3. We are more social
73% of online adults now use a social networking
site of some kind
Facebook is the dominant social networking
platform in the number of users
42% of online adults now use multiple social
networking sites
4. Employers are getting social
92% use social media as a recruiting tool
88% use LinkedIn to search for employees
66% use Facebook and Twitter
8. What is the opportunity?
Reputation management
Thought leadership
Professional development
Professional networking
9. Key tenets
Consistency across channels
Relevance to the conversation
Linking to other users and ideas
Creativity, as a way of standing out in a crowded
marketplace
10. Pre-Work: Clean up your online act
No wide open profiles.
No inappropriate language.
No negative comments about your current employer.
No unflattering photos (beware the Facebook tag).
No conflicts between profile and resume (e.g., dates).
Delete dormant account, or try a publishing tool like
Ping.fm.
Set up Google Alerts.
11. Pre-Work: Set up shop
Create succinct bios that highlight your professional
mission (160 characters, 100- and 200- word bios).
Buy your Internet domain name (e.g.,
alexandratursi.com).
Set up an email address that uses your name.
Get a professional looking headshot.
12. Step 1:Who are you?
Developing goals and a plan are critical to success.
What makes you unique and special?
What do you want accomplish?
A new position?
Professional networking?
Thought leadership?
Who are your role models? How do they present
themselves online?
13.
Mission: Bringing you things you didn’t know you were interested in — until you are.
Example: Maria Popova
14. Step #2:What do you have to share?
Expertise?
Opinion?
Creative product?
What differentiates what you have to share from
everyone else out there?
How can you globalize or localize your “product”?
15.
What does she share? She curates ideas, insights, knowledge, and inspiration.
Example: Maria Popova
16.
What does she share? Adventures in digital humanities.
Example: MelissaTerras
17.
What does she share? How academics can leverage tech tools.
Example: HeatherWhitney
18. Step #3:Where do you want to share?
Who is your target audience?
What inspires them, or keeps them up at night?
Leverage awe, anxiety, or anger!
Where are they sharing, participating?
When, how, why?
Resources:
Pew Internet & American Life Project
Academic associations
Use social media as your focus group!
19.
What does she share? Writing advice for the digital age.
Example: Jane Friedman
20. Channel selection
• Where expertise is sharedBlog
• Where relationships are maintainedFacebook
• Where professional networking happensLinkedIn
• Where news is shared 24/7Twitter
• Where video stories are sharedYouTube
• Where visual scrapbooking happensPinterest
• Where photos are sharedInstagram
21. Commit to a schedule
• At least once per weekBlog
• 1-3 times per day or 3-5 times per weekFacebook
• 1-3 times per weekLinkedIn
• At least 5 times per dayTwitter
• As often as you have video contentYouTube
• At least 5 times per dayPinterest
• As often as you take photosInstagram
23. How to start blogging
Write about yourself and your life
Find your voice
Be clear what your blog is for
Blog as yourself, not anonymous
Think about how controversial you want to be
Remember: a blog post is a publication
Let your university know you are blogging
24. Tweaking your blogging process
Keyword optimize posts
Syndicate content
Shorten a post’s web URL
Tailor your status update for social media sharing
Post teasers on other sites or in email
Bookmark your blog content
Comment on other blogs
Cross promote (e.g., email signature, e-newsletters)
27. Facebook
Create a professional page
Claim your Facebook domain name
Brand your cover and profile image
Inspiration: http://bit.ly/1d50M3O
Optimize for Edgerank
Lead with photos
Optimize copy for sharing
Enhance text updates
Question vs. non-question
Test Promoted Posts
33. Twitter
Your profile:
Create a username that incorporates your first and last name
Upload a professional photo for your profile picture
Craft a bio that tells your story, using keywords from your industry. Include a
link to your website or blog
Decide to lead with your company (@mashable), mutual branding
(@kodakCB), or you (@tursita)
Research relevant hashtags and use 1-2 with each tweet.
Pictures have the highest click-through rate on Twitter.
Participate in a Twitter chat about your industry.
Participate in Twitter memes, such as Follow Friday (#FF).
35. YouTube
Plan ahead: Create a story board before creating
content
Stay focused: 1-3 concepts at most
Optimize your page for search
Link to your brand website
Complete description
Use hashtags
Don’t forget about sound – make it as quality as
possible
37. Pinterest
Optimize your page for search
Link to your brand website
Link to other social media pages
Complete description
Quit talking about yourself only
Pin what people are talking about
Cross-promote carefully
Credit sources
Connect with community
Use boards to segment your audience
39. Instagram
Optimize your page for search
Link to your brand website
Complete description
Use hashtags
Leverage fan content by using hashtags (e.g.,
#Starbucks)
Showcase people
Show behind-the-scenes action
Connect with your community (like and comment)
Use geo-tags and mapping
Credit your sources
41. Don’t forget Google!
Get on the first page of results for your name!
Include links to your other social media profiles,
your blog, etc.
SEO: Include as many relevant keywords as
possible.
44. Final thoughts
Do some soul searching – who are you?
Create brand consistence across your social media
channels.
Always ask: is this relevant and timely for my audience?
Embrace creativity.
Always, always cross-link and cross-promote.
Have fun!
46. Connect with me.
Alexandra Tursi
Email: tursita@gmail.com
Twitter: @tursita
LinkedIn:
http://www.linkedin.com/in/alexandratursi
Editor's Notes
Branding is essentially a marketing technique in which you associate the “product” (in this case, yourself as an employee!) with a unique image. For example, you might want to define yourself as being a hard-working, experienced store manager, and you would brand your application materials and social media profiles accordingly. Your personal brand will help to promote YOU, allowing you to project your own answer to the question “Who are you?” for potential employers to find online.
Branding used to be only for businesses and products, but with the advent of social media and employers “Googling” their job candidates, the world of personal branding has opened up. What will a prospective employer see if they search for you online? If they find your LinkedIn profile and an online portfolio or resume site, you may be in good shape. On the other hand, if the first results are a YouTube video of you partying with friends, you’ve probably got some work to do!
Sarah Werner on books and early modern culture.PROFESSIONAL EXPERIENCEDigital Media Strategist, Folger Shakespeare Library (2013- )Undergraduate Program Director (2006-13) and Scholarly Outreach Coordinator (2011-13), Folger Shakespeare LibraryAssociate Editor, Shakespeare Quarterly, 2009-Adjunct Faculty, Department of English, Georgetown University, 2003-04Assistant Professorial Lecturer, Departments of English and of Theatre and Dance, George Washington University, 2000-01Postdoctoral Lecturer, Department of English, University of Pennsylvania, 1996-98EDUCATIONPh.D., English, University of Pennsylvania, 1996B.A. cum laude, English, Bryn Mawr College, 1990
Your personal brand is among your most important assets as a professional, particularly as it is reflected in Internet search results.What do people see when they go to Google (or another search engine) and enter your name?
The good news is that establishing your brand online can be a very easy task. With a bit of time and effort, both experienced candidates and new graduates can build a strong online presence which can attract recruiters and with which they can network to meet influential people in their field.
A self-described “interestingness hunter-gatherer” and curious mind at large, who has also written for Wired UK, The New York Times, Harvard’s Nieman Journalism Lab, and The Atlantic, among others, and is an MIT Futures of Entertainment Fellow.