for all and our mailboxes groaned under the strain. Email open and click rates have unsurprisingly been in free fall for years.

This was because many businesses adopted more or less the same flawed model in approaching online marketing. Email addresses appended to other data were key to this. It’s what marketers call the ‘top of the funnel’. This metaphorical funnel has personal data tipped into the top. And prime amongst this data is the email address. This was the data that would enable a business to send us emails to buy more of their stuff. And opting out of retailers’ email lists wouldn’t solve the problem if even one retailer was unscrupulous enough to pass on our details to someone else. Everyone knows this but no-one likes it.

GDPR will change this (at least amongst companies that care about acting within the law). They will be forced to completely rethink how they market themselves online.


Why GDPR will fill Google, Amazon and Facebook’s pockets 

These changes will confer even greater power to the tech giants such as Amazon, Google and Facebook. These firms have secured their positions because they have an entirely legitimate reason and our consent to hold our personal data. And because targeted ads are not their primary form of ad revenue. Just look at Amazon's share price surge post the advent of GDPR:

The collapse of the ad-tech sector will create growth at least initially in other forms of online advertising, less emails and less targeted advertising. It will also I suspect lead to less scrupulous firms adopting devious tactics to secure consent to receive emails. The model for this is that at every step of engaging with a business online, we will be faced with craftily hidden email consents. This is in breach of GDPR which prohibits ‘implied consent’, but it won’t stop some people trying to work around it.

An unintended consequence of GDPR is that it has ensured the recovery of Facebook’s share price is complete. A combination of the weakness of the governmental interrogations from the US and EU and the impact of GDPR has enabled Zuckerberg to make a full recovery from the Cambridge Analytica crisis:

This is the unforeseen consequence of GDPR. It has comprehensively disarmed some enfant terribles of the advertising world only to confer more power to a handful of giant tech firms and those who for whatever reason will flaunt the rules.

I still think GDPR is actually good news for business

Most businesses are sitting back now breathing a big sigh of relief that they have completed their GDPR compliance project. Thank god that’s done. But it’s not. It’s not even started really, because now the challenge is how to grow businesses online in a post-GDPR world, where suddenly they have consent to email just a tiny fraction of the people they used to.

Businesses need now to take a hard look at their online strategies. The lazy marketers’ fall back of emailing thousands of people with offers is finally dead. Now it’s time to get back to real marketing and figuring out how to make your customers really love you online.

How to alienate 99% of the people you want to like you online

By Neil Patrick

I have never written a knee-jerk post about anything. Ever.

But this post is going to break that mould. No research. No references. No editing. So forgive me if this isn't the most elegantly written post from me you have ever read.

But critically, you can read it without any interference or demands from me at all.

That's good I think.

This is a very simple message. For anyone who has a website:

Don't push people away who are trying to help you.

Duh. Sure you know that right?

But if you stick with me, I am going to explain why more and more websites are devaluing their brands and alienating almost everyone they want to influence.

I am a big user of social media. I tweet everyday. And I like to share content which I think is good and may be useful to others.

But I don't share just anything, regardless of who posts it. I may like it myself, but that's not enough. I exercise some discretion and try to decide if it will also be useful or interesting to my connections and followers.

So I actually read posts before I decide if I will share them or not.

Just now I saw a tweet with a website post link which I thought looked interesting. I thought to myself, "this will interest others and if I like it, I will share it online". The deal was almost done before I even read the content. The title alone had seen to that. Good work!

I clicked the link to read the post.

I arrived at the website.

Then bang!

Up popped a 'Subscribe now!' message.

I closed the box and started to read through the post.

BANG! Up popped another message, this time more insistent and covering up all the content I was trying to read.

Can I find the close tab? Um...hang on. No. Keep looking. Ah! There it is (cunningly disguised away from the box). Click.

The box closed and invitation to talk to an advisor appeared. The scroll also locked. Damn.

No I don't want to subscribe or talk to an advisor.

I just want to share this post. And since I have quite a lot more followers than you on Twitter, that's helpful yeah? No charge. Just a little bit of help for you.

But now I won't because I don't want anyone who follows me on Twitter to put up with this BS.

So goodbye.

I know. We've all had this experience. It's almost routine.

I know that content costs. That websites have to make money. But this sort of nonsense just makes me hate you.

The origins of this insanity and desperate marketing is a redundant marketing concept which came into being in the early days of the internet. This was a time when businesses thought the internet worked the same as every other piece of old media.

So businesses decided they should use online content as bait for lead generation. Basically the creation of lists of people they would then send junk mail to. Either electronically or sometimes if they were rich AND dumb, envelopes onto doormats.

