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Leveraging Social Media to
Build Your Online Brand
California Alumni Association &
WayFinders Careers
May 14, 2014
5/19/2014
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Leveraging Social Media to Build
Your Online Brand
AGENDA
Understanding Social Media
Q & A
Make your Script come alive?
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Breath, Life,
Humanity,
Vitality …
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Leveraging Social Media to Build
Your Online Brand
SOCIAL MEDIA
“Activities, practices, and behaviors
among communities of people that
integrate technology, social interaction,
and the construction of words, pictures,
video and audio in order to share
information, knowledge and opinions.”
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Leveraging Social Media to Build
Your Online Brand
SOCIAL MEDIA
ECOSYSTEM Social/Professional Networks (LinkedIn,
Facebook, Instagram, Pinterest, Snapchat);
Blogs/MicroBlogs (Twitter, TypePad, Blogger)
Wikis (Wikipedia),
Bookmarking (Delicious);
News (Digg)
Photo/Video Sharing (YouTube;
Vine; Shutterfly,),
Audio/Music Sharing (Spotify)
URL shorteners (bit.ly,
Tinyurl, goo.gl); Google Docs
and Google Drive, Survey Monkey
FeedDemon, Outlook
Feedly, Net NewsWire
Collaboration
Productivity Multimedia
RSS
Communications
Social Media
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Leveraging Social Media to Build
Your Online Brand
Create – Consume – Share
Myth: Content is King
Reality: Content + Community
Engagement is King
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Leveraging Social Media to Build
Your Online Brand
It’s All About Engagement
Social Media applications and tools allow
us to engage our audience/community by
facilitating one or more of the following
contributions:
Communication
Collaboration
Education
Entertainment
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Leveraging Social Media to Build
Your Online Brand
Contributions, Conversations &
Relationships
When we make a contribution to our
community we are engaging its members,
adding value, and laying the foundation for
conversations and reciprocal, mutually
beneficial relationships.
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Leveraging Social Media to Build
Your Online Brand
The “Trinity” Visibility
Connectivity Accessibility
Collective Intelligence +
Network
Leverage
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Collective Generosity =
Think puzzle solving!
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You don’t ask …
You don’t get …
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What’s your Brand?
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What do you
Offer?
What will people
Experience?
What makes you Unique?
What Differentiates you?
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What makes you…
Memorable
Remarkable
Relevant
… ??
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Keep it simple …
Make it easy …
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Frequency
Signal
Noise
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Consistency
Clarity
Constancy
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1.3B
300M
255M
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Leveraging Social Media to Build
Your Online Brand
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Leveraging Social Media to Build
Your Online Brand
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Profile (Headline, Photo, URL, Summary,
Skills & Endorsements, Experience & Accomplishments, Recommendations,
Education, Additional Information)
Embedding Rich Media / Re-ordering Sections
Network Updates
Groups
Following Companies and Thought Leaders
LI Search & Alumni Search
.
Leveraging LinkedIn to Build
Your Online Brand
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Action Items
Tune and Warm Up Profile
Extend and Prune Network
Give, Get and Prune Recommendations and
Endorsements
Post, Like, Comment and Share Updates and
Links
Join and Participate in Groups
Mine “Big Data”
Leveraging LinkedIn to Build
Your Online Brand
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Timeline (Profile)
Home
Network Building (Friend, Like, Join, Follow)
Engagement (Post, Like, Comment, Share)
Pages
Groups
Graph Search
Leveraging Facebook to Build
Your Online Brand
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Action Items
Develop/refine Profile and/or Page; scrub existing
images
Search for and “Friend” trusted contacts, “Like”
Pages, “Join” Groups, “Follow” interesting people
Post quality Updates, Photos, Links
Like, Comment, Share quality Updates,
Comments, Photos, Links
Search for, Join and Participate in Groups
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Leveraging Facebook to Build
Your Online Brand
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Profile
Home
Follow/Author/Share/Favorite
Hashtags(#) and @Mentions
Search & Discover
Lists
Leveraging Twitter to Build Your
Online Brand
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Action Items
Refine Username and Profile; scrub/refine
existing images
Search for “Tweeps” to follow and monitor
Post and Tag quality “Tweets”
Re-Tweet, Reply, Mention or Message
Tweets and their “Tweeter”
Create, Manage and Share Lists
Leveraging Twitter to Build Your
Online Brand
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Leveraging Social Media to Build
Your Online Brand
Q & A
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Leveraging Social Media to Build
Your Online Brand
Keep the Faith …
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Leveraging Social Media to Build
Your Online Brand
Thank You!!
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Leveraging Social Media to Build
Your Online Brand
Tim Johnston
Managing Principal
WayFinders Careers
timbo1000@gmail.com
650.224.0689 (m)
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