Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself / Edition 1

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Overview

Praise for Branding Yourself

"Branding Yourself is a good beginner's guide on how to build an online presence using social networks and blogs that will turn you into a thought leader or expert or just get you a job."

–Dan Schawbel, #1 International Bestselling Author of Me 2.0

"The biggest problem most people have with embracing the power of online networking and personal brand building is they don't know where to start. Erik Deckers and Kyle Lacy take out the guesswork and roll the dice with platforms to find the right combination for you in this book. The book is a recipe for success...your success."

–Jason Falls, SocialMediaExplorer.com

“In this exceedingly useful book, Erik Deckers and Kyle Lacy provide step-by-step guidance for building and maintaining powerful personas. With wit, wisdom, and numerous expert tips, Branding Yourself is the new roadmap for navigating the sometimes complex world of personal branding. If your best marketing plan is you (and it is), then Branding Yourself should be your playbook.”

–Jay Baer, Coauthor of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social

"Our parents taught us to find a great job with benefits, put money toward retirement, buy a home, and work hard, and you'll reap the benefits. Our parents were wrong. The job market was downsized; the retirement account was ransacked; the house lost its value; and working hard has only put you in the unemployment line. Those who personally branded themselves were able to capitalize on the down-turned economy, and their businesses exploded. Erik Deckers and Kyle Lacy are providing you the blueprint for kicking off your brand and effectively leveraging online technologies to transform your future. [This book is] a must read."

–Douglas Karr, Founder of the Marketing Technology blog, CEO of DK New Media, and Author of Corporate Blogging for Dummies

"In an environment filled with philosophy, platitudes, and '30,000-foot views,' Erik Deckers and Kyle Lacy give us a refreshing how-to guide for actually doing something meaningful through social media. Here's a trustworthy book to help you (and me) take real action to leverage emerging tools to create customers and make them happy!"

–Trey Pennington, Entrepreneur, Story Prospector, Author of Spitball Marketing

Use Social Media to Build a Great Personal Brand–and a Great Career!

Need to demonstrate more value to customers or employers? Want a new job or career? Use social media to build the powerful personal brand that gets you what you want! In Branding Yourself, two leading social media consultants show how to use today’s social media platforms to attract new business and job opportunities you’ll never find any other way. Erik Deckers and Kyle Lacy show you how to supercharge all your business and personal relationships…demonstrate that you are the best solution to employers’ or partners’ toughest problems…become a recognized thought leader…and translate your online network into great jobs, great projects, and a great career!

Discover how to:

• Build an authentic storyline and online identity that gets you the right opportunities

• Choose the best social media tools for your personal goals

• Blog your story boldly and effectively

• Promote your events, accomplishments, victories…and even defeats and lessons learned

• Integrate online and offline networking to get more from both

• Reach people with hiring authority and budgets on LinkedIn

• Use Twitter to share the ideas and passions that make you uniquely valuable

• Launch an online branding program that really gets noticed

• Avoid “killer” social networking mistakes

• Leverage your online “expert” status to become a published author or public speaker

• Measure the success of your social media branding

• Get new projects or jobs through your online friends and followers

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Product Details

  • ISBN-13: 9780789747273
  • Publisher: Pearson Education
  • Publication date: 12/31/2010
  • Series: Que Biz-Tech
  • Edition number: 1
  • Pages: 283
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. He has been blogging since 1997 and speaks widely on social media topics. He is also a newspaper columnist and award-winning playwright.

Kyle Lacy is founder and CEO of Brandswag, a digital marketing firm working with businesses large and small. His blog, KyleLacy.com, has been featured on The Wall Street Journal online and many other blogs. He is also constantly ranked in many top blog sites around the world, most recently AdAge 150.

Deckers and Lacy coauthored Twitter Marketing For Dummies.

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Table of Contents

I Why Do I Care About Self-Promotion?

