As Nicholas Lagersten states in this interview, social media provides endless opportunities for sales and commercial teams who want to take advantage of the power of content and networking.
I also agree with him that personal branding and social selling are completely intertwined and if you focus on building your own brand, it will most definitely increase your social selling opportunities.
I see some repeated mistakes in social selling. Companies may say that their reps are using LinkedIn for prospecting, but there is often a sales and marketing misalignment, when: marketing is not creating content for the sales reps content is not easily shareable. Not taking part in conversations is also a problem, and in my opinion it’s one the hardest parts of social selling. Sometimes people are confident in sharing in an empty vacuum, they don’t write personal messages or ask questions from their networks to make them reflect on the posts they share.