Build your brand with your Twitter profile

Most executives on Twitter rely on boring personal profiles that say little about them beyond their titles. And yet your Twitter profile is an opportunity to build your personal brand and humanize your company (even if your account is personal).  Here are three executives who get it right:

1. Clark Kokich

The first few words of Clark’s profile are predictable and necessary – he’s the chairman of Razorfish (where I was once CMO) and director for three different companies. But then Clark drops something different on you: in addition to being a proud dad, he’s a mediocre husband, bad guitarist, and aging Baby Boomer.

Clark (who I know personally) scores points for showing a sense of humor about himself. How many senior executives to do you know who use the words “mediocre husband” and “aging Baby Boomer” in their personal profiles? His profile says, “I’m comfortable enough in my position to exercise some humility and have a little fun.”

2. Rachel Pasqua

Rachel’s profile is short but intriguing.

Like Clark, she starts with the professional – vice president of mobile for my current employer iCrossing. Then she adds something direct (twin mommy) and interesting (“Repairer of the Irreparable.”).

And notice Rachel’s graphic. Technically she departs from a social media best practice by not using a personal picture as Clark does. But her use of the Emily the Strange graphic, along with the cryptic “Repairer of the Irreparable,” piques your curiosity.

I want to ask Rachel what Emily the Strange means to her – is the character a personal inspiration? Maybe she likes the clothing line? Or both? She gives you a clue that she’s a “get it done” type – professionally and personally (you probably have to be if you are VP of mobile and a mother of twins).

Because I work with Rachel (she’s an excellent mobile marketing thought leader), I’m sure I will ask her.

3. Brian Dunn

You have to cut the CEO of Best Buy some slack.

CEOs – especially those who run giant publicly traded companies – have their words and actions watched so closely by investors, employees, lawyers, and business partners that it’s tempting for them to avoid social media completely. (A topic Forrester Research CEO George Colony addressed at a 2010 Forrester Forum.)

Brian might not say a whole lot in his Twitter profile, and I wish his Twitter handle used his name (maybe it was taken already). But he does something Clark and Rachel don’t do: he leads with the personal (“Father. Husband”) before the professional “CEO of Best Buy”).

Like Rachel, he employs a somewhat cryptic statement that makes you want to learn more about him (“Fanatic about the Connected World”). And he links to his Best Buy blog where you can see just how much of a fanatic about the connected world he really is.

Good for Brian. And extra points for using what is obviously not a slick, airbrushed corporate photo. He’s not smiling . . . but he’s authentic.

Authenticity, a sense of humor and humility, and intrigue . . . those are a few of the reasons I’ve singled out Clark, Rachel, and Brian.

Who are some of your favorites?

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