Remember Justine Sacco, the IAC PR director who famously posted this on Twitter before boarding a flight to South Africa last December?:The tweet went viral and, by the time she landed, half the world thought Sacco was an insensitive racist jerk. A few days later, she was fired. But the far greater impact is that, for the rest of her life, a Google search of Sacco’s name will turn up a million or so results about the offensive tweet before getting to anything else about the woman.The irony is that Sacco’s father grew up in South Africa and she was actually born there. And, by all accounts, she is not a bigot, a bad person, or an idiot. She’s a talented professional who had learned that outrageous tweets got the attention of her Twitter followers.Read more: http://www.entrepreneur.com/article/231426#ixzz2t7lhivRi
At a Py Con (Pythonconference)Talking about Dongles and forking (networking term
At PyCon 2013 (Python developer conference), two employees from PlayHaven sat in the audience and made rude jokes about “big dongles.”
Point out…How many women do you see?
There’s at least one woman in the room. Adria Richards was sitting right in front of these two. She was offended by their remarks.
Adria turned around in her seat, snapped a photo of the two developers making jokes and tweeted it to the conference, hoping that the community would respond.
Then she tweeted the organizers asking them to step in.And she shared the PyCon Attendee Code of Conduct.The conference organizers responded quickly.They spoke with the PlayHaven employees about their commentsBoth apologizedNo one had to be removed from the conference.After the conference, PyCon updated its "Attendee Procedure for Handling Harassment" to encourage conference attendees to report such behavior privately. "Public shaming can be counter-productive to building a strong community. PyCon does not condone nor participate in such actions out of respect.” – PyCon
We know that one of these employees was fired by PlayHaven who determined that the comments were contrary to the company’s dedication to gender equality.
The employee who was fired, identifying himself as mr-hank, posted a statement about the ordeal.
Adria began to receive intense criticism of the way she handled the situation. Through Twitter and her blog, she engaged with her critics and defended her position. She began to receive threats of rape and murder.
And if it wasn’t bad enough, Anonymous began calling for SendGrid to fire her.Sidenote – Anonymous is a decentralized international network of hackers/social activists that targets organizations online that violate its values. Attacks often consist of network security breaches and DDoS attacks (Distributed Denial of Service –Anonymous will attack servers and take down the entire site).Some recent targets of Anonymous attacks:The governments of the US, India, Isreal, UgandaCorporations including PayPal, Mastercard, Visa and SonyAnonymous decided to get involved in the PyCon scandal.Threatened DDoS attacks against SendGridObtained a list of SendGrid’s clients and began harassing and threatening them.
SendGrid fired Adria RichardsAccording to the company, the controversy had made it impossible to successfully do her job.Is there’s something else that may have influenced them (the threat of their business being destroyed by Anonymous)?
The situation highlights some important questions and issuesGender issues in tech industriesEx. Facebook engineersOnline disinhibitionAdria’s handling of the situation AND the reaction to herInternet trollsGroup Polarization TheoryAs people converge around the same opinion or view, the group will begin to take a more extreme position than the individuals would aloneA group's attitude toward a situation may change in the sense that the individuals' initial attitudes have strengthened and intensified after group discussionOther examples (Geese?)Crisis communicationIt became so big, so fast that there was no way to get ahold of itEveryone lost
2-13-14 St. Louis Urban League: Building and Managing Your Personal Reputation
standing together. moving forward.
The Rules Have Changed
Managing Your Reputation and Personal Brand
Branding for YOU:
Adapted from Supreme Marketing Solutions
Why does this matter to me?
▪ 40% of companies use ▪ Reasons candidates are
social media to
research job candidates –Provocative/inappropriate photos
▪ 43% found
caused them NOT to
hire a candidate
Source: Harris Interactive/Career Builder Survey
–Evidence of drinking or drug use
–Poor communication skills
–Bad-mouthing a previous
–Lying about qualifications
What are they looking for?
▪ Whether the candidate presents themself professionally
▪ Whether the candidate a good fit for the company culture
▪ More about the candidate’s qualifications
▪ Whether the candidate is well-rounded
Source: Harris Interactive/Career Builder Survey
The market for young college grads has changed.
▪ When compared to the Class of 2000, the Class
of 2013 is:
–More likely to be unemployed after graduation
–More likely to be underemployed after graduation
–Likely to make a lower “real wage”
–Less likely to receive pension coverage
–Carrying a higher level of student loan debt
Source: Economic Policy Institute, “The Class of 2013”
Managing Your Online Reputation
• What to watch for
• Ways that your online
reputation can be
• How to repair damage
• Building your personal
Pitfall: The Content
YOU Are Posting
What messages are you sending?
