1. #CIPRSM#CIPRSM
Personal vs Professional
in social media
Matt Appleby FCIPR
5 September 2013
SOCIAL
SUMMER

2. #CIPRSM#CIPRSM
Matt Appleby
@mattappleby
about.me/mattappleby
intro

3. #CIPRSM#CIPRSM
Right/wrong answers
Start debate:
Why personal?
Why professional?
Brand ‘you’
Evolving picture
Share experiences
this evening
Pic: Nomaan on Flickr

4. #CIPRSM#CIPRSM
“People are part of everything you
do now and you are among them”
Brian Solis, Share This Too

5. #CIPRSM#CIPRSM
Finding a job*:
Personal tutor
References
Professional reputation:
Media coverage
Publications
Professional memberships
Networks/wom
*ShareThisToo, Chapter 23, Richard Bailey
then…
Easy to keep work and
home separate – to
maintain ‘professional
persona’
=

6. #CIPRSM#CIPRSM

7. #CIPRSM#CIPRSM
Jobseekers in the 2020s may have had a social media
profile since before birth
Google creates your first impression
Even more important for reputation managers –
judged on reputation
Impossible to separate personal & professional – but
advisable to create distinction
now…

8. #CIPRSM#CIPRSM
Brian:
“You’ve got to think for yourselves!
You’re all individuals!”
Crowd:
“Yes! We’re all individuals!”
Monty Python’s Life of Brian

9. #CIPRSM#CIPRSM
Brand definition:
A product or service to which people attach a bunch of tangible
(functional product and service characteristics) and intangible
(emotional and/or symbolic) meanings that add value.
A brand’s purpose is to differentiate itself from competitors.
So, value in combining personal with professional and
showing a distinct, individual character online
brand ‘you’

10. #CIPRSM#CIPRSM
“I can be whoever you want me to
be, Baby! I’m in PR. That’s
what we do”
Practitioner interview, Reed 2013

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Market to the mindset
Harness the power of
emotion
Different purpose.
Different mindset
the Mindset Divide

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http://marketing.linkedin.com/mindset-study

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http://marketing.linkedin.com/mindset-study

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http://marketing.linkedin.com/mindset-study

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http://marketing.linkedin.com/mindset-study

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Recognise the need to
tailor content to different
channels but be aware that
you’re always building an
overall picture of brand
‘you’.
You can keep them distinct
but you can’t always keep
them separate.

17. #CIPRSM#CIPRSM
Tell a consistent ‘brand’ story across all your (public)
channels.
Your personal interests can strengthen your
professional reputation.
No need to maintain a ‘professional persona’ but what
goes on tour needs to stay on tour.

18. #CIPRSM#CIPRSM
Me: Work Friends/
Family
Blogging Photography Food & Drink Cardiff
Twitter X x X X X X
Facebook X X X
LinkedIn X
Google+ X X
Instagram X X X X X
Flickr X X
Blogs Golley Slater Golley Slater easyteas WeAre
Cardiff
RoathCardiff

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Biog makes it clear what you’ll tweet about
I can use other accounts (work, blogs) for specific
content and use my own to share only what’s relevant
Did maintain separate profiles, but try to avoid a split
‘me’ online
twitter is a challenge

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Even in private networks, only a cut-and-copy away
from the rest of the world.
Big brand public #fails
www.cipr.co.uk/content/social-media-guidance
risks

21. #CIPRSM#CIPRSM
self edit and play nice
Would I say
this to my
boss, my gran
or my local
newspaper?
YES
NO
Tweet
Don’t
Tweet

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“To get between the client and the
footlights is bad manners.”
Ogilvy & Mather, Corporate Culture

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It will always be bad manners – but social networks
have put PR people on the same stage
TheAlastair Campbell paradox – so good at managing
the story that you become part of it
But also an opportunity to build a better public
understanding of our profession by showing a diversity
of ‘human’ role models

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“We live in a time where brands
are people and people are brands.”
Brian Solis, WTF

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Within five years 57% of CEOs will be using social
media. It will be the second most important way to
engage staff after face to face.*
Buy me.Trust me. Love me.*
*ShareThisToo, Chapter 24, JaneWilson
professional voice

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Conversations among human beings
sound human.They are conducted in a
human voice. (3)
Markets do not want to talk to flacks and
hucksters.They want to participate in
the conversations going on behind
corporate firewalls. (62)
We know some people from your
company.They’re pretty cool online. Do
you have any more like that you’re
hiding?Can they come out and play? (84)
people of Earth:

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Audiences now accept conversations with ‘brands’ –
but they’re still better with a human voice:
Tailor content – Mindset Divide
Introduce the people behind the profile
Encourage personal sharing of company content
Open up access to the accounts
Handovers, guests and events
Think ‘exclusive’ and behind the scenes

28. #CIPRSM#CIPRSM
“Social media is rooted culturally in
showing your real, whole self.”
Jay Baer, convinceandconvert.com

29. #CIPRSM#CIPRSM
Our personal profiles can contribute to our
professional success.
The networks we build are not neatly separated into
personal and professional.
Findability is key – how do we create content which
will bring others to us?
the whole self

30. #CIPRSM#CIPRSM
Tangible: Skills, experiences and interests that
make you a more rounded professional
Intangible: People buy from people – personality
drives successful networking
Add value: “Think random acts of content”*
Different: A unique combination of your personal
and professional interests, networks
and experiences
*Todd Defren, Brink e-book, cipr.co/xUGuTR
back to the brand

31. #CIPRSM#CIPRSM
Questions?

32. #CIPRSM#CIPRSM
• With blurred lines between personal and
professional, how do you manage distinct channels?
• How do you personally shape your brand – what’s
your blend of personal and professional?
• How can you take advantage for your
clients/company?
• Which aspects of your personal life can best
contribute to your professional reputation?
• What do you have of value that you can share?
starter for 10

33. #CIPRSM#CIPRSM
Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIAL
SUMMER