Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself, Second Edition

Erik DEckErs . kylE lacy


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Book Details
 Price
 2.00 USD
 Pages
 399 p
 File Size
 19,737 KB
 File Type
 PDF format
 ISBN-13
 ISBN-10
 978-0-7897-4972-7
 0-7897-4972-6
 Copyright   
 2013 by Pearson Education, Inc 

About 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. Erik coauthored No Bullshit Social Media: The All-
Business, No-Hype Guide to Social Media Marketing with Jason Falls.
Kyle Lacy is a principal of Marketing Research and Education for ExactTarget,
a leading global provider of interactive marketing solutions. He has an in-depth
understanding of the application of social and interactive media for both small and
large businesses and regularly speaks on topics ranging from social media adoption
to interactive marketing trends across email, mobile, and social media. Kyle
has been recognized as one of Indiana’s 40-under-40 by the Indianapolis Business
Journal, Anderson University’s Young Alumni of the Year, and TechPoint’s Young
Professional of the Year. Learn more about Kyle at KyleLacy.com.
Deckers and Lacy coauthored the first edition of Branding Yourself.

Acknowledgments
We often say that social media is a community, and this book is no different. We
couldn’t have done it without some very special people.
The words “thank you” don’t do justice to our appreciation for your help. First,
thank you to Katherine Bull, our acquisitions editor at Pearson, for taking a chance
on us a second time. Thanks also to Brandon Prebynski, Leslie O’Neill, Karen Gill,
and Jovana Shirley for the first edition of this book. And thanks to Pierre DeBois of
Zimana, LLC, Andrew Beaster, San Dee Phillips, and Romny French for their outstanding
work on making the second edition even better.
We also want to thank the people in our lives and our community who helped us
gain the knowledge, experience, and insights to produce this book. We appreciate
everything you have ever done for us. So thank you, in no particular order,
Paul Lorinczi, Brandon Coon, the wonderful people that make up ExactTarget,
Lorraine Ball, Hazel Walker, Douglas Karr, Jason Falls, Tony Scelzo, Noah Coffey,
Shawn Plew, the whole Lacy clan of Dan, Rainy, Kayla, Zach and Kelly,
Lindsay Manfredi, Jay Baer, Sarah Robbins, Mike Seidle, and Scott Wise.
Erik would also like to thank Kyle for asking him to help with his first writing
project, which led to this one, and hopefully will lead to many more.
Erik would like to give a special thanks to his wife Toni and his three children,
Maddie, Emma, and Ben, for giving him the support and love to write this book.
Hopefully those 2:00 a.m. bedtimes will pay off. Kyle would like to especially thank
his wife Rachel for being okay with the late nights and working weekends.

Table of Contents
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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
How to Build Your Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
The Five Universal Objectives of Personal Branding . . . . . . . . 10
Discover Your Passion. (Passion Is Fundamental to
Achieving Your Goals.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Be Bold. (It’s Okay to Talk About Yourself.) . . . . . . . . . . . . . 11
Tell Your Story. (Your Story Is What Makes
You Special.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Create Relationships. (Relationships Lead to
Opportunities.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Take Action. (Even a Small Step Is a Step Forward.). . . . . 15
Who Needs Self-Promotion? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Meet Our Heroes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
2 How Do You fit in the Mix? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
The Basics of Building Your Personal Brand Story . . . . . . . . . . 23
Writing Your Personal Brand Autobiography . . . . . . . . . . . . 23
Prioritizing When Writing Your Personal Brand
Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Writing Your Personal Brand Biography . . . . . . . . . . . . . . . . . 25
How Do Our Heroes Use the Personal Brand
Biography? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Telling Your Complete Brand Story . . . . . . . . . . . . . . . . . . . . . . . . . . 30
The Law of Anecdotal Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Surround Yourself with People Who Have Passion . . . . . . 33
Sharing Memories and Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Do’s and Don’ts of Telling Your Story. . . . . . . . . . . . . . . . . . . . . . . . 34
1. Don’t Post Pictures That Would Shock Your Mother 35
2. Don’t View Your Personal Brand Story as a Sales Pitch 35
3. Don’t Post Something You Will Regret Later . . . . . . . . . 35
4. Don’t Ask for Things First. Ask for Things Second . . 36
5. Don’t Get Distracted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
6. Don’t Underestimate the Power of Your Network . . . 36
7. Do Invest in Yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
8. Do Invest in Other People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
9. Do Be Visible and Active . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
10. Do Take Some Time for Yourself . . . . . . . . . . . . . . . . . . . . . 37
II YoUR nETWoRk IS YoUR CASTlE—BUIlD IT. . . . . . . . . . . 39
3 Blogging: Telling Your Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
What Is Blogging? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
