Archive for the ‘Developing a Network’ Category
An out-of-work microbiologist.
A mental-health clinician in private practice.
A marketing director who resorted to driving a truck for Wal-Mart to support his family after being downsized.
These are just three of the friends and family members whose LinkedIn profiles I enhanced – and, in some cases, created – as part of the 26 Acts of LinkedIn Kindness project I embarked on in January. At the time, I took on this effort because I wanted to honor the victims of the Sandy Hook school shootings and do something nice for the people I care about. I had no goal beyond that.
Little did I know this experience would teach me so much about harnessing social media as a career-advancement tool – regardless of your profession – and how quickly having a completed LinkedIn profile could affect the course of these people’s paths.
It changed lives.
Without a doubt, the most profound lesson I learned from this experience was how many people are out of work because employers can’t find them, and these workers, unfortunately, don’t know how to be found. People who last applied for work before the turn of the millenium and social media have little experience with online resumes much less the nuances of job-search platforms and tactics.
But with a little LinkedIn love, my loved ones who had been part of the long-term unemployed found work in their chosen fields. One friend who wanted to grow her emerging private practice found multiple opportunities waiting in her inbox, while another who had nearly given up on her career learned her LinkedIn profile was enough to produce an unsolicited offer for her dream job.
I didn’t anticipate such dramatic outcomes, and I certainly didn’t expect it would lead to a side-business opportunity for me that fits so nicely with the reasons I became a journalist in the first place: to share information, to tell people’s stories and to have a positive impact on their lives.
All around me, people were saying I should make this into a business. As my son put it, “You’re helping people, Mom, and that’s what you want to do more than anything!” I’d been looking for a niche that would take advantage of my social media skills but allowed me to connect with people, unlike my ironicly lonely experience as a social media producer,glued to my TweetDeck. Through word of mouth, I now have clients paying me to tell their stories on LinkedIn, coach them with social media and teach them social selling.
It changed my career.
Beginning with the first profile I worked on, I was struck by how little I knew about the professional lives of people I’d known for decades. The resumes didn’t surprise me; the stories they told me, however, blew my mind.
How did I not know that my sister-in-law had traveled to Kyrgyzstan and Kazakstan as part of a post-Soviet dairy-industry outreach effort? Or that she’d gone to Switzerland to acquire the smear for the first domestic production of Gruyère cheese?
I said, “This makes you sound like a really interesting person!”
She replied, “I am a really interesting person.”
We laughed about it, but the sobering reason she wasn’t working was crystal clear: The resume she’d been using for a year as she looked for work didn’t tell her story.
And then there was my brother-in-law who had written a paper in grad school that led to his being asked to help rewrite the early-education certification curricula in Wisconsin. That’s impressive! With each profile I worked on, I saw another side of people I’d only spent time with socially.
It changed my relationships.
Meanwhile, my sister-in-law got a job within three weeks of my redoing her profile. My brother-in-law found a marketing-manager job back in his niche field within two months. All of which led my brother and sister to move their families back home near my mom in Green Bay, something she had longed for since all of her six children had moved away decades ago.
It even changed my mom’s life.
I never could have imagined how sharing what I know could have such a dramatic ripple effect on 26 people and the people in their lives. And those are just a few of the stories. I’ve helped students seeking internships, recent grads getting their start and mid-career professionals too busy or unfamiliar with social media to tend to their profiles (and, their professional relationships.).
Along the way, I’ve discovered many new features, tools and tricks, so in the spirit of random acts of kindness and paying it forward, here are 17 tips for quickly improving your LinkedIn profile:
- Don’t assume LinkedIn isn’t valuable in your profession or life stage. LinkedIn search features include filters for entry-level to niche professional positions, and targeted features and tools have been developed to address the needs of students, veterans and salespeople. (They don’t yet have a section for military service, but I’ve reached out to their product manager to suggest they get one.)
