How to Use Social Media as a Portfolio Tool

Use Social Media as a Portfolio
There’s no doubt about it. Today’s generation clamors for interactivity. No longer satisfied with allowing the television set to continue on its own monologue, consumers now appreciate the ability to connect with companies directly and whenever they choose to, through social media.

Sites like Twitter and Facebook have contributed to the overall popularity of social media. Their growth points to the fact that social media taps into the consumer’s desire to engage with companies on a more personal level. Social media also appeals to the intrinsic need for human connection, which is often unavailable through technology’s cold and scientific demeanor.

But best and foremost for entrepreneurs and small businesses, social media is the great equalizer. You may be competing with larger companies who have an almost unlimited advertising resources, but as long as social media remains free and accessible to all, you have the same potential as they do to compete for customers.

Why not use this trend in the marketplace to your advantage? Go ahead and put your best work to work. You can do this by promoting your portfolio via social media. A few ways to do it:

  • Use your social media space to shine a spotlight on your clients. Not only does this strengthen your relationship with a featured client, when you mention how your product or service was involved, these links take on even more importance: They lead to your living, breathing portfolio pieces, plus a kind of 3rd party validation.
  • Periodically “leak” sneak peek information on certain projects you’re working on. Offering previews of your new products, services, or site’s features can help build demand. At the same time, you can capture critical feedback to ensure a smooth launch. Not only are you involving your audience as a free focus group, you’re engaging their minds in what you sell, which certainly can create desire.
  • Jump on occasions to link back to media write-ups where you’re mentioned. Someone mentions you in a blog post? Tweet about it. You’ve been mentioned in an article in your local newspaper, or on an industry website? Ditto on Facebook and beyond.
  • Because multimedia is so integral to social networking, connecting via video allows you to express your company’s value proposition beyond words. Doing this requires small businesses to wear another new hat, producer, and the results can be well worth the effort.
  • Try finding compelling new ways to present your success stories, case stories, and testimonials. Create a prominent place for these influence-building tools in your portfolio sharing mix, too.

In order for small to medium businesses to compete with the big dogs, it’s crucial to optimize all the marketing opportunities at your disposal. With social media providing an excellent forum for leveling the playing field, portfolio sharing this way should be considered essential.

Image Credit: The Big Orange Slide

Join the Conversation


  1. Chris Hamilton       Reply


    Great post. I agree that social media is a great equalizer.

    I think one thing that is happening right now is the fact that some larger companies and even small regional players, don't understand social media and how it works. Although eventually they will have to figure it out.

    Chris Hamilton

  2. JGibbard       Reply

    I think the most critical point you make in this blog post is the first bullet point: shine a spotlight on your clients. I think one of the biggest components of social media success is being part of a community and providing value for others. Obviously this doesn't mean promote anyone and everyone but highlighting quality content, services and products inherently increases your own value as a connector.

    I don't want to leave out your 4th bullet point. Multimedia is so under-utilized by most companies that dip their toe in the social waters. It's amazing to think how few companies take advantage of few video hosting and sharing.

    Great article.

  3. Sage Aumick       Reply

    Social media is a great avenue to get discovered by companies related to your field of work; however, you must learn to depersonalize your page to make it more appealing to potential employers. It’s best to make a separate page for your portfolio rather than put it on your personal page because it will be difficult for employers to see your work if there are a lot of unrelated stuff in the same page. Also, keep it professional. Avoid using foul words or anything offensive, and remove any post that has nothing to do with your portfolio. That way, your work will be viewed as credible and professional; thus, having more chances of getting hired by the company you want.

  4. Staci Burruel       Reply

    Aside from using SEO techniques to draw traffic to your website, I think it’s also a great idea to use the power of social media. Using it to showcase the portfolio of your company will definitely give you bigger opportunities to be seen by potential customers.

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