Training Student Training Student Leaders in Personal Leaders in Personal BrandingBrandingUsing Social Media to Manage your Online PresenceUsing Social Media to Manage your Online Presence

Laura LambethLaura Lambeth

University of WashingtonUniversity of Washington

William F. Humphrey, Jr.William F. Humphrey, Jr.

Texas Tech UniversityTexas Tech University

Outcomes for this Outcomes for this SessionSession

Understand the impact of online presence and social media on student leaders during and after the college experience.

Know how online reputation impacts job Know how online reputation impacts job seekers, and ways to train student leaders to seekers, and ways to train student leaders to manage online presence effectivelymanage online presence effectively

Build a social media game plan for student Build a social media game plan for student leader training and development based on leader training and development based on department or area needs and philosophy.department or area needs and philosophy.

Building a Game PlanBuilding a Game Plan

Role Model though your own personal brand. Role Model though your own personal brand. Manage your accounts so students have a model Manage your accounts so students have a model for marketing their leadership roles. You are the for marketing their leadership roles. You are the professional!professional!

Decide what method works best for your role, Decide what method works best for your role, department, or area of work.department, or area of work.

Research. Other institutions are doing great work Research. Other institutions are doing great work incorporating social media training or using incorporating social media training or using students to manage department social media students to manage department social media accounts.accounts.

Why personal branding?Why personal branding?

85% of recruiters say they consider online 85% of recruiters say they consider online reputation in hiring decisionsreputation in hiring decisions

70% of recruiters have rejected a job candidate 70% of recruiters have rejected a job candidate due to online reputation (Source: Microsoft)due to online reputation (Source: Microsoft)

7% of jobseekers think their online reputation 7% of jobseekers think their online reputation affects their job searchaffects their job search

In short: the Internet is the easiest way for hiring In short: the Internet is the easiest way for hiring managers to weed out candidates. You MUST managers to weed out candidates. You MUST actively manage your personal brand.actively manage your personal brand.

Is Social Media A Fad?Is Social Media A Fad?

What do recruiters look What do recruiters look at?at?

What is personal What is personal brandingbranding

Your personal brand is the sum of all available Your personal brand is the sum of all available information about a person online. This information about a person online. This includes search results, social media profiles, includes search results, social media profiles, media and news coverage, and any other media and news coverage, and any other digital artifact that help an observer form an digital artifact that help an observer form an opinion of you.opinion of you.

What others think about what they see is how What others think about what they see is how theythey’’ve branded you.ve branded you.

Why leave this to chance?Why leave this to chance?

Game planGame plan

Determine your goals and focusDetermine your goals and focus

Select your area of expertise (like social media Select your area of expertise (like social media or mobile marketing) or mobile marketing)

Determine where you can add value and where Determine where you can add value and where your contributions would be uniqueyour contributions would be unique

DonDon’’t oversubscribe. Choose only the social t oversubscribe. Choose only the social media channels you can handlemedia channels you can handle

The primary site to message The primary site to message your accomplishments.your accomplishments.

Layer with keywords and rich Layer with keywords and rich descriptions to show up in descriptions to show up in search.search.

Be specific and play up to your Be specific and play up to your chosen positioningchosen positioning

Use the option to get a vanity Use the option to get a vanity url like url like www.linkedin.com/in/linhumphrey or or www.linkedin.com/in/lauraelambeth

Your network...Your network...Visualize your network....career, graduate school, and future jobs. All Visualize your network....career, graduate school, and future jobs. All connected, and all available to you. This is a powerful way to maintain your connected, and all available to you. This is a powerful way to maintain your network.network.

LinkedIn fills a needLinkedIn fills a need200 million professionals in 200 countries 200 million professionals in 200 countries comprise the user base (January 2013)comprise the user base (January 2013)

64% of members are located outside of the US64% of members are located outside of the US

Higher Education is the 3rd largest industry on Higher Education is the 3rd largest industry on LinkedIn with 1.95 million usersLinkedIn with 1.95 million users

5 billion people searches conducted on 5 billion people searches conducted on LinkedIn in 2012.LinkedIn in 2012.

Two new members join every second--in short, Two new members join every second--in short, LinkedIn is reaching critical mass!LinkedIn is reaching critical mass!

LinkedIn fills a needLinkedIn fills a need

The site provides an easy way to keep up The site provides an easy way to keep up with professional contacts (and their with professional contacts (and their contact info) without maintaining a huge contact info) without maintaining a huge contact database.contact database.

It provides an alternative to It provides an alternative to ‘‘friendingfriending’’ students or colleagues on Facebook--keep students or colleagues on Facebook--keep your professional network professional.your professional network professional.

It has been enhanced with plug-ins to meet It has been enhanced with plug-ins to meet the needs of higher education and industry the needs of higher education and industry professionals alikeprofessionals alike

The newsfeedThe newsfeed

Share an update & syndicateShare an update & syndicateon Twitteron Twitter

Suggestions on contactsSuggestions on contactsyou may knowyou may know

Your networkYour network’’s updatess updates

Profile viewsProfile views

SuggestionsSuggestions

Job suggestions based onJob suggestions based onprofile detailsprofile details

Group suggestions based Group suggestions based on on

profile & Network detailsprofile & Network details

New members from current New members from current &&

past jobs/schoolspast jobs/schools

Profile basicsProfile basics

A complete A complete profile helps profile helps with Google with Google search and what search and what people see people see about youabout you..

