Why does personal branding online matter?

We live in an age where understanding the implications of your online presence is not only helpful, but essential. When it comes down to it, creating a strong web presence serves two very basic functions.

First, it allows you to control the information about you that is already inevitably swirling around the web on its own free will. It is extremely important to take the reins and tame that information so that employers, colleagues, family etc. see the good and not the bad.

Second, a strong personal brand online gives you the ability to stand out among a sea of similarity. We live in a big, connected world and the best way to stand out from the pack is by actively marketing yourself. Consider yourself as the CEO of your own company – but if this company fails, it doesn’t have the option of filing for bankruptcy.

Everyone has a chance to be memorable, to stand out, and have other people understand your unique value. It does take a little work, but by doing a few simple things you can control and manage your online brand like a pro.

Here are a few simple tips for personal branding online to build a brand worthy of remark:

1.    Create your own site: Even if you’re not going to create a site right this instant, you should buy your own name as a domain while you can (sites like Go-Daddy.com are usually the easiest way and cost less than $10/yr). Creating a blog is the best way to command attention from Google, and showing up as the first 1-5 results on Google when someone searches your name goes a long way. Even if you only have time to update once in awhile, it’s well worth the small investment of buying your own name as a domain.
2.    Create Some Accounts: Creating a strong, well rounded web presence is impossible without building some accounts at various reputable web platforms. Here is a brief list of some sites where you may want to create an account:

• Digg – Social news. Bookmark stories relevant to your brand.
• StumbleUpon – Social bookmarking. (Warning: dangerously addicting!)
• YouTube - Video sharing, add videos relevant to your brand as favorites.
• Del.icio.us – Social bookmarking. Bookmark stories relevant to your brand.
• Technorati- Blog search site. Register yours or find blogs that fascinate you, then comment and interact with the authors.
• Reddit – Personalized social news site. Bookmark news relevant to your brand.
• Google Accounts – Consider this for access to the several dozen free applications by Google.

3.    Join some Social Networks: There are literally thousands of social networks and online communities out there, and finding one that fits your given niche can really help boost your brand. Here are a few large, broad networking sites that are a good place to start

• Twitter – It can take a little time to really “get it,” but once you play around for a little while you’ll get hooked and never know how you lived without it. Post interesting links related to your brand and follow individuals/leaders in your niche.
• Facebook – Build a personal profile and provide some links back to your personal site. Facebook allows people to get a better idea of who you are on a more personal level, but be smart: understand that anything you post may become publicly accessible (check your privacy settings). Post interesting links related to your brand on your profile to spread to your friends’ news feeds.
• LinkedIn – This is essentially Facebook for the professional working world. If you’re not on it, you need to be. Add contacts you know to boost your credibility and fill out your profile to 100%.

Once you join these basic networks, join some networks that have a vibrant community which fits your niche or interests. Do you like music? Join a music community like MuxTape. How about photography? Check out Flickr. The possibilities are endless, and social networks can be a fun way to strengthen your brand. BUT DON’T FORGET: when socially networking, you have to consider everything you say and do as public record, regardless of privacy settings! (Check out our post about popular social networks). Don’t become this week’s next sob/horror story. Always protect your reputation.

4.    Maintain Your Personal Brand Online: Now that you have created a visible online presence, there are a number of things you can do to keep building and maintaining that presence. And remember, throughout all your online activities, always keep your unique brand in mind. Here are some helpful tips for strengthening and maintaining your online brand:

• Create a Logo: A logo does not have to be complicated or flashy, it could even be your name in a nice, somewhat unique font. You may be tempted to redesign the logo often but it is usually best to create a simple, timeless, logo and remain consistent. You can attach the logo to emails, put it on your website, your resume, your business card (if you have one), etc..
• Use Your Real Name: When people do a search for your name, you want them to be able to easily find you. Use your own name as much as possible. If you have a username you really like, just make sure you use the same one everywhere. Consistency is everything. (Check out our post about how to stand out if you have a common name).
• Use the Same Picture Everywhere: Getting a professional headshot is usually a great idea. It is well worth the money, but if you don’t feel like spending the time and money on a professional, at the very least use a wholesome image everywhere.
• Keep Networking: Stay involved with your networks, add comments, blog like crazy, and your presence will become stronger and stronger. You should also do some routine checks on Wikipedia and Google to make sure nobody is slandering your name. Even if you just landed a job and only started branding yourself online for that purpose, its good to stay connected. online You learn new things, form new relationships, have fun while doing it.

