Archive for the ‘Your Digital Profile’ Category
For the past few years, Cronkite School of Journalism and Mass Communication professor Tim McGuire has had me speak to his 21st Century Journalism class about developing their personal brandings. I love meeting each new graduate cohort and the Barrett Honors College students, and, in general, the students really seem to take my advice to heart.
From time to time, however, a student or two have questioned the value of putting in extra time and energy to manage portfolios, personal blogs and the countless social media profiles recommended for journalists. Each time, Tim has mentioned my blogging experience and other students’ social media use as examples of extracurricular online efforts that have helped launch careers. But when I spoke to his class last month, I had a fresh example of how that strategy had paid off for yet another Cronkite alum. I got to tell Tim’s class a fantastic story about Chierstin Susel, one of his former students who just got hired to do her dream job – without applying for it.
Without even knowing such a job existed.
In a phone conversation from her parents’ home in Ohio, Chierstin told me how her deliberate decision to create an online presence paid off. Her story is a great lesson in being authentic and strategic.
Chierstin graduated in May and returned home to search for a sports reporting position in Ohio. A few months into her job search, she received an out-of-the-blue email from a hiring manager who found her sports reel on YouTube and suggested she apply for a job opening with his news organization. When he followed up the next day to discuss the opportunity, Chierstin said, she asked a pointed question.
“I said, ‘Hey, I just gotta ask you, how did you find me online?” His reply was as surprising as his initial call, according to Chierstin.
“He said, ‘Well, I was looking at someone’s reel that had applied, and I’ve never really done this before, but I randomly decided that I was going to search the videos that popped up on the side on YouTube,’” Chierstin said. He looked at several and was one click away from clicking on a Jimmy Kimmel video when he decided to look at one more reel.
“So he clicked on my reel,” Chierstin said, adding he knew the Cronkite School and had always been impressed with it. “From there he decided to Google me.” When he searched for her name, her blog Faith, Fashion, Fitness popped up, and she said it was then he knew she fit the description of who he was looking for.
Wait – Faith, Fashion, Fitness?
Conventional knowledge would suggest having a religion-centered blog is a rather bold move for a rookie journalist. In fact, Chierstin said she gave a lot of thought to the risk involved in revealing her faith through her blog. She and Tim had discussed that her Twitter profile and tweets clearly showed faith was very important to her and that it had the potential to set her apart from other journalists. The question was whether embracing that distinction was a good thing or a bad thing.
“I always thought that faith was something you should just leave out, that no one should know your faith or whatever. But at the same time, that’s a huge part of my life,” Chierstin said. “For (Tim) to come up and tell me that was like, alright, I’m totally going to include that in my blog.”
It turns out the decision to reveal her faith was a very good thing for Chierstin. The hiring manager who saw her reel had called from Liberty University’s Liberty Flames Sports Network, which had an opening for a program launching in January. In case you aren’t familiar with it, Liberty University is the world’s largest Christian university.
“Who would have thought sports and my faith would tie together?” Chierstin said. Despite her deliberate decision to blog about religion and sports, Chierstin admitted her getting a position that combined her interests exceeded anything she could have ever imagined. “I never really thought that I could tie the two together.”
Chierstin had initally created a fashion blog as an assignment during her sophomore year, but after the class ended, she took it down because it wasn’t something she was passionate about. (Now here’s the part of the story that completely surprised me … ) Apparently, Chierstin decided to start blogging again after she heard me speak in Tim’s class two years ago.
“It wasn’t until you came in and spoke about really branding yourself through a blog. That’s the only reason that I started it; it had nothing to do with an assignment,” Chierstin told me. “You had talked about starting a blog about something that you’re interested in. I had an interest in sports, but I didn’t know what I was going to pursue. And so at the time, (I thought) faith … always a big part of my life … I love fitness and fashion … so why not, you know? So I put it out there and started the blog.”
Chierstin started her dream job last week. You could say it was serendipity that led the hiring manager to her YouTube post and blog, but that would discount the critical thinking that went into her decisions – ones she made with her eyes wide open. Chierstin understood the importance of personal branding, the power of being authentic and the strategies for using the online tools that are available to all journalism students launching their careers, even when it’s not an assignment.
“It’s all a matter of just having yourself available and putting yourself out there – your reel and your resume and everything online digitally – so it’s really easy for people to find you.”
During the three years I’ve been talking with journalists about branding, I’ve frequently been asked how I decide which social media platforms to be on. Every new social platform offers potential for generating stories, enhancing content or engaging the community, so how do I determine which ones will indeed be useful to me?
Of course, no one knows which tools will become staples and which will be forgotten, but that doesn’t mean you should wait before signing up when you hear about a new one. At this year’s Online News Organization conference in San Francisco, I heard what now will be one of my personal branding mantras for trying new tools:
First, claim your name.
I’ve always told journalists to purchase custom domain names for personal branding purposes after Dan Gillmor urged each of us grad students to buy our vanity URLs. But the “claim your name” approach also applies to experimenting with any online tool that might become part of your reporting arsenal.
In the session “Pinterest, Instagram, Google+: Keep Up, Keep Sane,” panelists NYU journalism professor Farai Chideya and Breaking News/NBC News Digital’s senior editor Stephanie Clary offered strategies for managing the many emerging digital resources for journalists. Both encouraged reporters to sign up when they hear about a new tool, dabble to gain a general understanding of its use and monitor how “superusers” take advantage of its unique reporting value.