A Clarification of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Why Should You Blog? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Choose Your Blogging Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Blogspot.com/Blogger.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
WordPress.com and WordPress.org . . . . . . . . . . . . . . . . . . . . . . 49
Other Blogging Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Tumblr . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Which Platform Should You Choose? . . . . . . . . . . . . . . . . . . . . . . . . 54
Setting Up a Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Purchasing and Hosting a Domain Name . . . . . . . . . . . . . . . . 56
Getting Inspired . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
What Should You Write About? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Finding Subject Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
How to Write a Blog Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Writing for Readers Versus Writing for Search Engines . . . . 62
It’s About the Quality of the Writing . . . . . . . . . . . . . . . . . . . . . . . . . 62
Google Expects You to Write Good Stuff . . . . . . . . . . . . . . . . . . . . . 63
How Often Should You Post? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
How Long Should Your Posts Be? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
But My Posts Are Too Long . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
SEO Through Blogging. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
How Does This Apply to Our Four Heroes? . . . . . . . . . . . . . . . . . 69
Do’s and Don’ts of Blogging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Do’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Don’ts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
A Final Note on the “Rules” of Blogging. . . . . . . . . . . . . . . . . . . . . . 72
4 linkedIn: networking on Steroids. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
The Basics of LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
What’s in a LinkedIn Profile? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
The Employment Section . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Your Photo/Avatar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
The Education Section. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
The Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Your Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Cool LinkedIn Features Worth Examining . . . . . . . . . . . . . . . 79
Creating Contacts on LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Using Your Email Database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
Other Ways to Connect: Colleagues and Classmates . . . . 83
Building Off Your Second- and Third-Degree Network . 84
Transforming Your Contacts into Connections . . . . . . . . . . 85
The Importance of Recommendations . . . . . . . . . . . . . . . . . . . . 87
Ten Do’s and Don’ts of LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
1. Do Upload a Professional Picture . . . . . . . . . . . . . . . . . . . . . 90
2. Do Connect to Your Real Friends and Contacts . . . . . 91
3. Do Keep Your Profile Current . . . . . . . . . . . . . . . . . . . . . . . . . 91
4. Do Delete People Who Spam You . . . . . . . . . . . . . . . . . . . . . 91
5. Do Spend Some Time on Your Summary . . . . . . . . . . . . 92
6. Don’t Use LinkedIn Like Facebook and Twitter . . . . . 92
7. Don’t Sync LinkedIn with Twitter . . . . . . . . . . . . . . . . . . . . . 92
8. Don’t Decline Invitations. Archive Them. . . . . . . . . . . . . 92
9. Don’t Ask Everyone for Recommendations . . . . . . . . . 93
10. Don’t Forget to Use Spelling and
Grammar Check . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
5 Twitter: Sharing in the Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Why Should You Use Twitter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
What Can Twitter Do for You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
How Do You Use Twitter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Creating a Twitter Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Getting Followers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
Sending Out Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Retweeting Your Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
Applications for Twitter Domination. . . . . . . . . . . . . . . . . . . . . . . . 104
Desktop Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
Web-Based Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Mobile Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
What Should You Tweet (and What Shouldn’t You?) . . . . . . 110
Personal Branding Case Study : @applegirl . . . . . . . . . . . . . . . . . . 113
Do’s and Don’ts While Using Twitter . . . . . . . . . . . . . . . . . . . . . . . 113
Twitter Tips in 140 Characters or Less . . . . . . . . . . . . . . . . . . . . . . . 114
How Does This Chapter Apply to Our Four Heroes? . . . . . . 115
6 facebook: Developing a Community of friends. . . . . . . . . . . . 117
Why Should You Use Facebook? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
What Can Facebook Do for You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Reconnect with Old Classmates and Co-Workers . . . . . . 120
Use a Facebook Page to Professionally
Brand Yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
Help a Cause and Be Philanthropic . . . . . . . . . . . . . . . . . . . . . . 121
Find and Attend Local Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
What You Should Know First About Facebook . . . . . . . . . . . . . 122
Professional Page and Personal Profile . . . . . . . . . . . . . . . . . . . 123
