The document discusses Alexzandra Halbritter's efforts to monitor her personal brand across various online platforms. She summarizes her results from personality tests on various websites and sets up profiles on Hootsuite, Google Alerts, and Feedly to track mentions of her name, activities in the music industry, and news from sources relevant to her goals. Through these tools, she learns how to curate relevant content, understand her target audience, and stay informed of career opportunities and trends in music, entertainment, and related fields.

1. Monitoring Your Brand
Project & Portfolio I: Business and Marketing
1.3 (PROJ)
Instructor: Gale Newbold
Alexzandra Halbritter
Music Business
February 28, 2017

2. Online ID Calculator
• The first part I found interesting was
my Purity Score of Stellar. Simply
having a unique name gives me my
personal brand a boost of
originality.
• The second part I found interesting
was my Diversity Score of Average.
I agree that my multi-media content
should be more relevant.
• The third part I found interesting
was my Validation Score of Low. I
need to build on gaining a valuable
audience that will add a credibility to
my brand.

3. Student Choice Assessment
• The first part I found interesting was my
trait of Introverted. I have always felt
that I may be more reserved than
outgoing, to see some proof to my
introversion is solidifying.
• The second part I found interesting was
that INTJs are sometimes mistaken as
arrogant. I deeply relate to this, as the
misconception has been an issue
throughout my adolescence.
• The third part I found interesting was that
INTJs are known to be “system builders”
because of our “imagination and
reliability.” I often mistake my lack of
creativity for a lack of imagination,
however, imagination is a trait of my
personality type.

4. Hootsuite
• I set up my Hootsuite dashboard to feature my Instagram profile
feed, my mentions on Twitter, my upcoming events on
Facebook, and the Instagram feed of a someone who’s brand I
find as inspiration.
• I chose to stream my Instagram feed so that I can monitor the
relativeness and cohesiveness of my posts.
• I chose to stream my Twitter username mentions so that I may
see who is writing about me or in response to me.
• I chose to stream my upcoming events on Facebook so that I
may keep track of any events that may be of value to my brand.
• The username I am using across Instagram and Twitter is
@inhalexzhale. On Facebook I use my full name: Alexzandra
Halbritter
• I learned how to add social networks to my stream by watching
the tutorials on FSO.
• One profile I chose to follow is the Instagram of Natalie Somekh
(@natsomphoto). Somekh is a live music photographer based in
Southern California who’s personal brand is of inspiration to my
future brand.
• Three specific things I learned from listening to my streams are:
post relevant content, know who your audience is, and view
your posts through the eyes of an employer. Posting relevant
content will keep my audience zoned in and keep me from
losing followers. Knowing who my audience is will allow me to
post content that is catered to their interests. Viewing my posts
through the eyes of an employer will give me an editing eye to
check my posts for anything that may not be beneficial to my
brand.

5. Google Alerts
• On Google Alerts I am following my name:
Alexzandra Halbritter, my brand industry:
Music Business, and a company that I aspire to
work for: Universal Music Group.
• There was no real-time content found for my
name other than my social network accounts.
• Under the Music Business search the most
relevant result was an article about Spotify.
• Under the Universal Music Group search there
were news articles about new artist signings to
UMG and job postings.
• Monitoring the search results of my name will
allow me to control what is discoverable on the
web in relation to my brand.
• Monitoring the “Music Business” search results
will allow me to keep on track on current events
in the industry.
• Monitoring the “Universal Music Group” search
results will keep me up to date on job
opportunities and business decisions within
UMG.

6. Feedly
• I set up my Feedly dashboard to feature 3 collections: Industry News, UK Entertainment News, and
Pop Culture
• Under ‘Industry News’ I follow Billboard.com and Rolling Stone. This RSS feed features the latest
news in the music business industry.
• Under ‘UK Entertainment News’ I follow NME and Stereogum. This RSS feed features current events
in the UK and global entertainment industries.
• Under ‘Pop Culture’ I follow Complex and The Fader. This RSS feed features current events and news
in entertainment, politics, and fashion.
• I decided to follow these RSS feeds because they cover topics relevant to my personal brand. These
publications are sites that I regularly visit and use to stay on top of trends, events, and social matters.
Monitoring these feeds allows me to see what type of content is being created and what has not yet
been covered.
Three things I learned from my RSS feeds:
1. Bjork announces a virtual reality exhibit in Los Angeles. The VR exhibit features footage of a
performance in Tokyo and several of her music videos. This information will help advance my career
by exploring the realm of music and virtual reality. Furthermore, how one would go about “reviewing”
a VR experience.
2. Warner Music Finland names new Managing Director, Deviate Digital launches in London, and
Okayplayer names new Editor-In-Chief. This information gives some background on the new
appointees and their previous positions. This will allow me to learn what experience is necessary to
obtain a C-suite position or to start a new company.
3. Passion Pit frontman opens up about Internet abuse and mental health. Michael Angelakos posted
an essay on Facebook about his struggles with mental health and its short term and long term
consequences. This information will allow to strengthen my brand by creating content that is
respectful to the artists and a “safe space” for fans and artists alike.
References:
Breihan, T. (2017, March 03). Passion Pit Frontman Shares Essay About Vile Blog Comments And
Mental Health. Retrieved March 05, 2017, from http://www.stereogum.com/1928065/passion-pit-
frontman-shares-essay-about-vile-blog-comments-and-mental-health/news/
Hazel, A. (2017, March 04). Executive Turntable: New Hires at Amazon, Warner Music, Okayplayer &
More. Retrieved March 05, 2017, from http://www.billboard.com/articles/business/7710153/executive-
turntable-amazon-warner-music-okayplayer
Kim, M. (2017, March 04). Björk Announces VR Exhibit, Orchestra Performance in L.A. Retrieved March
05, 2017, from http://pitchfork.com/news/72050-bjork-announces-vr-exhibit-orchestra-performance-in-la/