Is your social media use helping or hurting your career? What is your personal brand, and what does it say about you online? How do you navigate the tricky line between personal and professional in today's social media world? This presentation gives 10 tips to build your personal brand online and highlights some important things to consider about how you use social media personally and professionally.

1. 1 @tmonhollon #brandyouchat
How to: Make Your
Personal Brand Work For
You (Not Against You)
Tiffany Monhollon
Senior Content Marketing Manager
VP, Social Media Club Dallas
@tmonhollon

2. 2 @tmonhollon #brandyouchat
“It’s Not What You Know
Or Who You Know
Or Who Knows You
But Who Feels Like
They Know You”
– Carrie Wilkerson
The Barefoot Exex

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Introducing: The Brand Called You
• 1997, Fast Company
• Brand Metaphor Applied to Career
• Pre-Social Media Age
Tom Peters

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Traditional Components
Brand
You
Knowledge
& Skills
Leadership
& Work
Ethic
Interpersonal
Comm.
Community
Involvement
Emotional
Intelligence
Appearance &
Professionalism

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Social Media Revolution
50 Million
Users
Radio:
38 years
TV:
13 years
Internet:
4 years
iPod:
3 years
Instagram:
1.5 years

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Personal Branding Today
Personal branding is the process whereby people and their
careers are marked as brands. The creation of an asset that
pertains to a particular person or individual; this includes but is
not limited to the appearance and knowledge contained
within, leading to an indelible impression that is uniquely
distinguishable.
Personal branding often involves the application of one's
name to various products. For example, celebrity real-estate
mogul Donald Trump uses his last name extensively on his
buildings and on the products he endorses (e.g.,Trump
Hotels).
-Wikipedia

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Personal Branding Today
Personal
Branding
Global
Cross-
Generational
Cross-
Functional
Online
Career
Asset

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90% of Recruiters
Regularly Google
Candidates to Help Draw
a Complete Picture of
that Person
Source: Jobvite

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1 in 3 Employers Rejected
a Candidate Because of
Something Found Online
Source: LinkHumans

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42% of Companies Took
Disciplinary Action
Against Employees for
Misuse of Social Networks
Source: TribeHR

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What Does Your
Personal Brand
Say About You
Online?
(And to Whom?)

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Best Practices
• Build professional expertise
• Establish a credible personal brand online
• Support your organization’s goals
• Celebrate and share your individual persona
• Share value within your community

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Defining Your Brand Mission Statement
Topic: Subject matter expertise
Knowledge: What you know
Network: Who you know
Community: A place to contribute
Creativity: Your unique voice
Interest: Your passion

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10 Steps to
Build Your Brand
Online

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• Incognito Window (Chrome)
– Avoid Personalized Search
• Name Keyword Searches
– Your Name
– “Your Name”
– “Your Full Name”
• Name + Location
• Consider Perspectives
– Current Employer / Client
– Future Employer / Client
– Contacts & Network
– Friends & Family
1) Google Yourself

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2) Set up Alerts

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• Manage Reputation Issues
• Build Presence on Search Engines
– Professional Name
– Subject Mater Expertise / Keywords
– Local Topic Keywords
• Build Professional Network
• Develop Career Prospects
• Support Organization's Goals
• Participate in Communities of Interest
• Become Brand Ambassador / Influencer
• Develop Speaking & Writing Skills & Opportunities
• Share Your Life & Interests
3) Define Your Goals
What
are your
goals?

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• Your Formal Role
– Job description, assignments,
– Visibility
– Company accounts
– Vendor/agency relationships
• Encouraged for Employees
– How: Personal v. professional use
– When: On company time v. personal time
– Where: Websites, blogs, social media sites
• Company Guidelines
– Company social media policy?
– Code of conduct? Employment
contracts?
4) Consider Your Company & Position
?

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Professional
• Align your personal branding
goals with your company’s
social media strategy
– If you don’t know, ask!
• Promote company content
to relevant audiences
– Twitter, LinkedIn, Google+
– Facebook?
• Build subject matter
expertise that supports your
current and future
employment
5) Define Your Personal/Professional Line
Personal
• Are privacy controls set up
like you want them?
• What personal content goes
where?
– Pictures
– Children’s names
– Hobbies, interests
– Location-based posts
• What are friends and family
comfortable being shared
about them?

