1. Personal Branding Using Social Media It can help you land a job. (Trust me. I know.) A presentaBon for the Sol Price School of Public Policy Graduate Policy AdministraBon Community University of Southern California Colleen Dilenschneider 29 March 2012
2. Hello. My name is Colleen and I love social media (Hello, Colleen) • I work for IMPACTS – We provide predicBve technology to commercial, government and nonproﬁt clients using advanced market research techniques • Museums are kind of my thing – I’m a nerd • Here are some of the organizaBons I’m helping out: – European Union Cultural ConsorBum – Monterey Bay Aquarium – California Academy of Sciences – Exploratorium – NaBonal Aquarium -‐ BalBmore & DC – Tennessee Aquarium – Shedd Aquarium – Carnegie Science Center
3. Once upon a Bme, I started a blog… www.colleendilen.com
4. Involvement on social media establishes experBse Or, “my story in social media baby steps” Super awesome Conferences job that I Webinars totally love! and wriBngs Podcasts Know Your Own Bone Social Media: Blogging, tweeBng, LinkedIn
5. People are looking for you on the web And they are looking for job candidates in general on social media Data from MDG AdverBsing
6. Help people ﬁnd you Because they are using social media to screen you anyway Data from Reppler & Lab42
7. Obligatory “5 Ways to Never Get Hired” slide As a general life rule, being obnoxious will hurt your personal brand • Digital dirt – Take the pictures down. We don’t want to see that. • Terrible troll – TMI? Yes. Please stop. • Big mouth – Don’t trash your employer or reveal company secrets. – Also, don’t lie about your qualiﬁcaBons. Anywhere. • Copious contacts and comments – Quality of buddies > quanBty of buddies (especially if they’re bots, use profanity, or post naked pictures) • NegaBve Ned/Nancy – Don’t be a hater. With help from mindﬂash.com
8. Data from Reppler & Lab42
9. Data from Reppler & Lab42
10. “But I don’t have Bme to blog” Cool. You don’t have to blog. Choose from social media outlets that work best for you. You do not need to do it all (that would be a waste of Bme). There are hundreds of social media plaiorms. I use these ﬁve the most for my own brand (YouTube, Google+, Flickr and MySpace are also popular) Regardless of which pla1orms you choose, here’s what you need to know…
11. The Personal Branding Manifesto The big ideas…. 1. Google yourself 2. Post professional content on open plaiorms 3. Become Expert 4. Build a “Tribe” 5. Maintenance control 6. Manage privacy senngs
12. The Personal Branding Manifesto: 1) Thou shalt Google thyself at least once a month Google yourself so you know what recruiters see when they search for you • 200,000+ people on LinkedIn have the same name as someone on the FBI’s top-‐ten most wanted list* – Popular name? Google your name + something obvious that sets you apart (USC, for instance) • Google changed their search algorithm in January of 2012, so if you haven’t checked since then… • Google+ will show up unless… CareerEnlightenment.com
13. The Personal Branding Manifesto: 2) Thou shalt produce professional content on open plaiorms The goal: Make informaBon about you, your interests, and your achievements accessible and front-‐and-‐center in searches • Open plaiorms show up on Google search results – (Websites, online publicaBons, Twiqer, Google+, public Facebook pages, blogs, Pinterest, MySpace, Forums) • Facebook is a “closed” plaiorm if you adjust privacy senngs
14. The Personal Branding Manifesto: 3) Thou shalt pick an interest and become “expert” online (or at least thoughiul) Decide your interests and become “expert” in those topics by joining conversaBons on social media • Post about it on a blog (your own or write a guest post) • Tweet informaBon-‐share on the topic • Share it on Facebook (if you’re friends with professional folks) • Post an arBcle on LinkedIn (or, beqer yet, put your blog feed on LinkedIn) • Make a video about it (if you’re the creaBve type) For the advanced: • Answer quesBons about it on Quora • Get quoted in media by signing up for HARO
15. STOP! Don’t do this: (Okay? Okay.)
16. The Personal Branding Manifesto: 4) Thou shalt build a “tribe” “People who have something to say or want to create change need a tribe” – Seth Godin • Genng the word out = easy Genng people to care = not so easy • Be anBcipated, personal, and relevant • What problem do you solve? Seek out people who are looking for your “answer.” Find the people who need you. – Become something that people CHOOSE to talk about. – WOM will bring you aqenBon.
17. The Bass Model This is true for all brand reputaBons-‐ even your own “Q” -‐ the coeﬃcient of imitaBon -‐ has a value 12.85x greater than that of “P” -‐ the coeﬃcient of innovaBon. This is criBcally important to understand as there is no amount of adverBsing or other forms of “P” that will overcome a deﬁciency of earned media (i.e.-‐ “Q”)
18. The Personal Branding Manifesto: 5) I will not jump on social sites that I cannot maintain • Don’t start it (or be sure to hide it) if you cannot maintain it
19. The Personal Branding Manifesto: 6) Privacy senngs are no match for me Edit your Facebook privacy senngs, please • Too much looks like you aren’t enBrely professional • An all-‐professional account may look like you aren’t social and may make folks think you’ll be a bad ﬁt – Don’t worry if you are ﬁndable. Big on branding? BE ﬁndable. • Privacy senngs on Facebook are the norm, but not default. Use them. Read up on them.
20. The Personal Branding Manifesto Summary & silliness 1. Google yourself 2. Post professional content on open plaiorms 3. Become Expert 4. Build a “Tribe” 5. Maintenance control 6. Manage Privacy senngs Genng Pro-‐acBve with EﬀecBve social Technologies Means Possibility!
21. Social media creates a conBnuous cycle …that will beneﬁt you and your career (also, there will be world peace) Talk about what you love. If you’re If you talk rewarded, about what you’ll keep you love, doing what you’ll stand you love out. If you If you stand become out, you’ll expert, you’ll become be hired/ expert rewarded
22. Contact, connect, pin, or follow me! cdilenschneider@ Know Your Own Bone impactsresearch.com colleendilen.com @cdilly linkedin.com/in/ twiqer.com/cdilly colleendilenschneider facebook.com/colleendilen pinterest.com/colleendilen