Social Media 101: Building Your Professional Brand in the Social Sphere

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What is a brand?

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“a technique for marking livestock so as to identify the owner.”

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“Unique design, sign, symbol, words, or a combination of these, employed in creating an

image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of

credibility, quality, and satisfaction in the consumer's mind (see positioning). Thus

brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents

a firm, it is called a brand name.”

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Personal Brand?

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“Personal branding is the practice of people marketing themselves and their careers as

brands.”

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Personal Brand Elements

• Picture - visually how are you represented online?

• Bio - who are you?

• Experience - what have you done?

• Actions - where do you spend time? Who do you associate with?

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Picture

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Bio

• Know your audience

• Know yourself

• Know your limitations

• Know your jargon

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Experience

• What do you do professionally?

• What do you do personally?

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Actions

• Are you active on social? Does that matter?

• Where does your industry hangout?

• Who do you converse with online?

• Who are your connections?

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Frequency

Facebook

Instagram

Twitter

Pinterest

LinkedIn

25% 50% 75% 100%

47%

44%

40%

23%

9%

31%

28%

21%

17%

21%

22%

27%

38%

60%

70%

Daily Weekly Less Often

[http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/]

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Developing Personal Brand Elements

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• Skills/Strengths: (ex.) relationship-building, collaboration

• Values: (ex.) respect, excellence, discipline, caring for others, generosity

• Passions: (ex.) sports, entrepreneurship

• Goals: (ex.) Ideal first job out of school: working with a healthcare organization, working on developing therapies that help people

• Purpose: (ex.) To lead a national initiative that influences the provision of alternative healthcare services to underserved and disadvantaged people

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Time to Work

The Business Model Canvas

designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

strategyzer.com

Revenue Streams

Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Cost Structure

Customer Relationships

Designed by: Date: Version:Designed for:

ChannelsKey Resources

Online Participation

Short Bio

Communities

Next Steps

Target Audience Skills Experience

Key Connections

Passion

© social health institute 2016 • Based off the business model canvas originally designed by: Strategyzer AG

Personal BrandName

@reedsmith

Reed Smith@reedsmith

reed@socialhealthinstitute.com