Branding for Libraries(Weds Webinar) Carterette series
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Transcript of Branding for Libraries(Weds Webinar) Carterette series
2011. Robin Fay, georgiawebgurl robinfay.net
> Branding and Influence: Establishing Your Digital Identity and Reputation
• All materials available at http://del.icio.us/georgiawebgurl/digital_identity
What is your library brand? Do you have one? What about your own brand? Do you "Google" yourself?
How do you know if your social media presence is effective? Do you have digital credibility? We'll explore tools to cultivate a digital identity, branding, and ways to evaluate social media effectiveness.
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
Find me georgiawebgurl @twitter, linkedin, robinfay.net
Robin Fay, robinfay.net, 2011/03
o Brief introduction
• Brands can be represented visually by logos, by slogans, name and more.
What is your brand?Brands represent people, organizations, products, companies and more.
: Professional Networking & Digital IdentityBranding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net, 2011/03
o Brief introduction
• Must be understandable, communicating something about the product/person/organization it is meant to represent
• KISS: Generally, the more simple the better
• Be appropriate for target audience
Secrets to good branding
: Professional Networking & Digital IdentityBranding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net, 2011/03
o Brief introduction
• Be consistent across all media so that content is easily recognized
• Don’t let someone else create your brand
• Your identity is your brand
Secrets to good branding
: Professional Networking & Digital IdentityBranding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net, 2011/03
o Brief introduction Good branding is impacted and impacts the perceived
trustworthiness, respect, and influence Libraries are generally see as trustworthy Developing a good reputation and identity is an essential part
of establishing a brand
Secrets to good branding
: Professional Networking & Digital IdentityBranding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net, 2011/03
o Brief introduction
• Digital Credibility, aka DigiCred o means a certain amount of respect within your communityo influence over others (Retweets, followers, etc.) as well as influence
within your area of expertise (cited, hired, etc.) o Social Media + Life 2.0
Digital Credibility, aka DigiCred Digital Credibility goes beyond just managing
your online identity
Focusing on establishing your professional reputation, your credibility as a professional, you as an EXPERT/PROFESSIONAL
This is true for libraries & organizations as well as individuals
: Professional Networking & Digital IdentityBranding and Influence: Establishing Your Digital Identity and Reputation
Digital credibility goes beyond digital identity and reputation management...
but let's back up a minute. What are reputation management and digital identity?
Digital identity:• what you create online• what others create about you (tagged photos,
etc.) including governmental resources – tax records, criminal records, etc.
Branding and Influence: Establishing Your Digital Identity and Reputation
• It is your digital footprint, what you leave behind at sites
• It is what others create about you – tagged photos, reviews, blog posts, tweets, etc.
• It is "googling" yourself• Google is your permanent
record• Google yourself – set up a
Google alert to keep an eye on your google presence
• Google your institutionRobin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
Reputation management then is just creating and controlling (managing) your identity
Reputation management is about building the positive and minimizing the negative
It is about cultivating the identity you want to present to the world.
Robin Fay, robinfay.net, 2011/
Branding and Influence: Establishing Your Digital Identity and Reputation
Reputation management is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.--wikipedia, 2011.
Robin Fay, robinfay.net, 2011
Branding and Influence: Establishing Your Digital Identity and Reputation
• Why is all of this important?
• Before you can effectively network, you have to create a foundation -- in this digital world, that means an online presence, an online reputation
Robin Fay, robinfay.net, 2011/
Branding and Influence: Establishing Your Digital Identity and Reputation
• A positive professional presence cano Help recruit better staffo Crete a better overall reputationo Foster a positive media overallo Help you meet your users in their spaceo Breakdown barriers between your organization
and users/patrons/customerso Humanize (provide a human face) to your
organizationo be means of communication o Many more…
Robin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
• For individuals:o lead to job offerso serve as a portfolio and record of achievemento be part of professional writing, research, and
developmento develop expertise and reputation -- expand your
circle of influenceo be means of communication o find a mentor, peers, network with colleagues o help with research and professional writing
through promoting research, finding writing partners and/or collaborators.
o Many more…
Robin Fay, robinfay.net, 2011/
Branding and Influence: Establishing Your Digital Identity and Reputation
• Negative outcomes of professional networking through poor uses of social media o loss of job or job offerso legal action o negative publicity / PRo limited sphere of influence and
respecto even impact your ability to get
insurance
Robin Fay, robinfay.net, 2011/
Branding and Influence: Establishing Your Digital Identity and Reputation
• Cultivating a positive and appropriate online presence for your particular field of work is important.
• Important enough that there are even companies who do
“damage control” and reputations management.
• These companies and professionals attempt to "work" google and social media sites to manage, grow, and yes, even repair, online reputations.
Robin Fay, robinfay.net, 2011/
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
• ..but you can do it yourself for free.. o Do use social media and the web to start building your
web presence nowo Develop your social media strategy for YOUR
BRAND> You are your brando Free ways to get out on the web: @uga; google sites,
drupalgardens, blogger, wordpress.org, flickr, mugshots, sportshooter, tweet photos using twitpix, facebook page for your professional presence, claimID, linkedIN
Robin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
• but you can do it yourself for free.. o "Claim" your ID at sites even if you are not using ito Google yourselfo Network with aspirational professionals, e.g.,
connect with them on linkedin or twittero Keep your private life, well... private > Keep up with
privacy settingso Create professional and personal accounts, if
neededo You do not have to accept every “friend” request,
either, if the person does not fit into your strategy/policy for a particular site.
