Branding for Libraries(Weds Webinar) Carterette series
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Branding for Libraries(Weds Webinar) Carterette series

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Branding, marketing, and public relations using social media such as twitter, facebook & more. Companion slides to a webinar on social media and branding by robin fay, georgiawebgurl@gmail.com

Branding, marketing, and public relations using social media such as twitter, facebook & more. Companion slides to a webinar on social media and branding by robin fay, georgiawebgurl@gmail.com

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Branding for Libraries(Weds Webinar) Carterette series Branding for Libraries(Weds Webinar) Carterette series Presentation Transcript

  • 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
  • : Professional Networking & Digital Identity Robin Fay, robinfay.net, 2011/03
        • 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
  • : Professional Networking & Digital Identity Robin Fay, robinfay.net, 2011/03
        • 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
    Secrets to good branding Branding and Influence: Establishing Your Digital Identity and Reputation
  • : Professional Networking & Digital Identity Robin Fay, robinfay.net, 2011/03
        • 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
    Secrets to good branding Branding and Influence: Establishing Your Digital Identity and Reputation
  • : Professional Networking & Digital Identity Robin Fay, robinfay.net, 2011/03
        • 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
    Branding and Influence: Establishing Your Digital Identity and Reputation
    • 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.
    Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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…
    Robin Fay, robinfay.net, 2011/03 Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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…
    Robin Fay, robinfay.net, 2011/ Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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
    Robin Fay, robinfay.net, 2011/ Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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.
    Robin Fay, robinfay.net, 2011/ Branding and Influence: Establishing Your Digital Identity and Reputation
  • Robin Fay, robinfay.net, 2011/03   Branding and Influence: Establishing Your Digital Identity and Reputation
      • ..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  
    Robin Fay, robinfay.net, 2011/03 Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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.
    Robin Fay, robinfay.net, 2011/03 Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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
    Robin Fay, robinfay.net, 2011/03 Branding and Influence: Establishing Your Digital Identity and Reputation
  • Branding and Influence: Establishing Your Digital Identity and Reputation
  • Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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…
    Branding and Influence: Establishing Your Digital Identity and Reputation
  • 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.
    Branding and Influence: Establishing Your Digital Identity and Reputation
  • Robin Fay, robinfay.net 2011
    • 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
    Branding and Influence: Establishing Your Digital Identity and Reputation
    • 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.
    Branding and Influence: Establishing Your Digital Identity and Reputation
    • 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.
    Branding and Influence: Establishing Your Digital Identity and Reputation
  • Robin Fay, robinfay.net 2011
    • 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.
    Branding and Influence: Establishing Your Digital Identity and Reputation
  • 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
    Branding and Influence: Establishing Your Digital Identity and Reputation
      •   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
    Branding and Influence: Establishing Your Digital Identity and Reputation
      •   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
  • 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
    Branding and Influence: Establishing Your Digital Identity and Reputation
      • LinkedIn is not good for
        • Blogging   
        • More personal interactions
        • Truly focused on professional activity and presence
        • standard interface; little customization
    Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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
    Branding and Influence: Establishing Your Digital Identity and Reputation
  • Branding and Influence: Establishing Your Digital Identity and Reputation
    • 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.
    Branding and Influence: Establishing Your Digital Identity and Reputation
      • 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