— Janine Bennetts (@J9Bennetts) September 21, 2012
Not only does checking out new platforms keep you familiar with emerging digital tools others are using, getting in early allows you to secure your username before someone else gets it. Usernames should signal identity, and for journalists, credibility and value. If you miss out on claiming your byline or something recognizably close to it, you miss opportunities to connect with your community.
In the session “#NOFILTER: How Social Photography Is Changing News and Journalism,” UC-Berkeley assistant professor Richard Koci Hernandez offered this classic example of the Los Angeles Times’ failure to secure its name on Instagram:
So grab your phone and claim your Instagram name before someone else does. Then make sure you’re at least signed up and ready to use these established digital platforms, creating custom URLs where available:
If you’ve tried out other platforms that you’ve found helpful, add them in the comments.
When I talk to journalism students about using social media to build their brands, their questions often are practical ones: What if someone already has my name as a Twitter handle? Do I really have to edit my Facebook page? How often should I blog? But the best question a student asked me challenged the very idea that journalists should bother with personal branding in the first place:
“It takes so much time to do everything you’re talking about, like blogging and tweeting and keeping all those profiles updated, on top of writing stories. How do you know it’s actually paying off for you?”
Before I could reply, his professor provided the best answer: “Because she’s standing up here in front of you.” (If you know Cronkite School professor Tim McGuire, you can appreciate his delivery of that line.)
The fact is the student was right. It takes extra effort to maintain an online presence as a journalist. And I admitted I couldn’t tell him which tweet would be the one that got him retweeted 25 times, which blog post would be shared around the world or which skill listed on his LinkedIn profile would make him rise to the top of a search.
Nonetheless, I assured him all that extra effort was worth it because each tweet, each blog post and each online profile defined his brand and provided a virtual trail for potential employers to find him. I told him I knew this personally because I’d sent tweets that got dozens of retweets, I’d written a blog post that was shared from Peru to Spain after someone translated it into Spanish and I’d been contacted for jobs via LinkedIn – all while I was still a grad student.
Then I reassured him there was no reason he and his classmates couldn’t do the same.
Today’s j-school students have everything they need to start mapping out their careers. They can write niche blogs, create simple portfolios, connect with others doing the work they aspire to do and develop professional networks across the country before they’ve even begun their job searches. It hasn’t always been that way; when I went to journalism school in the 1980s, students sent out resumes, applied for jobs and waited for a phone call. But as a grad student over two decades later, I recognized that from my first assignment, I was building the online brand that would eventually get me my job as a social media producer.
Here’s how I did it:
Creating a name for myself – literally: I had no online identity when I began grad school after 12 years as a stay-at-home mom. Google searches of my name brought up a scholar who researched Egypt and one passing reference to me as my husband’s wife. I clearly had some work to do. When I got my first online assignment to create a blog, I deliberately used my full name, Jennifer Gaie Hellum, and did the same on social media accounts and as a reporter at Cronkite News Service. By the end of grad school, a search for Jennifer Hellum – even without my middle name – brought me to the top of the page on Google.
Helping people find my work: I always took the time to add tags to blog posts for SEO, add links to other blogs and thank others who linked to mine. Publishing a post meant sending a tweet with the link and any relevant hashtags, keywords or the Twitter handle of anyone I’d interviewed. I also took my professors’ advice and created a LinkedIn account, joined journalism associations and bought my vanity URL to use for my online portfolio.
Choosing blog topics and reporting assignments that fit my brand: This blog started as an assignment for a digital media entrepreneurship class. As someone with little online media experience at the time, I found a digital topic, personal branding via social media, that genuinely fit with my earlier advertising and public relations career. At the suggestion of my professors, I kept the blog going during the summer and beyond my final semester because it had become clear I was the only person regularly writing about the topic. During my capstone semester as a producer and reporter at Cronkite News Service, I found ways to use social media as a reporting tool and even wrote about city governments using social media. In the end, my blog and social media knowledge became the strongest part of my resume.
Doing the job I aspired to have: As soon as I learned about social media as an area of journalism, I began using it to learn about social media jobs. I set up Google alerts and TweetDeck columns for “social media editor” and read everything I could about the position. I followed social media editors on Twitter, looked at their job histories and skill sets on LinkedIn and read their blogs and decided my interests and personality fit well with the work. I also participated in Twitter chats with online journalists, and if they mentioned a digital tool I was unfamiliar with, I looked it up so I could join in the conversation. (The chat organizer later invited me to be a guest panelist about personal branding and social media along with experienced journalists.) And during my last sememster, I went to the Online News Association conference in D.C and used what I learned to improve CNS’s Facebook profile and help other reporters find sources on Twitter. All that extra effort paid off when I was recommended for a social media producer position at azcentral.com and was able to share what I knew and how I’d used it.
Of course, I’m not the only one to figure out that I didn’t have to wait to start building a brand. Many multimedia journalism students post their reels on YouTube, share photos on Flickr and create online portfolios that showcase their programming skills, and it’s paying off. They’re getting hits, they’re getting noticed and best of all, they’re getting hired.
When I decided to call my student blog Brand Me a Journalist, I chose the name because I thought it was somewhat clever and easy to remember. I hadn’t fully contemplated its inherent call to action – that is, until I read Washington Post columnist Gene Weingarten’s response to a student who asked how he developed his brand:
The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.
I had two reactions to his advice:
- I hope he never takes my blog name literally. (The guy clearly has the technique down, and I’m not into body modification.)
- I hope he’s not a mentor.
As a graduate student at the Cronkite School, I learned about personal branding in Tim McGuire’s 21st century media organizations class and later began this blog for Dan Gillmor’s digital media entrepreneurship class. These classes addressed the economic realities and creative possibilities in the new media landscape. Both professors, whom I consider mentors, encouraged me to write this blog and impressed upon us the need to strategically begin creating our digital footprints as students – a powerful career-launching tool that was not available to j-students when I got my undergraduate degree in 1989.
