WebProNews

Tag: Brand Management

  • Linkedin Tips for Showcasing Your Own Personal Brand

    Linkedin wants to make its users aware of the need to distinguish themselves from the pack. With today’s ever more competitive job market, you need to work on refining your online personality and promoting what they call, your personal brand.

    We are all familiar with branding and what branding can do for a company or its products, but less often do we ask what it can do for us. Just like any ad campaign, your social media profiles can promote you and present you in the best possible light. The challenge is, to get the job done.

    Linkedin has provided an eight item list that will help you develop and refine the brand that is you. While it is a challenge to distinguish yourself from the competition, it can be a lot easier if you take advantage of tools at your disposal.

    Linkedin says to start by asking yourself the following questions:

    * How would your colleagues describe your strengths?

    * On what issues are you the go-to person in your organization?

    * What do you know more about (web design, compensation plans, marketing to baby boomers) than most people?

    Once you’ve defined your personal brand, it’s time to showcase it to recruiters, bosses, customers and others who may be assessing you. Here’s how LinkedIn can help:

    1). Be authentic. The best personal brands are genuine and honest both in person and online. It can be tricky to showcase your personality on the web (you might love puns, but those don’t go over well on a professional profile), but it’s possible with a bit of effort. For instance, if your personal brand includes a balance between your detailed accounting skills and your friendly personality, your LinkedIn profile can include both your technical credentials and the fact that you belong to several networking groups. You can also ask former and current colleagues to write LinkedIn recommendations highlighting this combination.

    2). Create a distinctive LinkedIn profile headline. Your headline is your brand’s tag line. It’s the first — and possibly only — description of you that many people will see, so make it count. Go back to the words and phrases your friends and colleagues used to describe your uniqueness: “IT support manager and trusted Mac expert” or “Experienced admin assistant who never misses a deadline.”

    3). Be consistent. Make sure your LinkedIn profile, resume and all other elements of your personal brand are consistent. While you can go into more extensive detail on LinkedIn and perhaps be a bit more personal on Facebook or Twitter, all of your job titles, dates of employment and specific accomplishments need to match up everywhere they appear. Consistency is important so as not to confuse people or send mixed messages about who you are and what you want in your career.

    4). Increase your visibility. If you have a great personal brand but no one knows about it, then you won’t benefit much. Increase your exposure to people in your network by including your LinkedIn profile URL on your business cards, your resume, other social media sites and anyplace else people are interacting with you online or offline. You can also build exposure by consistently updating your LinkedIn status. Tell people what projects you’re working on, what conferences you’re attending and what books and articles you’re reading. Remember that your brand is not just who you are; it’s what you do.

    5). Build your strategic brand association. We generally think highly of people who keep good company, so building your LinkedIn network simultaneously builds your personal brand. Connect on LinkedIn with trusted friends, former colleagues and classmates, industry leaders, vendors and other professionals. And don’t be shy about asking your contacts for introductions to people in their networks. Strong brands are always growing.

    6). Regularly add to your knowledge. Another way to showcase yourself and your brand is to have an expert level of knowledge about your industry. Be well read on topics you care about (For example, LinkedIn Today can help), answer relevant questions in LinkedIn’s Answers section and follow important companies in your field. For instance, if your personal brand includes your interest and knowledge in special education, follow and share news about developments in this field so people think of you as a valuable resource if they need information on that topic.

    7). Share your expertise in LinkedIn Groups. The Groups you join on LinkedIn contribute to your personal brand by indicating where your interests and skills lie. For example, if you want your brand to include a strong knowledge of manufacturing in China, then people will expect your profile to feature groups related to Chinese manufacturing. Inside these groups, you can also showcase your brand though your activity. Every comment you post and question you answer is an opportunity to market yourself and your skills and to build your brand.

    8). Give generously. Finally, helping others is a crucial — and enjoyable — way to build your personal brand. Give advice, volunteer your skills, share client leads, write recommendations, agree to informational interviews and congratulate people on their successes. When people know they can rely on you, they remember you and recommend you to others.

    Practice makes perfect:

    It’s not easy building a personal brand, but if you have values and interests you legitimately want to promote, it should become second nature once you get the ball rolling. Like everything in life, it gets easier the more you do it.

    Incorporate these habits into your daily life and your social pages will eventually become a true reflection of who you are and what you care about. Others will take notice.