Robin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
• Use social media influence reputation sites like Klout and PeerIndex to evaluate your effectiveness
• Facebook friend and page statistics can also be used as an indicator
• User survey as well as overall site statistics• Number of blog or overall social media statistics,• Statcounter is one free service for statistics; google
analytics is a very powerful metrics tool• Evaluate your presence
Robin Fay, robinfay.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation
Branding and Influence: Establishing Your Digital Identity and Reputation
Branding and Influence: Establishing Your Digital Identity and Reputation
• Build your digital identity because if you don’t someone else will build it for you.
• Use social media to build your brand!
Robin Fay, robinfay.net, 2011/03
• In March 2011, Nielson released an report that “SOCIAL NETWORKS & BLOGS NOW 4TH MOST POPULAR ONLINE ACTIVITY, AHEAD OF PERSONAL EMAIL…
• A lot of potential…
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net 2011
• Unfortunately social media is also used:o As a screening device (in employment, among
others)o To harass and bully otherso To spam o As a employment tool (firing over inappropriate
conduct, etc.)o As a way to spyo Be very careful about how you use social
media on behalf of an organization or yourself.
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net 2011
How you can use social media: • Promote jobs (career counseling, resume
services, etc., recruitment)• Contact info• Provide help or information • PR and marketing\For individuals:
• Find jobs• Find help (services / groups)• IM/Contact info• Receive job offers/consulting requests• Professional development/education
Branding and Influence: Establishing Your Digital Identity and Reputation
Tips for professional networking• Develop your community:
• Search for colleagues you already know and respect.
• Search their friend/follow lists to see who they follow.
• If using twitter, watch the #FF or #followfriday• If using a service with groups (such as
linkedIN) join groups that fit your professional development needs.
• Always include a personal message when sending a friend/follow/network request.
Branding and Influence: Establishing Your Digital Identity and Reputation
Cultivating your network• Don’t ignore your network; spend some time with
it regularly. It can be everyday or 2 x a week.• Find what time works for you: many people feel
that the most effective use of social media is between 9-5 M-F.
• Respond to feedback: direct messages, IMs, emails, comments, @ s and other ways of connecting.
• Share interesting and professional information with your network.
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net 2011
Promote your use of social media• Let people know how to network with you. • Of course, that doesn’t mean that you have to tell
them about your private (personal) accounts – just the ones where you do network.
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net 2011
Pick your media: you do not have to use all of them.
Branding and Influence: Establishing Your Digital Identity and Reputation
• Twittero Either private or public o Posts limited to 142 characterso Can create reading lists o Ability to private (direct) message (DM)o Most IT people are on twitter (even Bill Gates) as well as
many libraries/librarianso Can participate in trending topics and learn about
realtime newso Conversations are harder to follow unless using a 3rd
application (brizzly)o People will often follow you on twitter who would not
facebook or email youo Twitter can be used to pull into Google buzz, facebook,
blogs or other resources
Branding and Influence: Establishing Your Digital Identity and Reputation
• Twittero is good for finding communities and
professional networkingo following trending topics and realtime
newso PRo Sharing informationo Following or participating in
conferences and workshops o Getting answers to questions o Can be customized
Branding and Influence: Establishing Your Digital Identity and Reputation
• Twitter is not good foro refined privacy settings o long posts or conversations;o Share resumes/cvso archiving (although LoC is now
archiving twitter)o Sometimes can feel like shouting
into the wind
Branding and Influence: Establishing Your Digital Identity and Reputation
Let’s look at twitter
Branding and Influence: Establishing Your Digital Identity and Reputation
• LinkedInoMore of a resume/CV siteoYou control how much info is displayedoCan pull in feeds
: Professional Networking & Digital Identity
• LinkedIn is good foroProfessional networking/ professional
work oFinding colleagues and professional
peers oFinding professional discussion groups oJob recruitment/consulting work
Branding and Influence: Establishing Your Digital Identity and Reputation
• LinkedIn is not good foroBlogging oMore personal interactions oTruly focused on professional activity
and presenceostandard interface; little customization
Branding and Influence: Establishing Your Digital Identity and Reputation
• FacebookoSomewhat complicated privacy settings but
some parts (interests, etc. )are public infooMix of personal and professional depending
on user oStandard interface; little customization oPages may be a better way to connect
professionally
Branding and Influence: Establishing Your Digital Identity and Reputation
Branding and Influence: Establishing Your Digital Identity and Reputation
Smart uses of social media: • Read the TOS and Privacy statements. Yes, they
are boring and confusing….and they sometimes change.
• Always doublecheck preferences or options in any social media site.
• Think about the information you give away. Use a “throwaway” email address if possible.
• Don’t make your private life public (unless that is your goal). Be aware of social networking etiquette.
• ..and always be aware of UGA Computer usage policies.
Branding and Influence: Establishing Your Digital Identity and Reputation
• Google yourself and cultivate your web presence. Remember, you are your brand.
• Use digital identity services like claimID and openID.
• Social media is an incredibly powerful tool for networking.
• Check your reputation and influence.
Robn Fay, robinfay.net, 2011
Branding and Influence: Establishing Your Digital Identity and Reputation
Robin Fay, robinfay.net 2011
Branding and Influence: Establishing Your Digital Identity and Reputation
• http://delicious.com/georgiawebgurl/digital_identity
Robn Fay, robinfau.net, 2011/03
Branding and Influence: Establishing Your Digital Identity and Reputation