Social Media and Personal Branding: how to effectively market yourself online. This presentation provides an overview of how recent graduates and job seekers can better market themselves online to discover new career opportunities worldwide. http://www.concordia.ca/alumni-giving/alumni/connect-learn/calendar/2012/11/marketing-yourself-in-a-digital-world.php

1. SOCIAL MEDIA AND
PERSONAL
BRANDING
HOW TO EFFECTIVELY
MARKET YOURSELF ONLINE
Presented by Jonathan Berthold

2. 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

3. Social Media: Hub and Spoke Diagram

4. 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

5. Personal Branding: What is your
Strategy?
 What makes you unique?
 What are your goals?
 Who is your target audience?
 What are you passionate about?

6. 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/

7. BUILDING YOUR BRAND
THROUGH BLOGGING

8. 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

9. Blogs
 Blogging Ideas
 Industry observations and news
 Tutorials and how-to articles
 Personal news and updates
 Videos and Podcasts

10. 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

11. 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
 Flickris a great photo-sharing utility to find free images to
use – be sure to credit the original source!

12. LEVERAGING
FACEBOOK FOR
YOUR BRAND

13. 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

14. 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!

15. Facebook Pages
 Pages provide more opportunities for branding and
can be separate from your personal profile
 Optimizing your profile:
 Informationand description  pull in fans with
powerful and effective content
 Branded URL
 Leverage Insights reporting tool
 See which type of posts generate most feedback

16. 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

17. 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!

18. LEVERAGING LINKEDIN
FOR YOUR BRAND

19. 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/

20. LinkedIn Features
Personal
Brand
Personal Groups
Profiles
Company Recruitment
Profiles Solutions
Company
Brand

21. LinkedIn Personal Profiles
 Optimizing your LinkedIn Profile to 100%:
 ProfilePhoto
 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

22. LinkedIn Personal Profile

23. 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

24. LEVERAGING
TWITTER
FOR YOUR
BRAND

25. 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/

26. 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

27. Interacting with Influencers
 Reaching out to influencers can have your posts seen
by thousands of their followers
 Insome cases, extending your gratitude for replies and
retweets can help your networking objectives

28. 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/

29. OTHER SOCIAL MEDIA NETWORKS

30. 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

31. FINDING
CAREERS
WITH SOCIAL
MEDIA

32. Social Media’s Role in Recruiting
Top Social Networks used for Recruiting in 2012
None 4%
Youtube 19%
Google+ 20%
Blog 21%
Twitter 54%
Facebook 66%
LinkedIn 93%
0% 20% 40% 60% 80% 100%
Source: Jobvite 2012 Social Recruiting Survey

33. Social Media’s Role in Recruiting
Companies Using Social Media to Support Recruitment
Efforts
94% 92%
92%
89%
90%
88%
86%
84% 82%
82% 81%
80%
78%
76%
74%
2009 2010 2011 2012
Source: Jobvite 2012 Social Recruiting Survey

34. Social Media’s Role in Recruiting
Recruiters React Most Negatively to the Following
Pictures of Alcohol Consumption 54%
References to Doing Drugs 61%
Posts of a Sexual Nature 66%
Profanity in Posts 78%
Source: Jobvite 2012 Social Recruiting Survey
Spelling/Grammar Errors in Posts 47%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

35. 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

36. 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

37. Conclusion
 Build your presence online by
 Establishingyour goals and objectives
 Setting up a hub for your social media activities
 Contribute by being
 Informative
 Unique
 Positive

38. Thank you
Jonathan Berthold
Email: jonberthold@gmail.com
LinkedIn: ca.linkedin.com/in/jonathanberthold