THE NET IMPRESSION: BUILDING YOUR PERSONAL BRAND AND MANAGING YOUR NETWORK
Managing personal brand online
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Managing Your Brand Online: Panacea or Pandora’s Box Robert Downing June 20, 2012
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A lot of people are talking about it, some are actually doing it, too many say they can do it for you. Only you can do it right. Find out how.
Transcript of Managing personal brand online
Managing Your Brand Online:
Panacea or Pandora’s Box
Robert Downing
June 20, 2012
HOW YOU CONDUCT YOURSELF ONLINE
AFFECTS YOUR BRAND
#1 Thing to Understand:
Why Is This Important?
• Affects your likelihood of success– Individual• Employability• Marketability• Success
– Business• Marketability• Profitability• Success
How Is This Different Today?
• The reach is much wider– Worldwide
• The pace is much faster– Instantaneous
• The potential payoff is much bigger– Fame & Fortune
• The potential penalties are much bigger– The damage sticks around longer
BRAND BUILDING STRATEGIESAvoid 3 Common Pitfalls
Be Present Online
Be Identifiable Online
Be Consistent Online
Just Remember…
BRAND STRENGTHENING STRATEGIESWhat to Do When Things Go Bad…
Have a Social Media Action Plan
• There are things you should do– Before there’s a problem• Because there will be one!
– Once you see that there’s a problem• You'd better see it!
– In response to the problem• Respond, or suffer the consequences!
– After the problem has been resolved• All problems are manageable!
Before there’s a problem
• Plan your social media participation– Have a professional purpose• Create awareness?• Augment another program?
– Have a professional focus• Pick your platform
• Be present on social media– Participate regularly– Stick to the plan!
Once you discover a problem
• Stay calm• Consider your response
carefully• LISTEN to what is being said
online, by whom, and where it’s being said
• Treat comments and complaints seriously
• Treat the person commenting or complaining with respect
When Responding to a Problem
• Respond thoughtfully– Think about how you would respond to a customer
complaint in “real” life– Don’t pick a fight– Don’t curse or use inflammatory language
• Structure your response around the three As– Acknowledge there’s a problem/issue– Apologize for the inconvenience and any mistake you
made– Tell the Action you are taking, so that the problem/issue
isn’t repeated
Be sure to…• LISTEN carefully• Respond quickly– Don’t let the situation fester
• Be a human– Don’t “lawyer up” figuratively or
literally– Don’t offer canned responses
• Leverage successes– Reiterate
– Broadcast on other forums
And…
• If nothing else works, move the conversation elsewhere– Email– Phone conversation– Encourage further
interaction
Just Remember…
After the Problem Has Been Resolved
• Take time to reflect on what happened– What caused the problem in the first place?– What, if anything, could you have done to make it better
sooner?
• Revisit and revise your social media plan– Be clear about your purpose & your focus so that you can
keep your brand strong
Winding Up• It's a numbers game!
• Do it yourself– Pick one or more social media platforms to use
– Realize it takes resources• (#_platforms) X (mins/task) X (days/week) = investment_$$
• Use a brand management tool– Does it monitor, measure, and manage your social media
platform?
– Does it allow you to monitor, measure, and manage multiple social media platforms?
– Does it make the best use of your resources?
Questions?
