Developing POP! A Professional Online Presence

A PROFESSIONAL ONLINE PRESENCE
DEVELOPING POP!
MARKETING
YOU!
© Copyright
Dawn Edmiston 2011
www.theMarketingProf.com

BACKGROUND
The Wall Street Journal declared 2009 was the toughest labor market in 25 years for graduating college seniors
Traditional job board searches and resume submissions are no longer as effective
Social media = communication channel for both personal and professional purposes
Socialnomics (http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/)

Developing POP!
The 10 Step Process

1) ESTABLISH AN ONLINE IDENTITY
Encourage students to own their domain name (less than $10/year)
Students may need to differentiate themselves, such as JohnSmithIMC
Students are required to develop a profile on Google and LinkedIn

2) PERSONALIZE URLS
Important for strengthening one’s personal brand and search engine optimization
For example:
www.dawnedmiston.com
linkedin.com/in/dawnedmiston
twitter.com/dawnedmiston
Students need to “own” what appears in search results (note personal example on next slide)

2) PERSONALIZE URLS
Important for strengthening one’s personal brand and search engine optimization
Students need to “own” what appears in search results
Students are encouraged to personalize all URL addresses when possible
Check availability of “brand name” on dozens of sites through tools such as:

3) DEVELOP CONTENT
Once an online identity has been established, students develop content to support their brand:
develop professional site using Wordpress
submit 3 original posts (with external links) related to their field of interest
Use Google Alerts to receive daily updates on selected topics

4)PROMOTE BRAND NAME and 5) PROMOTE CONTENT
Include personalized URLs in the signature block of emails, resumes, and business cards
Leverage social bookmarking sites such as:

6) ACTIVELY NETWORK
Social media is an excellent tool for networking with others in a particular field of interest
LinkedIn Groups = 1+ million
Students need to join at least 4 LinkedIn Groups

7) MONITOR YOUR BRAND
Students are encouraged to:
Google their names frequently
Establish a Google Alert for their brand name
Tracking sites are also useful such as:

8) ENGAGE YOUR AUDIENCE
Students must not only build an online presence, but engage their audience and establish relationships with them
Students are encouraged to review and respond to postings as often as possible and contribute new topics to their LinkedIn Group discussions

9) MEASURE YOUR ONLINE
Measuring social media effectiveness is still new, but innovative tools are being developed, such as Klout
“Kloutscores” measure the overall influence that uses variables on Facebook, LinkedIn, and Twitter
Based on actions such as retweets, @messages, follows, comments, and likes

10) MANAGE YOUR BRAND PRESENCE
Ultimate goal = students view this assignment not as a course requirement, but rather as a career opportunity
Building and sustaining POP! will be one of the most
promising investments students canmake

POP! SUCCESS FACTORS
Developing POP! ultimately demands student engagement in the learning process.
Although students can read about the potential of social media, they will not comprehend the power of social media until they actually practice it.

Developing POP! A Professional Online Presence

by Dawn Edmiston on Sep 30, 2011

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