The Basics: Creating a Personal Profile . . . . . . . . . . . . . . . . . . 124
Staying in Control of Your Profile . . . . . . . . . . . . . . . . . . . . . . . . 127
Working with Your Personal Page Privacy Settings . . . . . . . . 127
Setting Up Your Privacy Settings for Your Personal
Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Working with Your Customized URL . . . . . . . . . . . . . . . . . . . . . . . 129
How Can I Use a Professional Page for Personal
Branding? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Using Insights to Track Your Content Growth . . . . . . . . . . . . . 133
Setting Up Your Professional Page . . . . . . . . . . . . . . . . . . . . . . . . . . . 134
Top Six Tips for Using Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Ten Do’s and Don’ts of Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136
1. Do Upload a Real Picture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136
2. Do Share Industry-Specific Content. . . . . . . . . . . . . . . . . 138
3. Do Use Your Email to Find Friends. . . . . . . . . . . . . . . . . 138
4. Do Read the Terms of Service. . . . . . . . . . . . . . . . . . . . . . . . 138
5. Don’t Use Inappropriate Language. . . . . . . . . . . . . . . . . . 138
6. Don’t Spam People. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
7. Don’t Poke People. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
8. Don’t Tag Everyone in a Picture. . . . . . . . . . . . . . . . . . . . . 139
9. Don’t Sync Your Twitter Profile with Your
Facebook Page.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
10. Don’t Invite People to Your Professional Page
Over and Over and Over. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
Facebook Tips in 140 Characters or Less . . . . . . . . . . . . . . . . . . . . 140
7 Say Cheese: Sharing Photos and Videos. . . . . . . . . . . . . . . . . . . . 143
Why Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
Where to Put Your Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
Vimeo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Flickr . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
Shooting Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149
Video Do’s and Don’ts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150
Recording Screen Capture Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151
Case Study: Gary Vaynerchuk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151
What Should I Make Videos Of? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Why Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Where to Post Your Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Picasa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Flickr . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Photobucket . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Instagram . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Copyright: Permission, Creative Commons, and
Licensing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Creative Commons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156
Embedding Videos and Photos in Your Blog . . . . . . . . . . . . . . . 158
Adding Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
Adding Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160
SEO for Videos and Photos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161
YouTube SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162
Photo SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
The Video Resume . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
A Cautionary Note About Video Resumes . . . . . . . . . . . . . . . . . . 167
Photos and Video Tips in 140 Characters . . . . . . . . . . . . . . . . . . . 168
8 other Social networking Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Google+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170
BranchOut . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
Twylah . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174
Pinterest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176
Quora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180
How Does This Apply to Our Four Heroes? . . . . . . . . . . . . . . . . 181
9 Googling Yourself: finding Yourself on
Search Engines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183
Have You Ever Googled Yourself? . . . . . . . . . . . . . . . . . . . . . . . . . . . 184
What Do You Want Others to Find? . . . . . . . . . . . . . . . . . . . . . . . . 186
Search Engine Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
What SEO USED to Be . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
Titles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
Body Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
Anchor Text . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189
Backlinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
What SEO Looks at Now . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Time on Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Bounce Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Click-Through Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Page Load Speed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
How Can You Influence These Factors? . . . . . . . . . . . . . . . . . . . . . 193
Quality of Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193
Quality of Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Ease of Navigation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
A Quick Note About Backlinks . . . . . . . . . . . . . . . . . . . . . . . . . . . 196
Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196
Personal Connections/Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . 197
