The Art of Online Portraiture

By CHERYL LU-LIEN TAN

Social-media profiles are increasingly important in building your business identity. "It's a hugely powerful branding tool—and you have to be very strategic about building it," says Nicole Williams, connection director for LinkedIn.
A key component is the profile picture. The New York City-based Ms. Williams, who primarily splits her time among three social-media sites—Twitter, Facebook and LinkedIn—says it is crucial to strike the right tone.

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Nicole Williams of LinkedIn

First, you should have a profile picture. LinkedIn research shows that a page with a profile picture is seven times as likely to be viewed as a page without one, she says.
Think of these pictures as the modern-day version of the oil paintings that estate owners once commissioned. The smallest details in them will convey volumes. It's best, Ms. Williams says, to have your profile picture feature you alone, not your pet or significant other. "Being so strongly identified with your dog or your husband might not be appropriate unless you're a vet or a marriage counselor and that's part of your professional image."
The way you are dressed should reflect the norms of the profession that you're in or hope to join. "If you're looking for a job in media or fashion, then you can wear more color in the picture, have more jewelry," says Ms. Williams. Still, it's usually best to "nix the glitz," she says. "What you don't want is to meet with a client or walk into an interview and have the person say, 'I wouldn't have recognized you, you look so different.' "
In Ms. Williams's two go-to profile photos, she looks at ease and in her element. In both, she is shown in mid-action. She is working at her desk in one and walking down a New York street holding her work bag and a newspaper in the other. "Try and be caught in the moment so your energy in that moment is somehow captured," she says.

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Ms. Williams has a profile picture that shows her mid-action, walking on a city street.

Posture can speak volumes, Ms. Williams says. "If you're sitting up straight, your shoulders are back, you're smiling and you have open eyes, you're nonverbally communicating that you're confident, competent and have a curiosity about the world," she says.
In Ms. Williams's favorite profile shots of other people—which show authors Toni Morrison and Maya Angelou—the subjects look natural and "their faces are filled with glee. You can sense their personalities and feel a certain energy."
Ms. Williams suggests having your photo taken by a friend or someone who puts you at ease. "Professional photographs can feel uptight," says Ms. Williams. "When someone you're comfortable with is taking your photo, you're exuding comfort, you're natural." Also, "people respond better to color photos, which have more life and energy" than black-and-white ones, she adds.
It's also a good idea to pay attention to the other photos you're sharing on your social-media pages, says Ms. Williams, who goes through the photos she's posted to weed out old ones about once a month. "I'm old enough to remember the people with slide projectors who would come back from a trip to Italy and make you sit through three reels of photos," she says. "Select and choose your photos carefully—think of them as a highlight reel."
While people often post photos of daily minutiae such as food, Ms. Williams is careful to post only photos that relate to her own image, have "a great story attached," or have a point she would like to make. "I don't think anyone cares about what coffee I'm drinking in the morning, no matter how flavorful it is," she says.
Ms. Williams, who has written several books about careers and lifestyles, occasionally posts a photo of her son, who is now 6-months old. People "respond to authenticity," she says. Even so, Ms. Williams is careful not to do it too often. "People would very quickly get bored with that." (Ms. Williams carefully monitors the number of responses she gets to her postings to gauge which ones have broad appeal.)
Even the most carefully managed social-media profile can be ruined by a photo someone else thoughtlessly posts. Ms. Williams is always on the lookout for photos in which others have "tagged" her or identified her by name.
Recently, she was horrified when a relative tagged her in a picture showing her drinking wine at a family party.
"I have professional people on this network—I don't want them seeing what I'm drinking on a Sunday afternoon," she says. She immediately untagged herself.

Write to Cheryl Lu-Lien Tan at cheryl.tan@wsj.com