ExperienceExperience

Add your job details Add your job details including websites.including websites.

More details on More details on your experience & your experience & accomplishments accomplishments increase your increase your chances of showing chances of showing up in search.up in search.

EducationEducation

Fill in educational Fill in educational details for each details for each institution you institution you attended.attended.

List List accomplishments, accomplishments, service, and service, and activities to help activities to help others find you.others find you.

RecommendationsRecommendations

Be deliberate about Be deliberate about recommendation recommendation requestsrequests

Show context you canShow context you can’’t t say on your ownsay on your own

Avoid Pro QuoAvoid Pro Quo

Do not ask foQuid r last Do not ask foQuid r last minute recs.minute recs.

Finishing the basicsFinishing the basics

Add websites with Add websites with descriptions.descriptions.

Include awards, Include awards, honors, and honors, and professional professional associations. associations.

Check to see if your Check to see if your assn has a LinkedIn assn has a LinkedIn Group.Group.

PublicationsPublications

Publications courtesy of Debra A Laverie, Ph.D.Publications courtesy of Debra A Laverie, Ph.D.

Add the publications section on the Add the publications section on the profile.profile.

Consider moving this above Consider moving this above education & experience.education & experience.

Include coauthors and a link to the Include coauthors and a link to the publisher to allow downloads.publisher to allow downloads.

Coauthors can be linked to other Coauthors can be linked to other LinkedIn Profiles.LinkedIn Profiles.

Order of authors cannot be put in Order of authors cannot be put in publication order.publication order.

Use the article summary from the Use the article summary from the publisherpublisher

Honors & Awards, Honors & Awards, ProjectsProjects

Publications courtesy of Debra A Laverie, Ph.D.Publications courtesy of Debra A Laverie, Ph.D.

These sections also show up These sections also show up under the position you held at under the position you held at the timethe time

Include committee or project Include committee or project team members and a link to team members and a link to any work any work

Team members can be Team members can be linked to other LinkedIn linked to other LinkedIn Profiles.Profiles.

Honors & Awards allow you to Honors & Awards allow you to list how you were selected - list how you were selected - application vs. nomination can application vs. nomination can mattermatter

File DownloadsFile Downloads

File downloads from Box.netFile downloads from Box.net

Add the Box.net cloud storage Add the Box.net cloud storage application to allow file downloads.application to allow file downloads.

Upload your vita, articles, Upload your vita, articles, brochures, or other files that your brochures, or other files that your network may find of value.network may find of value.

Box.net emails you each time one Box.net emails you each time one of your files has been downloaded.of your files has been downloaded.

Note: applications only show to Note: applications only show to your network. Not those who find your network. Not those who find you in search. you in search.

Visual PortfolioVisual Portfolio

File downloads from Box.netFile downloads from Box.net

Add the Behance.net visual Add the Behance.net visual portfolio application to show portfolio application to show your visual accomplishments.your visual accomplishments.

Request an invitation from Request an invitation from Behance.net.Behance.net.

Web design projects, college Web design projects, college print collateral work, and print collateral work, and textbook covers are great textbook covers are great visuals in this spot. visuals in this spot.

PowerPointsPowerPoints

Add the SlideShare app to Add the SlideShare app to display PowerPoints you want display PowerPoints you want your network to see.your network to see.

Allow downloads or restrict to Allow downloads or restrict to on-site viewing.on-site viewing.

Share slideshows by email as Share slideshows by email as needed.needed.

This helps position you as a This helps position you as a skilled guest speaker and skilled guest speaker and subject matter expert (sme).subject matter expert (sme).

Case StudiesCase Studies

Profile of Profile of Lin Humphrey

Lin Humphrey Lin Humphrey

Ph.D. StudentPh.D. Student

Social Media Social Media ConsultantConsultant

Guest SpeakerGuest Speaker

Goal: Find a faculty Goal: Find a faculty position and position as position and position as subject matter expertsubject matter expert

Final tipsFinal tips

Use LinkedIn, not Facebook, to connect with you Use LinkedIn, not Facebook, to connect with you coworkers/bosses.coworkers/bosses.

Be cautious of providing recommendations if you do Be cautious of providing recommendations if you do not know the personnot know the person’’s work very well.s work very well.

Add LinkedIn to your business cards Add LinkedIn to your business cards and email signature. and email signature.

Use about.me to Use about.me to show people who show people who you are--with links you are--with links to all your social to all your social sitessites

Consider directing Consider directing a vanity web a vanity web address/URL to address/URL to this page.this page.

Use a custom Use a custom backgrounds and backgrounds and focus on your focus on your ‘‘elevator speechelevator speech’’

Link to PR & other Link to PR & other sites that position sites that position you.you.