Do you look like a professional online?
Are you demonstrating good judgment?
Blogging on the Clock
• Matt Watson was fired
for writing about his
employer during work
• The blog is still active
Tenth-grade math teacher
• Posted racy photos,
tweets about drugs,
club music and her
• Placed on
Pitfall: The People
You Interact With
What are your friends and followers saying about you?
Do you really want to endorse their content by association?
Guilty by Association
• 1 in 2 users have
profane or obscene
language on their
– 56% of those posts
come from friends
• Profanity makes
you as being:
A “loose cannon”
Pitfall: Look Beyond
Do you know what else is out there?
Have you googled yourself lately?
Is it really you?
Meth Lab Seized in Douglas County, Two Charged
June 25, 2009
by Greg Brock
The Douglas County Sheriff's Office says it has seized
a methamphetamine lab in the Vanzant area and
two people have been charged.
Sheriff Chris Degase says 32-year-old Michael Bunts,
Mountin Grove, and 20-year-old Danielle
Parmenter, of Vanzant, were taken into custody at a
residence near the junction of Highways 76 and 95.
Your social media activity
has REAL consequences.
He was talking about helping the next generation learn to
program and how happy PyCon was with the Young Coders
workshop (which I volunteered at). He was mentioning that
the PyLadies auction had raised $10,000 in a single night and
the funds would be used for their initiatives.
I saw a photo on main stage of a little girl who had been in the
Young Coders workshop.
I realized I had to do something or she would never have the
chance to learn and love programming because the ass clowns
behind me would make it impossible for her to do so.
– excerpt from Adria Richards blog post, “Forking
and Dongle Jokes Don’t Belong at Tech Conferences
PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.
The conversation that followed…
• Media picked up the story and it started generating worldwide
• Initially, this was seen as yet another example Twitter raising the
bar in terms of professional accountability
• Then, the tone of the conversation began to change…
mr-hank Speaks Out
“…Adria has an audience and is a successful person of the media. Just check
out her web page linked in her twitter account, her hard work and social
activism speaks for itself. With that great power and reach comes responsibility.
As a result of the picture she took I was let go from my job today. Which sucks
because I have 3 kids and I really liked that job.
She gave me no warning, she smiled while she snapped the pic and sealed my
fate. Let this serve as a message to everyone, our actions and words, big or
small, can have a serious impact.”
• Just before PyCon, Adria made a sexual joke about the TSA on
• Following her tweet, she compared herself to Joan of Arc
(minus the visions)
Adria Richards Fired From SendGrid After Social Media Firestorm
• Peter Nolan, the public face
of Crimes Against Fathers
• Men’s rights activist
• “Name and shame” women
who they believe falsely
accuse men of sexual assault
and other crimes
• Crimes Against Fathers names Rachel
Cassidy as the woman in the tape
• The University and the Police have
confirmed that she is NOT the
woman in the tape
• Her name, phone number, address
and photos have been published on
• She is being harassed and is receiving
threats of violence
• She is not currently in school
Protecting Your Personal Brand
▪ Know What Information
is Out There
– Web Searches
– Google Alerts
▪ Scrub, Scrub, Scrub
– Know your privacy settings
– Remove questionable content
– Monitor your friends
▪ Become the Source of
– Boost your LinkedIn Profile
– Start a blog
– Make your content the most relevant
– Be findable, reflect your personality
Social Media Continuum of Tools
Rank, Tag, Comment,
Create a LinkedIn Profile
Create a distinctive summary
Is Your LinkedIn Presence Hurting You?
Profile is incomplete and/or has typos
Picture is unprofessional or nonexistent
Headline is boring, unoriginal, or hard to understand
Email address is missing
You do not appear to be well-connected
Summary is not as impressive as it could be
Achievements for each of your prior jobs are not listed
Blogging and publishing your work
Create a personal website incorporating your social media profiles
Find unique networking opportunities
Establish relationships outside of the job search
Create your “elevator speech”
What is an elevator speech?
How would you explain your business (personal brand) and make a
sale (get an interview or job) if fate placed you in an elevator with
your dream prospect (employer) and you only had the time it takes
to get from the top of the building to the bottom?
• 30-60 seconds
• ~200 words
• Who you are
• What you do
• What you are looking for
• Why you are the perfect candidate
I want one!
Clarify your job target
Put it on paper
Tailor the pitch to them , not you
Eliminate industry jargon
Read it out loud
Practice, practice, practice!
Source: Nancy Collamer, Forbes