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Culture is Shifting to More Public Sharing
Teens today share on social media:
1. Real name (92%)
2. Photo of yourself (91%)
3. Interests like movies, music, books you like (84%)
4. Birthdate (82%)
5. School name (71%)
6. City or town where you live (71%)
7. Your relationship status (62%)
8. Your email address (53%)
9. Videos of you (24%
10.Your cell phone number (20%)
Source: Pew Internet

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• Professional Photo
– Image Quality
– Image Composition
• Professional Bio
– Personal Touches
– Disclaimer
• Credentials
• Relevant Links
– Social Sites
– Website
– Blog
• Keywords
– Industry
– Career
– Local
6) Create + Optimize Professional Profiles

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Personal Branding & Your Career
Social Recruitment
92% of recruiters use social networking in recruiting
73% have successfully hired via social media
93% use LinkedIn
66% use Facebook
54% use Twitter
43% say it helps them find better quality candidates
Competitive Recruitment
Passive candidates are found via
- Employee referrals
- Social networking
)
Source: Jobvite

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• Twitter, Google+
– Public: Profile, Bio, Photo, Link, etc.
– Posts: “Privacy” Optional on Twitter (all or nothing)
– Posts: Google+ Posting Has Optional Controls
• Public, Circles, Select
• LinkedIn
• Public: User Name, Photo, Basic Profile Info
• Network: Access to more bio info, messaging, etc.
• Facebook
– Public: User Name, URL, Timeline + Profile Pics (all)
– Posts, videos, and photos: Various “Privacy” controls
– Tip: Use the Facebook Profile: “View As” Feature
What’s Public, Where?

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1) Gather Content
• Subscribe via RSS & Read Daily
– Industry & SME Topics
– Influencers
• Industry Events
• Research & Statistics
2) Schedule & Share Content
• Add comments and insight
• Tools: Hootsuite, Buffer, etc.
3) Respond & Engage to Interactions
• Engage influencers and peers
4) Be a Conversion Starter
7) Share & Curate Valuable Content

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Engage Professionally
• Twitter Chats
• LinkedIn Groups, Questions
• Blog & Facebook Post Comments
• Google+ Hangouts & Comments
Write Unique Content
• Public Google+ Posts
• Guest Blogging
– Company
– Industry & Local Publications
• Your Own Blog
8) Engage & Write Valuable Content
Tip: Create
a list of
personal
brand
keywords.

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• Face to Face Networking
– Align Your Elevator Pitch
– Personal Contact Cards
• Digital Follow Up Post-Event
– Email Important New Contacts
– Connect on Social Sites
– Create Twitter Lists
– Stay in Touch
• Be a Connector
9) Incorporate Offline + Online

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• Profile Updates
• Goals
– Progress & Relevance
• Google Alerts & SERP
– Issues, Trends, Good
Content to Share
• Speaking & Writing
• Reputation Issues
– Rank of Problem Content
• Network
– Aspirational Connections
– Network Size
• Career Development
– Career Opps Received
10) Review Regularly
Don’t forget
to celebrate
your wins!

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Personal
• Privacy
• Personal safety
• Identity theft
• Fair use & copyright
• Libel & defamation
• Criticism
• SLAPP lawsuits
Issues, Concerns & Unknowns
Professional/Work
• Formal .v informal
social media use
• Internal policies
• Blocked access
• Smartphone use
• Time-stamped entries
• HR concerns
• Legal issues
• Productivity

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• The gut check test
– Sometimes it’s a personal call
– It’s ok to ask for advice
– Tap into your network
• Proactive responsibility
– Are you an unofficial
spokesperson?
– Are you influencing influencers?
• Handling issues
– Address immediately
– Don’t attempt a cover up
Personal Responsibility

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The “Google Rule”
– If Google reads it,
Everyone reads it.
The “Final Destination” Rule
– You never know where
your content will go.
– “Friends” can be your
worst enemies.
– Screenshots can
circumnavigate your
privacy controls.
Rules of Engagement

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Takeaways
Own and manage your brand online
Share content you want to be known for
Be active daily and engage
Give and be generous online
Use responsibly and respect your company’s brand
Have a plan and take the first step today

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What Does Your
Personal Brand
Say About You?

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Thank You!
Tiffany Monhollon
Senior Content Marketing Manager
VP, Social Media Club Dallas
@tmonhollon