Brand Yourself Online
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Brand Yourself Online



Establish a personal brand online to leverage success in your journalism career.

Establish a personal brand online to leverage success in your journalism career.



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Brand Yourself Online Brand Yourself Online Presentation Transcript

  • Brand Yourself Online Establish a personal brand online to leverage success in your journalism career Dave Sennerud [email_address]
  • A Branding Experiment
    • For which soft drink would you reach?
  • Brand or Generic?
    • Which do you prefer?
  • Brand or Generic?
    • Which would an editor/employer prefer?
  • What is a brand?
    • To give a product a distinctive identity.
  • Qualities of a brand
    • World’s fastest production sedan
    • 556 HP with a supercharged V8
    • 0-60 MPH in 3.9 seconds
    • Cadillac: The Mark of Leadership
    • Other qualities shown in video?
    • If you were to write an ad about yourself, what would you say?
  • What is your brand?
    • It’s not a dirty word.
    • It’s definitely better than generic.
    • If you don’t, others have control.
  • Leave a digital footprint
    • DigiDave says:
    • When we say “brand,” what it really means is to live parts of your life online.
      • Be findable
      • Show your personality
      • Be yourself
  • A job market in chaos
    • A recent article in Fast Company says that because of technology and globalization, it’s becoming harder to predict future.
    • Era of long careers is dead.
    • Avg. job tenure : 4.4 years
  • You need to tell your story
    • “ We don’t have jobs; we have opportunities.”
    • - Seth Godin
  • Before you begin …
    • You must have a quality product to succeed.
  • 1. Find out who you are
    • What is it that makes you unique AND valuable?
      • Personality
      • Aptitudes
      • Talents
      • Skills
      • Knowledge
      • Interests
      • Experience
  • 2. Find your niche
    • Identify a relevant topic you can own
    • Position yourself as an expert.
    • Can have multiple niches.
  • 3. Do your research
    • Be informed about news relevant to your niche.
    • Find influential people in your niche.
    • Own your niche.
  • 4. Establish a searchable identity
    • Use your real name.
    • Decide on one form of it.
    • Use one avatar or image.
    • Be consistent across sites.
    • Own your domain name.
    • Show your work.
    • Participate in the conversation.
  • 5. Create a personal branding toolkit
    • Foster a Twitter identity
    • Join social networks.
    • Join a professional network.
    • Create a blog.
    • Develop an online portfolio.
    • Explore other tools.
  • Tool 1: Twitter
    • Helps establish your expertise.
    • Helps to find valuable contacts.
    • Send well-crafted #tweets with #keywords and #hashtags to increase visibility.
    • Sharing is caring.
    • It’s (mostly) not about you.
  • Tool 2: Social networks
    • Facebook , Google Plus
    • Best to separate personal and professional.
    • Check your privacy settings.
    • Write on others’ walls.
    • Share journalistic content.
    • What does it say about you?
    • New networks, too.
  • Tool 3: LinkedIn
    • It’s not just about who YOU know – it’s about who they know and who knows you.
    • Add sites and social media links.
    • Write recs, get recs.
    • Join groups.
    • Check jobs.
    • Update regularly.
    • Stay in touch.
  • Tool 4: A blog
    • Blogs help establish your expertise.
    • Shows initiative, talent and passion.
    • Have something to say.
  • Blog platforms
    • Wordpress
    • Blogger
    • Weebly
    • Squarespace
    • Others?
  • Tool 5: Your online portfolio
    • The Web is an online talent pool.
    • Establishes your “home base” online.
    • Provide a landing page that tells who you are.
    • In addition to printed resume and cover letter.
    • Should have resume (PDF, too).
    • Show off your best work (multimedia).
    • Own your domain name.
    • Mark Luckie , Meranda Watling, Nick Trost
  • Tool 6. Network
    • It’s not quid pro quo; it’s “giver’s gain.”
    • Open avenues of communication online.
    • Participate in online chats - #wjchat, #journchat
    • Helps build trust.
    • Seek input and advice.
    • Relationships = Opportunity
  • Tool 7. Other tools
    • Email signature
    • Klout
    • Google Alerts
    • Online Business Cards
  • Set up an action plan
    • Small steps lead to success.
    • It takes time.
    • Don’t hard sell.
    • Set up a daily task sheet with goals.
    • Find 5 new people to connect with every day online.