Managing online reputation presentation

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Managing online reputation presentation

  1. 1. Online Personality & Managing Online Reputation Karen  Freberg,  M.A.   Doctoral  Candidate:  Public  Relations   School  of  Advertising  and  Public  Relations   College  of  Communication  and  Information   The  University  of  Tennessee   kfreberg@utk.edu  
  2. 2. Agenda     Online  Personality     Online  Portfolios     Managing  Online  Presence     &  Reputation     Final  Thoughts     Questions  &  Comments  
  3. 3. What is an online personality?   A personality combines of all the attributes--behavioral, temperamental, emotional and mental--that characterize a unique individual.   An online personality is exactly the same – but it is captured virtually online in various forms – such as blogs, videos, podcasts, pictures, updates, and conversations with others online.
  4. 4. What  is  an  Online  Portfolio?    Electronic  Portfolios  (or  also  known  as  E-­‐ Portfolios)  are  a  collection  of  materials  that  a   user  uploads  online    Materials  can  include  Word  documents,   pictures,  music,  audio  Giles,  videos,  etc.    The  purpose  of  online  portfolios  is  to  present   the  user’s  skills  (writing,  designing,  etc.),   highlight  their  personal  and  work  experience,   and  continually  update  their  information.  
  5. 5. Why  are  Online  Portfolios   Important?   •  It  is  easy  to  update  and  change  information  about   yourself   •  A  visual  and  interactive  resume   •  Helps  manage  your  online  presence  and  reputation   •  Allows  you  to  include  more  visual,  audio,  and  other   examples  of  your  work   •  Ex.  InDesign,  iMovie,  Photoshop,  Adobe  Flash,  etc.   •  Can  show  future  employers  your  range  in  abilities  and   skills   •  Easy  to  access:    Online,  downloadable  documents,  links   •  Ex.  PDF  Giles,  web  site  links,  etc.  
  6. 6. Steps  to  setting  up  Online   Portfolio   1.  Outline  Your  Objectives     What  are  my  professional  and  personal  goals  for   my  online  portfolio?     What  type  of  job  am  I  looking  for?       What  industry  do  I  want  to  work  in?       What  are  my  best  skills,  and  how  can  I  show   this  online?     How  do  I  want  to  present  myself  to  future   employers?  What  is  my  “personal  brand?”     How  am  I  going  to  distinguish  myself  from  other   PR  undergraduates  who  are  searching  for  the   same  jobs?  
  7. 7. Steps  to  setting  up  Online   Portfolio  cont.   2.  Research  other  Online  Portfolios     Identify  industry  and  potential  employers   (ex.  PR  Girms,  agencies,  graduate  schools,   etc.)  you  would  want  to  work  for     Identify  your  personal  and  professional   values       Conduct  background  research  (ex.   organizational  history,  key  players  at  Girm  or   agency,  past  campaigns,  professors  and   research  interests,  qualiGications,  etc.)       Find  out  what  type  of  candidate  they  are   looking  for  (skills,  knowledge,  experience,   abilities,  etc.)  
  8. 8. Steps  to  setting  up  Online   Portfolio  cont.   3.  Select  Theme  /  Design  for  Online  Portfolio   4.  Collect  Materials  for  Online  Portfolio     Papers,  presentations,  videos,  brochures,  web  sites,   graphic  designs,  etc.     Write  a  sentence  or  two  that  the  importance  of  each   piece  is,  what  skills  was  needed  to  complete  the   piece,  importance  and  contribution  to  academic   and  professional  experience,  and  why  this   particular  piece  represents  you  and  your  work     Make  your  online  portfolio  as  a   social  media  resume  
  9. 9. Must-­‐haves  for  Online  Portfolios     Resume  (separate  page  and  PDF  Gile)     Objective,  Education,  Work  experience,  Job   Skills,  Activities,  Skills,  Honors,  etc.     Contact  information  (Email  Address)     Professional  Picture     Work  Experience  Section  with  examples  of   PR  work     Links     Professional  Organization  Associations  /  PR   Firms     Education  (Link  to  University  /  Major  /  Date  of   Graduation)     Social  Networking  web  sites     Facebook,  LinkedIn,  Twitter,  Ning   Communities     Card.ly  
  10. 10. Examples  of  Online  Portfolios  /  Social   Media  Resumes     Rachel  Gossett     University  of  Tennessee  Alum  ’07     Jamie  Lonie     University  of  Tennessee  ‘10     PR  Prospects  (Auburn  University,  Fall  2009)     Katie  Hoch     Whitney  West     Marvin  Jones     Brooke  Bloom     Jenni  Breland     Other  Online  Portfolios  
