Branding weds webinar - Branding for Libraries

2011. Robin Fay, georgiawebgurl robinfay.net > Branding and Influence: Establishing Your Digital Identity and Reputation

Branding and Influence: Establishing Your Digital Identity and Reputation
All materials available at http://del.icio.us/georgiawebgurl/digital_identity
What is your library brand? Do you have one? What about your own brand? Do you "Google" yourself?
How do you know if your social media presence is effective? Do you have digital credibility? We'll explore tools to cultivate a digital identity, branding, and ways to evaluate social media effectiveness.
Robin Fay, robinfay.net, 2011/03

Branding and Influence: Establishing Your Digital Identity and Reputation Find me georgiawebgurl @twitter, linkedin, robinfay.net

: Professional Networking & Digital Identity Robin Fay, robinfay.net, 2011/03
Brief introduction
Brands can be represented visually by logos, by slogans, name and more.
What is your brand? Brands represent people, organizations, products, companies and more. Branding and Influence: Establishing Your Digital Identity and Reputation

Brief introduction
Must be understandable, communicating something about the product/person/organization it is meant to represent
KISS: Generally, the more simple the better
Be appropriate for target audience
Secrets to good branding Branding and Influence: Establishing Your Digital Identity and Reputation

Brief introduction
Be consistent across all media so that content is easily recognized
Don’t let someone else create your brand
Your identity is your brand

Brief introduction
Good branding is impacted and impacts the perceived trustworthiness, respect, and influence
Libraries are generally see as trustworthy
Developing a good reputation and identity is an essential part of establishing a brand

Brief introduction
Digital Credibility, aka DigiCred
means a certain amount of respect within your community
influence over others (Retweets, followers, etc.) as well as influence within your area of expertise (cited, hired, etc.)
Social Media + Life 2.0
Digital Credibility, aka DigiCred
Digital Credibility goes beyond just managing your online identity
Focusing on establishing your professional reputation, your credibility as a professional, you as an EXPERT/PROFESSIONAL
This is true for libraries & organizations as well as individuals

Digital credibility goes beyond digital identity and reputation management...
but let's back up a minute. What are reputation management and digital identity?
Digital identity:
what you create online
what others create about you (tagged photos, etc.) including governmental resources – tax records, criminal records, etc.

It is your digital footprint, what you leave behind at sites
It is what others create about you – tagged photos, reviews, blog posts, tweets, etc.
It is "googling" yourself
Google is your permanent record
Google yourself – set up a Google alert to keep an eye on your google presence
Google your institution
Robin Fay, robinfay.net, 2011/03 Branding and Influence: Establishing Your Digital Identity and Reputation

Reputation management then is just creating and controlling (managing) your identity Reputation management is about building the positive and minimizing the negative It is about cultivating the identity you want to present to the world. Robin Fay, robinfay.net, 2011/ Branding and Influence: Establishing Your Digital Identity and Reputation

Reputation management is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop . All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points. --wikipedia, 2011. Robin Fay, robinfay.net, 2011 Branding and Influence: Establishing Your Digital Identity and Reputation

Why is all of this important?
Before you can effectively network, you have to create a foundation -- in this digital world, that means an online presence, an online reputation
Robin Fay, robinfay.net, 2011/ Branding and Influence: Establishing Your Digital Identity and Reputation

A positive professional presence can
Help recruit better staff
Crete a better overall reputation
Foster a positive media overall
Help you meet your users in their space
Breakdown barriers between your organization and users/patrons/customers
Humanize (provide a human face) to your organization
be means of communication
Many more…

For individuals:
lead to job offers
serve as a portfolio and record of achievement
be part of professional writing, research, and development
develop expertise and reputation -- expand your circle of influence
be means of communication
find a mentor, peers, network with colleagues
help with research and professional writing through promoting research, finding writing partners and/or collaborators.
Many more…

Negative outcomes of professional networking through poor uses of social media
loss of job or job offers
legal action
negative publicity / PR
limited sphere of influence and respect
even impact your ability to get insurance

Cultivating a positive and appropriate online presence for your particular field of work is important.
Important enough that there are even companies who do “damage control” and reputations management.
These companies and professionals attempt to "work" google and social media sites to manage, grow, and yes, even repair, online reputations.

..but you can do it yourself for free..
Do use social media and the web to start building your web presence now
Develop your social media strategy for YOUR BRAND> You are your brand
Free ways to get out on the web: @uga; google sites, drupalgardens, blogger, wordpress.org, flickr, mugshots, sportshooter, tweet photos using twitpix, facebook page for your professional presence, claimID, linkedIN

but you can do it yourself for free..
"Claim" your ID at sites even if you are not using it
Google yourself
Network with aspirational professionals, e.g., connect with them on linkedin or twitter
Keep your private life, well... private > Keep up with privacy settings
Create professional and personal accounts, if needed
You do not have to accept every “friend” request, either, if the person does not fit into your strategy/policy for a particular site.

