#ONA12 personal-branding takeaway: First, claim your name
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.