Brand Me a Journalist

Using Social Media to Create a Professional Niche

Posts Tagged ‘Portfolio Sites

My advice to j-school students: How building an online brand helped me get my online job

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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.

A j-school graduate’s defense of (figuratively) branding journalists

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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:

  1. I hope he never takes my blog name literally. (The guy clearly has the technique down, and I’m not into body modification.)
  2. 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.

Social media spring cleaning: 50 tasks (or 7 short lists) for maintaining your personal brand

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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.

Twitter:

  1. 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.
  2. 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.
  3. 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)?
  4. 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.
  5. Consider the knowledge, skills and talents you have and evaluate whether they’re reflected directly or indirectly in your tweets.
  6. 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.
  7. Decide whether you’re effectively promoting a relevant niche or unnecessarily pigeonholing yourself and undermining your greater professional goals.
  8. Look for unintentional bias or questionable ethics in your tweets and in those you retweet. Delete anything questionable.
  9. 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.
  10. Note which other hashtags they follow.

Facebook:

  1. Check your privacy settings: are they public, allowing you to connect with your audience, create discussions and find sources and story ideas, or private?
  2. If public, make the page suitable for current and prospective employers, sources and colleagues to see in its entirety.
  3. 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.
  4. Include a link to your portfolio or blog in your “Contact Information.”
  5. Use the “About Me” section of the “Basic Information” tab to add other social media accounts, such as Twitter and LinkedIn.
  6. 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?
  7. Check the photos you’ve been tagged in for appropriate content. Remove tags if offensive or otherwise damaging.
  8. 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.
  9. Look for relevant news organizations to “like.” These can change as your beat and niche change.
  10. Check out your colleagues’ profiles to find journalism groups to join.

LinkedIn:

  1. Home: Update your status to reflect what you’re currently working on. Are you looking for story ideas? Sources? A new job?
  2. Profile: Check to see who has viewed your profile recently and look for possible connections to pursue.
  3. 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.
  4. 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.
  5. Contacts: Write a recommendation for someone you found valuable as a connection.
  6. Groups: Look for employer, alumni, journalism  and association groups to join and participate in a discussion.
  7. Jobs: Check to see who’s hiring and what skills/knowledge they’re asking for in job descriptions that interest you.
  8. Inbox: Reply to any messages you’ve received.
  9. Companies: See who has profiles associated with specific news organizations and other employers for possible connections.
  10. More: Consider purchasing an upgrade to gain access to extended profiles and job opportunities.

Google/search:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

Blog:

  1. Read through your “About” page and decide whether it authentically represents your voice, your niche and your brand.
  2. 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.
  3. 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.
  4. Add sharing widgets such as TweetMeme that help readers easily share your posts on Twitter and Facebook.
  5. If you are using a blogging platform, consider purchasing the URL of your blog name and migrating your content there.

Portfolio/Google profile:

  1. Look at your homepage. Does it clearly state your area of specialization within journalism?
  2. Click through all of your tabs to make sure the navigation is logical.
  3. Click through all the links and fix any broken ones.
  4. Update your employment, awards and associations sections.
  5. Post recent work or add links to content you’ve created.

Chats:

  1. 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.)
  2. Make time in your schedule to participate live or read through transcripts after they’ve been posted or curated.
  3. Look through transcripts to find who hosts and actively participates in the chats and follow them on Twitter.
  4. Suggest topics you’d like to see discussed.
  5. 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.

Know Thyself: Figuring out what your brand is and how to express it

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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.

Personality type

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.”

Aptitudes

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.

Talents

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, AchieverCommunication, 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.

Skills/Knowledge

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.

Personal Branding Expert Dan Schawbel on Why Journalists Should Care about Their Personal Brands

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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:

http://www.personalbrandingblog.com/my-story-from-nobody-to-brand-name-entrepreneur-in-under-3-years.

 

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.

My Personal Brand Tagline: Reflection or Aspiration?

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As part of our online media course, I had to create a personal portfolio page. I needed to find a line to present the kind of journalist I want to be and eventually came up with a sub-heading tagline to describe my vision:

Telling Stories Through Multimedia Journalism.

In the end, my site was pretty elementary, but at least I’d defined my goals for myself: I’d write compelling stories about interesting people and issues and use photography, audio, video and graphics to present them online. So when I completed my recent post on Tom Peters’ “The Brand Called You” column, I felt pretty good that I could check off one of his challenges–a tagline in 15 words or less–to use consistently throughout my digital profile.

But when I think about it now, that tagline doesn’t yet reflect the collective work I’ve done.

This leads me to ask a chicken or egg kind of question: Is my tagline not supporting my work or is my work not supporting my tagline? What is the true representation of what I have to offer as a journalist? How can I use social media to express and promote that?

Coming up with a personal brand tagline can be an effective way of checking whether you’re work and goals are in sync. The work I’m doing now would suggest I’m interested in being a social media editor. I’m advocating through this blog that journalists and news organizations harness the power of social media to create communities and share the human experience. I use social media actively, participate in live chats and try to read what I can to stay informed so I can be familiar with how journalists are benefiting from it.

Yet I’m still interested in what led me to grad school in the first place: a desire to share people’s stories. The small yet powerful stories, like the kind you hear on NPR’s StoryCorps segments, of people who never make the news but have struggles and triumphs that move you. I’ve used Twitter and Facebook to follow and connect with reporters who’ve mastered that kind of storytelling, and I try to follow their blogs.

Yet neither of these efforts fully reflect my authentic brand, which includes my undergrad degree in public relations and advertising, my career in media planning, thirteen years as a parent, my work ethic, my professionalism, mi abilidad de hablar en espanol, and the rest of what makes up my “inner and outer brands.”

That’s where social media can help me. Through my Twitter and LinkedIn profiles, my Facebook page, email signature, and eventually, a personal website (at least I already own www.jenniferhellum.com) with a well-crafted tagline, I’ll have the chance to tell the rest of my story.

Now to just work that into 15 words or less.

www.yournamehere.com

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I just got a tweet from a fellow grad student announcing that he got a job at NPR. When I went to his Twitter page to check out his profile, I wasn’t surprised to see that as a journalist specializing in digital media, he’s taken the strategic step to create a portfolio web page with his name as the domain name. In this age of the journalist as a brand, he’s making it easy to find him and his work online.

Dan Gillmor, our digital entrepreneurship professor, has urged us more than once to do as he has and purchase our names as domain names. For the price of three frappacinos, you can secure your name for a personal web site for a year. This 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– especially a published author– it can be tough to get it back. Even if you aren’t quite ready to build your personal site, securing your name is worth the small financial investment.

Interestingly, one of my classmates vaguely recalled that her dad had purchased her name as a domain name. Sure enough, by doing a quick search on www.godaddy.com, she saw that he’d bought it in 2008 and kept the payments current. In fact, my sister actually gave my techie son his domain name for his 12th birthday. What a brilliant gift for anyone who may care someday to have a say in his or her online identity.

But don’t wait for someone else to do it for you. Skip Starbucks and instead go online like I just did and buy your eponymous domain name. It’s a must-have for an entrepreneurial journalist and it takes all of ten minutes.