social media and personal branding
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SOCIAL MEDIA AND
PERSONAL
BRANDING
Presented by Jonathan Berthold
HOW TO EFFECTIVELY MARKET YOURSELF ONLINE
Social Media Defined
‘Forms of electronic communication (as Web sites for
social networking and microblogging) through which
users create online communities to share information,
ideas, personal messages, and other content (as
videos)’ ~ Merriam Webster
‘Social Media is digital content and interaction that is
created by and between people’ ~ Sam Decker,
Mass Relevance.
Sources:
Merriam Webster http://www.merriam-webster.com/dictionary/social%20media
Sam Decker http://www.merriam-webster.com/dictionary/social%20media
Social Media: Hub and Spoke Diagram
Importance of Personal Branding
Explore new career opportunities
Position yourself as a unique member within
competitive workforce
Use About.Me to create unique landing page
Become an influencer within your network
Personal Branding: What is your
Strategy?
What makes you unique?
What are your goals?
Who is your target audience?
What are you passionate about?
5 Key Points for Branding
Establish Credibility
Inspire Others
Be Honest
Create Ripples
Become Influential
Image Credit: http://www.moonproject.co.uk/how-your-personal-style-can-speak-volume-about-your-own-brand/
BUILDING YOUR BRAND
THROUGH BLOGGING
Blogs
Why Blog?
Position yourself as an expert in your field
Create a central platform for your personal brand
Build an interactive community
Network with other members in your industry
Blogs
Blogging Ideas
Industry observations and news
Tutorials and how-to articles
Personal news and updates
Videos and Podcasts
Blogs
Getting Started
Develop a branded blog (WordPress or Blogger)
Create a schedule for posting
2 strong and potent posts a month is a good starting point
Integrate social media plugins
Blogs
Effective Blogging Tips
Share Everything
Leverage power of social media networks and bookmarking
sites StumbleUpon and Reddit
Be authentic and write in your own voice
Use visually appealing media
Flickr is a great photo-sharing utility to find free images to
use – be sure to credit the original source!
LEVERAGING
FACEBOOK FOR
YOUR BRAND
Facebook Overview
Why Facebook?
Over 1 Billion monthly active users
20% of all online page views are on Facebook
#1 Social networking site
Major social media advertising platform
Source: http://www.cbc.ca/news/technology/story/2012/10/04/facebook-billion-users.html
Facebook Personal Profiles
Optimizing your Profile:
Work Experience
Education
‘About You’ Section
Contact Information
Tailor the content to your unique brand to make an impression!
Facebook Pages
Pages provide more opportunities for branding and
can be separate from your personal profile
Optimizing your profile:
Information and description pull in fans with
powerful and effective content
Branded URL
Leverage Insights reporting tool
See which type of posts generate most feedback
Facebook Branding Strategy
Interact with other influencers in your niche
Share, comment, and like away!
Push out fresh and unique content
Industry news
Images
Tips
Join targeted groups and become an active member in online communities
Facebook: What not to do
Don’t spam people’s walls
Spamming may see your friend/follower list dwindle
Don’t post inappropriate images
Drunken photos can make you the next popular internet
meme
Don’t post after drinking!
LEVERAGING LINKEDIN
FOR YOUR BRAND
LinkedIn Overview
Why LinkedIn?
Over 175 Million registered members
Worlds largest B2B social networking site
Easily to discover new career opportunities
A professional environment with controlled privacy
Connect with global brands worldwide
Source: http://mashable.com/2012/08/02/linkedin-now-has-175-million-members/
LinkedIn Features
Personal Profiles
Groups
Company Profiles
Recruitment Solutions
Personal
Brand
Company
Brand
LinkedIn Personal Profiles
Optimizing your LinkedIn Profile to 100%:
Profile Photo
Keyword-rich Biography
Detailed Work Experience
Recommendations
Network and Build Connections
Profiles at 100% show up first in search results
Put yourself ahead of the competition
LinkedIn Personal Profile
LinkedIn Groups
Leverage LinkedIn Groups by
Joining relevant groups
Participating in discussions/polls
Inquiring about job opportunities (Job seeker groups)
Networking with influential group members
LEVERAGING
FOR YOUR
BRAND
Twitter Overview
Why Twitter?
Over 500 million users
Over 170 million are monthly active users
Connect with influencers through @ replies and DMs
Generate exposure with easy-to-use microblogging tool
Leverage viral effect of hashtags/trending topics
Source: http://techcrunch.com/2012/07/31/twitter-may-have-500m-users-but-only-170m-are-active-75-on-twitters-own-clients/
Branding Your Twitter Profile
Create a unique username to cross-promote on
other platforms
Segment users you follow by topic and create lists
RT and link to industry related content
Industry news, observations, blogs, etc.
Build followers organically
Interacting with Influencers
Reaching out to influencers can have your posts seen
by thousands of their followers
In some cases, extending your gratitude for replies and
retweets can help your networking objectives
Twesumes: A new way to find jobs
Leverage the power of social media with 140
character elevator pitches. Twesumes can include:
Link to LinkedIn profile
#twesume hashtag
Skills
Accomplishments
Objectives
Image Credit: http://www.tonicbuzz.com/thebuzz/twesume-your-way-to-your-next-job/
OTHER SOCIAL MEDIA NETWORKS
Social Media Networks
Other key social media sites include:
Google+: Social networking hub and content
curator to connect with other social profiles
Pinterest: Online pinboard you can use to pin
your resume and portfolio
Instagram: Photo-sharing utility to visually
shape your personal brand
Youtube and Vimeo: Video-sharing websites
you can use to generate exposure creatively
Tumblr: Microblogging platform for multimedia
purposes
FINDING
CAREERS
WITH SOCIAL
MEDIA
Social Media’s Role in Recruiting
93%
66%
54%
21%
20%
19%
4%
0% 20% 40% 60% 80% 100%
Blog
Google+
Youtube
None
Top Social Networks used for Recruiting in 2012
Source: Jobvite 2012 Social Recruiting Survey
Social Media’s Role in Recruiting
81%
82%
89%
92%
74%
76%
78%
80%
82%
84%
86%
88%
90%
92%
94%
2009 2010 2011 2012
Companies Using Social Media to Support Recruitment Efforts
Source: Jobvite 2012 Social Recruiting Survey
Social Media’s Role in Recruiting
47%
78%
66%
61%
54%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Recruiters React Most Negatively to the Following
Pictures of Alcohol Consumption
References to Doing Drugs
Posts of a Sexual Nature
Profanity in Posts
Spelling/Grammar Errors in Posts Source: Jobvite 2012 Social Recruiting Survey
Social Media’s Role in Recruiting
86% of recruiters will review all of a candidate’s social media profiles
Connecting all of your profiles together will prevent recruiters from mistaking you with another person
Source: Jobvite 2012 Social Recruiting Survey
Image Credit: http://blogs.payscale.com/.a/6a00d8341bf85853ef01761760c5d6970c-pi
Content to Post
Recruiters love the following types of content
Memberships in professional organizations
Volunteering and charity work
Recruiters React Negatively to the Following
Political posts
Overly religious content
Burning Man references
Enabling your privacy settings can help keep some posts hidden
Source: Jobvite 2012 Social Recruiting Survey
Image Credit: http://blogs.payscale.com/.a/6a00d8341bf85853ef01761760c5d6970c-pi
Conclusion
Build your presence online by
Establishing your goals and objectives
Setting up a hub for your social media activities
Contribute by being
Informative
Unique
Positive
Thank you
Jonathan Berthold
Email: jonberthold@gmail.com
LinkedIn: ca.linkedin.com/in/jonathanberthold
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