Brand Me a Journalist

Using Social Media to Create a Professional Niche

"Hellum… Jennifer Gaie Hellum."

with 3 comments

My maiden name is my currency, my online currency. It’s what distinguishes me from Dr. Jennifer Hellum, a lecturer in Classics for the University of Auckland in New Zealand, and what keeps me from being buried on page 5 in Google searches.

When I was an at-home mom, the only hit I got on a Google vanity search was one sole mention as Jennifer Hellum, Erik Hellum’s wife, but my days of online obscurity are now over! As a graduate journalism student at the Cronkite School at Arizona State University, I’ve been blogging, tweeting and contributing to hyperlocal new sites. I realized early on that if I wanted my journalism work to be found by search engines, I’d need to resurrect the unique professional name I’d used as an advertising media planner: Jennifer Gaie Hellum.

When my professor Dr. Leslie-Jean Thornton assigned us blogs as part of our multimedia bootcamp, I asked her if I was making a big deal out of what to call myself. She told me not only was I making a smart choice by trying to distinguish myself from a published author, but she herself had made a concise choice of a professional name. “There are a lot of Leslie Thorntons,” she said, “but there’s only one Leslie-Jean.”

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.

This blog will discuss the changing media employment realities, as well as the journalists who are creating their own brands and the social media tools they’re using do to do so:

  • Twitter
  • Blogs
  • Flickr
  • LinkedIn
  • Facebook
  • Ning networks
  • Professional associations and listserves
  • Brand-building web sites
  • Search engine optimization

Along the way, I’ll share the ways I’ve tried to cultivate my own brand through social media and let you know if it has paid off. Who knows, I may even send a friend request to Dr. Jennifer Hellum (and then tweet about it.)

Written by Jennifer Gaie Hellum

February 16, 2010 at 1:54 am

3 Responses

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  1. […] proactive move is particularly important if you aren’t the only person with your name. (See my earlier post about the classics scholar named Jennifer Hellum.) Once the name is taken by someone else– […]

  2. […] 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 […]

  3. […] Jennifer Hellum, recent graduate, ASU Cronkite Journalism MA Program […]


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