These respected newspapermen understood the increasingly important role of personal branding for journalists, so I wasn’t at all surprised to hear that Medill professor Owen Youngman had assigned a graduate student, identified simply as “Leslie”, to reach out to Weingarten about the topic.
I was completely caught off guard to read the way Weingarten treated Leslie, not being familiar with his distinctive brand. I’d made similar cold-call requests of veteran journalists such as Worldcrunch’s Jeff Israely, and they gladly discussed their brands. But instead of enlightening her with how a “hungry young reporter in the 1970s” came to be a two-time Pulitzer prize-winning columnist (he even has a tagline, a considerable branding asset) at one of the country’s most prestigious news organizations, Weingarten used the occasion to decry the hijacking of journalism’s noble mission by marketing departments and user-generated content.
As Steve Buttry pointed out in his reply to Weingarten’s non-answer to Leslie’s question, Weingarten was not interested in admitting his considerable success is due in part to the strength of his well-cultivated personal brand. His disdain for the word “branding” prevents him from recognizing that it simply is about defining yourself as a journalist and establishing your reputation among your audience, which is no different than what journalists have historically done; it just used to be called “making a name for yourself.”
Indeed, Weingarten has established a formidable
reputation name brand, which is supported by his publishers’ marketing efforts and his deliberate social media presence. At various points during his four-decade career, he strategically positioned himself:
- by committing himself to covering a specific beat to the best of his ability
- by developing valuable relationships with readers and sources
- by associating with other journalists doing similar work
- by pursuing related opportunities that complemented his position
All of these are elements of branding. Whether he wants to admit it or not, he’s very deliberately built his brand.
But rather than seeing Leslie’s overture to a veteran journalist as an opportunity to pass on his professional insights to the next generation of reporters, Weingarten dismisses us as unworthy, talentless self-promoters who aren’t willing to work hard “to get great stories.” Leslie tried to get a great story, one about an accomplished journalist who started out as a “hungry young reporter in the 1970s”; instead, she got a lecture.
So while Weingarten finds comfort in longing for the way things used to be, we aspiring journalists will continue to take advantage of digital media tools available to launch our careers:
- by building innovative portfolio sites that show our command of writing and programming
- by posting video resumes on YouTube to show our storytelling, camera work and editing skills (we multimedia journalists do it all)
- by uploading photos to Flickr and Instagram
- by finding sources via Facebook
- by connecting with colleagues via Twitter, journalism chats such as wjchat, LinkedIn groups and conferences to learn about the jobs we aspire to have
- by staying up until 3 a.m. to write blog posts that very likely won’t be seen but that reveal our passion for writing and commitment to our beats
- by reaching out to those veteran journalism pros who get that branding is just a word, not a threat
All this before we’ve been hired. Through our initiative, focus and hard work, we’re assembling bodies of work, “making names for ourselves” and pursuing our goals as journalists.
So you can keep your red-hot iron, sir; we’re building our own brands.
When I talk to journalism students about managing their personal brands, they often are overwhelmed by the maintenance of their online profiles and portfolios. Students as well as working journalists are constantly producing new content and/or acquiring new skills that should be reflected in their online identities. Whether you do it weekly, monthly or seasonly, it’s important to have a routine for updating profiles, building networks, adding content and clarifying your brand.
So now that it’s officially spring, set aside time this week to do some personal branding spring cleaning. Start with one account and see how much has changed since you last updated your content. If you’re feeling ambitious and want to tackle one list each day, your digital footprint will be up to date in a week.
- Make sure your profile blurb is up to date. Include your photo, current position and location, as well as a link to your blog, LinkedIn or portfolio page. Without these details, those you follow will have to do too much work to decide whether they should reciprocate and follow you. So they probably won’t.
- Use the remaining lines of your blurb to relate what you feel is most central to your brand, whether it be your beat, interests, associations or personality.
- Consider whether your profile picture continues to reflect the professional image you want to present. Is the photo current? Is the image recognizable? Could people you know ITL (in Twitter life) pick you out of a group IRL (in real life)?
- Take a moment to look at your Twitter page (not TweetDeck or Hootsuite) stream of tweets collectively as a snapshot of who you are as a journalist. Make sure the tweets in general are professionally relevant.
- Consider the knowledge, skills and talents you have and evaluate whether they’re reflected directly or indirectly in your tweets.
- Ask yourself if a viewer of your Twitter page could identify your journalistic niche. If not, send a few tweets, retweets and replies to clarify what you’re interested in.
- Decide whether you’re effectively promoting a relevant niche or unnecessarily pigeonholing yourself and undermining your greater professional goals.
- Look for unintentional bias or questionable ethics in your tweets and in those you retweet. Delete anything questionable.
- If you’re following keywords or hashtags, look for Twitter users who appear frequently in those feeds and consider following them to start conversations and expand your network.
- Note which other hashtags they follow.
- Check your privacy settings: are they public, allowing you to connect with your audience, create discussions and find sources and story ideas, or private?
- If public, make the page suitable for current and prospective employers, sources and colleagues to see in its entirety.
- Update your profile page information, keeping it consistent with your Twitter profile information while adding other details about yourself that invite connections with your audience.
- Include a link to your portfolio or blog in your “Contact Information.”
- Use the “About Me” section of the “Basic Information” tab to add other social media accounts, such as Twitter and LinkedIn.
- Read your wall and consider the ongoing story it tells about you. Does it reflect your personal brand well? Would a source find you trustworthy? Discreet? Credible?
