This session will explore how to establish a professional brand as an SLP and effectively promote it online to further career goals. The session will give practitioners the social media know-how to create and maintain a stellar professional presence online using a variety of social media channels. After completing this session, you will be able to: 1. assess your current professional presence online 2. identify red flags and common mistakes made by professionals using social media 3. create a plan for improving your online presence to meet career objectives KiKi L'Italien is an experienced digital media strategist focused on the association and nonprofit industry. KiKi specializes in Search Engine Optimization, Social Media Optimization, Inbound Marketing, and Google Analytics. She received a specialization in Content Strategy from Northwestern University and holds a Google Analytics Individual Qualification (GAIQ). KiKi also serves as faculty and corporate trainer for Mediabistro's suite of online social media courses. KiKi L'Italien is the founder and CEO of Amplified Growth, a DC-based digital media consultancy specializing in SEO, inbound marketing, and social media for associations and nonprofits. She also serves as CMO for startup app developer Cannonball Projects. [Presented at ASHA Connect 2016]

1. Establishing Your Professional
Presence on Social Media
KiKi L’Italien
Amplified Growth

2. Disclosures
• Financial:
– Financial compensation received from ASHA for
this presentation
• Nonfinancial:
– Great conversation
– Interesting people
– Attention for my ideas

3. Learning Outcomes
• assess your current professional presence
online
• identify red flags and common mistakes
made by professionals using social media
• create a plan for improving your online
presence to meet career objectives

4. Why Your Online Professional Presence
Matters
Longer professional career, more career changes,
expectation for a digital footprint

5. Question
Where should you start?

6. Activity: Clarify Your Goal for Building
Your Online Presence
Are you trying to stay marketable for future
employment? Maintaining a professional image?
Promoting a new business? Being recognized as a
thought leader? Write down your #1 goal. Let’s
work on that!

7. Professional Portraiture
• What qualities do you want to portray?
• Several poses
• Versatile – horizontal and vertical
If strapped for cash, try a headshot lounge or
get creative with a friend

10. Update Online Bios
• Review all social media bios
• Use keywords relevant to your goals
• Make sure you are searchable
• Stay consistent with your brand
• Update all images
Tip: Make small improvements each week.

11. Identify Your Platform
• Regular fresh content –
daily/weekly/monthly?
• Blog, Vlog, tweetchat, podcast, infographics
• How can you best provide value?
• What is your natural style?
• What types of content work best for you?

12. Your Unique Content – Consistency

13. Your Unique Content – Consistency

14. Don’t forget SEO
89 percent of consumers use search engines
to research a product, service or business
before making a decision.
- report from Fleishman-Hillard

15. Use Offline with Online
While building your online presence, consider
augmenting with hosting live events and direct
mail pieces that delight.

16. Track Your Progress
Give yourself a time limit and measure your
progress.
Make corrections to plan, if needed.

17. *Thought Leadership Development
• Establish your personal brand
• Work with mentors and influencers
• Network
• Get published, speak
• Be bold, drive change

18. Assessing Your Online Presence
1. What are your goals – short & long-term
2. Build your platform – (if you have your own
biz, website is hub)
3. Always be optimizing and improving
4. Provide value
5. Be social
6. Build relationships
7. Track

19. Social Media Profile Boosts

20. LinkedIn

21. LinkedIn
#1. Account name matches your name used
for all business.
#2. Appropriate, professional, and current
profile image

22. LinkedIn
#3. Use the custom URL

23. LinkedIn

24. LinkedIn
#4. Use relevant keywords
(how would your ideal audience find you via
Google?)

25. LinkedIn
#5. Turn off notifications when updating your
profile

26. LinkedIn
#6. When you look at someone’s profile, know
they can see it (unless you choose to view
anonymously)

27. Twitter
• Keywords
• Contact information
• Cross promote content
• Relevant links
• Location

28. Facebook Page – About
• Keywords
• Contact information
• Cross promote
content
• Relevant links
• Location

29. Facebook Live
• Promote ahead
of time
• Keywords
• Script/Outline
• Audience
• Relevant links
• Location
• Edit later
• Repurpose

30. Red Flags (Don’t do this…)

31. Twitter
tion

32. LinkedIn
Not updating your status regularly…

33. LinkedIn
Using generic connection request…

34. Brand: YOU!
What next steps are you going to take to improve
your online presence? How will you know you’ve
been successful?

35. Create a plan – let’s build it!
• What are your goals – short & long-term?
• Platform – website is hub, what channel will
you focus on?
• What is your plan for consistently optimizing
& improving?
• How will you provide value?
• What relationships with mentors, influencers
would you like to work on/build?
• What metrics will you track?

36. Summary
• assess your current professional presence
online
• identify red flags and common mistakes
made by professionals using social media
• create a plan for improving your online
presence to meet career objectives

37. Thank you!
KiKi L’Italien
kiki@amplifiedgrowth.net
@kikilitalien

38. Resources
• https://www.entrepreneur.com/article/24903
4
• http://www.socialmediaexaminer.com/5-
free-ways-to-build-your-personal-brand-on-
linkedin/