Posts Tagged ‘Journalist as Brand’
In the wake of Brian Williams’ self-imposed hiatus from the NBC Nightly News anchor desk (which his bosses later extended to a six-month suspension without pay), L.A. Times television critic Mary McNamara wrote a column blaming personal branding for Williams’ departure:
On Saturday, “NBC Nightly News” anchor Brian Williams announced that he would be temporarily vacating his chair because his personal brand recently came in direct and injurious contact with his professional obligations.
You can imagine my exasperated reaction to her implying that personal branding rather than a lack of journalistic integrity was the source of his demise. LSU journalism professor Steve Buttry’s blog post today tells me I’m not the only one who disagrees with her assessment. Her unwillingness to separate having a personal branding from pursuing celebrity not only distracts the conversation from the larger, more fundamental issue of Williams’ failure to adhere to the first principle of ethical journalism – to seek truth and report it – but also unfairly indicts in toto the act of a journalist communicating his or her professional value. The real issue is not branding but rather those who seek celebrity at the expense of their journalistic ethics and the news organizations that enable it.
I’ve been blogging about personal branding for journalists for five years and have always stressed here, as well as in guest lectures at ASU’s Cronkite School of Journalism, that having a brand and having integrity are not mutually exclusive. McNamara claims that Williams couldn’t reconcile the incompatibility of “personal branding” and his “professional obligations.” That’s actually not the case. His personal brand as she defined it, one “anchored in trustworthiness” as an “intrepid journalist, great storyteller and excellent late-night guest,” wasn’t in conflict with his professional obligation to tell the truth. One can be an ethical, truthful, intrepid, trustworthy journalist who also tells great stories on late-night talk shows. Ask Tom Brokaw.
Williams’ problem wasn’t his having a personal brand; it was his having an inauthentic one. The injury McNamara describes as having resulted from Williams’ choice “to bolster the Brian Williams brand” in fact came from his continued decision to betray what was the Brian Williams brand – as well as his professional obligation to be truthful.
So why did he betray his established brand? The emerging narrative suggests it was inevitable because the crafted brand was out of sync with his authentic brand. That’s the part McNamara missed.
As New York Times Media Equation columnist David Carr and network news blogger Andrew Tyndall alluded to on NPR’s Brian Lehrer Show, Williams’ credibility crisis seems to have begun years ago when he and NBC cultivated a brand for Williams as a “war correspondent” and “sober network-news anchor” rather than recognizing his true talent as a charismatic, very skilled live performer. (The entire 31-minute discussion is definitely worth a listen, but the part that specifically addresses personal branding starts around 18:20.)
According to David Carr, Williams himself said, “I’m a creature of live television. That’s where I feel most comfortable. That’s what I’m good at.” He’s even rumored to have thrown his hat in the ring to replace Jay Leno. Williams seems to be telling us his true talent and passion lies with being in front of a live audience rather than with journalism specifically. When Williams wanted Leno’s gig, they should have taken him seriously.
I feel so strongly about the bad rap personal branding is getting because the insecurity of the current journalism job market requires us to articulate and demonstrate our value every day. Defining (not crafting) one’s personal brand is in that sense a survival skill. Blaming branding rather than dishonesty and embellishment in journalism reflects poorly on the whole concept of personal brands when, in fact, it’s just smart career management.
This isn’t about “personality journalism.” Every journalist – every human being – has a personality. But every journalist is not, nor aspires to be, a celebrity. McNamara suggested that having a personality and revealing it in a journalistic personal brand by definition involves falsehoods, exaggeration and self-aggrandizement. In fact, when done effectively, it’s the complete opposite. Personal branding is about authentically communicating your unique value as a journalist among your professional-category peers and backing up that brand with quality work to build credibility and trust among your audience and colleagues. That is the opposite of what Williams has done.
Frankly, I thought this argument had largely been settled. I find it tiresome that once again we have in McNamara a journalist who, similar to Gene Weingarten, has cultivated a strong personal brand with the blessings of her publication but nonetheless feels the need to decry branding’s corrupting effects. (Following his widely challenged rant against personal branding, Gene Weingarten went as far as to single out my post defending branding for journalists, calling it “very troubling.” He did so on his monthly chat, a lovely vehicle for him to support his personal brand.)
It’s time to acknowledge we all need strong brands to survive in this business, and then get back to focusing on the stories.
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 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 just returned from the Online News Association’s annual conference in Washington, DC, where I had the opportunity to hear industry leaders discuss technology and trends that are shaping the future of online news. The subject of personal branding unexpectedly came up during a session about news organizations’ engagement policies when NPR ombudsman Alicia Shepard posed the following question:
In lean newsrooms, how do you get reporters to get involved in comment moderation?
Jeff Hidek, community engagement editor for the Wilmington StarNews’ StarNewsonline.com, responded that the paper’s reporters became invested in moderating their comments after focus group findings revealed how significantly readers paid attention to reporters’ bylines and social media accounts.
I talked to Jeff after the session to find out more about how the reporters’ personal brands influenced their readers’ loyalty. He said although the focus groups’ purpose had been to address general topics about the paper and its website rather than its reporters, the most insightful finding came when they asked the readers what would make them read a story that they wouldn’t normally read.
“The most consistent comment was ‘because I follow Shelby (Sebens) on Twitter‘ or ‘I’m going to read any story by Si (Cantwell) because he comes out to our community and cares about what we say,’” Jeff said.
