This presentation is intended for new college admissions professionals. It is designed to help them be aware of their personal brand, develop smart and professional social media presences, and use social media for professional development. It was presented at IACAC Summer Institute 2015.

1. Professional
Standards and
Social Media
Will Patch
Summer Institute 2015

2. Welcome to Our Profession!
 This is a professional career
 Not just a job, you’re the expert!
 Professional standards apply online as well
 Social media can blur the lines of personal and
professional

3. Your Personal Brand

4. Brands
What is their brand purpose?
“At McDonald's, we strive to be more
than just a restaurant - we're a first
job for many, a community partner, a
model for other restaurants around
the world, and a company seeking new
ways to fulfill our brand promise of
Quality, Service, Cleanliness, and
Value.”

5. Brands
Donald Trump
Attached to luxury, power, wealth
in excess.

6. What is a Personal Brand?
Your unique package of strengths, skills, and experiences.

7. A Personal Brand…
 Tells your compelling story
 Should show your authentic self
 Share your experience
 Is necessitated by anonymity of online personas

8. Step 1: Know Yourself
 Know your values
 Know what you’re passionate about
 Know your strengths

9. Step 2: Your Story
 Step 1 was “who”
 Where you have been
 What your vision of growth is
 When - “Riding into the sunset” moment
 Why does this matter to you

10. Step 3: Verify
 Look over what you have and ask:
 Are my values and strengths authentic or
aspirational?
 Is my story complete and compelling?

11. Be Your Best Professional
Self

12. Communication
“The way you use language reveals who
you are, how you think, and how you
work.”
– Nick Corcodilos
 If spelling and grammar are a known weakness, ask for
help

13. Communication

14. Communication
 Body language is as important as how you use spoken or
written language
 See Amy Cuddy’s research
 TED Talk

15. Body Language

16. Online Professional
 Your online profiles are how you portray yourself when
you aren’t there
 Make sure it’s a good first impression

17. Online Professional

18. Your Profiles
 Recommended not to use 1 account for your personal and
professional relationships
 Some offices prefer you not to use social media to
communicate, check first
 Take advantage of security and privacy settings!
 2 accounts, or just professional
 Consider using 1 network just for professional, and
another just for personal

19. Your Profiles
Personal
 Friends and family
 Post fun content
 Maybe some embarrassing photos
 Use privacy settings

20. Your Profiles
Professional
 Students and coworkers
 Follow interesting people and
organizations
 Fun is relative
 Focus on message

21. Privacy Online
 Facebook
 Post level or profile level
 Posts and photos can be set individually

22. Privacy Online
 Facebook
 Profile level can hide portions or your entire profile

23. Privacy Online
 Twitter, Instagram, and Vine
 More simple, either on or off

24. Privacy Online
 Pinterest
 You can have hidden boards

25. Things to Avoid
 Uncomfortable messages from students or parents
 Refer to your Director immediately, don’t respond
 Blurring the lines
 Keep relationships professional
 Casual is ok, but can lead to problems

26. Professional Profiles
 Have a professional photo ready
 ID photo or headshot from website
 Consistency looks good
 Have bio or professional description ready
 A few sentences describing you, your role, and/or your
goals
 Elevator pitch

27. Professional Facebook
 Link profile to work email or professional email address
 Use cover photo that represents your institution or isn’t
unprofessional

28. Professional Twitter
 Retweet and interact with university or high school
 Interact and answer questions from students
 Use for professional development

29. LinkedIn
 Professional network, not social
 Online resume
 Network with others in profession, learn more through
groups

30. LinkedIn
 “Be brave enough to start a conversation that matters.” –
Margaret Wheatley
 Ask questions in groups, start new topics

31. About.me
 A hub for your profiles
 Great way to meet new people and ask questions

32. Professional Development

33. Professional Development
 IACAC
 Spring Congress
 Mentorship
 NACAC
 Website
 Groups
 National Conference
 Journal of College Admission

34. Professional Development
 LinkedIn groups/Pulse
 Chronicle of Higher Ed
 About.me
 Search by interests
 Twitter
 @IACACIndy
 @NACAC
 @NACACWonk
 @InsideHigherEd
 @Chronicle

35. Professional Development
 On your campus
 Connect with faculty and staff
 If you’re not an alumnus, even more critical to get to
know students
 Mentorship programs
 Committees

36. Discuss
 What have been your experiences with social
media and professional standards at work?
 What other digital professional development do
you recommend?
 What questions do you have?