This document outlines Tom Russo's online persona across various social media platforms. It describes his background and interests in media, communications, culture, travel and digital technologies. The persona is designed to be relevant and engaging for other media professionals, potential employers, and those interested in media/digital landscapes. Strategies to project this persona consistently include publishing relevant content on multiple platforms, utilizing the strengths of each, maintaining an informed but relaxed tone of voice, and posting consistently but not excessively.

1. Tom Russo
Media Coordinator, constantly engaging with the
changing media landscape and its digital future. Deep
understanding of media, developed while completing a
Master of Comms. Lifelong musician, passionate about
travel, culture and the digital world.
ID Hub: http://tomrussogloco.flavors.me/

2. Description of Persona
I intend to project my professional persona consistently
across a range of platforms. The persona reflects:
• My position as a media coordinator at a leading global
agency, and related grasp of the current media
landscape
• My understanding of cutting edge theory through
completion of a Master of Communications
• My reality as a young digital-savvy early adopter of
technologies and platforms
• My passion for, and knowledge of culture and what’s
happening in the world
• My status as a well-travelled and socially aware person

3. Rationale
My rationale for projecting this professional persona:
To ensure that my web presence, content and
discussion is as relevant and engaging as possible
for my target audiences, being:
• Other media and communications professionals
• Potential employers
• People interested in the current media and digital
landscapes – especially young people
(Note: I am careful to keep it authentic and true to
my ‘voice’; I do not want to shape my ID only to
superficially pander to these audiences)

4. Appeal to Target Publics
• To other media professionals: A source of knowledge,
a partner for professional networking, collaboration,
and discussion around industry issues
• To potential employers: A switched on, engaged,
knowledgeable candidate for future career
opportunities
• For people interested in media and digital: A source of
entertaining and enlightening content, a partner in
discussion and debate around these areas
The full branding approach I used to create this ID:
http://tomrussogloco14.blogspot.com.au/2014/08/constru
cting-my-professional-identity.html

5. Strategies to Achieve Persona
• Projecting persona consistently across platforms
Twitter, Blogger, Tumblr and Google+
• Publishing relevant content and attempting to
engage audiences around media and digital
issues
• Utilising strengths of each platform: Hashtag
conversations on Twitter, posting multimedia on
Tumblr, using Blogger for discussion of course
content
• Tone of voice is relaxed, but still informed,
reflecting ID. Sometimes irreverent
• Posting consistently, not too often (annoying) or
too infrequently (doesn’t build profile)

6. Blog Posts
Thinking about identity in a Liquid Modern age
http://tomrussogloco14.blogspot.com.au/2014/08/ho
w-do-we-think-about-identity-in.html
Media Mapping: The inescapable nature of media
http://tomrussogloco14.blogspot.com.au/2014/08/me
dia-mapping-inescapable-nature-of.html
Platform research on Tumblr: A parent-free creative
zone
http://tomrussogloco14.blogspot.com.au/2014/08/pla
tform-research-on-tumblr-parent-free.html

7. Twitter Activity
Engaged in hashtag conversations around media and digital on Q&A and
7.30, as well as class discussions. Got Favourited & Retweeted by strangers

8. Tumblr Activity
Used Tumblr to post thought provoking content around media and digital
including articles, graphics, reports, video, links. Followed and reblogged others

9. Platforms
• Flavors.me is my ID Hub, linking to Twitter, Tumblr and Blogger (LinkedIn to come)
• Flavors.me does not allow link to G+, so I put a link to ID Hub in my G+ profile