1 Welcome to the Party 3

What Is Self-Promotion? 5

Why Is Self-Promotion Important? 5

What Self-Promotion Is Not 6

What Can Self-Promotion Do for You and Your Career? 6

Personal Branding 6

What Is Personal Branding? 7

Go Brand Yourself 8

How to Build Your Brand 8

The Five Universal Objectives of Personal Branding 9

Discover Your Passion. (Passion Is Fundamental to Achieving Your Goals.) 9

Be Bold. (It’s Okay to Talk About Yourself.) 10

Tell Your Story. (Your Story Is What Makes You Special.) 12

Create Relationships. (Relationships Lead to Opportunities.) 13

Take Action. (Even a Small Step Is a Step Forward.) 14

Who Needs Self-Promotion? 15

Meet Our Heroes 17

2 How Do You Fit in the Mix? 19

The Basics of Building Your Personal Brand Story 21

Writing Your Personal Brand Autobiography 21

Prioritizing When Writing Your Personal Brand Story 22

Writing Your Personal Brand Biography 23

How Do Our Heroes Use the Personal Brand Biography? 25

Telling Your Complete Brand Story 27

Do’s and Don’ts of Telling Your Story 29

1. Don’t Post Pictures That Would Shock Your Mother 30

2. Don’t View Your Personal Brand Story as a Sales Pitch 30

3. Don’t Post Something You Will Regret Later 30

4. Don’t Ask for Things First.Ask for Things Second 31

5. Don’t Get Distracted 31

6. Don’t Underestimate the Power of Your Network 31

7. Do Invest in Yourself 32

8. Do Invest in Other People 32

9. Do Be Visible and Active 32

10. Do Take Some Time for Yourself 32

II Your Network Is Your Castle–Build It

3 Blogging: Telling Your Story 35

What Is Blogging? 37

A Clarification of Terms 39

Why Should You Blog? 39

Choose Your Blogging Platforms 41

Blogspot.com/Blogger.com 41

WordPress.com and WordPress.org 43

Other Blogging Platforms 44

Which Platform Should You Choose? 47

Setting Up a Blog 47

Purchasing and Hosting a Domain Name 49

Getting Inspired 49

What Should You Write About? 50

Finding Subject Matter 53

How to Write a Blog Post 53

Writing for Readers Versus Writing for Search Engines 55

How Often Should You Post? 56

How Long Should Your Posts Be? 57

But My Posts Are Too Long 58

Search Engine Optimization Through Blogging 59

How Does This Apply to Our Four Heroes? 60

Do’s and Don’ts of Blogging 62

Do’s 62

Don’ts 63

A Final Note on the “Rules” of Blogging 63

4 LinkedIn: Networking on Steroids 65

The Basics of LinkedIn 67

What’s in a LinkedIn Profile? 67

Cool LinkedIn Features Worth Examining 71

Creating Contacts on LinkedIn 73

Transforming Your Contacts into Connections 77

The Importance of Recommendations 79

Ten Do’s and Don’ts of LinkedIn 82

1. Do Upload a Professional Picture 82

2. Do Connect to Your Real Friends and Contacts 82

3. Do Keep Your Profile Current 83

4. Do Delete People Who Spam You 83

5. Do Spend Some Time on Your Summary 83

6. Don’t Use LinkedIn Like Facebook and Twitter 84

7. Don’t Sync LinkedIn with Twitter 84

8. Don’t Decline Invitations. Archive Them 84

9. Don’t Ask Everyone for Recommendations 84

10. Don’t Forget to Use Spelling and Grammar Check 85

5 Twitter: Sharing in the Conversation 87

Why Should You Use Twitter? 88

What Can Twitter Do for You? 89

How Do You Use Twitter? 91

Creating a Twitter Profile 91

Getting Followers 92

Sending Out Tweets 93

Retweeting Your Content 94

Applications for Twitter Domination 96

Desktop Applications 97

Web-Based Applications 98

Mobile Applications 100

What Should You Tweet (and What Shouldn’t You?) 101

Do’s and Don’ts While Using Twitter 104

How Does This Chapter Apply to Our Four Heroes? 105

6 Facebook: Developing a Community of Friends 107

Why Should You Use Facebook? 108

What Can Facebook Do for You? 109

Reconnect with Old Classmates and Co-Workers 110

Use a Facebook Page to Professionally Brand Yourself 110

Help a Cause and Be Philanthropic 110

Find and Attend Local Events 111

What You Should Know First About Facebook 111

Professional Page and Personal Profile 112

The Basics: Creating a Personal Profile 114

Staying in Control of Your Profile 116

Working with Your Personal Page Privacy Settings 116

Setting Up Your Privacy Settings for Your Personal Account 117

Working with Your Customized URL 118

How Can I Use a Professional Page for Personal Branding? 119

Using Insights to Track Your Content Growth 120

Setting Up Your Professional Page 122

Top Five Tips for Using Facebook 123

Ten Do’s and Don’ts of Facebook 125

