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Personal Branding in the DIgital Age for Vermont Women in HIgher Education
- 1. Personal Branding in the Digital Age Alexandra Tursi Social Media Strategist, Fletcher Allen Health Care
- 3. We are more social 73% of online adults now use a social networking site of some kind Facebook is the dominant social networking platform in the number of users 42% of online adults now use multiple social networking sites
- 4. Employers are getting social 92% use social media as a recruiting tool 88% use LinkedIn to search for employees 66% use Facebook and Twitter
- 5. So are prospective employees
- 6. Your social profile =Your resume
- 7. Just go ahead and Google yourself
- 8. What is the opportunity? Reputation management Thought leadership Professional development Professional networking
- 9. Key tenets Consistency across channels Relevance to the conversation Linking to other users and ideas Creativity, as a way of standing out in a crowded marketplace
- 10. Pre-Work: Clean up your online act No wide open profiles. No inappropriate language. No negative comments about your current employer. No unflattering photos (beware the Facebook tag). No conflicts between profile and resume (e.g., dates). Delete dormant account, or try a publishing tool like Ping.fm. Set up Google Alerts.
- 11. Pre-Work: Set up shop Create succinct bios that highlight your professional mission (160 characters, 100- and 200- word bios). Buy your Internet domain name (e.g., alexandratursi.com). Set up an email address that uses your name. Get a professional looking headshot.
- 12. Step 1:Who are you? Developing goals and a plan are critical to success. What makes you unique and special? What do you want accomplish? A new position? Professional networking? Thought leadership? Who are your role models? How do they present themselves online?
- 13. Mission: Bringing you things you didn’t know you were interested in — until you are. Example: Maria Popova
- 14. Step #2:What do you have to share? Expertise? Opinion? Creative product? What differentiates what you have to share from everyone else out there? How can you globalize or localize your “product”?
- 15. What does she share? She curates ideas, insights, knowledge, and inspiration. Example: Maria Popova
- 16. What does she share? Adventures in digital humanities. Example: MelissaTerras
- 17. What does she share? How academics can leverage tech tools. Example: HeatherWhitney
- 18. Step #3:Where do you want to share? Who is your target audience? What inspires them, or keeps them up at night? Leverage awe, anxiety, or anger! Where are they sharing, participating? When, how, why? Resources: Pew Internet & American Life Project Academic associations Use social media as your focus group!
- 19. What does she share? Writing advice for the digital age. Example: Jane Friedman
- 20. Channel selection • Where expertise is sharedBlog • Where relationships are maintainedFacebook • Where professional networking happensLinkedIn • Where news is shared 24/7Twitter • Where video stories are sharedYouTube • Where visual scrapbooking happensPinterest • Where photos are sharedInstagram
- 21. Commit to a schedule • At least once per weekBlog • 1-3 times per day or 3-5 times per weekFacebook • 1-3 times per weekLinkedIn • At least 5 times per dayTwitter • As often as you have video contentYouTube • At least 5 times per dayPinterest • As often as you take photosInstagram
- 22. Blogging
- 23. How to start blogging Write about yourself and your life Find your voice Be clear what your blog is for Blog as yourself, not anonymous Think about how controversial you want to be Remember: a blog post is a publication Let your university know you are blogging
- 24. Tweaking your blogging process Keyword optimize posts Syndicate content Shorten a post’s web URL Tailor your status update for social media sharing Post teasers on other sites or in email Bookmark your blog content Comment on other blogs Cross promote (e.g., email signature, e-newsletters)
- 26. What would you click on?
- 27. Facebook Create a professional page Claim your Facebook domain name Brand your cover and profile image Inspiration: http://bit.ly/1d50M3O Optimize for Edgerank Lead with photos Optimize copy for sharing Enhance text updates Question vs. non-question Test Promoted Posts
- 28. Example #1
- 29. Example #2
- 30. Example #3
- 31. LinkedIn Upload a professional photo Geo-locate yourself Write a compelling headline Customize your LinkedIn Web URL Complete “Summary,” “Skills & Expertise,” etc. Follow LinkedIn Influencers and companies Join Groups! Share updates
- 32. Oftentimes, just listing your job title does not do you justice. Example:The LinkedIn Headline
- 33. Twitter Your profile: Create a username that incorporates your first and last name Upload a professional photo for your profile picture Craft a bio that tells your story, using keywords from your industry. Include a link to your website or blog Decide to lead with your company (@mashable), mutual branding (@kodakCB), or you (@tursita) Research relevant hashtags and use 1-2 with each tweet. Pictures have the highest click-through rate on Twitter. Participate in a Twitter chat about your industry. Participate in Twitter memes, such as Follow Friday (#FF).