Reverse Search Engine Optimization . . . . . . . . . . . . . . . . . . . . . . . . 198
What if You Share a Common Name? . . . . . . . . . . . . . . . . . . . . . . . 199
Search Engine Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201
Google Alerts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201
Google Image Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202
Google Blog Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202
Bing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203
Yahoo! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204
Other Search Engines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
The Value of Reputation Management . . . . . . . . . . . . . . . . . . . . . . 206
Reputation Management Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
BrandYourself.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Reputation.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Google’s Me on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209
How Do Our Heroes Use SEO? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210
Reputation Management Tips in 140 Characters . . . . . . . . . . . 210
10 Bringing It All Together: launching Your Brand . . . . . . . . . . . 213
What Is a Personal Brand Campaign? . . . . . . . . . . . . . . . . . . . . . . . 215
How Do Our Heroes Build Their P&T Statement? . . . . . . . . . 217
Why Is a Personal Brand Campaign Important?. . . . . . . . . . . . 220
Building Your Personal Brand Campaign . . . . . . . . . . . . . . . . . . . 221
Developing Your Personal Brand Campaign . . . . . . . . . . . . 221
Implementing Your Personal Brand Campaign . . . . . . . . . 223
Automating Your Personal Brand Campaign . . . . . . . . . . . 224
Unique Ways to Launch Your Branding Campaign . . . . . . . . 225
How Should Our Heroes Launch Their Brands? . . . . . . . . . . . . 228
Do’s and Don’ts of Launching Your Personal Brand . . . . . . . 229
11 Measuring Success: You like Me, You Really
like Me! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Why Should You Measure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 232
What Should You Measure? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Reach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Quality Versus Quantity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Influence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235
Measuring Influence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235
How Should You Measure? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
Measuring Your Blogging Effectiveness . . . . . . . . . . . . . . . . . . 238
Using Google Analytics for Your Blog . . . . . . . . . . . . . . . . . . . 240
Setting Up a Google Analytics Account . . . . . . . . . . . . . . . . . . 241
Installing Google Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242
Getting an Overview of Your Website Performance . . . . 242
Measuring Your Twitter Effectiveness . . . . . . . . . . . . . . . . . . . 243
Other Total Influence Measurement Tools . . . . . . . . . . . . . . 245
Measuring Your LinkedIn Effectiveness . . . . . . . . . . . . . . . . . 246
Measuring Your Facebook Effectiveness . . . . . . . . . . . . . . . . . 248
Measuring Your YouTube Effectiveness . . . . . . . . . . . . . . . . . 250
Nine Tools to Use for Measurement . . . . . . . . . . . . . . . . . . . . . . . . . 252
Effectively Measuring Your Personal Brand . . . . . . . . . . . . . . . . . 254
How Can Our Heroes Use Analytics and Measurement? . . 255
Do’s and Don’ts for Analytics and Measurement . . . . . . . . . . . 256
Analytics Tips in 140 Characters . . . . . . . . . . . . . . . . . . . . . . . . . 256
II PRoMoTInG YoUR BRAnD In THE REAl WoRlD . . . . . 259
12 How to network: Hello, My name Is.... . . . . . . . . . . . . . . . . . . . . . . 261
Why Should I Bother Networking? . . . . . . . . . . . . . . . . . . . . . . . . . . 263
A Networking Case Study: Starla West . . . . . . . . . . . . . . . . . . . . . . 264
The Rules of Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
It’s Not About You . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Giver’s Gain Is Not Quid Pro Quo . . . . . . . . . . . . . . . . . . . . . . . 266
Be Honest Online and Offline . . . . . . . . . . . . . . . . . . . . . . . . . . . . 269
You’re Just as Good as Everyone Else . . . . . . . . . . . . . . . . . . . . 270
Avoid People Who Are Unhelpful . . . . . . . . . . . . . . . . . . . . . . . 271
Network with Your Competition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 271
Three Types of Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273
Networking Groups. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273
Meeting People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
The Networking “Dance” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
What Should You Say? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275
Networking Faux Pas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 276
The Follow-Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 278
One-on-One Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 278
How to Set Up the One-On-One Networking
Meeting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279
What to Talk About During Your One-On-One . . . . . . . . 280
No One Wants a Sales Pitch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
The “Pick-Your-Brain” Meeting . . . . . . . . . . . . . . . . . . . . . . . . . . 281
The Follow-Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284
Forwarding Articles and Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284
