Presentation given at 2012 Antioch University Los Angeles Career Resources Conference on May 12, 2012 By J.Gerber

1. The Brand of You
Leveraging and Protecting Your
Digital Footprint
Joanna Gerber P: 555.123.4568 F: 555.123.4567
Director of Communications
Antioch University Los Angeles |
AULA Career Resources Conference Main Street, New York,
May 12, 2012
123 West
NY 10001
| www.rightcare.com

2. P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

3. Leverage and Protect:
The Brand of U
• The Social Media Landscape
• Personal Branding
• Twitter
• Facebook
• Digital Footprint
• Takeaways
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

4. Social Media
Why Care about Social Media?
Landscape
2012
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
age, you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

5. Why Care about Social Media?
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and age,
you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

6. Personal Branding
Who are you in the
marketplace?
…or rather,
Who do you want to be?
• What are YOU an expert on? Authentic
• What can YOU speak about
with authority and unique Reinvention
perspective?
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

7. Social Networking and You
“Using social
networking tools to
illustrate your expertise
can provide entree into
a network of
professionals writing
and talking about the
topics important for you
and your field.”
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

8. Twitter
Why Care about Social Media?
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
age, you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

9. How to Leverage Twitter
• First be interested, then be
interesting
• Make connections
• Be authentic
• Avoid the echo
• Keep it fresh
• A picture’s worth 1000 words (or
140 characters)
• Don’t feed the trolls
• Be Yourself
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

10. Twitter Vocabulary 101
• Tweet
• Follower/Following
• @name
• Mentions
• DM
• RT
• Trending Topics
• #hashtag
. P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York, | www.rightcare.com
NY 10001

11. #moreinfo
So proud of President Obama for Obama supports gay marriage!
coming out in support of gay #soproud
marriage. Yay for my president!
@Obama supports gay marriage!
#soproud. #thingsthatrock
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

12. Twitter in “real life”
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
age, you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

13. Facebook
Why Care about Social Media?
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
age, you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

14. How to Leverage Facebook
• Know your audience
• Set the Strategy
• Complete Profile
• Pay attention to Privacy
• Segment “friends”
• Start a group or page if you have a
business
• Grow your network
• Link to your page as you network
• Update status
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

15. Status Update “Rules of Engagement”
• 25:50:25
– 25% Informational
– 50% Engagement-driven
– 25% “Added-Value”
• Don’t do once, what you can do
twice
Info
• Avoid Decay
Engage
– Right post, right time Random
.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

16. “Double-click” on Status Updates
Informational
Engagement
Added-Value
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

17. Facebook in “real life”
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
https://www.facebook.com/eldoradoguide
age, you cannot afford NOT to care.
https://www.facebook.com/lisa.schmid.585
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

18. Protecting your
Why Care about Social Media?
digital footprint
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
age, you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

19. What is a Digital Footprint?
• 'digital footprint'is a trail left by an entities
interactions in a [digital environment]; including
their usage of TV, mobile phone, internet and
world wide web, mobile web and other devices
and sensors. ...
• traces of information left by a person on the
Internet that can remain there indefinitely.
• The traceable record that remains in the digital
world, of a users interactions with the internet.
• The trail, traces, or "footprints" that people leave
online. A digital footprint includes information
transmitted online, such as forum registration, e-
mails and attachments, uploaded videos or digital
images, and any other form of transmission of
information. ...
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

20. Privacy Settings
“No doubt, for some people, social media is
dangerous for their job search. The people who
aren’t attentive to details (and don’t untag
themselves in inappropriate photos), the ones with
short tempers and no filter who share every
thought, and those who complain about people or
things and appear excessively negative online. In
an environment where employers are reviewing
digital footprints, those people, who are not
illustrating high levels of emotional
intelligence, may have difficulty landing
jobs.”
- Ed Skoudis; security expert
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

21. Online Privacy
• Think about what you want private
now….and in 10 years
• Would you want your neighbor to
see it?
Your boss?
Your future boss?
Your kids?
Your Dad?
Joanna Gerber
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

22. Online Privacy
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

23. Facebook Privacy Settings
“A job seeker with a pristine online
portfolio and nothing questionable in
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and because in this day and
age, you cannot afford NOT to care.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

24. The “to-go” Box
• Pick and commit
• You’re an expert
• Confidence without attitude
• Protect
• Protect
• Protect
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

25. Resources
“A job seeker with aSalpeter, Miriam. Social Networking for Career Success:
pristine online
portfolio and nothing questionable to Create a Personal Brand.
Using Online Tools
in
LearningExpress, 2011.
his/her digital footprint makes a
strong case for actually being
someone who knows how to
negotiate the digital world where we
all function.”
…..and becauseDeckers, Erik, and Kyle Lacy. Branding Yourself: How to
in this day and
Use Social Media to Invent or Reinvent Yourself.
age, you cannot afford NOT to care. 1st ed. Que, 2010.
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

26. Thank you.
Joanna Gerber
310.578.1080 x119
jgerber@antioch.edu
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com