- Check the photos you’ve been tagged in for appropriate content. Remove tags if offensive or otherwise damaging.
- Review fan pages you’ve “liked” and decide whether they reflect positively or negatively on the brand you’re trying to present. Consider adding a disclaimer the “About Me” section of the “Basic Information” tab to explain that your “liking” a fan page does not indicate your endorsement of it, but rather it simply gives you access to the feed.
- Look for relevant news organizations to “like.” These can change as your beat and niche change.
- Check out your colleagues’ profiles to find journalism groups to join.
- Home: Update your status to reflect what you’re currently working on. Are you looking for story ideas? Sources? A new job?
- Profile: Check to see who has viewed your profile recently and look for possible connections to pursue.
- Decide if your photo is appropriate as a professional representation suitable for your niche. Correct any outdated information and add new employment experience, skills, associations and links to relevant work.
- Update your “Info” page, incorporating your Twitter profile information and adding details about yourself that invite connections with your audience. Include links to your other social media accounts, such as Twitter, Facebook, blogs and portfolios.
- Contacts: Write a recommendation for someone you found valuable as a connection.
- Groups: Look for employer, alumni, journalism and association groups to join and participate in a discussion.
- Jobs: Check to see who’s hiring and what skills/knowledge they’re asking for in job descriptions that interest you.
- Inbox: Reply to any messages you’ve received.
- Companies: See who has profiles associated with specific news organizations and other employers for possible connections.
- More: Consider purchasing an upgrade to gain access to extended profiles and job opportunities.
- Do a Google search to see what others are finding when they search your name. Is it you or someone with a similar name who appears in the search results? If so, consider using a more search-friendly name professionally.
- Do additional, narrower “News” and “Blogs” searches (under the “more” search tab) to see if your work is being linked to. Add relevant links to your portfolio.
- Set up Google alerts for your name and blog name to receive notifications. This is particularly useful if your work has been used by a news aggregator or cited on a blog.
- Consider adding blogs to your RSS that are relevant to your niche in journalism. Commenting on posts and engaging colleagues will increase your online authority and presence in search.
- Check out your Klout score. Regardless of whether you find it to be a reliable measure of online authority, your colleagues and potential employers may, so you should be familiar with it.
- Read through your “About” page and decide whether it authentically represents your voice, your niche and your brand.
- Look over the headlines of your posts to make sure they are on topic. Read through the comments and find opportunities for conversations with your readers.
- Revisit your blogroll and determine whether to delete or add sites. In the end, you want a focused yet comprehensive blogroll that encompasses the range of topics within your journalistic niche and blog topic.
- Add sharing widgets such as TweetMeme that help readers easily share your posts on Twitter and Facebook.
- If you are using a blogging platform, consider purchasing the URL of your blog name and migrating your content there.
- Look at your homepage. Does it clearly state your area of specialization within journalism?
- Click through all of your tabs to make sure the navigation is logical.
- Click through all the links and fix any broken ones.
- Update your employment, awards and associations sections.
- Post recent work or add links to content you’ve created.
- Find a weekly chat such in which you can participate that addresses topics within your niche. Journalism chats such as #spjchat take place on Twitter, within news organizations and on Poynter.com.(Here’s a post I wrote about chat etiquette.)
- Make time in your schedule to participate live or read through transcripts after they’ve been posted or curated.
- Look through transcripts to find who hosts and actively participates in the chats and follow them on Twitter.
- Suggest topics you’d like to see discussed.
- If you can’t find a chat that specifically addresses your specialty, consider creating/hosting one as a way to establish authority within your niche.
If you have a routine for maintaining your online presence, feel free to share tips and suggestions in the comments.
I recently was invited to speak at ASU’s Cronkite School as part of “After Cronkite”, a series of brown-bag lunch discussions to help students prepare for their job searches. In the inaugural session titled “Know Thyself! Now Tell Others,” I joined Jody Brannon, the national director of the Carnegie-Knight News21 journalism initiative, to talk with students about understanding their personal brands and ways to incorporate them into their online identities through blogs, social media and portfolio sites.
Many questions focused on Facebook and Twitter and what constitutes appropriate personal and professional posts. One student asked us whether we’d be inclined to hire a candidate whose tweets revealed a strong personality over someone whose tweets revealed little personality. For me, the answer to that question would depend on whether the applicants’ personal brands – reflected through their overall digital presences – were good fits for the position.
A more fundamental question needs to be answered before you can know what online content is appropriate:
Who are you?
You can’t know your brand as a journalist if you don’t know yourself as a person.
Are you a global citizen with a healthy dose of cynicism and a passion for politics? Are you an empathetic storyteller who values images as well as words to connect with communities? Or are you an activist who believes revealing your biases makes you more credible when exposing injustice? Each of these profiles would dictate a distinct personal branding strategy.
You need self-awareness to know whether your digital presence is promoting or betraying your brand and, as a result, sabotaging your professional goals. As a journalist, your ability to communicate what makes you unique, i.e., your brand, will help you establish a professional niche that you can pursue with confidence and integrity.
Fortunately, many resources are available to help you understand the qualities and characteristics that collectively make you who you are.
Are you an introvert or an extrovert? Do you make decisions with your heart or your head? The Myers-Briggs Type Indicator (MBTI) identifies 16 distinct personality types based on eight key traits. These personality traits are reflected in your personal brand, and being aware of them will help you know whether you’re effectively and appropriately conveying them through your online profiles.