Sharing Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Making Connections and Introductions for Others. . . . . 285
But I Just Don’t Want to Meet the Other Person. . . . . . . . 286
Be Honest. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286
But What if the Other Person Isn’t Honest? . . . . . . . . . . . . . 287
Do’s and Don’ts of Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288
Do . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 288
Don’t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 289
How Would Our Heroes Network? . . . . . . . . . . . . . . . . . . . . . . . . . . 289
13 Public Speaking: We Promise You Won’t Die. . . . . . . . . . . . . . 291
Case Study: Hazel Walker, The Queen of Networking . . . . . 293
Should I Speak in Public? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
No, Seriously. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
But I Hate Speaking in Public . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Overcoming Your Fear of Public Speaking . . . . . . . . . . . . . . . . . . 295
Toastmasters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295
Classes at Your Local College or University . . . . . . . . . . . . . 296
Seminars and Courses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296
Speakers Associations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Private or Executive Coaches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Finding or Creating Your Own Speaking Niche . . . . . . . . . . . . 297
How to Start Your Speaking Career . . . . . . . . . . . . . . . . . . . . . . . . . . 299
Identify Speaking Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 301
Industry Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 302
Civic Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303
Conferences, Trade Shows, and Expos . . . . . . . . . . . . . . . . . . . 304
Introducing Yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305
Promoting Your Talk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 306
How Does This Apply to Our Four Heroes? . . . . . . . . . . . . . . . . 309
Giving Your Talk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 310
Important Technology Tips for Presenters . . . . . . . . . . . . . . . . . . 311
Miscellaneous Tips, 140 Characters or Less . . . . . . . . . . . . . . . . . 316
14 Getting Published: I’m an Author! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319
Why Should I Become a Writer? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 322
Publication Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
Local Newspapers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324
Business Newspapers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325
Scientific Journals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 326
Specialty Magazines and Newspapers . . . . . . . . . . . . . . . . . . . . 327
Hobby Publications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 328
Major Mainstream Magazines . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329
Go Horizontal Instead of Vertical . . . . . . . . . . . . . . . . . . . . . . . . 329
Build Your Personal Brand with Your Writing . . . . . . . . . . . . . 330
Publication Rights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 331
Create Your Own Articles’ Niche . . . . . . . . . . . . . . . . . . . . . . . . . 332
Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334
Getting Paid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 336
Paying Your Dues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337
The Myth of “Exposure” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 338
Do’s and Don’ts of Writing for Publication . . . . . . . . . . . . . . . . . 338
How Can Our Heroes Turn to Writing for Publication? . . . 340
15 Personal Branding: Using What You’ve learned
to land Your Dream Job. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343
Using Your Network to Find a Job . . . . . . . . . . . . . . . . . . . . . . . . . . . 347
Twitter: Make Job Connections in 140 Characters . . . . . . 347
Use LinkedIn to Make Job Connections . . . . . . . . . . . . . . . . . 348
The Art of the Connection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 348
Should You Connect Directly or Ask for a
Connection? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350
Use LinkedIn to Get Inside Info . . . . . . . . . . . . . . . . . . . . . . . . . . 351
Creating a Résumé . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 352
Should I Create a Paper Résumé?. . . . . . . . . . . . . . . . . . . . . . . . . 352
How Does Social Media Fit in Your Résumé? . . . . . . . . . . . . . . . 353
Six Tips for Listing Social Media on Your Résumé . . . . . 354
Do’s and Don’ts of Résumé Building. . . . . . . . . . . . . . . . . . . . . . . . . 355
Don’t Rely on the Job Boards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 358
Try the Company Job Boards Instead . . . . . . . . . . . . . . . . . . . . 359
Use LinkedIn to Bypass the Job Board Process. . . . . . . . . . 361
Skip HR Altogether, and Work Your Network. . . . . . . . . . . . . . 361
Using Your Network to Land a Freelance Contract . . . . . 362
How Can Our Heroes Find a Job Through
Networking? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 363
A Social Media Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 364
Another Social Media Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . 367
Job Searching Tips in 140 Characters . . . . . . . . . . . . . . . . . . . . . . . . 368
Index . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . 369

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