How to Market Yourself Online

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  • 1. How to market yourself on tHe web
  • 2. wHy botHer? “The first thing most people are going to do if they check you out is Google you.” — Steve Buttry, director of community engagement at D.C. news startup “I expect a Web journalist to have their own domain, site, blog, CMS experience and Twitter account ... with solid content.” — Robert Hernandez, professor, formerly of Seattle Times and SFGate.com “The gist is that if your name doesn’t Google well ... then you’re at a great disadvantage. Because if dozens of people apply for one job opening, some of them are sure to be online savvy and also good at journalism. If you’re not one of them, then you’re not in the running.” — Mindy McAdams, professor at University of Florida
  • 3. benefits GeT A joB oFFeR ReCRUITeRS CAN See YoUR PoRTFoLIo ANY TIMe THeY PLeASe BUILD YoUR NeTWoRk kNoW THAT WHoLe ‘IT’S NoT WHAT YoU kNoW BUT WHo YoU kNoW’ SAYING? IT HoLDS TRUe oNLINe, Too learn new skills IF YoU’Re CoMPLAINING THAT THe j-SCHooL DoeSN’T TeACH YoU SUCH-AND-SUCH, LeARN IT oN your own
  • 4. So NoW ... joURNALISTS are tHeir own BRANDS
  • 5. WHAT’S A BRAND? IT’S NoT jUST A LoGo ... oR A CoLoR SCHeMe ... oR A TAGLINe.* *THoUGH THoSe ALL Go INTo A BRAND “A journalist’s personal brand is his or her reputation, built bit by bit by everything he or she does, says and makes — online and offline.”
  • 6. BRANDING BASICS “The way you answer the phone, your answering machine message, your business card, your Web site, your blog, your e-mail signature — you name it — it is all part of your personal brand.” — Adam Westbrook, U.k.-based freelance jouranlist
  • 7. DoING IT RIGHT use your real name DITCH ANY NICkNAMe YoU’ve USeD IN 8TH GRADe Be CoNSISTeNT AND PRoFeSSIoNAL CoLoR SCHeMeS, PRoFILe PICTUReS, eTC. GeT YoUR oWN SITe IS YoURNAMe.CoM AvAILABLe? BUY IT! USe SoCIAL NeTWoRkING SITeS CoNTRIBUTe To THe CoNveRSATIoN ReAD AND CoMMeNT LIke CRAzY GooGLe ReADeR SHoULD Be YoUR BeST FRIeND
  • 8. BYLINe = BRAND * *CHRISToPHeR WINk’S LINe. NoT MINe. YoUR GooGLe SeARCH IS YoUR BUSINeSS CARD. – MINDY McaDams FoR exAMPLe: GReG LINCH, GRADUATeD MAY 2009 LAUReN RABAINo, GRADUATeD DeCeMBeR 2009 keLSeY PRoUD, WILL GRADUATe IN MAY
  • 9. CoNSISTeNCY IN A GLANCe, I SHoULD ReCoGNIze YoUR SIGNATURe MARkS CoLoR SCHeMe LoGo TAGLINe eTC. oNCe YoU HAve oNe, IT GoeS WHeReveR YoU Go BLoG twitter LINkeDIN oTHeR SoCIAL NeTWoRkS
  • 10. FoR exAMPLe
  • 11. FoR exAMPLe
  • 12. FoR exAMPLe
  • 13. FoR exAMPLe
  • 14. PRoFeSSIoNALISM STRIke A BALANCe Be PRoFeSSIoNAL BUT HAve A PeRSoNALITY GooGLe YoUR NAMe. Look AT THe ReSULTS, AND IF YoU WoULDN’T WANT A BoSS To See IT, TAke IT DoWN ReTHINk WHo’S LISTeNING ‘Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San jose and hating the work.’
  • 15. YoURNAMe.CoM THINk oF IT AS AN INveSTMeNT MIGHT CoST A FeW BUCkS, BUT HUGe PAYoFFS PUT THe BASICS oNLINe BLoG ReSUMe, IN HTML AND PDF FoRMS CLIPS ABoUT PAGe CoNTACT INFo LINkS To YoUR PRoFILeS oN SoCIAL NeTWoRkS
  • 16. Be SoCIAL qUIT SAYING YoU DoN’T ‘GeT IT’ ... AND jUST TRY IT. TWITTeR: IT’S NoT FACeBook ... So DoN’T APPRoACH THeM THe SAMe. NeTWoRk. NeTWoRk. NeTWoRk. PoST LINkS, USING A URL SHoRTNeR LIke BIT.LY. ANSWeR qUeSTIoNS. ASk qUeSTIoNS. SHARe TIPS. SeLF-PRoMoTe *IN MoDeRATIoN* IT’S RUDe To oNLY TALk ABoUT YoURSeLF IN ReAL LIFe. THe SAMe HoLDS TRUe oNLINe.
  • 17. TWITTeR 101 FILL oUT YoUR PRoFILe - ADD A PRoFeSSIoNAL-LookING PHoTo. - GIve USeFUL CoMPLeTe BIo INFo. example: ‘journalism and biz student at San jose State. online editor for @SpartanDaily, intern at @SvSjBizjournal. - LeAve YoUR ACCoUNT oPeN (AS IN, NoT PRIvATe). - ADD URL, IF YoUR SITe IS UP AND RUNNING. be smart as your start out - DoN’T TWeeT ‘BeING FoRCeD To joIN TWITTeR.’ - DoN’T FoLLoW 400 PeoPLe ALL AT oNCe, oR eLSe YoU’LL Look LIke A SPAMMeR.
  • 18. RSS & BLoGS WHY ReAD BLoGS? you absolutely must kNoW WHAT’S GoING oN IN YoUR INDUSTRY. How to follow? GeT A GooGLe ReADeR: IT’LL CoLLeCT YoUR RSS FeeDS. LeAve CoMMeNTS AND MAke THeM INSIGHTFUL. THIS GeTS YoUR NAMe oUT THeRe AND HeLPS BUILD YoUR BRAND.
  • 19. questions? WHAT eLSe Do YoU want to know?