Proactively managing your online reputation is critical to your career. Doors can open and close based on your online reputation. Bernie Borges explains how to develop your online reputation and maintain it for best results. More educational resources available at www.bernieborges.com.

1. Personal
Branding
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Why Your Online Reputation is
Critical to Your Career

2. You Live In an Extraordinary Time
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http://www.youtube.com/user/Socialnomics09

3. You Live In an Extraordinary Time
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http://www.youtube.com/user/Socialnomics09

4. You Live In an Extraordinary Time
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http://www.youtube.com/user/Socialnomics09

5. Do You Manage Your
Online Reputation?
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6. http://www.slideshare.net/opinionwatch/online-reputation-for-job-seekers-report-crosstab
“An online reputation is the publicly held
social evaluation of a person based on his
or her behavior, what he or she posts, and
what others (such as individuals, groups
and web services,) share about the person
on the Internet.”
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7. http://www.slideshare.net/opinionwatch/online-reputation-for-job-seekers-report-crosstab
“The study found that online reputation
information is increasingly becoming a
factor in recruiters’ decision process for
accepting or rejecting applications….The
United States appears to have the greatest
number of companies with corporate
policies requiring online reputational
checks.”
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8. http://www.slideshare.net/opinionwatch/online-reputation-for-job-seekers-report-crosstab
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9. Your Online Reputation is Your Job
 Written plan
 Goal Setting & Commitment
 Daily Routine
 Accountability coach
 Measure Action Steps
 Measure Progress
 Weekly Reviews
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http://money.cnn.com/2010/07/30/news/economy/building_your_brand.fortune/i
ndex.htm

10. Your Online Reputation is Your Job
 If you are employed
 Strengthen your reputation
 Improve your reputation
 Receive new opportunities
 If you are unemployed
 Recruiters will screen you
 Your non-reputation can hurt you
 Your reputation can hurt you
 Your reputation can make or break job opportunities
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http://money.cnn.com/2010/07/30/news/economy/building_your_brand.fortune/index.htm

11. Law Enforcement Checking Online
Reputation
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http://ht.ly/39yGc

12. Build/Strengthen Your Personal
Brand
 You are a Brand!
 For What Do You
Want to Be Known?
 Comment on
Relevant Blogs
 Set up RSS
Dashboard of
Relevant Content
 Share your Expertise
 Be a Reliable Source
of Content
Build your brand…
and expand your career
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http://money.cnn.com/2010/07/30/news/ec
onomy/building_your_brand.fortune/index.
htm

13. Professional & Social Credibility
 Employers Hire Humans
 Build your Personal Brand
 Be Social
 Share Photos
 Share your Professional Expertise
 Be Visible
 Volunteer
 Build Relationships
 Be Human!
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14. Professional & Social Credibility
Own Your Name Online
 Google
 Social Networks
 Website
 Blog
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Secure Vanity URLs
http://www.facebook.com/bernie.borges
http://www.linkedin.com/in/bernieborges

15. Three Social Networking Requisites
 Twitter
 LinkedIn
 Facebook
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http://www.linkedin.com/in/bernieborges
http://twitter.com/berniebay
http://www.facebook.com/bernie.borges

16. LinkedIn Basics
 100% Completed Profile
 Give Recommendations
 Ask for
Recommendations
 Update your Status
Frequently
 Seek New Connections
 Follow Companies of
Interest
 Join Professional
Groups
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17. Update Status, Display Groups
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18. Proactively Give Recommendations
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19. Create Polls Relevant to Expertise
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20. Upload Your Presentations
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http://www.slideshare.net/bernbay/risk-mitigation-in-social-media-marketing

21. Create Events & Attend Events
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22. Connect Your Blog to Your Profile
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23. Participate in “Answers”
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24. Display Your Amazon Reading List
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25. Monitor Your LinkedIn Network
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26. Facebook Personal Branding
 100% Completed Profile
 Paint a Clear Picture of YOU
 Connect to Friends and Business Colleagues
 Create Lists to Segment Friends
 Use Discretion in Status Updates
 Follow Companies of Interest
 Be Social in Good Taste
 Seek New Connections
 Join Groups
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Build Your Social Credibility!