- Selfies – or worse, no photo – are LinkedIn dealbreakers. If you can’t afford a professional photo, look for a clear, in-focus solo pic (not one that shows you’ve cropped out others of it) or have someone take a picture of you in professional attire.
- Your headline defaults to your most recent position, but you don’t have to leave it that way. You can edit that section to reflect the work you do and even include that you’re seeking employment. (That’s what got my sister-in-law an interview.)
- If you have a common name, use your maiden name, middle name or middle initial. Few people would have the patience to click through 84 Dan Clancys, so add an initial and be the only Daniel B. Clancy.
- Customize you LinkedIn URLs and use it elsewhere. These neat little www.linkedin.com/in/yournamehere URLs are intended for use on business cards and email signatures. They also allow people to access your profile in Google search results without logging in or being LinkedIn members.
- Use your summary statement to tell your career story – in first person. Let me repeat, in FIRST PERSON. Not in phrases like a resume, and absolutely not in third person like Jimmy from Seinfeld. Use the Summary section to share why you do what you do, what your goals are and what makes you different from others who do the same work you do, like you would in a conversation or an interview. There’s plenty of room for your detailed work history and job descriptions in the Experience section.
- Limit the first paragraph of your summary statement to be 1 or 2 sentences long and clearly tell what you do. Only five lines of your summary show up on the LinkedIn mobile app, so you want to lead with the most relevant part of your story. View it on your phone to make sure it fits nicely.
- If you’re only listing your current job title and length of employment, you’re missing the point of LinkedIn. LinkedIn’s algorithm seeks to match your keywords with search terms. If you’re leaving your job description sections blank, you’re likely not showing up in recruiter’s (or anyone else’s) search results.
- List every job in your career. LinkedIn aggregates the length of your employment, so if you’re only listing your most recent positions, you won’t show up in search results that seek extensive experience. Also, people from throughout your career will be looking for you. Help them find you by including those early-career jobs and associating your profile with past employers.
- Using the prompts to set up your page isn’t enough. The prompts don’t fill in all the fields. For example, they don’t include the location of the positions you post, and many LinkedIn users select location filters when searching its database. Go to the Profile Edit tab and fill in as many sections as you can.
- Instead of using bullet points for your job descriptions, tell stories. LinkedIn is a social network, not a resume forum. You don’t speak in bullet points, so don’t write in them. Think of the hiring managers and recruiters who read dozens and dozens of profiles with the same boring buzzwords. Offer them an anecdote that shows your unique experience or accomplishments.
- Include your interests, volunteer experience and causes you care about. LinkedIn is about connections, and you never know when a shared interest will spark contact.
- You don’t have to be fluent to list language skills. The section allows you to select a proficiency level ranging from elementary to fluent/native speaker.
- Maximize the Skills section by listing up to 50 skills. Think of each skill as a keyword that might be featured in a job description. As you type in each skill, check out the terms that autogenerate to see if you’ve overlooked any. And make sure you list the software you’ve used.
- Take advantage of the option to upload links or documents to highlight your work. Link to websites that mention or feature your work or presentations you’ve given that highlight your expertise.
- Don’t forget to look over the sidebar that lists additional sections. You can include projects, publications, test scores, certications, honors and awards– and even patents!
- Remember that the purpose of LinkedIn is professional networking. Once you have an All-Star profile, start connecting with people from your personal and professional life, and take advantage of your entire network.
Whatever your area of expertise is, don’t take it for granted. Find a way to share that knowledge with people outside your field, and you’ll be amazed by how much more you learn.
When I headed to LaGuardia for my flight to this year’s Online News Association conference, I unexpectedly found myself at my gate two hours early. Many ONA members work in New York, so I scanned the crowd, and, as expected, saw a friend nearby and joined him for a drink. (Why not, it’s journalism, right?)
I refer to this colleague as a friend, although I know him only from the previous three ONA conferences. (He and I both work in social media and have since kept in touch on Twitter.) When we were talking about how much we genuinely were looking forward to catching up with other ONA members, he said something that really struck a cord with me: “Going to ONA is like going to a family reunion.”