In the decades since the MBTI’s initial publication in the 1960s, test administrators have used the tool to help people understand the role personality plays in career choice. (Employers commonly use its results during the hiring process and for management training.) You can have the test administered by a trained professional who can provide an in-depth assessment, but many online sites and books feature MBTI profiles from which you can gain a general understanding of the personality types.
When I took the Myers-Briggs test as part of career counseling services, the administrator stressed the results would only be valuable if I agreed they accurately reflected my personality. The assessment said I was an ESFJ, and when I read the description, it was so spot-on I didn’t know if I should laugh or cry. So although I enjoy reading clever tweets from skeptics, philosophers and provocateurs, it would be inconsistent with who I am to emulate them and present myself as anything but a harmony-seeking, rule-following “Extra Special Friendly Joiner.”
Although most people won’t find it necessary to seek IQ testing as part of determining their personal brands, it is of value to at least understand the distinction between your innate cognitive abilities and the knowledge and skills you’ve acquired throughout your life.
For adults, it’s not as important to know raw IQ test scores as it is to know which cognitive abilities are your best. (Often, trained test administrators have policies of not providing raw scores to adults and instead use general result terms, such as “average” and “very superior.”) I was given the Wechsler Adult Intelligence Scale – Revised IQ test, and although I wasn’t provided raw scores, I was given a ranking of how I performed on the test sections. I found it tremendously valuable to learn the abilities I had taken for granted, verbal reasoning and spatial relations, were among my strongest. That knowledge has allowed me to apply those abilities as a multimedia journalist and confidently present them online.
Like personality and aptitudes, talents are innate. Understanding the distinction between your talents and your acquired skills will give you the vocabulary to express what makes you unique and what you have to offer professionally, even when you lack the skills required for a specific position.
In 2001, Donald O. Clifton, founder of SRI Gallup, and Marcus Buckingham, a senior vice president of The Gallup Organization, used research they gathered in interviews with over two million subjects to identify 34 universal talent themes and developed a survey through which individuals could find their “Top 5″ talents.
Each copy of their book Strengthfinder 2.0 includes a unique access code that allows you to take the assessment online and identify your Top 5. (Mine are Learner, Achiever, Communication, Input and Individualization.) It offers examples of how others have used their talents successfully in their careers and guides you through applying your Top 5 in your professional and personal life.
By taking the assessment, I learned how my talents influence the kind of journalist I want to be: a person driven to gather information and learn about people’s lives to communicate their diverse, individual stories. The blog posts I write, tweets I send, articles I share on Facebook, and the people I connect with on chats and LinkedIn tend to reflect these qualities about me.
Social media offer constant opportunities to share the abilities and knowledge you’ve acquired throughout your life. Rather than relying on job interviews to relate them to potential employers, you now can present them online through digital resumes and portfolios that can be found in search as well as through casual references in tweets, chats, online groups and other social media.
It’s OK to show what you know. Whether I’m commenting during #wjchat about digital storytelling tools for journalists (social media), sharing photos via Twitpics (photography) or respondiendo a un tuit (Spanish), each of these digital footprints I leave reveal a skill of mine and add dimension to my brand.
Life experiences and interests
Your family life, friendships and the communities you’ve lived in are just a few of the many influences that affect your belief system and inform your perspective as a journalist. Your collection of life experiences and interests naturally emerge through social media and reveal commonalities you share with others. The challenge lies in understanding how these personal elements affect your personal brand and deciding whether incorporating them into your online presence strategically enhances or detracts from it. What you say, join and “like” can potentially make you interesting or turn people off.
Anyone following me on my tweets and hashtags knows I’m from Green Bay, Wisconsin (#Packers), have two bright sons (#Ilovemyboys), stay up too late (#nightowl) and like watching Mad Men with my husband (#callmebettydraper). These personal glimpses don’t directly involve my professional life, but when shared appropriately, they can spark connections with others and add a personal element to my brand.
Once you understand how your personality, aptitudes, talents, skills, life experiences and interests fit together, you’ll quickly be able to assess whether they’re reflected in your online presence as well as your face-to-face interactions. Take a few minutes to view a snapshot of yourself online and see if it reveals who you genuinely are.
Each week, the Cronkite School hosts well-known journalists and accomplished authors as part of their Must See Monday lecture series for students. I was thrilled to see that among this fall’s lineup was personal branding expert Dan Schawbel.
I had the opportunity to interview Dan via email for a blog post last spring and looked forward to meeting him in person. He proved to be a tireless ambassador of personal branding, spending the day lecturing to classes, meeting with faculty and engaging anyone interested in harnessing their unique brand.
Dan’s presentation centered mostly on his new book, “Me 2.0: Four Steps to Building Your Future.” Much of his advice addressed strategies for defining career goals and communicating them effectively to find professional success. For aspiring journalists, the strategies are particularly relevant as our field gets more fragmented and less defined. The faceless employee of the legacy news organization has given way to the journalist as his own brand. He started by describing the deconstructed job market we’re in that has put us in charge of our professional fates:
The internet has forced us to become marketers, the economy has forced us to become experts and the recruitment system has forced us to become networkers.
That means we are ultimately responsible for managing how desirable, competent and relevant we appear online. So how do we do that?
Dan’s strategic plan for creating a strong personal brand requires us to proactively evaluate what we want and go after it aggressively.
Discover: What’s your niche? To say you want to be the next Katie Couric or Brian Williams isn’t a strategic as deciding you’re going to be the best-informed multimedia journalist focusing on Arizona business news. (Or, let’s say, personal branding for aspiring journalists.) One of the most effective exercises in journalism schools today is requiring students to choose blog topics and cover them for a semester. Our passions and talents instinctively surface and help us direct our effort toward areas that engage us, and, as a result, engage our audiences. Choose the area where you can use your life experiences and personality to enhance your expertise, making you an indispensable voice on that topic.
