Personal Branding Through Social and Digital Media


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Mary Canady's presentation to marine biologists at San Diego State University November 28th 2013.

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  • How many on LinkedIn, Twitter, Blog? You’re doing science to help people: can do it better by finding your niche, and can help people along the way. Doesn’t necessarily mean research.
  • I can’t cover everything, but these are the tools which will help you connect with other scientists and learn about tools.
  • Audit Diana
  • Be sure to put brand as name, otherwise message will not be as efficacious
  • What results do you get when you google your personal brand?
  • Personal Branding Through Social and Digital Media

    1. 1. Personal Branding Through Social and Digital Media SDSU Coastal and Marine Institute Laboratory November 18, 2013 Mary Canady Comprendia LLC
    2. 2. 2 © Comprendia, LLC All rights reserved.
    3. 3. Who Am I? •Then –Trained as a biochemist –Always gravitated to online tools & pretty pictures –Loved bench work and organizing events •Now –Comprendia/San Diego Biotechnology Network •Network of 20,000 •Marketing, events, writing, speaking •Results –People find me easily for business (and speaking!) –I have found my niche and am happy 3 © Comprendia, LLC All rights reserved.
    4. 4. 4 © Comprendia, LLC All rights reserved.
    5. 5. Your Personal • Strategy – What‘s your personal brand? • ‗Research‘ your interests, goals – How does your current research translate to job market? – What gets you up in the morning? • Tactics – Online: LinkedIn, Twitter, Blog, Google – ScienceOnline – Be creative 5 © Comprendia, LLC All rights reserved.
    6. 6. General Guidelines • It‘s not all about you – Provide resources first, promote yourself second • Consider audience, reach and goals when communicating – Public? Scientists? – What are my institution‘s policies? – Always ―test the waters‖ by watching and asking first • Use IRL values when communicating – Don‘t rush to judgment • Consider pseudonymity fully before deciding 6 © Comprendia, LLC All rights reserved.
    7. 7. RSS: Your New BFF • RSS Feeds & Readers – Monitor individual website changes • Blogs • News • Pubmed – Monitor the entire web • Tools – – – – 7 Look for orange RSS symbol & subscribe Google Alerts: a ‗catch all‘ Aggregate with Yahoo Pipes Use Feedburner to send daily emails © Comprendia, LLC All rights reserved.
    8. 8. What Online Tools Should I Use? Application Good for How To Use LinkedIn Professional networking •Personal brand •Job hunting •Leads •Complete profile •Join/start groups •Engage Twitter Sharing information with short updates •Personal brand •Connecting via content •Events •Find a niche •Follow hashtags/users Blog Dynamic website with daily-weekly articles •Personal brand •Connecting with peers •Create blog acc. To brand •Find others, interact via comments/Twitter Google+ 8 Description Social networking ―back layer‖ •Sharing information •Increasing search engine visibility •Hangouts •Add colleagues to circles •Join communities •Use Hashtags Recent presentation Academics Presence Online © Comprendia, LLC All rights reserved.
    9. 9. Your LinkedIn Profile • Should be as complete as resume – Headline: relate to personal brand – Use action words and bullets – Add past relevant positions with information for each, helps others find you (leave out the Olive Garden) • • • • Get a ‗vanity‘ URL, add to business card Add a head shot Check for spelling errors! Link to your company or sites of interest (blog!) • Include complete contact information • Get recommended 9 © Comprendia, LLC All rights reserved.
    10. 10. Leveraging LinkedIn Groups • Benefits – Directly email any group member (check out our howto) – Can post questions to group – Searches give more results • Join up to 50 groups • Choose large, relevant, active groups – Your posts will not be seen in spam-y groups • Lots of great discussions going on – Antibodies, recombinant proteins, medicinal chemistry… – See our tips and list to start 10 © Comprendia, LLC All rights reserved.
    11. 11. Scientists on Twitter? Term ScienceOnline Oceans 2013 #sciooceans Western Society of Naturalist Meeting #wsn2013 Deep Sea News #deepsn Science Communication #scicomm 11 © Comprendia, LLC All rights reserved. # Tweets 6,700 466 75/day 120/day
    12. 12. 12 © Comprendia, LLC All rights reserved.
    13. 13. Basics • Overview – Provide 140 character updates, AKA ‗microblogging‘ – @[user] to send a public message (reply) – D [user] to send private message (DM) – #[text] is a ‗hashtag‘ to follow events, subjects, or chats • Follow based on content, don‘t need to know – Hint: this is huge for meeting people • Provide information based on your brand • Should be a conversation if you‘re doing it right! 13 © Comprendia, LLC All rights reserved.
    14. 14. Tactics • Fill out profile completely and carefully • Get followers – Target: 1,000 – To be followed, you must follow • Twitterer will be sent message that you are following • Search Twitter, Social Mention for terms (e.g., ‗marine biology‘) • Conference hashtags (#sciooceans) • Twitter will make suggestions for who to follow • Provide content from RSS or other Twitterers • Engage with Twitterers 14 © Comprendia, LLC All rights reserved.
    15. 15. Ways To • WordPress – Hosted blog at, or get a server, host your own ($7/month) – Most flexible, our favorite • Blogger – Only offers hosted solutions • Tumblr – Less flexible, hard to write a post with both image and text • Join an existing blog network 15 © Comprendia, LLC All rights reserved.
    16. 16. Blog Networks Link and courtesy @brianreid 16 © Comprendia, LLC All rights reserved. Finding blogs: •ScienceSeeker •Researchblogging
    17. 17. 17 © Comprendia, LLC All rights reserved.
    18. 18. Google Yourself • Google Author Rank – Your Google+ network affects search results – Big for your personal brand – Wackadoodles can be silenced • Google+ – Add colleagues using G+‘s tools – Share information – Join groups, share hashtags • Set up a Google Scholar Profile • What‘s working well for others? 18 © Comprendia, LLC All rights reserved.
    19. 19. • ScienceOnline – Cultivating science sharing online • ScioSD Satellite Mission: get more local scientists online – Providing resources, events – Space for local bloggers • Monthly hangouts to learn about social media – Google+, Website, YouTube • Happy Hour Dec. 4th, join us! 19 © Comprendia, LLC All rights reserved.
    20. 20. Facebook • Living in the 10‘s=professional FB presence – – – – Manage privacy Change to work name Keep politics at a minimum No passed out photos • Follow marine science pages, engage • Live your brand? You decide. 20 © Comprendia, LLC All rights reserved.
    21. 21. Get Creative • Ocean science is INTERESTING • Use ―Millennial‖ tools • Outreach • Can take many forms • Great way to network • Provide resources to news outlets 21 © Comprendia, LLC All rights reserved.
    22. 22. Packaging Yourself • All good marketers have a ―30 second commercial‖ that summarizes their product—make one about you! – – – – • • • • 22 Short summary Your ―Position‖ What you‘re looking for First 10 seconds should ―stand alone‖ for quick introductions (1-2 sentences) Write it down Practice Practice Practice © Comprendia, LLC All rights reserved.
    23. 23. Getting Started • Determine your personal brand • Start small – – – – LinkedIn, Google+ Profile Share your brand on Facebook Volunteer to manage MEBSA Twitter ScioSD bloggers? • Be creative • Start NOW 23 © Comprendia, LLC All rights reserved.
    24. 24. Questions? • Twitter – @Comprendia – @SDBN • LinkedIn – • Facebook – • Blog – – • Slideshare – 24 © Comprendia, LLC All rights reserved.
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