For me, reconnecting with someone I’ve met at the conference the year before or finally meeting a Twitter friend in real life nurtures my need for a sense of community in my career. And more often than not, those conversations lead to friendships and motivate me professionally. On the final night of this year’s conference, I talked with the Arizona Republic’s Megan Finnerty about her deep commitment to the Arizona Storytellers Project. Hearing the extraordinary effort she has put into making this project a success made me ask myself what more I could be doing to create excellent work.
Other journalists left ONA13 similarly compelled to up their games. In the weeks since the conference, Gannett’s Sarah Day Owen urgently declared a renewed commitment and accountability toward her career goals.
— Sarah Day Owen (@SarahDayOwen) October 20, 2013
In a similar post, Michelle Minkoff, a data journalist for AP, celebrated that exhilarating feeling that happens when people with similar passion get exposed to each other’s expertise.
I know some people question the value – and the expense – of joining professional organizations, but I’ve found ONA to be an essential part of developing my career and building my brand. I first attended ONA10 while in grad school and gained invaluable insights into the state of the greater journalism industry. The following year I went to ONA11 as an employee at Gannett Phoenix and got to meet colleagues from other Gannett properties. And at ONA12, a cocktail-party conversation with another ONA/Twitter friend (like I was saying … ) led to a freelance opportunity with Spundge, a career move I would not have considered if it weren’t for a conference session I attended just days before on making the leap from the newsroom to a startup.
According to ONA director of operations Irving Washington, over 1,600 journalists attended ONA13, with nearly 640 first-time attendees. Joining ONA or any one of the 41 journalism associations in The Council of National Journalism Organizations can provide you a network of colleagues and guide your career. Most organizations have an annual conference – you’ve probably seen the hashtags in your Twitter feed – with sessions relevant to students, academics, freelancers and journalists working for news organizations.
So how can you find the group that’s right for your career?
Finding a journalism association that fits your niche and fuels your passion
- Ask your managers, colleagues and former professors which groups they’ve joined. I first learned about ONA from my online news professor. Other faculty members were active with Investigative Reporters & Editors, American Society of News Editors and National Lesbian and Gay Journalists Association. If you work for a news organization, find out if it encourages membership in specific groups and whether membership fees can be included in your compensation package.
- Watch your Twitter feed. If you’re following other journalists, you’ve seen a steady stream of conference hashtags. Click through to the session schedule to determine whether the topics might interest you.
- Look at the LinkedIn profiles of your connections who do the jobs you’d like to do. LinkedIn profiles include a space to list organization memberships. Look at the Organizations subheading of the Background section for the associations other journalists have joined. (You may also want to look at the Groups section, which lists the LinkedIn groups individual users follow. That list could include journalism organizations in which they are interested but may not yet have official membership.)
- Spend some time on The Council of National Journalism Organizations site. This comprehensive list of organizations includes medium-specific, beat-specific, job-specific and interest-specific groups of journalists. Their Twitter list of 41 member organizations offers a quick way to start following several groups and see which conversations appeal to your interests.
- Visit specific organizations’ websites and review recent conference schedules. Before you invest in a membership, learn about the groups’ missions and priorities. Looking through past schedules should give you a good sense of what issues, trends, and tools the organizations find relevant.
As a recent transplant into New York’s journalism community, I’m constantly keeping an eye out for opportunities to connect with other news and social media professionals. This is a huge media community, and breaking into it can be overwhelming. How does a new arrival find her people? Fortunately, New York has professional organizations, online groups, meet ups and conferences for journalists working in all areas and at all levels of the craft. As a journalist working in social media, I was excited to find Columbia University journalism professor Sree Sreenivasan’s Social Media One-Night Stand: An Advanced Workshop for Journalists, Bloggers & Media Professionals. This intensive, inexpensive way to learn about new online tools and connect with others doing similar work not only exposed me to valuable resources for updating my skills but also unexpectedly gave me a network of colleagues to get to know.