Create: Your portfolio, blog, email signature, business card and resume all are in your toolkit. These are the virtual representations of the professional you want to be. Along with your social media profiles on Twitter, Facebook and LinkedIn, they’re the assets that your colleagues, network and potential employers see. These elements should be professional, customized and visually compatible. Above all, they should authentically represent who you are in person.
Communicate: Use online tools to get your name and your work out there on a consistent basis. Be strategic with whom you connect. This is not using people; it’s associating with people who inspire you and who can make you more effective at the work you do. By contributing to the conversations taking place on Twitter, Facebook, blogs and news comment sections, you’re creating a digital footprint in the environment where you want to grow your expertise. Networking events like conferences, meet-ups and online chats offer opportunities to develop relationships that can lead to personal references and online endorsements.
Maintain: Consistently cultivate your search presence. Monitor your Google hits for both positive and negative press. When you’re praised, promote it with sincerity. And if you find you’ve received negative comments or been referenced in an undesirable way by friends or colleagues, address it directly and do what you can to suppress it in search or eliminate it.
I wondered how many of the underclassmen in the audience understood the implications of personal branding in light of the openness they embrace with their online identities. Dan emphasized that 80% of employers use social networks for background checks. Managing your online reputation is an ongoing responsibility. The reality is your “digital dirt” stays with you, and it’s up to you minimize its effect on your career.
(This is the fourth of 30 posts referring to 10,000 Words’ 30 Things Journalism Grads Should Do This Summer, as I work my way down the list of recommended digital media tasks.)
Before I started graduate school, the idea of using Twitter seemed narcissistic to me. I quickly recognized, however, what a powerful tool Twitter could be when used stategically. Whether for breaking news or industry-related topics, Twitter provides immediate access to conversations taking place among journalists about newsgathering and the future of journalism. In the Twittersphere, we’re all invited to participate in the discussion.
The next social media challenge on the 10,000 Words to-do list involves using Twitter to increase your exposure in the journalism community:
Task #4: Friend at least 50 journalists on Twitter who in turn follow you back.
Although I’ve been using Twitter primarily for career-related purposes, I hadn’t stopped to assess exactly how many of my followers are journalists. This task made me wonder how I was going to get TV reporters and newspaper columnists to follow an unknown grad student. My only strategy was to start following them and hope they’d find my Twitter profile interesting enough to start following me back.
But luckily for me, Albany, NY-based journalist Alexis Grant saw my promo of this task at the foot of my last post and left me a twitterific gift before I’d even begun the challenge:
… I’ve got a good list of journos on Twitter who I think represent the future of the industry… http://twitter.com/alexisgrant/journfuture/members
That was the paradigm shift I needed. Her list of journalists in traditional and online media not only opened my eyes to the value of Twitter lists as a resource, but it also reminded me that today’s journalism community is a dynamic group of professionals with a diverse range of job descriptions. Of course I could get journalists to follow me; they already had. I’ve been communicating with web journalists, online news editors, social media editors, multimedia journalism professors, students–and yes, even some good ol’ reporters– for the past year. I’ve never met Alexis Grant, but she is one of the 100+ journalists I have followed who reciprocally have followed me (or visa versa).
So this task is that easy, right? Just go to a journalist’s Twitter page and look at their lists for groups of people in the business. In fact, it’s not that easy. That’s sure to provide you many people to follow, but that’s only part of this challenge. You need to get followed in return. Here’s what I’ve learned about the politics of following and being followed over the past year.
Why would a journalist on Twitter want to follow me?
Before you begin to follow others on Twitter, you first need to establish a Twitter profile of your own that will compel others to follow you. When I get an email notice saying someone is following me only to find that my new follower has no profile bio statement, web link or even a location, I usually don’t follow back. Same goes for those with less than a full page of tweets or single-digit “following” stats. Having few followers isn’t an immediate turnoff for me; everybody has to start somewhere. The red flag more often is when someone only has a few sporadic tweets, which tells me this person is not an active Twitter user.
Before you start going crazy clicking people’s follow buttons and hoping they’ll follow you back, take some time to increase your chance of getting followed by creating a tweet history.
What do I say if don’t have any followers?
It may feel strange sending tweets to no one. But by spending at least a few days filling your Twitter profile page with 15-20 tweets before you start following people, you’ll give those people something to look at when they receive the follow notification.
- Fill out your profile. People want to know who you are. Use your professional name as your Twitter ID and include your photo and location. If possible, use the web section to link to your blog, portfolio page, Google profile or any other site that will provide more information about you. Use the bio section to identify your employer or share your career goals, interests or personality.
- Consider your personal brand and how you want to present yourself to the world. Think about the digital profile you want to establish and send tweets that speak to your career niche with an authentic voice. The Personal Branding Blog has a practical checklist that offers a strategy for getting started on tweeting. Keep it on hand for when you don’t know what to say and want to say something of value.
- Use keywords relevant to your niche. Writing a well-crafted tweet increases the chance it will be seen. For example, a tweet and a link from a blogger who writes about immigration issues in Arizona that reads “Here’s my new post” will not show up in searches. On the other hand, “Here’s my new post about immigration issues in Arizona” will go to anyone following the keywords “immigration” or “Arizona”.
- Include hashtags. Hashtags are keywords, phrases or abbreviations preceded by #. They’re used as a kind of shorthand to indicate topics or events. For example, #ona is used for the Online News Association. If you’re writing a tweet related to ONA that doesn’t mention it specifically, adding the hashtag #ona to the end of the tweet flags it for anyone specifically following that hashtag (but not necessarily following you). Note the hashtags being used by journalists and look them up in a hashtag directory such as tagdef.com.
