How to develop your online brand for your career
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This is a presentation I gave to the Boston Chapter of the IABC about curating content to boost your professional brand to meet different career-related goals.
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How to develop your online brand for your career
- 1. How to Develop & Nurture Your Online Brand for Your Career Norma Gaffin
- 2. A Pleasure to Meet You Norma Gaffin ● Social Media & Content Marketing Manager, Philips Home Monitoring ● 15+ years’ content marketing, 5+ social media ● 10 years’ career advice at Monster ● Staples, Furniture.com https://www.linkedin.com/in/normagaffin @ngaffin
- 3. A Story About...My Husband
- 4. aka The Boston Trucker >4K Facebook friends >27K Instagram followers >2M YouTube views
- 5. How Does He Do It? • Focused and authentic • Creates and shares content he is passionate about • Shares it on platforms where there is an appetite • Consistent • Good social citizen (likes, shares, tags, hashtags) Results? • Sought for expertise • Job offers • New information/products • Publicity • Online groups and offline events
- 6. Now It’s Your Turn Step 1: Know what’s out there Step 2: Decide who you want to be Step 3: Identify the platforms Step 4: Create and curate content Step 5: Put the “comm” in Community Step 6: Rinse and repeat
- 7. Step 1: Know What’s Out There Google yo’self - and check your social analytics
- 8. Step 1: Know What’s Out There The goal is to know what is out there about you and how you compare to others. Use this information to: ● Benchmark where you need to go as far as the type of information associated with you. ● Look to correct any misinformation. For example, is Google favoring a G+ account that you haven’t updated in years. Remember, once information is out there on the Web, it’s out there. While you’re at it, lock down your privacy settings
- 9. Step 2: Decide Who You Want to Be What are your goals? New job Expert status Reputation Sales leads Press Professional networking Business contacts Awareness
- 10. Step 2: Decide Who You Want to Be Who do you want to reach? Recruiters Executives Customers Press Others in your industry Others in your career Everyone How you want to be known dictates your audience. Salespeople
- 11. Step 3: Identify the Platforms Where is your target audience? Recruiters? Consider Linkedin Press? Consider Twitter Business partners? Consider Linkedin New customers? Consider Instagram
- 12. Step 4: Create and Curate Content Do you blog? Great! Thinking about starting to blog?
- 13. Step 4: Create and Curate Content You’re probably already creating content -- you are a business communicator. There is nothing wrong -- and everything right -- with leveraging your professional work for your personal network. Be proud of the work you do and show it off, whether it’s a recent corporate video, press release or getting your business placed in the media. Bonus: In addition to showing off work samples, this also allows you to show potential recruiters or business partners that you might do the same for them.
- 14. Step 4: Create and Curate Content Luckily, curating content is an option! 6 Tricks to Finding Content: 1. Google alerts 2. Subscribe to blogs 3. Find others talking about the same topics and see what they share and read 4. Industry publications 5. Connect with writers on social platforms 6. Follow the tags
- 15. Step 4: Create and Curate Content Content Curation Tips: • Focus on a couple of core themes • Add your own spin • Give credit where it is due, linking to the publisher when possible • Fully read any content before linking to it • Set time aside each week to see what’s out there and make your choices • Don’t be afraid to repost - just elaborate to make it new
- 16. Step 4: Create and Curate Content Find and Share Hidden Jewels! Sharing content that is off-the-beaten path turns you into a resource for your connections • Follow the links • Google beyond page 1 • Popular but unexpected
- 17. Step 5: Put the Comm in Community A big part of social networks is being social, but luckily, you’re a communicator. In addition to sharing content, comment on content when others post it. Look for relevant message boards, blogs, Linkedin groups, and join in. Comment on what others post or ask your own questions. Assert yourself as an expert in your domain.
- 18. Step 6: Rinse and Repeat Growing your online network is not something you just do once. Monitor what you post, see what works, and test new things.
Editor's Notes
- He has a social media footprint i could kill for.
- He has had better results than businesses I’ve worked for because of the focus.
- What comes up when people Google you? Current and past names? Know your Klout score. LinkedIn provides a lot of aggregated information as well - like the types of people interacting with your profile, how you rank, etc. A side note - your LinkedIn activity contributes to how you appear on search. The more active, the higher you will be ranked, so keep that in mind. You can even record some of this information so you can see how you improve.
- And delete abandoned social media accounts
- The online medium gives you a chance to build yourself up to who you want to be? Come on, we all see smart people who might be awkward at a party in person, leading the social media circuit. Why? Because they can reinvent themselves online. Who you want to be should be based on what you are trying to accomplish. And you might be trying to accomplish a couple of things, and that is OK. Just make sure your strategies to support them don’t undermine each other.
- Now that you know your goals and target audience, you can figure out where to find them. Linkedin is great for all business interactions. Twitter is good if your target audience does social listening because there is a lot of chatter there. Instagram is good for anything visual, like if you are trying to start a business selling a new product.
- Blogging is great, however, it is a commitment. Just managing and growing your online brand is a commitment, but you can take shortcuts, and depending on the networks you use, you don’t have to update every day. A blog is more time intensive, and just think about how many unattended, out of date blogs you come across? Stale or inconsistent are not words you want associated with your professional brand.
- Once you uncover a good piece from a source, add that source and that offer to the people you are following or subscribed to. Create an ever deeper web of contacts, content and publishers. It will take some upfront work, but as you build it, your network and involvement in the community will grow. Following the tags can be an immense help to your content curation, especially if there is an undsutry event going on. You can get a lot of the event information without even being there. And you can comment on it and share it.
- For me, I focus on what comprises me as a professional and my personal interests that i think would be of interest to my target audiences. For me, that includes content marketing, the world of work and healthcare technology. It is not enough to just post links to others’ content or quips - give your take on it. Tapping lesser known sources makes you valuable for bringing unique information to light. Remember, linking to a piece is endorsing. Know what you are endorsing.
- Are you getting your desired results? Are your numbers going up? Are you getting requests from your target audience. Try dialing things up to see if they work. If a post is a dud try again.