For less than $150, attendees of the evening workshop saw a quick-paced lineup of presentations that ranged from tips from high-profile social media specialists to demonstrations of new tools and success stories from entrepreneurs:
- Krista Canfield (@kristacanfield), LinkedIn senior manager, corporate communications
- Josh Quittner (@twittner), Flipboard editorial director
- Robert Moore (@medialabrat) of OneQube, CEO of Internet Media Labs
- Hedda v. Schaumann (@heddavsw), StatistaCharts executive marketing director
- Craig Silverman (@craigsilverman), Spundge director of content
- Craig Kanalley (@ckanal), Huffington Post senior editor of Big News & Live Events
- Kathy Zucker, @kathyzucker, Founder/CEO/Managing Editor at MetroMomsNetwork
- Jennifer Preston (@JenniferPreston), staff writer at The New York Times’ The Lede blog
We also got what felt like a social media pep rally from Sree, the event’s host. His boundless enthusiasm for social media showed as he appealed to us to share content – a lot of content.
— Ilana Kowarski (@IlanaKowarski) May 17, 2013
Throughout the evening, Sree encouraged us to embrace the intimacy of social media, saying “This isn’t a flight; get up and walk around! Take pictures up close and share them on Instagram. Tweet what you’re learning. And make sure you include the hashtag #cjsm!” We were an obedient bunch, to put it mildly. Not only did we send hundreds of tweets with the presenters’ advice, we also shared Sree’s ad-libbed tips – and tagged them with #cjsm, of course: 25 Sree tips, as shared during the #cjsm Social Media One-Night Stand
- LinkedIn is highly underappreciated. Work on it. You are more than your job title. (via
- Trying to learn LinkedIn once you’ve been laid off is too late. (via
- Keep and open mind but don’t let your brain fall out. (via
Practice social media skills when you don’t need them so they’re there when you do. (via
If you can build a great quality product, the money will come later. Don’t think about your exit strategy. (via
- Find the social media that works for you! (via
Do something because you love it, not because you will make money doing it. (via
- Think of your social media sites as your embassies. Your website is your home. (via @AmyVernon; tip later attributed to @JimReynolds)
- Flipboard is the first social media I check early in the morning. (via
Social Media is a great way to amplify your message but takes effort and works best when you are passionate. (via
Be an early tester and late adopter of tech. (via
Add to your bucket list: work for a startup. (via
Laser-focus think about your brand. (via
Be careful about building your brand around your employer. (via
For Twitter usernames, pick shortest possible, recognizable handle. Or at least memorable. (via
- Putting your employer’s name in your Twitter bio is like tattooing your boyfriend’s name on your arm. (via
Use social media with a spirit of generosity. Give ppl useful info, and you will gain a following. (via
- Numbers aren’t everything. You can have a small # of followers and be doing great work on
#socmedia. (via @IlanaKowarski)
- Embed codes are changing the world and we need to understand them. (via
Every piece of content should be clickable, linkable, likable, shareable, embeddable. (via
- Your Twitter bio should reflect the best, current you. (via
The header photo on your Twitter profile is a great way to share something about yourself. Use it to highlight your brand. (via
- If you can’t add to the signal, don’t add to the noise. Add value when you post on Twitter. (via
- Humility is important on social media. It comes across better than boasting.(via
In between presenters, Sree shifted from master of ceremonies to head cheerleader, as he spent the breaks giving shout-outs to industry leaders as well as attendees with success stories. Whether promoting the work they do or the paths they took to get there, he shared the stories of those on hand who had used social media to develop a niche, promote their brands and establish their careers. (These introductions continued to the very end of the evening, when he and a few dozen die-hard attendees gathered for late-night pizza nearby.)
And for those who ended the night perhaps overwhelmed by the tasks and responsibilities that go with being a social media specialist, Sree offered words of reassurance with this final, insightful slide:
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.