The problem with this is that for every post view, perhaps just 1 or 2 percent of readers (if you are lucky) will think, "I love this so much I really do want more of it coming everyday into my mailbox"

Which leaves the other 98 or 99% who visited and just like me, got really hacked off...

If marketing is about making people love us, this is worse than bad, it's brand destroying.

What this misses is that the internet in the era of social media is two way communication. It doesn't work when you try to bludgeon us into submission by forcing us to do what you want. It works when you help us to do what we want.

Basically when you make it easy for us. When you treat us nicely, with some care and respect.

Especially when all we want to do is help you out a bit.

But now I won't. Not today. And probably not ever.

Goodbye.

How to get people to say ‘yes’ – the science of persuasion

By Neil Patrick

Whether you are applying for a job, pitching a sale, negotiating with a customer or even just going about your day to day work, how much is it worth to you to get more people to say ‘yes’?

There are scientifically proven methods that have a massive impact on this. Better still, they are simple, ethical and almost completely free.

The interesting thing is that these methods are especially relevant in the online world. Whether it’s how we engage with people on social media, how we set up a website, or what we say on our Linkedin profiles, the applications of this knowledge are endless and astonishingly powerful.

These tips are also short-cuts. Success is found by working smarter not harder. Knowing these principles you’ll find dozens of applications whatever kind of work you do.

If you want to know the 6 principles of persuasion so you can apply them, this simple and insightful explanation from an RSI Animate video will give you all you need to start to benefit straight away.

The video is presented by Dr. Robert Cialdini and Steve Martin, co-authors of the New York Times, Wall Street Journal and Business Week International Bestseller “Yes! 50 Scientifically Proven Ways to be Persuasive”.

Totally recommended viewing!

Career and social media advice from one of the most influential recruiters in the world

By Neil Patrick

One of the things I love about writing this blog is the great contacts I have made because of it. Social media is such a powerful platform, that despite living in a forest in Wales, I’m in daily touch with amazing people all over the planet.

One of the most remarkable of these people is Axel Koster. Since 2002 Axel has been the General Manager of the Manhattan Group, a global executive search recruitment firm specialising in the luxury hotel, resort & event management sector, placing candidates from manager to VP levels. Axel is based in Melbourne, Australia.

Four and a half years ago, Axel picked up on the growth of social media and decided that it would be a powerful way for him to build a much stronger personal network. This would be beneficial to both his clients and job candidates. To say he has succeeded in his goal would be an understatement. Developing his own unique style of presenting relevant content, today he has over 360,000 followers on Twitter! This year, his Twitter following has increased every single month by around 10,000 people!

Axel has gone much further than most people in his industry and has created his own branded hashtag #AxelJob which helps spread his jobs fast and wide across social media networks. He has also created his #AxelHappy hashtag which is for motivational and inspiring Tweets. Axel welcomes other recruitment companies using his hashtags for the simple reason they give career seekers a better chance of securing suitable positions.

Axel Koster

Axel’s LinkedIn network currently includes 9,427 people, ranking him amongst the top 1% most viewed profiles on LinkedIn.

Kred scores Axel’s social media influence as 984 out a maximum possible of 1,000. He is now ranked in the top 10 people most influential people in Australia according to Kred. To put this in perspective, in January 2013, not one of the world’s largest pharmaceuticals companies with their huge marketing resources and budgets, scored more than 800 points on Kred. In case you are interested, the 3 highest scoring were Novartis, Johnson and Johnson and Pfizer.

But as you’ll discover when you see Axel's video below, he’s firmly of the view that big numbers should not be our goal in social media. He shares my belief that social media is about listening and helping, rather than telling and selling!

For the first 15 years of his career, Axel was a chef, rising through the ranks of his profession to become the Managing Director of the Templeton Marine Hotel in 1997. In 2002, he swapped the hotel industry for the recruitment industry.

So how did this former chef turn from being an accomplished but largely unknown hotel industry professional to a social media phenomena?

Since I am lucky to count Axel amongst my circle of friends, I thought I should get his answers to what I think are some pretty important questions for readers of this blog directly from him. Because he has the double qualification of being both a senior recruitment industry executive AND social media expert, he’s probably just about the most well qualified person on the planet to ask.

So here are my questions and his answers:

How do you think social media has affected the recruitment industry over the last 5 years?

Social media (SM) has become a very important factor in many industries and certainly within recruitment markets. It has fundamentally changed the way many companies now communicate and respond to different situations.