Consequently, the focus group results gave the reporters a heightened awareness of and greater appreciation for their readers’ loyalty, which made them more interested in participating in the comments. It also gave them more leverage in pitching stories to their editors.
“What a great way to connect to say thanks for reading,” Jeff said. “And at the same time, by reading things like ‘I always read anything Shelby writes’ (reporters) found they now could go to their editors and say, ‘Let me write this; I know they’ll read it.'”
He added that by harnessing social media to develop their brands, the reporters not only strengthened their readerships but also grew their pool of sources. For example, Shelby started a blog for her beat and became even more closely identified with her Brunswick County reporter brand. When she later handed off the beat to another reporter, he inherited a loyal base while she retained her readers as she became the city government reporter. Jeff also helped the paper’s film reporter Amy Hotz create a Ning social network page called Wilm on Film to access people who worked in Wilmingtons’s film industry.
“Now any time Amy has a question, instead of paging through the regional film commission’s directory for sources, she posts it on Facebook, Twitter and wilmonfilm.com and has four sources in no time.”
Since taking on the position of community engagement editor (in addition to being the paper’s TV critic), Jeff has been in charge of streamlining the paper’s social media policies and accounts and developing curation guidelines for the reporters’ individual accounts. These guidelines include that reporters commit to regularly moderating comments and posting on their social media accounts.
He also acts as a newsroom liaison to the paper’s marketing department as reporters’ personal brands take a greater role in the paper’s overall marketing strategy. He said there’s been no pushback from management against emphasis on reporters’ brands because they know that what’s good for the reporter is good for them. In fact, management has committed to doing a branding campaign focused on its reporters similar to those done by television news programs.
“They recognize that everyone at the paper is a representation of the paper,” Jeff said. “It’s great that we have a brand as a paper and as site, but it’s more than that; we want people to see us as part of the community – because we are part of the community.”
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 who you connect with. 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.
It’s spring break at the Cronkite School this week, and although some students are spending their time relaxing, others are busy searching for summer jobs and internships. Poynter Online had an excellent post on their Ask the Recruiter blog yesterday about the social media skills journalists need to find work in today’s job climate. (Interestingly, I watched the post make the re-tweet rounds on Twitter, proof that many journalists already are up to the task.) The article featured several industry leaders and discussed the skills their organizations are looking for in new hires. It’s definitely worth your time to read it and bookmark it for future reference.
I was just about to write a quick post about the blog when I got a tweet announcing a live chat was about to begin with the post’s author Joe Grimm, a visiting journalist at the Michigan State University School of Journalism. The tweet said the chat would focus on unexpected ways to find jobs, so I took the opportunity to participate and asked Joe some questions about how social media and personal branding can play into job searches:
Joe Grimm, Poynter: When I think about finding jobs in unexpected ways, I think of two things. One is looking for new jobs or new wrinkled (sic) on old jobs; the other is new ways of finding jobs or differentiating yourself.
Jennifer Gaie Hellum, ASU: As journalism grad students, we’re hearing a lot about how we have an advantage knowing how to use social media. Yet some of us are concerned that we will be limited to social media tasks at the expense of getting news-gathering and storytelling experience. What advice do you have on how to strategically use our skills without limiting our exposure to the craft?
Joe Grimm, Poynter: Jennifer, this has always been a concern. People with scarce skills are forever getting pigeon-holed. They are happy to get in the door, but not very happy about being pushed away from the things they love to do. This is a great subject to work hard on in the negotiations for a job. Get some commitments in writing.
Jennifer Gaie Hellum, ASU: Your post yesterday about social media skills affirmed much of what we’re being taught at the Cronkite School at ASU. We talk a lot about personal branding and being entrepreneurial journalists. Do you see news organizations adapting to these dynamics in their approaches to hiring, or is this just new jargon for freelancing?
Joe Grimm, Poynter: Oh, no. People are serious about social media. I think some managers do not have a well-defined concept of what they are asking for, so it is a good thing to probe in an interview. But these skills, as well as audience analysis, will only get more important, not less so. This does not seem to me to be a fad.
It is easy to be cynical about entrepreneurship when we see some places paying so little for freelance work. Places are looking for people to be INTRpreneurs, if you will allow me, to help them innovate. This is new.
Jennifer Gaie Hellum, ASU: I’m not so much asking if social media is a fad but rather the “journalist as a brand” phenomenon. We are being encouraged to establish ourselves on social media as a way to define our voices and areas of interest through the tweets we send and the comments we make.
Joe Grimm, Poynter: We have a paradox happening, Newspapers are eliminating specialty beats and critics, but it makes no sense for any of us to be generic. We need to stand out — for good reasons — and that means to have good, marketable journalistic brand identities. The generic people — forgive me — are not getting called.
On networking, remember the power of loose ties — the people who are not closest to you hear different information than you do and can bring you leads. Value the people who you don’t know best or who are friends of friends.
Jennifer Gaie Hellum, ASU: Often I see status posts on LinkedIn of people who are looking for jobs or looking to hire. The key to all these examples (mentioned in throughout this chat session) seems to be ACTIVELY employing whatever networking tool you are using.
Joe Grimm, Poynter: Amen, Jennifer. Networking is an ongoing activity. Not just what we do when we’re needy.
You can read the entire chat transcript here:
(Chat embed courtesy of Poynter Online)
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:
- 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.)