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Personal Branding: The Power of You - Creating an Influential & Credible Personal Brand in Social Media


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Personal Branding in Social Media presentation from the National Black Public Relations Society's Web Cafe. Presented by Elizabeth Lupfer on June 10.

Published in: Business, Technology

Personal Branding: The Power of You - Creating an Influential & Credible Personal Brand in Social Media

  1. 1. Creating an Influential & Credible Personal Brand in Social Media
  2. 2. <ul><li>Wynona Redmond, President </li></ul><ul><li>Deborah Hyman, Executive Vice President, moderator </li></ul><ul><li>Richelle Payne, Secretary, Web Café Coordinator </li></ul>
  3. 3. Elizabeth Lupfer is a geeky-cool, die-hard internet strategist with over 12 years of web experience that blends serious technical knowledge (that would make any geek blush) and business sense that gives her the skills necessary to communicate with key stakeholders at all levels. She also has an intensely ridiculous passion for the power of social media as a means to connect and engage audiences, both internally and externally. As someone who enjoys a corporate job as well as her passion for social media, she has extensive experience in maintaining a personal brand and balancing the two interests. Elizabeth is a frequent contributor to Social Media Today and has authored several posts that have been recognized as &quot;Top Stories&quot; and &quot;Editor's Picks&quot;. Feel free to learn more about her enthusiasm for social media at http://
  4. 4. <ul><li>Know the value of building, promoting and monitoring your personal brand </li></ul><ul><li>Learn tactics on what you should DO and NOT DO when building a personal brand </li></ul><ul><li>Appreciate the power of the social graph and how you can use it to extend your brand and social media presence </li></ul><ul><li>Understand the sometimes precarious act of balancing your personal interests with the interests of your company </li></ul>
  5. 5. <ul><li>It directs our daily efforts and impacts everything we do — from the content we create, to how we interact and converse online, to wanting to help others by sharing opinions and insight without reservation </li></ul><ul><li>danielmckean [dot] com </li></ul>Passion Drives Us
  6. 6. <ul><li>If you have a name, you have a personal brand </li></ul><ul><li>Amplify what makes you great. </li></ul><ul><li>Differentiate yourself as a thought leader in your chosen field </li></ul><ul><li>Build a solid reputation within your industry </li></ul><ul><li>Increase your influence and improve your perceived value in the marketplace </li></ul>
  7. 7. <ul><li>Blog / website: Rank yourself higher in search engines and lend more to your expertise and interest areas over time </li></ul><ul><ul><li> </li></ul></ul><ul><li>LinkedIn: Use it to create your own personal advertising: join groups and contribute to discussions </li></ul><ul><ul><li> </li></ul></ul><ul><li>Facebook Fan Page: Target your audience for business or community without having to befriend them first </li></ul><ul><ul><li> </li></ul></ul>
  8. 8. <ul><li>Twitter: Tweet and retweet relevant information. Use Twitter lists to link your Twitter topics or connections to each other </li></ul><ul><ul><li> </li></ul></ul><ul><li>Ning: Make your brand social, amplify a cause you’re passionate about, or simply forge strong relationships with like-minded people </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Google: Create and fill out your Google profile </li></ul><ul><ul><li> </li></ul></ul>
  9. 9. Personal Branding Basics
  10. 10. Choose Your Superpower
  11. 11. Expose Yourself Build Your Reputation
  12. 12. Expose Yourself
  13. 13. I n j e c t P e r s o n a l i t y
  14. 14. Tactics You Should Do and Not Do
  15. 15. <ul><li>Build your knowledge base and keep up to date on best practices, resources and technology </li></ul><ul><li>Follow thought leaders in your area of expertise as well as in other areas, and see how their ideas apply to you </li></ul><ul><li>Observe audience/community sentiment (positive/negative) </li></ul><ul><li>Stay aware of conversations hiding in Twitter (use and Friendfeed </li></ul>
  16. 16. <ul><li>Post versions of your bio and head shot on other social networking sites </li></ul><ul><li>Create a focused blog about a topic that relates to your area of expertise. Use blogging software such WordPress or TypePad to build a static website if you feel you won't be able to post to your blog at least twice weekly </li></ul><ul><li>Post articles, whitepapers, and other materials to relevant third-party sites (e.g., Slideshare) </li></ul>
