2. Personal Brand
• Brand is in the eye and emotion of the
beholder
• Your brand exists despite your best efforts
• You can promote your brand, and influence it,
but your stakeholders define your brand
• Need to go where your stakeholders are
3. Higher Ed Leaders
• Students
• Faculty
• Other Higher Ed Administrators/Leaders
• Alumni/Donors
• Corporate & other employers
• Need to go where your stakeholders are
4. Stakeholders Use Social Media
• Students
– Use Twitter, Instagram, Google, Wikipedia
• Faculty
– Use LinkedIn, Twitter, Facebook, Google
• Alumni
– Use all of these, depending on age
5. Stakeholders Use “Old” Media
• Students
– TV, newspapers
• Faculty
– Scholarly journals, times cited, impact factors
• Alumni
– Newspapers and magazines, web sites, TV, radio
6. LinkedIn as Branding Tool
• LinkedIn is your contemporary CV
• Dynamic
• Multifaceted
• Who You Are
• What You Do Now
• What You Can Do
• Who You Know
10. Managing Your Brand
• You need to be found to maintain your brand
• As an educator, you write for publication and
distribution
• You need to know where you are appearing
• Traditional metrics (print journal and times
cited) are not enough
• Need to measure non-traditional or
alternative metrics
11. Alt Metrics
• Measure presence in traditional and
“alternative” locations
– Cited in scholarly media
– Mentions in press
– Tweets
– Reposts
12.
13. • Usage - clicks, downloads,
views, library holdings,
video plays
• Captures - bookmarks,
code forks, favorites,
readers, watchers
• Mentions - blog posts,
comments, reviews,
Wikipedia links
• Social media - +1s, likes,
shares, Tweets
• Citations - PubMed
Central, Scopus, USPTO
The Plum Print Tracks Your Presence in
All Media
14. Personal Brand
• Traditional Metrics + Alt Metrics = All Metrics
• Fill the channels to promote your brand
• Manage the channels to manage your brand
• You can’t manage what you can’t measure
• Alt Metrics are a measurement tool
Measure
Manage