- Retweet links, comments and observations that you find valuable. A retweet, or RT, is how you share something someone else found interesting enough to send in a tweet. Retweeting gives them credit for the content of their tweet while allowing you to add your input.
- Send a response to a comment or question. If you think you have something to add to the conversation, jump in. But remember, Facebook is like having a conversation with friends in your living room, while Twitter is more like a conversation with acquaintances at a business function or cocktail reception.
Ask yourself, “Are these tweets something of value? Are they, on the whole, rich with relevant career-related content and commentary?” If you have a full page of tweets that give a sense of who you are as a journalist, then you’re ready to start building your “following” list.
How do I find journalists to follow on Twitter who will in turn follow me?
This process may sound like a popularity contest to the cynical person (there are a few in journalism), but in a very real sense it’s a credibility contest, a professional-value contest and an authority contest.
- Use Google search instead of Twitter to find people. Don’t rely on the Twitter “Search” or “Find People” functions to locate people or organizations using Twitter. I’ve had much greater success using Google by searching the name followed by “on Twitter”. For example, “Scott Simon on Twitter” will bring up several Twitter accounts with the name Scott Simon, but you can easily see that NPR’s host of Weekend Edition sends tweets using @nprscottsimon.
- Begin by following news organizations, journalism schools, and professional organizations such as the Society of Professional Journalists. This will start your base “following” activity. Look at who else is following these organizations, as well as whom they find valuable enough to follow.
- Add the people you know in the business. Look up colleagues, classmates, professors or acquaintances. They are likely to follow you back, giving you a base of “followers” before you add people you don’t know.
- Find the individual journalists associated with publications or organizations you respect. This is the beauty of Twitter. As I wrote in an earlier post, we now are just one degree of separation from the veterans of the craft.
- Look at whom they follow and check out their “lists”. If they follow a large number of people, it may be easier to look at their lists rather than each individual. Do they have a specific group of journalists they follow? Have they themselves been “listed”? This means someone has grouped them within a category of similar Twitter users, which could include lists of journalists.
- Do a google search for lists of journalists to follow on Twitter. Many journalism blogs, such as muckrack.com, 10,000 Words and SPJ, have put together lists of prominent journalists on Twitter. Chances are these people have many followers, which could lessen your chance of being followed by them, but consider following them anyway.
- Participate in Twitter chats. Each week, groups of journalists gather online for Twitter chats with specific topics. Check out chats such as PoynterOnline, #wjchat, #cjchat, #journchat and #pubmedia to find journalists in your niche.
- Watch to see who gets recommended on “Follow Fridays”. The hashtag #ff is used in a tweet when someone is recommending another Twitter user. Set aside time on Fridays to see who is being recommended by other journalists.
Lastly, when you do get followed by a fellow journalist, consider it being handed a digital business card and send a tweet saying thanks for the follow.
Next up: Task #5: Become a part of a crowdsourcing project. (I submitted my Facebook photo for the crowdsourced TIME magazine cover, but I don’t think that counts as journalism…)
When Dan Gillmor assigned our digital media entrepreneurship class the task of blogging for the semester, he challenged each of us to “become an expert on a digital media topic”. He assured us that by blogging “2-3 times a week, at 300-500 words per post”, we would know more than enough about our topics to confidently own our chosen beats.
I have to say that at the time that outcome seemed pretty unrealistic to me. I began this blog about personal branding and social media with a basic understanding of the issue’s relevance to journalists:
How we manage our online identities as journalists is increasingly more important as the news industry goes through revolutionary change. Journalism school grads no longer have to accept the traditional employment path of starting in a small market with hopes of making it to a legacy organization someday. Instead, entrepreneurial journalists are strategically defining themselves through social media and niche specializations to set themselves apart from their peers, develop relationships and create their own opportunities.
After following other bloggers, interviewing journalists and watching Twitter feeds daily, I’m amazed by how much I’ve learned about this subject. I’m now convinced that journalists must learn to effectively use social media to develop a niche and a personal brand, and I feel comfortable discussing the tools to do so.
Therefore, in the style of many of the most re-tweeted posts about social media and branding, here are my Top 12 Tips for Journalists on Using Social Media to Develop a Personal Brand:
1. Find your niche. Consider your unique talents, interests and personal network and identify a topic you can own. Look for news coverage that make you think “why isn’t someone covering this more?” and investigate what has been written about it in the past. Whether you recognize a neglected topic, feel passionate about a beat or possess specialized knowledge, you can develop a niche and establish yourself as an expert by using digital and social media to your advantage:
2. Do your research. Use bookmarking sites like Digg and Delicious and advanced searches such as Google News, Google Blogs and Google Scholar to find relevant news and people who are concerned about, knowledgeable about and affected by the issue you’re exploring. When you find interesting sources, reach out to them on blogs, Twitter, Facebook groups and email. People like to talk about themselves and share their expertise.
3. Start a blog and participate on others. Regret the Error’s editor Craig Silverman looked for a topic no one was covering, found it in accuracy and corrections in the news and went live with a blog two weeks later. Personal Branding expert Dan Schawbel found inspiration from a magazine article about personal branding and started blogging about it that night. Investigative reporter Kristen Lombardi established her journalistic cred reporting on institutional indifference to cover-ups of sexual assault, and connected with advocates, victims and their loved ones via contact on blogs.