27. Twitter Personal Branding
 100% Completed Profile
w/Picture
 Be Interesting
 Search/Find Like Minded
People
 Update Your Status Multiple
Times/Day
 Follow Friends and Business
Colleagues
 Mix Professional with Social
 Share Links to Articles
 Consider multiple Twitter
profiles
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Build a Relevant Following!

28. Monitor Your Personal Branding
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29. Personal Branding Plan of Action
 Talk about your skills
not about you.
 Talk about how you’ve
applied your skills to
solve problems.
 Do this with humility
not with arrogance
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30. Personal Branding Plan of Action
 Be easy to find online.
 Own your name across
mainstream social
media.
 Consider modifying
your name to be
easier to find online.
 Mike Smith
 Michael W. Smith
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31. Personal Branding Plan of Action
 Create content!
 Create content!
 Create content!
 Leverage multiple
content formats
 Guideline: 3 E’s
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32. Who Wins: Individual or Employer?
 Both win!
 Focus on building value
 Measure your brand
 Be aware that your brand
equity is subjective
 You’re never off the
record
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33. Online Reputation
Management Stories
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34. Know Who Your Audience Is
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35. Don’t Brand Around a Single Job
 @Akgovsarapalin
 Concentrate on
personal qualities
and skills when
building your
personal brand
 Claim your name on
all social networks
whether you plan on
using them or not
 @SarahPalinUSA
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36. Brand Around Your Skills
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37. 37

39. 9 Million Search Results for Rick Short
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41. Brand Around Your Passion
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42. Brand Around Your Expertise
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43. Financial Impact of a Personal Brand
 Financial Impact of LeBron
 For anyone who thinks the decision was
not about finance is living under a rock.
For LeBron it wasn’t about maximizing
his earning potential with his NBA
contract but let’s take a look at the
numbers.
 The City of Cleveland generated $3.7M
per Cleveland Cavalier home game.
 Cavaliers were 2nd in home attendance
with near 100% capacity (2010-11).
 Cavaliers team valuation in Forbes
dropped from $476M to $390M.
 Heat road attendance was 93% it will
exceed 100% in 2010-11
 He will save an estimated $25M in state
taxes signing with Miami.
 LeBron leaves $15M on the table
(Sign & Trade)
 Stock prices of the publicly traded
Madison Square Garden dropped.
 Each playoff game in NYC or New
Jersey would deliver a $3.6M
financial impact to the region.
 ‘The Decision’ raises $2.5M for
the Boys & Girls Club.
 ‘The Decision’ was the third-
most-watched program on cable
television 2010 (9.95M watched).
 Rating as a viable endorser only
fell from 69.9% to 67.6% (This
may change)
 Jersey sales for LeBron is #2
behind Kobe.
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44. Be Careful What You Say
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http://abcnews.go.com/Technology/AheadoftheCurve/st
ory?id=8201190&page=1

45. How to Stay Out of Hot Water
 Keep your private
business…private
 Avoid participating
in the cutesy,
sometimes raunchy
online activities
 Don’t do anything
in public you
wanted your
mother to see
 Know that there is
no privacy online
 Don’t slander
anyone online –
ever!
 Don’t post online
while you’re angry
 Live by the golden
rule – always!
 Be consistent
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46. Online Branding Resources
http://www.allaboutbranding.com/in
dex.lasso?article=191
http://sloanreview.mit.edu/the-
magazine/articles/2008/winter/4
9213/dont-confuse-reputation-
with-brand
http://thebrandbuilder.wordpress.co
m/
http://danschawbel.com/10_Persona
l_Branding_Secrets.pdf
http://thebrandbuilder.blogspot.com
/2005/08/brand-reputation-
reputation-brand.html
http://workbloom.com/articles/pers
onal-brand-management.aspx
http://workbloom.com/articles/pers
onal-brand-
management/personal-brand-
management-secret-career-
mobility.aspx
http://lauralowell.com/2010/08/cas
e-study-rob-frankel-personal-
branding-or-career-suicide/
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47. Online Branding Resources
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