Personal Branding: The Power of You - Creating an Influential & Credible Personal Brand in Social Media

Creating an Influential & Credible Personal Brand in Social Media

Wynona Redmond, President
Deborah Hyman, Executive Vice President, moderator
Richelle Payne, Secretary, Web Café Coordinator
http://www.nbprs.org

Elizabeth Lupfer is a geeky-cool, die-hard internet strategist with over 12 years of web experience that blends serious technical knowledge (that would make any geek blush) and business sense that gives her the skills necessary to communicate with key stakeholders at all levels. She also has an intensely ridiculous passion for the power of social media as a means to connect and engage audiences, both internally and externally. As someone who enjoys a corporate job as well as her passion for social media, she has extensive experience in maintaining a personal brand and balancing the two interests. Elizabeth is a frequent contributor to Social Media Today and has authored several posts that have been recognized as "Top Stories" and "Editor's Picks". Feel free to learn more about her enthusiasm for social media at http:// www.thesocialworkplace.com

Know the value of building, promoting and monitoring your personal brand
Learn tactics on what you should DO and NOT DO when building a personal brand
Appreciate the power of the social graph and how you can use it to extend your brand and social media presence
Understand the sometimes precarious act of balancing your personal interests with the interests of your company

It directs our daily efforts and impacts everything we do — from the content we create, to how we interact and converse online, to wanting to help others by sharing opinions and insight without reservation
danielmckean [dot] com
Passion Drives Us

If you have a name, you have a personal brand
Amplify what makes you great.
Differentiate yourself as a thought leader in your chosen field
Build a solid reputation within your industry
Increase your influence and improve your perceived value in the marketplace

Blog / website: Rank yourself higher in search engines and lend more to your expertise and interest areas over time
http://www.thesocialworkplace.com
LinkedIn: Use it to create your own personal advertising: join groups and contribute to discussions
http://www.linkedin.com/in/pingelizabeth
Facebook Fan Page: Target your audience for business or community without having to befriend them first
http://www.facebook.com/thesocialworkplace

Twitter: Tweet and retweet relevant information. Use Twitter lists to link your Twitter topics or connections to each other
http://www.twitter.com/socialworkplace
Ning: Make your brand social, amplify a cause you’re passionate about, or simply forge strong relationships with like-minded people
http://employeeengagement.ning.com/profile/ElizabethLupfer
http://network.hrmtoday.com/profile/ElizabethLupfer
Google: Create and fill out your Google profile
http://www.google.com/profiles/PingElizabeth

Personal Branding Basics

Choose Your Superpower

Expose Yourself Build Your Reputation

Expose Yourself

I n j e c t P e r s o n a l i t y

Tactics You Should Do and Not Do

Build your knowledge base and keep up to date on best practices, resources and technology
Follow thought leaders in your area of expertise as well as in other areas, and see how their ideas apply to you
Observe audience/community sentiment (positive/negative)
Stay aware of conversations hiding in Twitter (use Summize.com) and Friendfeed

Post versions of your bio and head shot on other social networking sites
Create a focused blog about a topic that relates to your area of expertise. Use blogging software such WordPress or TypePad to build a static website if you feel you won't be able to post to your blog at least twice weekly
Post articles, whitepapers, and other materials to relevant third-party sites (e.g., Slideshare)

Promote others even more than you promote yourself
Guest blog on other sites that are relevant to yours
Create brand videos or podcasts and post them on YouTube with URL links
Tweet and retweet, and acknowledge those who retweet or comment on your posts
Interact with your followers by asking questions
Comment frequently (and meaningfully) on blogs that write about you and your posts

Enforce your brand by filling out your profiles and cross reference them to one another
Ensure that your brand identity (such as logo, colors, backgrounds) is the same across all social platforms, as well as with your print collateral
Use the same Avatar (profile picture) across all of your profiles

In a Trust Economy , your market is your community or network, trust is mandatory and influence is king *
First establish your baseline using an Online ID calculator
Then use free online tools such as Klout and Twitter Grader to track your growing influence
Return on Influence – The Real ROI, George Benckenstein Klout Classification Embed Compose Tweet

Establish differences between your personal persona and your professional one, and determine who will see which
Decide how much you are comfortable with sharing and draw the line on what you will not share
There is nothing wrong with keeping certain aspects of your life private...in fact, it’s better that way
Keep in mind that few people trust others who disclose private matters

Choose ONE professional photo of yourself and use that photo consistently on all of your social networking profiles
Write your bio and use the same one everywhere. Make small enhancements only when necessary for a particular audience
Choose your stance and stick with it. Don’t go back and forth on your position unless your opinion has truly changed

Track your SERPs and see what is being said about you
See negative criticism as an opportunity to engage and drive conversation
Negative publicity can give you the opportunity to right a wrong; it can provide a platform for you to address an issue; and it can make you better at what you do

How to respond:
Don’t
If you do respond, do so quickly and respectfully
If at all possible, refrain from asking the blog or person who posted the criticism from removing it
Start a positive PR campaign
Invest in Reverse SEO
Take it offline when appropriate

Managing multiple social networking profiles can be relatively easy through automation!
Use the widgets and tools available to you to push your RSS feeds and updates from one profile to another

Your Social Graph: Your Connections

The social graph is the representation of our relationships
People that you make connections with on Social Media are likely the ones who can spread the messages for you too
Social graphs show you a pattern of connections and, more importantly, how and who your followers connect with online
Social graphs bridge the gap between networks
Image courtesy of Joshua Porter

Finding Balance

Check your ego at the door
Disclose your affiliation or employment with your company
There is no room for blatant self-promotion or arrogance
Be smart when you communicate and don’t forget that others’ are watching
Use common sense in everything you post and everything you say
Protect company information vigilantly but professionally

The End

http:// www.twitter.com/socialworkplace
http:// www.facebook.com/thesocialworkplace
http:// www.linkedin.com/in/pingelizabeth
[email_address]

Thank you for your support!
For more information on national and chapter programs or to join, visit www.nbprs.org
Mark your calendars for the next Web Café on July 8th

Personal Branding: The Power of You - Creating an Influential & Credible Personal Brand in Social Media

by Elizabeth L on Jun 10, 2010

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Personal Branding: The Power of You - Creating an Influential & Credible Personal Brand in Social Media — Presentation Transcript

http://www.thesocialworkplace.com	10
http://www.slideshare.net	7