Whether you are a new journalist looking to create an online footprint or an established reporter who has been laid off, blogging offers a way to show initiative as well as your talent. And don’t be afraid of having more than one blog; you may have more than one area of interest.
4. Establish an searchable identity. Use the “One Voice” principle of public relations to create a consistent identity across your social media and professional profiles.
- Decide what name you want to be known by professionally. Make sure it’s unique enough (such as Jennifer Gaie Hellum) to allow you to be found on the first page of a Google search.
- Use that name for your Twitter account and any online comments. This will increase your online presence and increase your profile in search. (Tweeting under a clever moniker rather than your professional name might appear to add personality to your identity, but it doesn’t get you direct credit for your contributions.)
- Create one avatar and use it whenever you need to post an image for an online profile.
- Create a LinkedIn profile. Include your avatar, blog, portfolio site, Twitter feed and links to any online profiles on your page.
5. Own your domain name. For a small investment, you can secure your professional name as a domain name for a personal portfolio site. Whether you are employed or looking for work, a portfolio site is your online resume. Even if you have a bio page on your employer’s site, a portfolio is a vital way to present yourself comprehensively and define your brand for your audience, colleagues and potential employers. You should include a resume, your cumulative work, any professional goals or mission statement and links to social media. Include multimedia elements whenever possible.
6. Create a Google Profile. Like a portfolio page, a Google Profile is your opportunity to present your digital brand and allows you to define the first listing people find when they do a Google search of your name. It’s generally a more flexible profile than a professional portfolio site and would be where you could feel comfortable adding a personal element to your personal brand (sometimes referred to as your authentic brand or your inner and outer brands). This profile belongs to, former head of washingtonpost.com, now president of digital strategy for Allbritton Communications.
7. Tweet. Tweet often. A lot of veteran journalists have resisted signing up for Twitter, believing that the micro-blogging site is a fad and a distraction. In fact, Twitter’s power as a means of creating a network and finding story ideas, trends and sources is becoming increasingly more clear. If you are new to Twitter or have yet to become a regularly user, this Twitter checklist offers a practical plan for getting into the habit of posting relevant tweets to build your community and brand.
- Follow colleagues, news organizations and individual journalists. Go to their pages and see who they follow.
- Pay attention to weekly #FollowFriday and #ff hashtags to see who others are recommending. Participate in #followfriday to recommend Twitter users who you find authoritative on your subject area.
- Send well-crafted tweets that use keywords and hashtags to increase their visibility and drive traffic to your blog.
- Use hashtags to tag your tweets for maximum visibility.
- Use a Twitter application like TweetDeck to manage your tweets and monitor relevant topics.
- Re-tweet and comment on tweets related to your niche.
- Consider the following strategy of following who follows you, which allows you to send direct messages (DMs) for private conversations.
- Tweet responsibly. If you look at your Twitter stream and it doesn’t make a compelling case for why someone should trust or hire you, ask yourself what it’s contributing to your digital profile. If you can’t think of a good answer, delete it.
8. Join a professional social network. Ning groups like Wired Journalists give the opportunity to find and connect with other journalists who are interested in your beat.
9. Seek the input and advice of veteran journalists. Social media has broken down the hierarchy of professional org charts and created direct access to people. By using social media, blogs, LinkedIn and Twitter, I have communicated in the past four months with many prominent journalists, including NPR CEO Vivian Schiller, NPR reporter Don Gonyea, Jim Brady, Craig Silverman, Terry Greene Sterling, Kristen Lombardi, Dan Schawbel and Mignon Fogarty (aka Grammar Girl). Be fearless in reaching out to experienced journalists and experts in your subject area; the worst think they can do is say they can’t help you. Most likely, you will be blown away by how willing people are to help you.
10. Participate in live online chats. Poynter Online has weekly live chats with Joe Grimm aka Ask the Recruiter. Journalism students, professors and working journalists log on each week to discuss relevant topics. Transcripts are posted following the chats and logged on the site.
11. Be a true multimedia journalist. Take the steps to learn basic skills in video/audio editing and photograph. Become familiar with social media sites that feature them and create your own content.
- Post videos on your website or video-sharing sites like YouTube.
- Learn to create a podcast. (Click here to hear how Grammar Girl went from being a freelance writer/editor to creating her podcast.)
- Learn to embed audio and video.
- Learn to use Photoshop and create an account on Flickr.
- Learn HTML and get comfortable with inserting code into blogposts, such as this post on interviewing for media jobs:
12. Stretch yourself intellectually. Keep on top of what’s new in social media by reading Mashable and pay attention to personal branding experts. Look for seminars and workshops to get firsthand advice and skills from journalists who are successfully and strategically using social media.
My husband has a standard response when people sabotage themselves by making avoidable mistakes: “Why throw boulders into the road in front of yourself?” He makes that comment whenever he sees people sell themselves short, not take advantage of opportunities, or make foolish choices that block their success. As a natural strategic thinker, managing his personal brand comes pretty easily to him. He has a passion for his career (he runs a broadcast and digital media company) and an ambitious nature that has led him to make smart professional and social choices. Not surprising, he’s baffled by some of the stuff people post on social media.
This New York Times article provides a cautionary tale of how students unwittingly turn off potential employers with content they post online. Like it or not, employers– often from an older generation of people who draw a distinction between public and private life– can access your digital history with a simple Google search. What they find can make or break your getting hired.
So take a moment to do your own preemptive search. Look at your Twitter feed and see if you like the story it tells about you. Click through your Facebook photos and decide whether they pass the grandma test. Read through your blogs and the comments you’ve posted on others and consider if they support the image you’re trying to create. If not, it’s time to clear the path of those career-killer boulders.