There you have it: the basics of establisihing your personal brand online. In a world absolutely overflowing with information, disinformation and misinformation, managing your name online is vital. Personal branding online can bring you loads of recognition and respect and give you that much needed edge above the competition. Make your goals tangible: whether you have a passion to promote, a special talent, a cause, or want to build more online contacts, now is truly the time to shape your personal brand online and turn your life goals into a reality.

Evan Watson

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The word is out: former Apple evangelist / best-selling author / venture capitalist Guy Kawasaki doesn’t write all his Tweets! The world is coming to an end… or is it?

According to DaveFleets blog, “Bottom line: Guy Kawasaki, creator of Alltop and Truemors, has three other people writing through his Twitter account on his behalf.”

Almost anyone who regularly uses the internet these days know all about Twitter. If not, it is a relatively new (just turned three!) service that has exploded in popularity, allowing you to update your “status” with 140 characters to tell your friends what you’re up to, thinking about, reading, etc. (Businesses are also using Twitter for marketing and PR).

As web 2.0 has evolved, so have the ways interact online. Twitter is at the forefront of this evolution. But as with all forms of online communication, you don’t always know whether a user’s posts are actually coming from that specific person. Who knows what goes on behind the scenes?

Guy Kawasaki is a celebrity in the blogger community, which is why this is such huge news – some have even called it a scandal. With over 90,000+ followers on twitter, a lot of people feel betrayed. While this may be the initial feeling from most of the online community, I feel that most people will come around. This may be more common than we think. But how will this affect Guy’s personal brand today?

Let’s go back a few years to the writers strike. Does anyone remember how many shows went off the air and had re-runs during that time? I do, because it happened to most of the major TV shows. But why is that? A strange phenomenon seems to take place when someone becomes famous: they become a puppet. Not literally of course, but because so many people are counting on them and so many more watch their every move, the person pulling the strings may not be the one who actually did the work.

For example, I recently found out from my little brother that Lil’ Wayne doesn’t write all his songs. My brother who loves his music was really taken back by this at first. It’s a letdown to realize that your favorite artist doesn’t write all his own music. If you think about it, it isn’t humanly possible to do everything that these figureheads do without help from someone else. Now this isn’t a bad thing if the figurehead is honest about it, like Guy was. When confronted about it, Guy openly admitted “…there are people who tweet on my behalf.”

While this strategy may not work for everyone, this is how Guy has always been, up front and to the point. We know him as a straight shooter, who has always been honest with us. Immediately after this situation got out of control, he updated his bio on twitter to include the other people who tweeted for him. No lies, no smoke and screens, just the Guy we knew and loved with a new twist: complete transparency.

So how does this affect his personal brand? Perhaps after the “scandal,” we have more trust in Guy because he’s been so open about it. Even after the original wound was opened (the Tweets coming from Guy aren’t coming from Guy!), his personal brand shouldn’t take too much of a hit because of his swift response.

Author: Trace Cohen

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I don’t believe much in touchy-feely motivational stuff, and I really squirm in my chair when a speaker makes you yell stuff out loud. That’s not to say I don’t believe in the concept, though. I just think that as an adult, it’s your responsibility to motivate yourself.

So I nodded my head dutifully when I heard people saying that helping others will help you in a job search. Sure.

Well, over the past few months, I’ve been doing a lot of presentations, workshops, and writing about things you can do to improve your chances of getting found on the Internet. It’s part of your passive job search efforts. I’ve also been active with some local job support groups in various ways.

How does this help me?

• It makes me feel good. I can’t believe I said that, but it’s true. Sounds trite, but when you’re out there trying to find work in a disastrous market, you simply don’t get much positive feedback. For many people, your sense of self-worth is inexorably tied to the work you’re doing. If you’re not working, you don’t feel so good.
• Your good deeds really do come back to benefit you. If you put yourself out there long enough, and unselfishly, people will help you. They will help you in many ways, starting with encouragement, and going all the way through finding you gigs or even permanent jobs. (As if anything is permanent anymore.)

So much for the boiler plate. Now let’s get down to brass tacks. I’m going to talk about some things that volunteering has done for me – besides making me feel better, which doesn’t pay the bills.

First, something about how I volunteer. I belong to Job Connections and Experience Unlimited. It may be a small thing, but I started just by helping to put chairs away after the sessions. This wasn’t so easy, because when I started this, I was using two crutches. I made friends. These new friends gave me encouragement, but also important feedback, and they connected me to other people who like to give. And believe me, there are plenty of us around. Some (most) don’t want anything back, but almost everyone’s spirits are lifted when you get something and also give something.