Companies without an SM presence are losing out and new firms with a better appreciation of SM are rapidly building market share. SM has also allowed many individuals to start their own company and work from home. For these people it’s important to also have a detailed understanding in their field and of course a strong network in their industry.

It is crucial for companies and individuals to establish an effective SM ‘footprint’. Establish a roadmap so to speak which allows us to understand and follow through on our own objectives and progress.

How valuable do you think social media is in advancing our career ambitions?

SM is often seen as an advancement in social flexibility and it says a lot about your personality and character. The challenge here is that there are so many new SM sites coming online so frequently. Which ones should you use and which will give you the best return on your time and investment?

There is no doubt in my mind that individuals and organisations with good SM presence and understanding have an advantage over those that do not. We all have to respond to the fact that modern communications technology has reshaped our lives in the last few years.

What should a mature professional that hasn’t really started building their social media profile do as a priority?

The first question you should ask yourself is what do you want to get out of it and which is the best SM site for you? Then do some research to discover how well different sites deliver against your requirements. Some sites work best for family/friend relationships. Others are more geared to professional or business connections. Match your site choice to your personal requirements.

It’s often a great idea to speak to some friends or colleagues if you are new to SM and ask them about their preferences, experiences and recommendations.

My belief is that we should all start by walking before trying to run. Make a start now, show your willingness to commit and half the battle is already won.

What do you think are the most important do’s and don’ts for professionals using social media?

The two do's are very clear for me: I feel passionate about positivity and sharing information to all avenues of SM but I dispute senseless negativity, bullying and hatred.

For larger companies it is imperative to have a procedure around who does what and what the content is all about. I often feel that larger companies are far better off engaging an experienced and skilled SM firm to get their message out in the best possible way. SM must have boundaries and they must be comprehensively stated and understood by everyone involved.

Individuals on the other hand can achieve wonderful impacts through SM showing their professional talents and building an appreciative audience. People only need encouragement and a bit of start up assistance to become pros in their own way.

I'm really blessed meeting so many people through SM and I have endless contacts through Skype, landline or just DM's with people which I would have never met without the remarkable tool of SM.

Axel has also produced this YouTube video as part of his YouTube channel in which he shares some great detail and insights about his thoughts about how we should all approach building our social media profiles:


Axel's Social Media Chat Blog -YouTube http://ow.ly/nYOgj

I’d like to thank Axel here not only for all he’s done to help me, but also the thousands of others who have benefited from his willingness to share his insight and experience. I've had the pleasure of speaking with Axel on various occasions now. What marks him out as special to me is his generosity, integrity, humility and down to earth personality. Perhaps these are the most valuable secrets of his success we can all learn from.

I cannot recommend strongly enough that you should connect with Axel in whichever way you prefer.

You’ll find him on Twitter @AxelKoster

You can also reach him and the Manhattan Group here: http://www.manhattangroup.co

Invite Axel to connect with you on LinkedIn here: ak@manhattangroup.co

Subscribe to his YouTube channel here: http://goo.gl/lsOR8N

The Secret Benefit of LinkedIn Endorsements

By Mike Allton

A little while ago, LinkedIn began allowing members to endorse each other. Unlike recommendations, endorsements were simply a way for one member to confirm that another member has a particular skill. Because LinkedIn made it extremely easy to quickly endorse people for multiple skills, and because there is no verification required at all, many observers questioned the validity or use of the feature, myself among them.

Of course, it's nice to have a great list of skills on your profile, and having tons of endorsements for your skills is certainly more impressive than none at all. Furthermore, each time you endorse a potential partner or prospect, that person gets a nice email telling them that you thought they deserved to be endorsed for some skill.

If you thought that was all there was to LinkedIn Endorsements, then you might not have noticed the Skills & Expertise section.

Skills & Expertise

Like the old LinkedIn Answers, Skills & Expertise is hidden within the More drop down. If you can find it, you'll be rewarded with a great-looking landing page that announces that Skills & Expertise is there to help you "Discover the skills you need to succeed. Learn what you need to know from the thousands of hot, up-and-coming skills we're tracking." According to LinkedIn, this feature is still in beta.




The top of the page features a search bar where you can begin typing in a skill. It can be for someone you wish to hire, or something you want to learn about and are looking for someone whose blogs you might want to read. Or, more interesting, do a search on one of your own skills to see where you stack up.

Below is a summary of a couple of specific skills. For me, iPhone was the first "skill" listed, and the summary included cities, related skills, and featured professionals.