  17. 17. <ul><li>Promote others even more than you promote yourself </li></ul><ul><li>Guest blog on other sites that are relevant to yours </li></ul><ul><li>Create brand videos or podcasts and post them on YouTube with URL links </li></ul><ul><li>Tweet and retweet, and acknowledge those who retweet or comment on your posts </li></ul><ul><li>Interact with your followers by asking questions </li></ul><ul><li>Comment frequently (and meaningfully) on blogs that write about you and your posts </li></ul>
  18. 18. <ul><li>Enforce your brand by filling out your profiles and cross reference them to one another </li></ul><ul><li>Ensure that your brand identity (such as logo, colors, backgrounds) is the same across all social platforms, as well as with your print collateral </li></ul><ul><li>Use the same Avatar (profile picture) across all of your profiles </li></ul>
  19. 19. <ul><li>In a Trust Economy , your market is your community or network, trust is mandatory and influence is king * </li></ul><ul><li>First establish your baseline using an Online ID calculator </li></ul><ul><li>Then use free online tools such as Klout and Twitter Grader to track your growing influence </li></ul> Return on Influence – The Real ROI, George Benckenstein Klout Classification Embed Compose Tweet
  20. 20. <ul><li>Establish differences between your personal persona and your professional one, and determine who will see which </li></ul><ul><li>Decide how much you are comfortable with sharing and draw the line on what you will not share </li></ul><ul><li>There is nothing wrong with keeping certain aspects of your life fact, it’s better that way </li></ul><ul><li>Keep in mind that few people trust others who disclose private matters </li></ul>
  21. 21. <ul><li>Choose ONE professional photo of yourself and use that photo consistently on all of your social networking profiles </li></ul><ul><li>Write your bio and use the same one everywhere. Make small enhancements only when necessary for a particular audience </li></ul><ul><li>Choose your stance and stick with it. Don’t go back and forth on your position unless your opinion has truly changed </li></ul>
  22. 22. <ul><li>Track your SERPs and see what is being said about you </li></ul><ul><li>See negative criticism as an opportunity to engage and drive conversation </li></ul><ul><li>Negative publicity can give you the opportunity to right a wrong; it can provide a platform for you to address an issue; and it can make you better at what you do </li></ul>
  23. 23. <ul><li>How to respond: </li></ul><ul><ul><li>Don’t </li></ul></ul><ul><ul><li>If you do respond, do so quickly and respectfully </li></ul></ul><ul><ul><li>If at all possible, refrain from asking the blog or person who posted the criticism from removing it </li></ul></ul><ul><ul><li>Start a positive PR campaign </li></ul></ul><ul><ul><li>Invest in Reverse SEO </li></ul></ul><ul><ul><li>Take it offline when appropriate </li></ul></ul>
  24. 24. <ul><li>Managing multiple social networking profiles can be relatively easy through automation! </li></ul><ul><li>Use the widgets and tools available to you to push your RSS feeds and updates from one profile to another </li></ul>
  25. 25. Your Social Graph: Your Connections
  26. 26. <ul><li>The social graph is the representation of our relationships </li></ul><ul><li>People that you make connections with on Social Media are likely the ones who can spread the messages for you too </li></ul><ul><li>Social graphs show you a pattern of connections and, more importantly, how and who your followers connect with online </li></ul><ul><li>Social graphs bridge the gap between networks </li></ul>Image courtesy of Joshua Porter
  27. 27. Finding Balance
  28. 28. <ul><li>Check your ego at the door </li></ul><ul><li>Disclose your affiliation or employment with your company </li></ul><ul><li>There is no room for blatant self-promotion or arrogance </li></ul><ul><li>Be smart when you communicate and don’t forget that others’ are watching </li></ul><ul><li>Use common sense in everything you post and everything you say </li></ul><ul><li>Protect company information vigilantly but professionally </li></ul>
  29. 29. The End
  30. 30. <ul><li>http:// </li></ul><ul><li>http:// </li></ul><ul><li>http:// </li></ul><ul><li>[email_address] </li></ul>
  31. 31. Thank you for your support! <ul><li>For more information on national and chapter programs or to join, visit </li></ul><ul><li>Mark your calendars for the next Web Café on July 8th </li></ul>