*This presentation was prepared for the YES Montreal organization workshop, "Social Media 101: Twitter" Social media offers job seekers with a powerful and accessible medium for self promotion, but achieving desired results depends largely on using it effectively. This presentation focuses on strategies for leveraging Twitter (in concert with your other web & social media platforms) to increase your visibility and brand power by engaging and growing your following, all the while driving traffic to your website, Facebook page and ultimately to your events. This presentation also provides information about what recruiters look for when searching for prime talent.

1. Leveraging Twitter and other social media networks to
boost your personal brand’s presence online.
Prepared by: Jonathan Berthold.

2.  What is social media?
 Organizing your social media strategy
 Twitter overview
 Other social media networks
 The value of social media in job hunting

4.  “Forms of electronic communication (as web sites for social networking and micro-
blogging) through which users create online communities to share information,
ideas, personal messages, and other content (as videos)”
~Merriam Webster
 “Social Media is digital content and interaction that is created by and between
people”
~Sam Decker, Mass Relevance
 Regardless of traditional definitions, the most important aspect of social media is
that it can create career opportunities and help establish an online presence for
your personal brand.
Sources:
MerriamWebster http://www.merriam-webster.com/dictionary/social%20media
Sam Decker http://www.merriam-webster.com/dictionary/social%20media

5.  Social media can help you…
 Network with people within your niche
 If there’s one lesson to take from this presentation, it’s this: Network, network, and network!
 Help you develop your online brand and increase exposure
 Engage with others in relevant discussions
 Find career opportunities around the world
 Build profiles in multiple channels and unique landing pages
 About.me is a great resource

7.  What makes you unique?
 What are your goals?
 Who is your target audience?
 What makes you passionate?
 Which social channels are most appropriate for you?

8.  Brand yourself as an expert and establish credibility
 Educate and inspire your audience
 Be honest and true to yourself
 Create “ripples” and make a lasting impression
 Become an influential member within your network

10.  Over 500 million registered users
 Over 200 million users are active on a monthly basis
 Twitter can help you connect with influencers within seconds via segmented lists,
direct messages, and @ replies
 Easy-to-use microblogging technology makes it easy to publish content and build
a following
 Trending topics/hashtags (#) originated on Twitter and provide ample
opportunities to increase your personal brand’s visibility
Sources:
Business Insider: http://www.businessinsider.com/twitter-total-users-active-and-registered-2013-9

11.  Append Hashtags to your tweets to improve the visibility of your content
 Don’t overdo hashtags though – integrate them seamlessly within 140 character
content
 Use consistent hashtags across all networks
 *Don’t join the wrong conversation – use hashtags strategically

12.  Create a unique username to cross-promote with other platforms
 Segment users you follow by topics to create strategic lists
 Retweet relevant content and link to your external profiles/sites
 Build followers organically by networking with relevant users
 Leverage the viral power of Vine to cross-promote video content on Twitter’s
network

13.  Reaching out to influencers can help you engage in interesting discussions and
build out your network

14.  “Twesumes” are 140 character elevator pitches – they help job seekers reach out to
potential employers by providing a succinct overview of why they should be
considered for employment
 Twesume strategy:
 Link to external profiles and sites – LinkedIn is a popular choice
 Use the “#twesume” hashtag – may open the door for other opportunities
 Mention pertinent skills
 Include any significant accomplishments
 Be concise – just because you have 140 characters, it doesn’t mean you should use them all

15.  For larger campaigns, you can leverage the viral power of Twitter’s promoted
advertising products to increase brand awareness
 Currently only provisioned for US based accounts (or brands with $10K+ monthly
budgets), you can do the following:
 Promote Individual Tweets
 Promote Individual Accounts
 Promote a Trend ($$$$$)
 Although it is defined as “paid media”,Twitter ads are less obtrusive, more
organic, and do not take away from user experience compared to other forms of
advertising

17.  Position yourself as an expert in your field by producing fresh content
 Create a central platform for your personal brand – connect all social media
profiles
 Build an interactive community by encouraging users to subscribe and comment
 Easy to setup with WordPress, Blogger, or Tumblr
 Publish content directly to Twitter and setup a live Twitter stream on you blog via
widgets (custom Blogger and WordPress blogs can set this up easily)

19.  There are over one billion monthly active users, of which 669 million are active on
a daily basis
 Can network with influencers easily via groups and official pages
 Employers actively inspect potential candidates’ Facebook profiles
 Sophisticated advertising platform can help you increase exposure via promoted
products and regular display advertising
 Cross-posting can be enabled to-and-from Twitter
Sources:
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093