  11. 11. Managing Online Presence & Reputation
  12. 12. Something  to  think  about…    “It  takes  many  good  deeds  to  build  a  good   reputation,  and  only  one  bad  one  to  lose   it”          -­-­  Benjamin  Franklin  
  13. 13. Why  do  you  need  to  manage  your   presence  /  reputation  online?     More people are going online for news, information about companies and jobs, and networking.   The internet is an important medium for PR professionals to not only know, but also understand how it works.   Employers today search online when they are interviewing job candidates.   You need to be aware of what is posted and shared on you online   By managing your brand with a personal web site, online portfolio, social media resume, and blog, you will have a little more control over what is posted online.   Your reputation is your most priceless possession, once it is lost, it is very hard to get it back!
  14. 14. Technology Professional Online Content Portfolio / Website Consistent Personality Online Reputation & Engaging Interactivity
  15. 15. What  NOT  to  do  or  say  on  social   media!  
  16. 16. Managing  Online  Presence     Having personal web site / blog / social networking site   Be aware of latest technologies   Friendsfeed   Social Mention   Other tools to monitor Online Reputation   Use Social Media Strategically   Facebook => Social   LinkedIn => Professional   Twitter => Networking & Updating Status   Check what others are posting about you (“friends”)   Search Google and Blog Sites (ex. Technorati)   Look at Social Media Comments and Discussion Board Threads for your Name   Facebook, Google, Twitter, Technorati, Social Mention
  17. 17. Managing  Online  Presence  cont.   •  Don’t  get  into  arguments  online  with  people  (ex.  Facebook,   discussion  boards,  forums,  etc)   •  Need  to  understand  social  media  &  how  to  these  tools   •  Be  conscious  of  what  you  post  -­‐-­‐  How  would  this  look  to  my   future  employer?    How  is  this  going  to  impact  my  personal   brand  and  reputation?    Would  I  want  to  see  this  online  for   everyone  to  see?   •  Check  out  what  is  posted  on  yourself  on  social  networking   sites  (ex.  MySpace  and  Facebook)   •  Be  your  own  PR  person!  Have  your  own  media  outlet!  
  18. 18. Online  Presence  Continuum   Too transparent Balanced Online Too closed Presence
  19. 19. Facebook Places   Best practices and things to think about   Own your place – make sure that you see who is checking in   Watch to see if any of your friends are checking you in at places – whether you are there… or not.   Understand the risks related to checking in and giving out location – privacy issues / geo-targeting issues   Issues of broadcasting to everyone’s friends on Facebook on where you are at   Control of checking in on Facebook Places is in the hands of not only you – but your “friends”
  20. 20. Here is something to think about….   Imagine this scenario - What do you do if you are working at home on a project for school / work / or other professional projects, but then you are “tagged” being somewhere else and your friends at a party.   Plus, they would also comment on your behavior at this event, which would reflect on your reputation   This information is broadcasted to not only their friends, but yours – including your co- workers, friends, family, and employers.   How would YOU manage this situation proactively and your online reputation?
  21. 21. Personal  Example  of  Managing     Online  Presence   www.karenfreberg.com www.karenfreberg.com/blog
  22. 22. Hitslog:  Sitemeter  
  23. 23. Final  Thoughts    “Be  more  concerned  with  your  character  than   your  reputation,  because  your  character  is   what  you  really  are,  while  your  reputation  is   merely  what  others  think  you  are.”            -­-­  John  Wooden  
  24. 24. Managing  Online  Presence   Articles     Online  Reputation  Management  Press  Release  (PR   Newswire)     What  is  Social  Reputation?  (StepRep  Blog)     Ten  free  tools  for  monitoring  your  brand’s  reputation   online       How  to  build  your  brand  online     Ping  in  the  New  Year!:  Simplify  management  and  improve   awareness  of  your  online  presence  (PR  Tactics  &  The   Strategist  Online,  January  8,  2009)     How  personal  branding  can  increase  your  job  security  (PR   Tactics  &  The  Strategist  Online,  December  12,  2008)  
  25. 25. Questions or Comments? Thank you! Karen Freberg, M.A. Website: www.karenfreberg.com Blog: www.karenfreberg.com/blog Twitter: @kfreberg

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