Q & A
While this process is presented sequentially, it is a never-ending circular change
in your online behavior.
The key premise is simple: there is no such thing as private online content.
• AUDIT: understand your current digital footprint
• RESEARCH: know where your expertise can grow
• INFLUENCE: find those discussions and engage
• ACCEPT: embrace your following
We no longer live in a world
where our personal brand
and our professional brand
are two separate entities.
For better or for worse, our
digital footprints linger
behind us even if our strides
you = brand
WHO ARE YOU?
Now is the time to audit
understand how to
In general, you should control what appears on the first page of Google for your name.
•If you are positioning yourself as a digital expert, you need to be in position 1.
•If you have a title of Director or above, you should dominate the first page.
•Make sure to check “images,” “news,” and “YouTube.”
•Include photo for SEO.
•Use keywords and phrases to be
more relevant for offers you want to
be considered for.
•Also, put details of your successes for
each job description as opposed to
•Participate, participate, participate.
Unless you use Facebook in a purely professional
capacity, I recommend you block all of your
Changes over time
It’s not enough to have a Twitter account; you should also be tweeting
it is actually
for your brand
to have a
…than none at all.
SocialMention.com: know where and how people are talking about you
LinkedIn …everywhere else
audit checklist 17
• Get out there and own the first page of Google
• Blog. Tag. Participate.
• Block, block, block your personal Facebook page from public eyes.
• Settings. Restraint. Common Sense.
• LinkedIn is the first place people go to vet you.
• Use the fields. Join groups.
• Start monitoring your mentions across social networks.
You should have at LEAST 3 Google Alerts set up to deliver
daily feeds to you:
– “your name”
– “your company’s name”
– “your field of interest” OR “your target employer”
– “april wilson”
– “digital analytics 101”
– “social media measurement”
Site Trail provides free, detailed
competitive analysis on any
website or public domain.
Make sure to refresh the data
(using the link at the bottom) if it
• Create a special email designed to funnel “intel” to you.
• Subscribe to at least 2-3 alerts and 2-3 industry newsletters.
• Set a rules engine to flag them separately from other emails to understand
effectiveness of that intel.
• Keep a Google doc open to jot down any topics that interest you or you may
want to expound upon.
• Know your competition.
• What are they doing?
• How can YOU do it better?
…and don’t ignore the power of
Remember to send personal messages from time to time to people in your
•Share your passions
•Share your content
•Remind you of yourself
The key to success with influencing is:
-Comment on articles and posts
-Share content you like
-Mention people who influence you
You may get followers or fans
you don’t expect.
People who follow you who are
different from your own brand
image is okay.
Accept everyone; engage the
most valuable to your brand.