1. Do Upload a Real Picture 125

2. Do Share Industry-Specific Content 126

3. Do Use Your Email to Find Friends 126

4. Do Read the Terms of Service 127

5. Don’t Use Inappropriate Language 127

6. Don’t Spam People 127

7. Don’t Poke People 127

8. Don’t Tag Everyone in a Picture 128

9. Don’t Sync Your Twitter Profile with Your Facebook Page 128

10. Don’t Invite People to Your Professional Page Over and Over and Over 128

7 Bringing It All Together: Launching Your Brand 129

What Is a Personal Brand Campaign? 131

How Do Our Heroes Build Their P&T Statement? 133

Why Is a Personal Brand Campaign Important? 136

Building Your Personal Brand Campaign 137

Developing Your Personal Brand Campaign 137

Implementing Your Personal Brand Campaign 138

Automating Your Personal Brand Campaign 140

Unique Ways to Launch Your Branding Campaign 141

How Should Our Heroes Launch Their Brands? 143

Do’s and Don’ts of Launching Your Personal Brand 144

8 Measuring Success: You Like Me,You Really Like Me! 147

Why Should You Measure 149

What Should You Measure? 149

Reach 149

Quality Versus Quantity 150

Visibility 150

Influence 151

How Should You Measure? 153

Measuring Your Blogging Effectiveness 154

Using Google Analytics for Your Blog 155

Measuring Your Twitter Effectiveness 159

Measuring Your LinkedIn Effectiveness 160

Measuring Your Facebook Effectiveness 161

Ten Tools to Use for Measurement 164

Effectively Measuring Your Personal Brand 165

How Can Our Heroes Use Analytics and Measurement? 166

Do’s and Don’ts for Analytics and Measurement 167

III Promoting Your Brand in the Real World

9 How to Network: Hello,My Name Is 171

Why Should I Bother Networking? 173

A Networking Case Study: Starla West 174

The Rules of Networking 175

It’s Not About You 175

Giver’s Gain Is Not Quid Pro Quo 176

Be Honest Online and Offline 178

You’re Just as Good as Everyone Else 179

Avoid People Who Are Unhelpful 180

Network with Your Competition 181

Three Types of Networking 182

Networking Groups 183

One-on-One Networking 188

The Follow-Up 193

Be Honest 196

Do’s and Don’ts of Networking 197

Do 197

Don’t 198

How Would Our Heroes Network? 199

10 Public Speaking:We Promise You Won’t Die 201

Case Study: Hazel Walker, The Queen of Networking 203

Should I Speak in Public? 204

No, Seriously 204

But I Hate Speaking in Public 204

Overcoming Your Fear of Public Speaking 205

Toastmasters 205

Classes at Your Local College or University 206

Seminars and Courses 206

Speakers Associations 207

Private or Executive Coaches 207

Finding or Creating Your Own Speaking Niche 207

How to Start Your Speaking Career 209

Identify Speaking Opportunities 211

Industry Groups 212

Civic Groups 213

Conferences, Trade Shows, and Expos 213

Introducing Yourself 215

Promoting Your Talk 216

How Does This Apply to Our Four Heroes? 218

Giving Your Talk 219

Important Technology Tips for Presenters 221

Miscellaneous Tips, 140 Characters or Less 225

11 Getting Published: I’m an Author! 227

Why Should I Become a Writer? 229

Publication Opportunities 230

Local Newspapers 231

Business Newspapers 232

Scientific Journals 233

Specialty Magazines and Newspapers 234

Hobby Publications 235

Major Mainstream Magazines 236

Go Horizontal Instead of Vertical 236

Build Your Personal Brand with Your Writing 237

Publication Rights 239

Create Your Own Articles Niche 240

Getting Started 241

Getting Paid 243

Paying Your Dues 244

The Myth of “Exposure” 245

Do’s and Don’ts ofWriting for Publication 246

How Can Our Heroes Turn to Writing for Publication? 247

12 Personal Branding: Using What You’ve Learned to Land Your

Dream Job 249

Using Your Network to Find a Job 251

Twitter: Make Job Connections in 140 Characters 252

Use LinkedIn to Make Job Connections 253

Creating a Resume 256

Should I Create a Paper Resume? 257

How Does Social Media Fit in Your Resume? 258

Six Tips for Listing Social Media on Your Resume 258

Do’s and Don’ts of Resume Building 260

Don’t Rely on the Job Boards 263

Try the Company Job Boards Instead 264

Use LinkedIn to Bypass the Job Board Process 265

Skip HR Altogether, and Work Your Network 266

Using Your Network to Land a Freelance Contract 267

How Can Our Heroes Find a Job Through Networking? 268

A Social Media Case Study 269

Job Searching Tips in 140 Characters 271

Index 273

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