21.  LinkedIn currently has 238 million registered members across the globe
 Known as the world’s largest B2B social networking site
 Its platform provides opportunities for both job seekers and job posters to find
employment and candidates respectively
 Company and group pages provide ample opportunities for networking
 Can link to Twitter profile and publish content directly from LinkedIn
Sources:
LinkedIn: http://press.linkedin.com/about

23.  World’s second largest social media site with over 359 million active members
 Google+ profiles can be synchronized with YouTube, Gmail, and other Google
products
 Communities and branded pages offer networking opportunities
 Connecting your profile to your blog (Google+ Authorship) can help increase your
visibility on search engines
 Cross-post content from Twitter and use similar hashtags
Sources:
Business Insider: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5

25.  The photo-sharing site reached 70 million members in June 2013, of which 20
million are active
 Important social platform for e-commerce sites: users are more engaged on
Pinterest than Facebook
 Highly visual images and interesting videos can go viral
 Use of hashtags and pertinent keywords can increase visibility of visual content
 Can directly publish pins to Twitter, and can login via Facebook/Twitter
Sources:
ReadWrite: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN

27.  Instagram just announced that it has over 150 million monthly active users
 It has become popular for the photo editing features available within the application,
pushing Twitter, Facebook, and other companies to follow suit
 Simplistic photo sharing ability allows users to upload images easily and ubiquitously
 Photos can be shared to other social networks: Facebook,Twitter, Foursquare, Flickr,
and Tumblr
 Creative images receive a lot of comments and likes, and the use of hashtags can
increase visibility for uploaded images
Sources:
Mashable: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/

29.  40 Million registered users
 Most downloaded app back in April 2013 in the Apple store
 Used by brands such as McDonalds, GE,Virgin Mobile, Microsoft
 5 Tweets per second contain a link to Vine
 Top industries are fashion, sports, automotive, technology, and print
Sources:
Digital Buzz Bloghttp://www.digitalbuzzblog.com/infographic-vine-the-facts/
TheVerge: http://www.theverge.com/2013/8/20/4641980/vine-hits-40-million-registered-users-but-how-many-are-active

31.  YouTube is the world’s largest video sharing site, with more than 1 billion unique visits
each month
 It is a more popular search engine than either Bing orYahoo
 Many brands have leveragedYouTube effectively to jump-start their marketing
activities and increase brand exposure
 YouTube ads allow channel owners to monetize traffic and brands to generate more
exposure
 YouTube’s interface makes it easy to upload and share videos to other social networks
such as Twitter and Facebook.
Sources:
YouTube: http://www.youtube.com/yt/press/statistics.html

33. 78%
22%
Hiring Through Social
Networks in 2013
Yes
No58%
42%
Hiring Through Social
Networks in 2010
Yes
No
Sources:
Jobvite: http://recruiting.jobvite.com/resources/social-recruiting-reports-and-trends/

34. 94%
65%
55%
20%
18%
15%
LINKEDIN FACEBOOK TWITTER BLOGS GOOGLE+ YOUTUBE
Top Social Networks for Recruiting, 2013
Social Media Network

35. 47%
43%
31%
19% 18%
SHOWCASE BRAND POST JOBS GENERATE EMPLOYEE
REFERRALS
CONTACT CANDIDATES VET CANDIDATES POST-
INTERVIEW
How Recruiters Use Twitter, 2013
Use of Twitter

36. 83%
71%
65%
61%
51%
47%
REFERENCES TO
DRUG USE
SEXUAL CONTENT PROFANITY SPELLING
GRAMMER/ERRORS
GUN REFERENCES PICUTRES OF
CONSUMPTION OF
ALCOHOL
Content Recruiters Find Negative, 2013
Content Type

37.  Professional and academic experience
 Length of professional tenure
 Specific skills related to job position
 Candidates that will match the organizational culture
 Profiles/blogs publishing industry-based content

38.  Twitter can be the central platform from which you launch your personal branding
strategy
 Leverage the popularity of other networks and integrate them within your Twitter
marketing
 Networking is significant to get introduced to a wealth of career opportunities
 Your social media content needs to be both authentic and unique
 Refrain from posting content that can damage your personal brand

39.  Jonathan Berthold
 Email: jonberthold@gmail.com
 LinkedIn: ca.linkedin.com/in/jonathanberthold/
 Blog: http://jbertho.com/
 You can access a digital copy of the presentation here:
http://www.slideshare.net/j_bertho/social-media-101-twitter-26921321

40.  Mashable: http://mashable.com/social-media/
 Social Media Today: http://socialmediatoday.com/
 Social Media Examiner: http://www.socialmediaexaminer.com/
 Jeff Bullas: http://www.jeffbullas.com/
 Search Engine Watch: http://searchenginewatch.com/
 Marketing Land: http://marketingland.com/library/channel/social-media-
marketing