Posts Tagged ‘Sources’
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.”
I had the privilege last week to spend over an hour speaking to The Center for Public Integrity’s Kristen Lombardi about how she conducts her research for investigative stories. I wasn’t surprised to hear that social media had a place in her toolkit.
She told me that one of the ways she and her co-reporter Kristin Jones found sources for their recent series on campus sexual assault was by putting up queries on blogs looking for students who would talk about being assaulted and who filed reports of sexual assaults.
“We received responses from a lot of people—“the silent majority”—who didn’t report their attacks. We wanted to find out why they never reported firsthand and also wanted the accounts of those who went through the process of reporting to campus police or judicial affairs departments,” said Lombardi.
Campus judicial proceedings records aren’t subject to FOIA, so social media proved to be a crucial part of finding victims who would allow them access to their records.
This recent post on Mashable points out how many other journalists are using Twitter, Facebook, LinkedIn, blogs and other social media to develop a beat and cultivate sources:
- Finding leads, noticing trends
- Finding sources
- Giving a voice to the voiceless
- YouTube (as a resource)
- Sharing/vetting stories
- Creating community
- Building a brand
Even if you’re not ready to jump in and embrace social media, take a minute to at least familiarize yourself with their potential and learn how to use them. You’ll quickly realize how a simple search using Google’s “blog” filter, a TweetDeck column for a hashtag or keyword, or a Facebook fan page can tell you a lot about what people are saying about a particular subject.
(How do you think I found the Mashable article in the first place?)
Whenever I do Google searches to generate blog post topics on building your personal brand, I invariably come across blogs that mention Tom Peters‘ 1997 article in Fast Company entitled “The Brand Called You.” I remember reading his book “In Search of Excellence” for an undergrad public relations class in 1988, which is ironic to me because sometimes I feel like this blog is more about PR than it is about journalism. But I guess that’s the point: journalists in growing numbers are becoming solely responsible for promoting their work as jobs are eliminated.
And it seems as though Tom Peters saw this coming way before the news industry was ready (or willing) to hear it. Although he references the Net, your Rolodex and beepers, much of what he had to say about taking control of your professional identity in 1997 sounds as fresh and as urgent today as it did then:
“The good news — and it is largely good news — is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.”
To think he felt such certainty of professional manifest destiny before the web’s power was fully realized, before web 2.0 and the era of “Have Blog, Will Prosper.” (From the recent dates of the comments, it’s clear others find his ideas to be timely, too.)
Check out his challenges and calls to action and consider what you’re doing to define your journalistic brand, but read them while keeping in mind all the powerful ways social media can help you the achieve them.
“What makes you different?” Can you define it in 15 words or less, as he suggests, or within the limits of a Twitter profile? Have you crafted a personal tagline for your personal web site and portfolio? Are you using social media to define your professional niche, through the tweets you send and the comments you leave? Have you found others with similar interests and connected with them through LinkedIn, Facebook or Twitter?
“What’s the pitch for you?” Are you using social media to increase your web presence in a way that’s consistent with your brand? Do your tweets, Facebook posts, Flickr streams or blog posts betray the image your wish to portray? Do they target the kind of work you want to do?
“What’s the real power of you?” How are you increasing your credibility? Are you leaving comments on blogs? Do you participate in live chats? Do you make references in your blog to relevant work you admire?
“What’s loyalty to you?” Are you using social media to create a following of readers and colleagues to engage in conversations? Not only do social media offer opportunities to express your brand identity, they also have become essential for researching stories and finding sources.
“What’s the future of you?” Have you created a strategy for where you want your career to go? Are you making contacts with people at those organizations and staying informed about them and their careers?
As the “CEO of You” in the digital age, the corporate ladder of you is in fact a series of links and clicks, all at YOUR fingertips.
I came across the link below in my Tweetdeck column titled “Social Media Journalists.” (I have permanent columns set up for hashtags and keywords to help generate ideas for my blog.) Although the article includes how marketing and PR professionals use social media, it also has useful examples of what some established journalists are doing to maximize its power.
One of the things that caught my eye was how Julio Ojeda-Zapata, Technology Editor at St. Paul Pioneer Press, uses Twitter to communicate with sources:
“One of my key social-media tactics for work is a bit obscure: I autofollow everyone who follows me (using SocialToo). The reason for this: Crucial exchanges for stories occur via DM, which is why I do not want to ever think about whether there is reciprocal DM-ing with this or that person. Once this is set up, I can use Twitter as a sounding board with questions related to stories, get initial responses via public tweeting, then take them into private DM-ing as needed (or switch to e-mail or the phone). With close to 10,000 followers now, this is a system that works well – with parallel sourcing via ProfNet and HARO, which I see as two legs of a tripod. Twitter is the third.”
I don’t follow nearly as many people as he does, but his approach to being followed definitely made me reassess how I respond to strangers who choose to follow me. I certainly find the DM feature to be an efficient way to communicate with friends and colleagues, but now I’m going to remember that it’s one more way to build a network.
Take a few minutes to check out the rest of the post from The Online Marketing Blog and see if any of the recommendations can give you ideas on how to use social media to follow a lead, cultivate sources or build your brand.
If nothing else, you might find some knowledgeable folks to follow on Twitter… and they just might follow you back.