(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.
I’ve been blogging about how journalists can build their personal brands with social media for the past semester. Although I’ve profiled several journalists and their personal brands, I realized that I haven’t sought the advice of a personal branding expert. An earlier post featured the definitive article written about personal branding by Tom Peters; in fact, the next generation’s personal branding guru Dan Schawbel, author of Me 2.0, cites that article for inspiring his career.
I emailed Dan recently to discuss how he found his niche and built his personal brand. Make sure you click the link below; his story is an inspiration and a blueprint for how you can change your life by pursuing your dream–with passion, with hard work, and with a strategy.
My thanks to Dan for giving this rookie blogger and journalist his time and insights; I plan to take his advice very soon. (Stay tuned…)
Jennifer Gaie Hellum: Your degree is in marketing and IT and you spent much of your early career doing marketing and PR. How did you get interested in personal branding?
Dan Schawbel: Here is the complete story:
Jennifer: What made you decide to start blogging? Did you do it specifically to create your own personal brand or out of an interest in personal branding?
Dan: I started a blog in 2006 to help students get internships and help them learn from my triumphs during college, where I had eight internships, seven leadership positions and my own company. I then read Tom Peter’s The Brand Called You article in Fast Company, and it was my calling. I started my blog that night and haven’t looked back. My personal brand is personal branding, correct. It wasn’t as intentional as it seems. It was a natural progression from middle school.
Jennifer: You’re a blogger, a writer and a publisher. Do you consider yourself a journalist?
Dan: Yes, and no. I don’t abide by the traditional journalism rules for the most part. I have two blogs, a magazine, and two columns in mainstream media (BusinessWeek and Metro). All of these platforms are flexible and I can basically write anything about personal branding I so choose. A journalist that is hired by a company has to cover a certain beat, from a certain location, and has to run everything by his or her editor for approval. If you get paid to write articles, there are more corporate obstacles you have to run through to get published.
Jennifer: Why should journalists care about personal branding?
Dan: The media landscape is changing and a lot of journalists are losing their jobs and being left with nothing. By developing a personal brand, you’re protecting yourself from a layoff. Journalists should create their own blog, with a list of articles they have had published and links to them. They should also write original content on their blog, so they can become part of the online community, be a valuable contributor, and grow an audience to help boost their careers.
Journalists, unlike most people, are already visible so they have the clear advantage. For instance, a journalist that works for Men’s Health or Vogue will already have a leg up on others that don’t have that credibility. The key is knowing how to leverage other platforms (in this case, the magazines) to your own benefit.
You need to have a website and use other media to promote it, because at the end of the day, your website or blog is your only asset. You can get laid off tomorrow and have nothing if you don’t protect yourself. Also, journalists are being expected to not just write content, but to promote it. More and more journalists are being paid based on pageviews, so if you don’t have platform, you won’t make much money.
Jennifer: What social media tools, beyond Twitter and blogging, should journalists be using to promote their brands?
Dan: There is actually a really popular social network for journalists called Wired Journalists (http://www.wiredjournalists.com). It’s based on the Ning.com architecture. Other than that, I think journalists should get serious about video because it’s slowly becoming part of the job description, so I would resort to using YouTube and other video sharing sites for practice at a minimum. Blogging is by far the most important thing you can do as a journalist, and almost every mainstream media site has blogs now, so you should take advantage of those opportunities. Then there’s LinkedIn and Facebook, but they are a bit less relevant to journalists in my opinion.
Dan Schawbel, recognized as a “personal branding guru” by The New York Times, is the Managing Partner of Millennial Branding, LLC, and the leading authority on personal branding. He is the author of the #1 international bestselling book, Me 2.0. Dan is the founder of the Personal Branding Blog®, the publisher of Personal Branding Magazine®and the Student Branding Blog, head judge for the Personal Brand Awards®, director ofPersonal Branding TV®, and holds live Personal Branding Events.