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A presentation made at the Vermont Women in Higher Education Conference in Killington, Vermont, on March 21, 2014.
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Personal Branding in the Digital Age
Alexandra TursiSocial Media Strategist, Fletcher Allen Health Care
Times have changed
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
Employers are getting social
92% use social media as a recruiting tool
88% use LinkedIn to search for employees
66% use Facebook and Twitter
So are prospective employees
Your social profile = Your resume
Just go ahead and Google yourself
What is the opportunity?
Reputation management
Thought leadership
Professional development
Professional networking
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
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.
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.
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?
Mission: Bringing you things you didn’t know you were interested in — until you are.
Example: Maria Popova
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”?
What does she share? She curates ideas, insights, knowledge, and inspiration.
Example: Maria Popova
Drag picture to placeholder or click icon to add
What does she share? Adventures in digital humanities.
Example: Melissa Terras
What does she share? How academics can leverage tech tools.
Example: Heather Whitney
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!
What does she share? Writing advice for the digital age.
Example: Jane Friedman
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
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
Blogging
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
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)
Google+ Authorship for Bloggers
What would you click on?
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
Example #1
Example #2
Example #3
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
Oftentimes, just listing your job title does not do you justice.
Example: The LinkedIn Headline
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).
Tweet Tip: Get Your Username!
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
Sharing lectures and interviews.
Example: Jane Friedman
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
The most followed personal brand on Pinterest.
Example: Joy Cho
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
This entrepreneur documents his globetrotting adventures…with board in tow always.
Example: Jeremy Jones
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.
Example: Jane Friedman
Academic social media sites
Mendeley.com
ResearchGate.net
Zotero.org
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!
Q&A
Connect with me.
Alexandra Tursi
Email: [email protected]
Twitter: @tursita
LinkedIn: http://www.linkedin.com/in/alexandratursi