Skill Details

If you search on a skill and select it, you'll see the full Skill Details page. The left side lets you search for a different skill or take a look at related skills. We'll get back to the importance of related skills in a moment.

In the middle, you'll see your selected skill and a nice box that details the industry the skill is typically associated with, whether or not you current list that skill, and a button to see suggested skills. You'll also see a percentage followed by y/y, which stands for year over year. We'll talk about the importance of this metric as well in a moment.

Below the info box will be a list of professionals who list that skill. You might think that these professionals are ranked according to the number of times they've been endorsed for that skill, but that isn't the case. The top ranked professional for "Social MediaMarketing" only has 33 endorsements for that skill, while the #2 individual had 99+. So getting ranked isn't solely based on the sheer number of endorsements.

At the bottom is a list of LinkedIn Groups that are associated with that skill.

Along the right side you'll find buttons to share the skill, charts for relative growth, size and age, related companies, related jobs, and related locations.

Using Skills & Expertise

First of all, getting yourself listed as a Featured Professional within a specific skill could potentially result in a significant number of new leads. If LinkedIn members begin using this feature to contact and hire professionals, you're definitely going to want to be listed.

Or, on the other hand, if you're looking for an expert in a particular field or industry, this might be a great place to start looking!

One of the suggestions I've given people in the past is to seek out leaders and mentors in their field and learn from them. What better way to find an industry leader than to check on LinkedIn's Skills & Expertise? You can identify one or more individuals you might be interested in learning from and take a look at their profile, follow their updates, and subscribe to their blog.

Those are all fun, but there's one more use for Skills & Expertise that could be a game changer for you.

Social SEO

I'm sure you know that Search Engine Optimization (SEO) refers to making your website as attractive to search engines and their users as possible. You identify keywords that your potential customers are using in searches and find ways to increase the frequency and prominence of those keywords in your site code and text. But what about social media? How do we help social network users find our profiles? That is where Social SEO comes in.

All of the major social networks include internal search capability, and that's a feature that is continuing to be refined and improved (like with Facebook's Graph Search). And while targeting keywords like we do in traditional SEO plays a role, optimizing your social media profile for social search has some differences.

On LinkedIn, for instance, your profile lists your previous jobs and job titles, and includes a summary. Many people fail to take advantage of those fields. LinkedIn allows you to be as descriptive as you want, so power users take advantage of that and go into detail about where they've worked and what they've accomplished.

Now, thanks to Skills & Expertise (and Endorsements), we have a great way to monitor, adjust and improve our Social SEO for LinkedIn. Here's how it works.

Go back to Skills & Expertise and look up one of the skills you already have on your profile. Take note of its Relative Growth, Size and Age. Also make sure that the skill is growing compared to last year, and how much. Now, check out some of the related skills. What you're looking for are potential skills that will be even better for you to list on your profile.

You're limited to 50 total skills, so add any that apply to your profession until you reach your max. At that point, it's time to prioritize. You will want to look for skills that are growing, but aren't used by absolutely everyone. Like a long-tail keyword, a more specialized and less-common skill will make you more competitive.



Once you've refined your skill list and you're happy with them, it's time to fill up your endorsements! I am not a big fan of emailing LinkedIn users and asking for endorsements. Instead, sift through your own connections and start endorsing the people you know. They will get a notification and many will reciprocate.

Take the time to check out this LinkedIn feature, and you might get some real value out of it.

This post originally appeared here:
http://www.socialmediatoday.com/index.php?q=mike-allton/1249416/secret-benefit-linkedin-endorsements

Linkedin endorsements and recommendations – pitfalls and best practices

By Neil Patrick

If you have a Linked in profile - and you should - you’ll be familiar with the way the site prompts you to give endorsements to the people in your network. And on the face of it, the more endorsements you have the better. Right? Well not exactly.

Does the number of endorsements you have actually matter? Do they affect your ranking on a Linkedin search? Should you aim to get dozens of skills for which you are endorsed, or is it better to focus on your top ten skills and aim to get these endorsed? Do recruiters pay attention to the number of endorsements you have? Should you request people in your network to give you endorsements? What is the minimum number of endorsements you should aim to have? Where on your profile should you place your endorsements pictogram?

These are important questions I think for every professional and the answers are not as simple as you might think.

So I am pleased to share this insightful interview between Jorgen Sundberg of Link Humans and Stacy Donovan-Zapar – the most connected woman on Linkedin. In this interview, Stacy provides her answers to all the questions above and more and is essential viewing  if you want to understand how you can make sure your own strategy on Linkedin really delivers what you need. Just as importantly, it will help you focus on the things you should pay attention to and the things that will waste your time for not much return.