- 35. YouTube Plan ahead: Create a story board before creating content Stay focused: 1-3 concepts at most Optimize your page for search Link to your brand website Complete description Use hashtags Don’t forget about sound – make it as quality as possible
- 36. Sharing lectures and interviews. Example: Jane Friedman
- 37. Pinterest Optimize your page for search Link to your brand website Link to other social media pages Complete description Quit talking about yourself only Pin what people are talking about Cross-promote carefully Credit sources Connect with community Use boards to segment your audience
- 38. The most followed personal brand on Pinterest. Example: Joy Cho
- 39. Instagram Optimize your page for search Link to your brand website Complete description Use hashtags Leverage fan content by using hashtags (e.g., #Starbucks) Showcase people Show behind-the-scenes action Connect with your community (like and comment) Use geo-tags and mapping Credit your sources
- 40. This entrepreneur documents his globetrotting adventures…with board in tow always. Example: Jeremy Jones
- 41. Don’t forget Google! Get on the first page of results for your name! Include links to your other social media profiles, your blog, etc. SEO: Include as many relevant keywords as possible.
- 43. Academic social media sites Mendeley.com ResearchGate.net Zotero.org
- 44. Final thoughts Do some soul searching – who are you? Create brand consistence across your social media channels. Always ask: is this relevant and timely for my audience? Embrace creativity. Always, always cross-link and cross-promote. Have fun!
- 45. Q&A
- 46. Connect with me. Alexandra Tursi Email: tursita@gmail.com Twitter: @tursita LinkedIn: http://www.linkedin.com/in/alexandratursi
Editor's Notes
- Branding is essentially a marketing technique in which you associate the “product” (in this case, yourself as an employee!) with a unique image. For example, you might want to define yourself as being a hard-working, experienced store manager, and you would brand your application materials and social media profiles accordingly. Your personal brand will help to promote YOU, allowing you to project your own answer to the question “Who are you?” for potential employers to find online.
- Branding used to be only for businesses and products, but with the advent of social media and employers “Googling” their job candidates, the world of personal branding has opened up. What will a prospective employer see if they search for you online? If they find your LinkedIn profile and an online portfolio or resume site, you may be in good shape. On the other hand, if the first results are a YouTube video of you partying with friends, you’ve probably got some work to do!
- Sarah Werner on books and early modern culture.PROFESSIONAL EXPERIENCEDigital Media Strategist, Folger Shakespeare Library (2013- )Undergraduate Program Director (2006-13) and Scholarly Outreach Coordinator (2011-13), Folger Shakespeare LibraryAssociate Editor, Shakespeare Quarterly, 2009-Adjunct Faculty, Department of English, Georgetown University, 2003-04Assistant Professorial Lecturer, Departments of English and of Theatre and Dance, George Washington University, 2000-01Postdoctoral Lecturer, Department of English, University of Pennsylvania, 1996-98EDUCATIONPh.D., English, University of Pennsylvania, 1996B.A. cum laude, English, Bryn Mawr College, 1990
- Your personal brand is among your most important assets as a professional, particularly as it is reflected in Internet search results.What do people see when they go to Google (or another search engine) and enter your name?
- The good news is that establishing your brand online can be a very easy task. With a bit of time and effort, both experienced candidates and new graduates can build a strong online presence which can attract recruiters and with which they can network to meet influential people in their field.
- A self-described “interestingness hunter-gatherer” and curious mind at large, who has also written for Wired UK, The New York Times, Harvard’s Nieman Journalism Lab, and The Atlantic, among others, and is an MIT Futures of Entertainment Fellow.