I was developing some tools for my job search, which I shared with these new friends. They liked what I was doing, and encouraged me to share these things with others. That’s how I came to do my first presentation on job search tools I built that might help you. The response was overwhelming! And that encouraged me to refine my tools, and offer them to others.

To date, I’ve done many presentations (too many to remember – no jokes about my memory, please). I reckon I’ve spoken to about 1,500 people altogether. I’ve gotten a lot of help from some close friends who are also volunteers for job seekers. People who liked my presentations encouraged other groups to invite me to speak.

So how does that put money on the table? (I mix my metaphors, but we’ll burn that bridge while we’re on it.) Like many, I’m being forced to reinvent myself. I can’t reasonably expect to get a job in a startup for many reasons:

• startups are scarce, funding has mostly dried up
• there are lots of people ready, willing, and better connected who will get to these startups before I do
• frankly, my dear, I’m too old – I’d be working with people who could be my grandchildren

So, I’m becoming a subject matter expert on personal branding – how you get found on the Internet. And my volunteering efforts have fueled that burgeoning career. All those people I’ve presented to: they helped me develop what I am turning into sellable products. Like Broadway plays, I’ve developed my performance on the road, and soon I’ll be opening for real.

I found a new calling through volunteer efforts. You can too. You may have no idea what that is right now, but if you work at it long and hard, you too will come up with something that you can uniquely do.

Now, let me take this a step further. First, it ain’t true that if you build it they will come – at least for most of us. That means that you have to promote your “products” – your personal brand and subject matter expertise. Here’s a rough chronology of my efforts:

1. My presentations led to offers at other venues.
2. Lots of presentations let me refine my message, content, and delivery.
3. This led one of my fellow volunteers to set up a news story that was covered by local TV.
4. My blog started to get noticed, and I started to figure out how to write posts that would get more readership.
5. Another site owner liked my blog and asked me to write guest posts for their site.
6. Jason Alba, a connection I made initially by posting comments on his posts, republished one of my articles – big increase in readership, which continues.
7. A developing relationship with Jason – who is inarguably a thought leader (not just a SME) – led to a presentation he did for one of the groups I belong to, which further polished my image as a personal branding SME.
8. This new found following gave me the credibility to help organize a group of job support organizations in the Bay Area – and who knows where that will go?
9. I can now reasonably claim that “I can help you get found on the Internet.”
10. I will have some credentials to display, and maybe even some testimonials, when I put together my for-sale products.
11. My rates increase from zero to something that will provide sustainable income.

This is my path to a new career – I hope. But even if it isn’t, it sure was worthwhile helping so many people. One person wrote me a wonderful thank you note about how some of my techniques helped him land a job. And just yesterday, I received a thank you that said “I now have a blog site thru wordpress, google email ID, have google reader setup, using workit – all because of your class.” That no-charge class was something I offered at Job Connections three days ago.

One of my ambitions is to prove to you that YOU can do what I did. I won’t say it was a trivial exercise. Lots of hard work and long hours. Maybe even a little obsession (is that an oxymoron?). But everything I did is achievable without technical knowledge. It wasn’t simple putting this all together, but for people who attend my sessions, it’s all there, neatly wrapped up. And it all started with simple volunteering.

Author: © Walt Feigenson

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Last week we held our first major marketing event where we took Professional Headshot of college students. It was held in the Ballentine Center in the Whitman School of Management at Syracuse University.  For everyone who couldn’t make it, let me try and describe the atmosphere for you. The room is about 1500sq ft with three 100inch projector screens, thirty computers and a giant class window that looks out onto the building Atrium so that everyone could see what was going on. One of projectors was running Guitar Hero: World Tour, which was a big hit, while the others had instructions on them. Besides the three founders running the event, we had lots of other students roaming the halls bringing people into the event, if the fliers we posted didn’t catch their eye.

As we have mentioned untold amounts of times in the past, you need to create a consistent image online, and a professional headshot of yourself is the best way to start doing that. The headshot was free for anyone who came and signed up for a free account, which many did. On top of getting a professional headshot and signing up for our online reputation management system, it was also a great networking event as well, to meet and talk to all the other proactive students.

Unfortunately due to time constraints we where only able to take a few hundred headshots but because of the success of this event and the overwhelming popularity of it, we will be holding it again at Syracuse University in another location. We partnered with the Syracuse’s career services and was able to get an email sent out to every undergraduate, all 12,000 students who comprise the students of tomorrow.  Our goal is to set this up at every school, to give every student an opportunity to start creating their personal brand and establishing their online presence.

Keep an eye out and an ear open for our next event which could be held at a school near you!

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