My thanks go to Jorgen and Stacy for providing some really great insights.

3 Bite-Sized Tips to Power-Up Twitter for Your Job Search

By Jacqui Barrett-Poindexter

Advice abounds on how to use social media to advance your career and job search. Beyond reading the volumes of great books, breaking down advice into manageable bites is a smart way to venture into the often-rough social networking waters. Also, choosing one site and really getting your feet wet is helpful to prevent social media overwhelm and scattershot behaviour. The following are three snack-size tips to help you get started using the niche-networking site, Twitter.

Tip No. 1: Create a Twitter handle that articulates your value. This may simply mean using your name, particularly if your personal brand and unique value are highly connected to your name. So, @JaneDDoe may just be the perfect draw to brand you. However, if your brand is better exuded through a descriptive representation of what you do, whom you serve, how you serve, and so forth, then consider drawing a visual word picture.

The challenge: Creating this handle to represent your brand in just a 15-character limit. But you can meet that challenge. It just takes thought and brainstorming.

Check out these eight examples of personally branded, value-focused and/or descriptive Twitter handles to get your juices flowing:

1.      Showing your unique value: @WorkIntegrity (A career transition consultant with integrity)

2.      Showing what you do: @bizshrink (A leadership psychologist who grows psychologically savvy leaders) 

3.      Describing how you help others: @AuntieStress (She undresses your stress by getting to the heart of the cause) 

4.      Using your name brand: @lizadonnelly (A New York-based cartoonist and writer) 

5.      Creating a hybrid handle: @RedBaronUSA (A turnaround management and growth strategy expert who uses a company name, RedBaron, and first name, Baron, in the handle) 

6.      Describing what you do while concurrently using your company name: @Brainzooming (Strategy, innovation, creativity, and social media ideas) 

7.      Incorporating your name brand plus credential (niche area of focus): @tracystewartcpa (A CPA PFS CFF CFP CDFA, collaborative neutral financial advisor) 

8.      Emphasizing your personal brand tagline: @ValueIntoWords (A certified master resume writer translating value into words. @Glassdoor career and workplace expert) 

Tip No. 2: Follow a couple dozen people and begin sharing their content.

This can start as simply as researching four or five of your favorite colleagues on Twitter and then following them. Tag along a few of the people they follow. Read through their tweets. Select a resonating tweet and share it using the "retweet" button. Or, better yet, create a personal introduction to the tweet and customize your share.

You can do this by copying/pasting the original tweet into a new tweet window and then typing in additional, value-add language to introduce the tweet. This will test your writing precision and editing skills because you likely will need to trim the original tweet (without changing the meaning), and have to create a brief, three- or four-word value-add remark, all while fitting into the 140-character limitations.

The following is an example of a tailored retweet of a blog post where the poster pulled out the takeaway message that she found most compelling.

Example of original tweet: "4 tips for better negotiations http://www.stumbleupon.com/to/s/73xwDS"

Example of tailored retweet: "'Watch where you set your anchor' + 3 more tips for better negotiations: http://bit.ly/VtqfOr by @twilli2861"

Tip No. 3. Tweet your own content.

Once you get the hang of tweeting, consider developing your own original tweets. If you author a blog or guest post on other blogs, then it would be natural to share that content. If this isn't the case, then create 140-character tips that apply to your area of expertise. So, for example, if you are a sales professional, you may want to prepare a sales tip to help your followers sell better, or you could share one thing not to do when trying to close a deal. In other words, consider what's in it for the follower before composing a tweet, then offer practical advice they can immediately implement.

While Twitter can be a noisy playground with lots of equipment with which to experiment; e.g., TweetDeck, HootSuite, hashtags, Twitter chats, and such, don't let that bog you down. Instead, target in on one area of that playground and start swinging. Let your legs fly, throw your head back. At the same time, play safely and courteously. You will find yourself exhilarated and playful, at the same time, growing your career muscle in communication and collaboration.

Jacqui Barrett-Poindexter is a Glassdoor career and workplace expert, chief career writer and partner with CareerTrend, and is one of only 28 Master Resume Writers (MRW) globally. Jacqui and her husband, "Sailor Rob," host a lively careers-focused blog at http://careertrend.net/blog. Jacqui is a power Twitter user (@ValueIntoWords), listed on several "Best People to Follow" lists for job seekers.

This post originally appeared here:

http://money.usnews.com/money/blogs/outside-voices-careers/2013/01/28/3-bite-size-tips-for-using-twitter-in-a-job-search