A bit about me
- Founder of Aha Moment Media Inc., a social media and digital marketing
- Co-founder & CEO of Innohub, a technology and digital agency
- I’ve worked with brands big and small including: RBC, Indigo, Ryerson and
- My passion is working with start-ups, small businesses and personal brands
Only 3 hours!!!
1. What is social media?
2. Defining your personal branding
3. Is social media for me?
4. Content and posting
7. LinkedIn & IMDB
9. The other networks
What is Social Media?
What do you think of when you hear social media?
Social media is conversation supported by online tools. Social media is used to
create dialogue and foster the transfer of information.
Social media is good for:
How big is social media?
Why are you here today?
What is your reason for wanting to be on social media?
Have you encountered any barriers?
Is getting started a hurdle?
Social media is an effective tool when developing a distinct and engaging
personal brand. This is essential for professionals across a myriad of industries.
Why a personal brand is important:
• Enhance career opportunities. Have employers come to YOU
• Build an audience
• Demand more money
• Stay informed on your industry
• If your name doesn’t appear in a Google Search, you might as well not exist
The 4 Ps Still Apply
Build you brand around your core strengths, skills and experience.
Know your value
Niche markets – where do you belong?
Personal brand statement
• Value Proposition
• Target Audience
• Unique Selling Points
Using Social Media for Promotion
• Most people use it in their personal lives, meaning direct
access to audiences
• Ability to target
There are many social networks, and all are not created equal.
Content is King
• Know your voice
• Time your content
• Know your audience
• Solve problems
• Provide something unique
• Be true
Where do you get content from?
• Micro blogs
• Online chat
To post or not to post
• Posting is a delicate balance between keeping and engaging your audience
• Peak times vary, but seem strongest during 8-10am and 4-8pm
• Role playing: put yourself in your audience’s shoes
• Start the conversation by enlisting a little help from your friends
• Themed posts
• Get personal
Blogs are integrated into existing sites, or can stand alone with the use of a
content management system. There are different types of content management
systems, so find one that is easy for you to use.
• Wordpress is one of the most popular and can integrate with many plugins
that increase SEO
• Blog regularly and consistently
• Shouldn’t be more than 500 words
• Include hyperlinks to other likeminded blogs, photos and video
• Enlist the help of a designer to make it look professional.
• A collection of actors that write about their experiences.
• Considered a valuable resource for actors who want to get advice and learn
more about the industry.
Twitter is a great way to display your personality and to reach out to new and
existing followers. Quick and easy social communications.
Demographics (based on all Internet users):
• Strongest among 18-29 range. 16% of all internet users
Lessons from Twitter:
• Great for visual content: memes, inspirational posters
• Be real. Show your personality
• Make those 150 characters count
• Follow trends – use hashtags
• Be funny
• Be aware of followers to following ratio
• Build influencer lists
Example: Felicia Day
• Not the most widely known actress, but is huge online and on social media
• Identifies with geek culture. Knows her niche
• Example tweet: “Drinking oat milk, eating oatmeal. I’m turning into some
kind of hipster peasant”
Other examples on Twitter
Chris Hardwick https://twitter.com/nerdist. Host of Talking Dead.
• 1.8 million followers
• Responsive to fans, uses hashtags and mentions effectively
Lord Voldemort https://twitter.com/Lord_Voldemort7
• 2.2 million followers.
• Really funny. Posts HP related gifs, general memes
NHL Podium https://twitter.com/NHLPodium
• Only in operation for two days
• 14000 followers
Great for two way communication and sharing photos, videos and
other content. Comments and likes very important
Ways to engage:
• Photos can grab attention without requiring clicks
• Use polls to ask a question and get a response
• Make it a fan page, to differentiate it from personal profile
• Use your analytics
Examples on Facebook
• Not a fan page, has almost 100,000 likes
• Great cover photo and profile photo, visual design, personal “behind-the-
The Big Carrot
• Almost 4000 likes
• Updated frequently. In store specials, display photos, new products
• Sometimes post healthy recipes
Most social networks require a third party software to gather analytics, but
Facebook’s are embedded, and quite detailed. Only for fan pages
What it monitors
• Fan page audience demographics and locations
• Fan page likes and reach
• Reach and engagement for specific posts
• Chronicles your posting history
Google+ was touted as the new Facebook, but is now identified as its own
entity entirely. Combines the power of the search engine and networking
• Popular among young people and higher incomes (32% of searchers have
income of $100,000+, compared to Facebook’s 23%)
• Easy to segment your audience and find groups
• Start discussions that are targeted to a specific audience
• Google Hangouts: invite friends for a video chat. Ex. Barack Obama, Steven
Spielberg for Lincoln
• Great because you can access people you never would have been able to
otherwise. Also talk face-to-face during a business meeting, or a panel
A professional network that allows you to network, post your resume and skills,
and get endorsements for your skills from your network
Demographics: Strongest among ages 30-60, College educated
• Great for targeting specific industries and growing your professional network
• Groups can help you identify influencers
• Start conversations and engage in conversations started by others
• Drive traffic to other networks and your site
Great visual content that can be transferred to multiple networks and
• Easy to embed videos in blogs
• More comments and votes means higher rank in search
• Name your videos carefully
• Integrates with your gmail account
• Vlog examples: EpicMealTime, Jenna Marbles
Other video sharing: Vimeo
Pinterest, Instagram, Tumblr
All very visual formats for posting photos and memes.
Pinterest allows you to create a board of your interests and pin photos and
content you like.
Demographics: Strongest among women
Instagram is popular among amateur photographers. Places filters to easily
modify and edit photos
Demographics: Strongest among ages 18-29
Tumblr is a more diverse format that allows you to post photos, videos and text.
Photos are the most popular form of content.
Demographics: Strongest among ages 18-29
Canadian-based company that allows you to track, automate, and gain insights
into your social networks in one hub
• Twitter, Facebook, Google+, LinkedIn, foursquare, MySpace, WordPress
• Analytics: some free reports
Another option is Sprout Social
• Great analytics for Twitter
• Home feed displays all scheduled posts across networks
• Restrictions: posting on multiple networks, photos
• Only for Twitter, Facebook, LinkedIn, Google Analytics
These are effective ways to keep track of who you should be following
and interacting with. They can be used across multiple social networks
Who makes the list
• Large follower network
• Operate within your industry
• Willing to reciprocate communications
Automates some of your processes
• Follows and unfollows people on your influencer list
• Automates Tweets
Other Twitter tool: TweetDeck
• Like Hootsuite or SproutSocial but only for Twitter
Privacy Issues and Legal Concerns
• Path and Facebook privacy controversies
• Know the libel, defamation and cyberbullying laws of your province
• Canadian libel and defamation: Right to speak truth and right to fair
• General rule of thumb: if you post it online, it’s in the public sphere