Personal Branding, Social MediaDr. Mary Ann PearsonCalifornia Baptist UniversityDirector of CommunicationStudies –Online and Prof. Studies
Goals/Objectives• To provide an understanding of the value and importance of personal branding and to provide basic skills in communicating a personal brand through social media platforms.• To provide information on the value of social media as a communication platform.
Personal BrandingWhat does personal branding mean in thisage of social media?
WHAT IS A PERSONAL BRAND?A Brand of You…Tom Peters published on this topic in his 1997 Fast Company Article called ―A Brand Called You‖. The essence of Mr. Peters message is that you are in charge of your brand and that all of us can own some part of the market.http://www.fastcompany.com/magazine/10/brandyou.html
But the Starbuck’s experiencerepresents the brand.
Individuals have knowledge, expertiseand talent…
The experience of getting to knowthem…• Allows us to begin to appreciate their strengths, talents and the work they do; or their personal brand.
How do others learn about ourqualities?• In the past we…• Reached people through traditional means including working together, researching and writing papers, presenting at conferences and working collaboratively through professional organizations and associations.
Think about the kind of relationship you have withcolleagues or associates who really know you…• How did they get to know you?• Was it by spending hours together chatting, collaborating and working on projects?• Did you go through some challenging times together?• Have you passed through various stages of life together, witnessing significant events?• ALL OF THIS IS POSSIBLE THROUGH SOCIAL MEDIA-THE RELATIONSHIPS ARE REAL.
How do we accomplish this?• By creating a web presence on social media sites like Twitter, Facebook and Linked In and by blogging and maintaining a website—it is possible to keep up with family, friends, business and academic associates.
Promoting your personal brand…POSTING LINKS TO INTERESTING ARTICLESAND WEBSITES ATTRACTS OTHERS TO YOUAND THEY WILL FOLLOW YOU.WHEN THIS TAKES PLACE, YOU BUILD ANONLINE COMMUNITY.
How can social media help withestablishing a brand?• Social media monitoring, participation, now among 6 most common (core) functions…and growing fast.• According to USC Gap Studyhttp://annenberg.usc.edu/ResearchCenters/Strategic%20Communication%20and%20Public%20Relations%20Center.aspx/
Social Media = more accessible• An analysis of organizational design has shown several benefits for organizations that focus on using social media to build virtual communities that will affect the real world.• This analysis revealed an inherent organizational value in starting with a higher sense of purpose and building community first.• GAP Study University of Southern California, 2012
Top Social Media Tools…• Top 10 Digital/Social Tools according to GAP Study• Social Networking Sites 4.7• Blogs 3.52• Sharing Online Videos 4.4• RSS 3.25• Scale of 1-5
Tools on the Rise…• Digital/Social Tools: On the Rise Digital/Social Practice 2009 2011 Increase• Facebook 3.44 4.75 +1.31• Twitter 3.34 4.33 +.99• Blogs 2.72 3.52 +.80• Gap Study 2012 USC
The Millennial Generation & SocialMedia• A phenomenological study of journalism students’ perception of their educational experiences, Pearson, M, 2010• A chapter of my doctoral dissertation was devoted to the millennial generation. After reading the literature available in 2010 and interviewing about 25 journalism students— many interesting themes emerged.
Succinct Statement of Results• The participants defined effective journalism educational experiences as learning that took place while students worked in experiential learning settings. Working on a university convergent journalism publication or as an intern in a setting where social media, writing for the web and staying up to date through the Internet were included in the daily work, provided experiential learning opportunities. These experiences were enhanced by mentoring relationships.
Short Version• Communication platform- Social Media and web publications• Learning was best when it was experiential.• Mentoring and Internships were vitally important.
Scientist, Educators, PR practitioners…• Should plan to reach their audiences by creating a personal brand and delivering messages through the Internet utilizing current platforms of communication.• Today—Facebook, Twitter, Linked In and Blogs are a few of the favored platforms.
Millennial Generation and then theiGeneration or Net Gen?• As the baby boomers age and the Gen X, Millennial Generation and Net Gen enter the community, communicating in the latest platform will be essential.
How do I learn to do this?• You Tubes and tutorials are available to walk you through setting things up.• There are many books and articles available—see reference list.
Review of Objectives• Did we provide an understanding of the value and importance of personal branding an basic skills in communicating a personal brand through social media platforms?• Did we provide information on the value of social media as a communication platform?• Additional questions? firstname.lastname@example.org
References• http://annenberg.usc.edu/ResearchCenters/Strategic%20Communi cation%20and%20Public%20Relations%20Center.aspx/• Pearson, M. (2010). A phenomenological study of journalism students perception of their educational experiences. Riverside, CA.• http://www.usatoday.com/money/advertising/story/2012-05- 03/naming-the-next-generation/54737518/1• http://mashable.com/2009/11/13/social-media-book-review/• http://www.chrisbrogan.com/20-free-ebooks-about-social-media/