Look at your stats--Look at your stats--user session is a user session is a good indicator on good indicator on engagement.engagement.

Student UseStudent Use

Think of Twitter as a Think of Twitter as a timeline of your musingstimeline of your musings

It should be a mixture of It should be a mixture of sharing, interacting, and sharing, interacting, and driving to other contentdriving to other content

Highlight content from Highlight content from other social sites like other social sites like LinkedIn, Quora, etc.LinkedIn, Quora, etc.

Have a mixture of Have a mixture of sharing links, providing sharing links, providing feedback on othersfeedback on others’’ tweets, and making tweets, and making connections.connections.

Just tweeting and not Just tweeting and not interacting shows poor interacting shows poor social skills. social skills.

Retweet and make Retweet and make friends.friends.

Invest in creating or Invest in creating or commissioning a commissioning a customized backgroundcustomized background

Direct people to your Direct people to your other social sitesother social sites

Choose a profile picture Choose a profile picture that promotes your best that promotes your best imageimage

You will likely follow more people You will likely follow more people than advisablethan advisable

Add your contacts to lists and Add your contacts to lists and toggle Twitter to see specific toggle Twitter to see specific types of tweeps: companies, types of tweeps: companies, executives, colleagues, etc. executives, colleagues, etc.

Talk to these people with an Talk to these people with an @mention-make sure you have @mention-make sure you have something worthwhile to say.something worthwhile to say.

Do not tweet only to celebs. You Do not tweet only to celebs. You lose credibility doing this more lose credibility doing this more often than occasionally.often than occasionally.

Build a list of websites you visit Build a list of websites you visit regularly like WSJ, NYT, Fast regularly like WSJ, NYT, Fast Company, and BW.Company, and BW.

Use a URL shortener and share this Use a URL shortener and share this content with some context.content with some context.

If you are retweeting (sharing), give If you are retweeting (sharing), give the originator credit with via the originator credit with via @username@username

Participate in Follow Friday. Say Participate in Follow Friday. Say something nice about tweeps you something nice about tweeps you admire. They might notice you and admire. They might notice you and start interactingstart interacting

Do not overshare Foursquare Do not overshare Foursquare locationslocations

Ask questions, answer Ask questions, answer questions, accumulate questions, accumulate knowledgeknowledge

Share your questions with Share your questions with Twitter and gain perception Twitter and gain perception of expertiseof expertise

Participate in Q&A on Participate in Q&A on Linkedin as wellLinkedin as well

Each of these sites should Each of these sites should reinforce one anotherreinforce one another

Build a page with Build a page with carefully selected imagescarefully selected images

Show that you are Show that you are cultured, intelligent, and cultured, intelligent, and worldlyworldly

Search engines will pick Search engines will pick these images up in these images up in association with your association with your namename

(yes, we mean (yes, we mean it.)it.)

Archival format is Archival format is organized and organized and customizablecustomizable

Shared content Shared content leads back to you leads back to you and your brandand your brand

Visual sharing Visual sharing between between connections and connections and the publicthe public

Set up a Google+ page Set up a Google+ page for PROFESSIONAL for PROFESSIONAL purposespurposes

Google+ shows up Google+ shows up usually as #1 search usually as #1 search result in...Google!result in...Google!

This will also feed the This will also feed the images you want found images you want found into image searchinto image search

Register each of your Register each of your profile addresses with profile addresses with the search enginesthe search engines

Google: Google: http://www.google.com/submityourcontent/index.html

Bing: Bing: http://www.bing.com/webmaster/SubmitSitePage.aspx

Monitor your web Monitor your web presence DAILY with presence DAILY with Google AlertsGoogle Alerts

Check your Google Check your Google results and Google image results and Google image resultsresults

Make sure Facebook is Make sure Facebook is LOCKED DOWN. Check LOCKED DOWN. Check privacy settings WEEKLYprivacy settings WEEKLY

DonDon’’t get lazy. Miss a t get lazy. Miss a day, miss exposure.day, miss exposure.

Lin nearly missed a Lin nearly missed a quote in USA Today. quote in USA Today.

But watch outBut watch out

Other tipsOther tips

Keep Facebook for friends, LinkedIn for professional Keep Facebook for friends, LinkedIn for professional contacts.contacts.

You donYou don’’t have to accept every friend request you get. t have to accept every friend request you get. Use BLOCK if you don Use BLOCK if you don’’t want someone to see you.t want someone to see you.

Friending your boss or professor is a bad idea. Trust Friending your boss or professor is a bad idea. Trust me, I know.me, I know.

Be honest. Your company can see what youBe honest. Your company can see what you ’’re doing re doing if you use Foursquare or Facebook Places. People lose if you use Foursquare or Facebook Places. People lose jobs based on their location contradicting their sick jobs based on their location contradicting their sick day request or based on a negative status.day request or based on a negative status.

Connect with usConnect with us

http://about.me/lauralambeth

@lauralambeth@lauralambeth

http://about.me/LinHumphrey

@LinHumphrey@LinHumphrey