This document discusses how to establish and maintain a personal brand on social media. It recommends listening to what people say about your brand online, defining your brand and voice, and being consistent across major platforms like Twitter, Facebook, LinkedIn and blogs. For each platform, it provides goals and tips, such as sharing content and expertise on Twitter, setting professional boundaries on Facebook, connecting with contacts on LinkedIn, and using a blog as a central hub. It also discusses tools for monitoring discussions about your brand online.

1. Your Personal Brand
and Social Media

3. I. Listen & Monitor

4. WHAT are people saying about
you/your brand online
WHERE are people discussing
you/your brand online
WHO is discussing you/your brand online

5. Francis Skipper

6. 451 Marketing

7. Also monitor…
Industry
Competitors
News
#TrendingTopics

8. PROFESSIONAL v. PERSONAL
Social Media Brand

9. II. Define Your Brand & Voice
Who Am I?
What Do I Do?
What Do I Believe?
+What Value Do I Add?
=Your Personal Brand

10. II. Define Your Brand & Voice
Search Marketer
OR
Global Search Marketing
Executive Based in Boston
and San Francisco

11. Francis Skipper is the Director of Search Marketing
at 451 Marketing. @fskip
Like Any Brand, Consistency is Key

12. III. Four Major Platforms

13. Social Tools Explained…
I’m eating a #doughnut
I ‘like’ doughnuts and doughnut-
eating groups
I have doughnut-eating skills and
expertise
These are my opinions and expertise
on doughnuts
…Using Doughnuts

14. (I’m eating a #doughnut)

15. Personal Brand Goals for Twitter
1. Share content you have created with community
2. Show your involvement in an industry dialogue
3. Voice your opinions on relevant topics
4. Identify yourself authoritatively amongst your target
audience
5. Extend your brand image

16. Anatomy of a Tweet
Handle Credit the Source
Content
@451Heat
Check out our latest blog post by @maxesilver
"Not -So-Quiet Riot: Why Boston’s #RubyRiot
Was a Success" http://ow.ly/4Zn3D
#Hashtag
Link
≤ 140 Characters

17. Major Components of Twitter Profile
Name
Profile with links
Profile Picture
Handle to blog, website,
etc.
Chose a
Background
Which Reflects
Your Brand

18. Proven Ways to Get More Followers
1. Show who you are – a complete bio with link to your
site
2. Minimal self-promotion – don’t be that guy at the
cocktail party
3. Identify yourself authoritatively
4. Avoid negativity - like sadness, aggression, negative
emotions and feelings, and morbid comments
(Dan Zarella, HubSpot)

19. Who Should You Follow?
• People you want to engage with:
• Clients
• Potential clients
• People in your industry
• Competitors
• Partners
• Industry influencers

20. (I ‘like’ doughnuts and doughnut-eating groups)

21. Personal Brand Goals for Facebook
1. Set personal/professional boundaries!
2. Share content and ideas
3. Extend your brand image using Timeline

22. Privacy Settings on Facebook

23. Branding Using Facebook Timeline
Profile Picture Cover Photo

24. (I have doughnut-eating skills and expertise)

25. Personal Brand Goals for LinkedIn
1. Connect with professional contacts
2. Share relevant content you have created with
community
3. Show your involvement in an industry dialogue
4. Voice your opinions on relevant topics
5. Identify yourself authoritatively amongst your target
audience

26. Setting Up Your LinkedIn Profile

27. Optimize Profile

28. Leverage Groups

29. Engage In Community
AJ Gerritson

30. Set Alerts

31. Mobile Networking

32. LinkedIn Resources

33. (These are my opinions and expertise on doughnuts)

34. Personal Brand Goals for Blog
1. Create central hub for your personal brand
2. Share original content and opinions on topics relevant
to your audience
3. Identify yourself as a thought leader and showcase
your writing skills
4. Extend your brand image

35. Central place for content creation, establishing
voice, and positioning yourself as thought leader

36. IV. Tools To Monitor & Maintain

39. Tweets Written in Tweets You’ve People Who’ve
Advance Already Sent Mentioned You
Custom Created
Search Terms

40. Nameplate Pages

42. Takeaways
1.Research your online brand
2.Establish your Voice (professional v personal)
3.Be consistent across platforms
4.Optimize your profiles
5.Use tools to monitor

43. Questions?

44. Francis Skipper
Director of Search Marketing
617-986-0226
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

45. Your Personal Brand
and Social Media