Building Your Better Virtual Brand
By Roz Usheroff
I always spend this time of year getting around to those things
I was too busy for last year. Like paying more attention to my
online marketing and my social and business networks, not to
mention upgrading my grasp and comfort with the Internet.
Realizing that companies are announcing enormous job cuts, I
thought it timely to write an eletter on how to safeguard
your reputation, and how to project the right image on social networks
online in the event that you are looking for new employment in the future.
I hear more and more stories about people sabotaging their career
prospects with inappropriate behavior on networks and forums.
Always remember that you are the ambassador for your company as well as yourself.
Despite the risks, I think social media and online networking present tremendous
opportunities to build your brand. The trick is to use these tools strategically.
So I thought who better to consult than my own virtual
colleagues? I asked my LinkedIn connections to relate their
experiences with social networking faux pas, and their responses
were so numerous, consensual and on-point that I want to share
them with you.
SEPARATE YOUR SOCIAL AND BUSINESS NETWORKS. This would seem
to be self-explanatory, but many people use LinkedIn
(a business network) the same way they use Facebook or Twitter
(social networks). You don't want prospective employers or your
boss and colleagues to see those pictures from the Super Bowl
bash or read your colorful if incoherent midnight ramblings.
As JOHN FROELICH wrote: "There was a sales rep on a team with a
large social networking site. Since this person was younger, and
they are very adept at using their sites and updating with their
feelings regularly, two things happened: 1. There were some
pictures of this person in rather provocative poses that made
you wonder. 2. The same individual had a bad day and posted
things about part of their management team. Unfortunately, they
forgot that they included their boss and colleagues in the
"notify of updates." Thus the boss and some colleagues learned
of the person's discontent. So keep your networks separate,
and keep your social network private, so that others can't
post embarrassing pictures or comments."
Another of my contacts wrote: "As a hiring manager myself, I
always google a potential hire, and one applicant did have a
rather bizarre blog that, I'll be honest, it factored into my
"fit" assessment and he didn't go further in our hiring process."
BE VE-W-W-WY, VE-W-W-WY CAREFUL. About who you invite to connect
with you, who you link with, and who you recommend. There are
serial network users who simply collect as many connections and
links as they can. They are at worst internet joiners and name
hoarders, not networkers; still not as harmful as those who lurk
around and ask every incoming connection to recommend them. Do
not connect with anyone without having a previous professional
or personal relationship with them; do not recommend anyone
unless you are familiar with their work.
While you are at it, be careful what you post. Poor postings,
questionable subject matter, risky opinions, and bad grammar
and spelling all reflect badly on your company, your professionalism, your
reputation, your image, your name and thus your brand. Maintain
decorum and don't be too familiar with people unless you get
comfort clues from them. This stuff never goes away! Even if
deleted, Google and The Wayback Machine can find it.
DON'T EXAGGERATE. Well, we've sure been here before. People
have padded their accomplishments and resumes since Fred
Flintstone applied for a job at Mr. Slate's gravel pit. Guess
what? It's easier to get caught than it used to be. I loved
this response from a colleague: "I suspect people have always
done this. When inflated accomplishments are broadly available
on the web, it can be a big risk to the individual. There are
apparently several people who had the same role in the same
company as I did at the same time!"
KEEP THOSE UPDATES COMING. It is disheartening to think you
have found a hot lead, a promising candidate or a fabulous idea,
only to visit a site and find a moldy profile or posting from
three years ago. I think LARRY LYNAM put it best:" I see some
people who are still listing as 'current positions' places where
I know they haven't worked in years. They may be inadvertently
giving a wrong impression."
They sure are, Larry. Wrong impressions as in: I'm too lazy to
update; you're not important enough; I'm happy as a clam where
I am and never want to move; actually, I haven't been employed
for a while and don't want to admit it.
While I have Larry's response, here's another good point he makes
about how yesterday's cleverness can become today's embarrassment:
"I have also seen some rather startling email addresses…. Just
like one wardrobe is not appropriate for all occasions, neither
is a clever email address…. Perception is reality, and innuendo
may open doors you did not intend and keep closed those you would
really have found beneficial."
HANDS OFF! Intellectual property violations and plagiarism in
the Internet age have becoming increasingly rampant and
contentious, but the rule remains, if you didn't write it or
record it, it's not yours. Actually, it's theft. On that
subject, please welcome KELLEY ROBERTSON: "It isn't really a
faux pas, but it certainly could tarnish someone's reputation...
I have had several other sales trainers use my material in their
blog without crediting the source, which gave the impression
that they wrote the articles. I discovered this when people
from my list contacted me about it."
JUST TWO MORE THINGS. Courtesy of RANDALL CRAIG, author and
online marketing whiz, who literally wrote the book on online
PR and social marketing and whose wisdom informs these humble hints:
BE CONSISTENT. If your image is inconsistent across your various
sites, it will raise a red flag. Have a seamless persona. At
the same time, make sure there are no embarrassing or
out-of-brand images of you posted on these sites. It raises a
redder flag. Visit your sites frequently, update and tweak
when necessary.
PREVENT IDENTITY THEFT. And to ensure you are being represented
properly, make sure you claim your profile on the three key
profile aggregator sites. Details on how to do this are
available from Randall at www.OnlinePRSocialMedia.com
Finally, a great big thank you to ANNA FREDERICKS, whose
telephone conversation gave me this idea, and especially to all
my LinkedIn connections who gave their time and opinions
unstintingly to help make it happen.
There are no borders anymore. Cyber-travel can result
in unforeseen consequences for you and your company if you opt out
of managing your personal brand. Build a reputation that stands for integrity
and respect for others.
Partner with those who can benefit from your connections and
reach out to those in transition. Do take advantage
of the opportunities through online networking; just don't
take advantage of the people.
Contact: www.usheroff.com