  • The Relationship Between Bloggers and Brands

    During the State of the Blogosphere presentation at the 2011 BlogWorld Expo, Technorati CEO Shani Higgins discussed the sometimes tenuous relationship between professional bloggers and the brands they sometimes write about. While a great deal of bloggers do write about various brands in one aspect or another — product reviews, sponsored posts — the relationship between the two entities is not always a peaches and cream scenario.

    In fact, if the stats Higgins quoted are anything to go by, there’s still a noticeable amount of disdain and/or ignorance concerning blogs from the perspective of these brands.

    As indicated, a large portion of bloggers discuss brands in their work. According to Higgins’ numbers, the amount is around the 2/3rds mark, meaning quite a few write and discuss brands in their posts. Furthermore, 1/3 of bloggers surveyed post product reviews, and another 1/3rd post about everyday experiences at stores and their commitment to customer care. Of course, a critical post about a store’s poor customer service can be very damaging to a brand’s reputation, so perhaps that explains the rift between the two entities.

    That being said, that doesn’t stop various brands from approaching the bloggers, asking them to either review or discuss a consumable item of interest. Upon review, it certainly appears as if brands view bloggers as a necessary evil, although, the same is not always true of the people writing the posts. According to Higgins’ information, in 2010, 33 percent of bloggers boycotted brands, but in 2011, that number has been reduced to 25 percent. That, however, doesn’t stop the brands from approaching bloggers, as many bloggers are cited as being approached by various brands numerous times a week.

    Adding additional fuel to the “necessary evil” fire is the fact that over 60 percent of bloggers discussed in Higgins’ presentation have complained about not being treated professionally by the very brands they write about. Of course, if your blog publishes a “_____ Company Sucks” post, it’s doubtful the brand being criticized in such a manner would be very genial in their discourse, although, one could argue these brands should perhaps address the problem being written about instead of reacting negatively.

    Furthermore, only 15 percent of the bloggers discussed report favorable interactions with various brands, whereas 34 percent say these experiences unfavorable.

    So what does all this mean? Should bloggers ignore brands altogether and focus on creating other quality content? Not necessarily. Being an authority in the field you are targeting means knowing about and discussing those entities who have influence within the same field. If your posts ruffles some feathers, then you’re probably doing it right — unless, of course, you are writing about falsehoods and/or are making up lies about the brand being criticized.

    For 5 years, WebProNews has partnered with BlogWorld and New Media Expo, the world’s first and largest new media conference, in an effort to broadcast how new media can grow your business, brand, and audience. Stay tuned to WebProNews for much more exclusive coverage.

  • Brands Get New High-Speed Moderation Tool For Facebook Walls

    Social network marketing company LiveWorld, has introduced a high-speed moderation tool for brands’ Facebook Walls and WebProNews spoke to Peter Friedman, Chairman and CEO of LiveWorld about the new tool.

    Friedman said the moderation tool was created in direct response to requests from its Fortune 500 brand clients. "We provide both advanced power moderation tools and the actual moderators for our clients branded online community sites," said Friedman.

    Peter-Friedman-LiveWorld "As our clients have started to grow their presence on Facebook we want to provide positive environments and good experiences for their customers. We already have been moderating Facebook pages for our clients and now are bringing our advanced power moderation tools to the solution as well."

    Using LiveWorld’s proprietary tools, its moderators review, approve, delete, escalate and track Facebook Wall comments at a faster rate than Facebook’s native administration tool. In addition, the new tools automatically find the most recent post, even if it’s buried several pages down on a Wall.

    When asked if LiveWorld would offer these tools on other sites Friedman said," we already moderate any user content site that our clients want us to, including Twitter, You Tube, user content sites built by their digital agencies and such sites that we build on our LiveWorld platforms."

    When asked if he thought brand reputation management will continue to become increasingly complex, Friedman said it was a two-part answer. "Yes in that as customers flow about the widening social web, constantly reforming their connections and relationships, successful brands will be the ones that embrace and become part of that flow."  

    "’No’ in that it’s really just basic relationship marketing applied in a new context. Many marketers are thrown by the jargon, and the complexity of some many different channels and platforms.  As brands learn to step back and look at the whole, recognize this is about creating consistent, persistent brand engagement across the social media landscape, not unlike how it has been done in traditional media, the problem becomes simpler."

    Friedman said moderation is not just about managing and policing content. "It’s also about pro-actively engaging with your customers to set the story, tone and context of a community venue."

    "We call that part of our services Social Engagement Moderation. It provides brands an opportunity to create extra value for their customers and bring forward their brand culture."