Use social media influence reputation sites like Klout and PeerIndex to evaluate your effectiveness
Facebook friend and page statistics can also be used as an indicator
User survey as well as overall site statistics
Number of blog or overall social media statistics,
Statcounter is one free service for statistics; google analytics is a very powerful metrics tool
Evaluate your presence

Build your digital identity because if you don’t someone else will build it for you.
Use social media to build your brand!
Robin Fay, robinfay.net, 2011/03
In March 2011, Nielson released an report that “ SOCIAL NETWORKS & BLOGS NOW 4TH MOST POPULAR ONLINE ACTIVITY, AHEAD OF PERSONAL EMAIL…
A lot of potential…

Robin Fay, robinfay.net 2011
Unfortunately social media is also used:
As a screening device (in employment, among others)
To harass and bully others
To spam
As a employment tool (firing over inappropriate conduct, etc.)
As a way to spy
Be very careful about how you use social media on behalf of an organization or yourself.

How you can use social media:
Promote jobs (career counseling, resume services, etc., recruitment)
Contact info
Provide help or information
PR and marketingFor individuals:
Find jobs
Find help (services / groups)
IM/Contact info
Receive job offers/consulting requests
Professional development/education

Tips for professional networking
Develop your community:
Search for colleagues you already know and respect.
Search their friend/follow lists to see who they follow.
If using twitter, watch the #FF or #followfriday
If using a service with groups (such as linkedIN) join groups that fit your professional development needs.
Always include a personal message when sending a friend/follow/network request.

Cultivating your network
Don’t ignore your network; spend some time with it regularly. It can be everyday or 2 x a week.
Find what time works for you: many people feel that the most effective use of social media is between 9-5 M-F.
Respond to feedback: direct messages, IMs, emails, comments, @ s and other ways of connecting.
Share interesting and professional information with your network.

Promote your use of social media
Let people know how to network with you.
Of course, that doesn’t mean that you have to tell them about your private (personal) accounts – just the ones where you do network.

Robin Fay, robinfay.net 2011 Pick your media: you do not have to use all of them. Branding and Influence: Establishing Your Digital Identity and Reputation

Twitter
Either private or public
Posts limited to 142 characters
Can create reading lists
Ability to private (direct) message (DM)
Most IT people are on twitter (even Bill Gates) as well as many libraries/librarians
Can participate in trending topics and learn about realtime news
Conversations are harder to follow unless using a 3rd application (brizzly)
People will often follow you on twitter who would not facebook or email you
Twitter can be used to pull into Google buzz, facebook, blogs or other resources

Twitter
is good for finding communities and professional networking
following trending topics and realtime news
PR
Sharing information
Following or participating in conferences and workshops
Getting answers to questions
Can be customized

Twitter is not good for
refined privacy settings
long posts or conversations;
Share resumes/cvs
archiving (although LoC is now archiving twitter)
Sometimes can feel like shouting into the wind

Branding and Influence: Establishing Your Digital Identity and Reputation Let’s look at twitter

: Professional Networking & Digital Identity
LinkedIn
More of a resume/CV site
You control how much info is displayed
Can pull in feeds

LinkedIn is good for
Professional networking/ professional work
Finding colleagues and professional peers
Finding professional discussion groups
Job recruitment/consulting work

LinkedIn is not good for
Blogging
More personal interactions
Truly focused on professional activity and presence
standard interface; little customization

Facebook
Somewhat complicated privacy settings but some parts (interests, etc. )are public info
Mix of personal and professional depending on user
Standard interface; little customization
Pages may be a better way to connect professionally

Smart uses of social media:
Read the TOS and Privacy statements. Yes, they are boring and confusing… .and they sometimes change.
Always doublecheck preferences or options in any social media site.
Think about the information you give away. Use a “throwaway” email address if possible.
Don’t make your private life public (unless that is your goal). Be aware of social networking etiquette.
..and always be aware of UGA Computer usage policies.

Google yourself and cultivate your web presence. Remember, you are your brand.
Use digital identity services like claimID and openID.
Social media is an incredibly powerful tool for networking.
Check your reputation and influence.
Robn Fay, robinfay.net, 2011 Branding and Influence: Establishing Your Digital Identity and Reputation

Robin Fay, robinfay.net 2011 Branding and Influence: Establishing Your Digital Identity and Reputation

http://delicious.com/georgiawebgurl/digital_identity
Robn Fay, robinfau.net, 2011/03 Branding and Influence: Establishing Your Digital Identity and Reputation

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