how to market yourself online

19
HOW TO MARKET YOURSELF ON THE WEB

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Page 1: How to Market Yourself Online

How to

marketyourself

on tHe web

Page 2: How to Market Yourself Online

“The first thing most people are going to do if they check you out is Google you.” — Steve Buttry, director of community engagement at D.C. news startup

“I expect a Web journalist to have their own domain, site, blog, CMS experience and Twitter account ... with solid content.”— Robert Hernandez, professor, formerly of Seattle Times and SFGate.com

“The gist is that if your name doesn’t Google well ... then you’re at a great disadvantage. Because if dozens of people apply for one job opening, some of them are sure to be online savvy and also good at journalism. If you’re not one of them, then you’re not in the running.”— Mindy McAdams, professor at University of Florida

wHy botHer?

Page 3: How to Market Yourself Online

GeT A joB oFFeRReCRUITeRS CAN See YoUR PoRTFoLIo ANY TIMe THeY PLeASe

BUILD YoUR NeTWoRkkNoW THAT WHoLe ‘IT’S NoT WHAT YoU kNoW BUT WHo YoU kNoW’ SAYING? IT HoLDS TRUe oNLINe, Too

learn new skillsIF YoU’Re CoMPLAINING THAT THe j-SCHooL DoeSN’T TeACH YoU SUCH-AND-SUCH, LeARN IT oN your own

benefits

Page 4: How to Market Yourself Online

So NoW ...joURNALISTSare tHeir own

BRANDS

Page 5: How to Market Yourself Online

WHAT’S A BRAND?IT’S NoT jUST A LoGo ... oR A CoLoR SCHeMe ... oR A TAGLINe.*

*THoUGH THoSe ALL Go INTo A BRAND

“A journalist’s personal brand is his or her reputation, built bit by bit by everything he or she does, says and makes — online and offline.”

Page 6: How to Market Yourself Online

BRANDING BASICS“The way you answer the phone, your answering machine message, your business card, your Web site, your blog, your e-mail signature — you name it — it is all part of your personal brand.”

— Adam Westbrook, U.k.-based freelance jouranlist

Page 7: How to Market Yourself Online

DoING IT RIGHTuse your real name

DITCH ANY NICkNAMe YoU’ve USeD IN 8TH GRADe

Be CoNSISTeNT AND PRoFeSSIoNALCoLoR SCHeMeS, PRoFILe PICTUReS, eTC.

GeT YoUR oWN SITeIS YoURNAMe.CoM AvAILABLe? BUY IT!

USe SoCIAL NeTWoRkING SITeSCoNTRIBUTe To THe CoNveRSATIoN

ReAD AND CoMMeNT LIke CRAzYGooGLe ReADeR SHoULD Be YoUR BeST FRIeND

Page 8: How to Market Yourself Online

BYLINe = BRAND**CHRISToPHeR WINk’S LINe. NoT MINe.

YoUR GooGLe SeARCH IS YoUR BUSINeSS CARD.

– MINDY McaDams

FoR exAMPLe:GReG LINCH, GRADUATeD MAY 2009LAUReN RABAINo, GRADUATeD DeCeMBeR 2009 keLSeY PRoUD, WILL GRADUATe IN MAY

Page 9: How to Market Yourself Online

CoNSISTeNCYIN A GLANCe, I SHoULD ReCoGNIze YoUR SIGNATURe MARkS

CoLoR SCHeMeLoGoTAGLINeeTC.

oNCe YoU HAve oNe, IT GoeS WHeReveR YoU Go

BLoGtwitterLINkeDINoTHeR SoCIAL NeTWoRkS

Page 10: How to Market Yourself Online

FoR exAMPLe

Page 11: How to Market Yourself Online

FoR exAMPLe

Page 12: How to Market Yourself Online

FoR exAMPLe

Page 13: How to Market Yourself Online

FoR exAMPLe

Page 14: How to Market Yourself Online

PRoFeSSIoNALISMSTRIke A BALANCe

Be PRoFeSSIoNAL BUT HAve A PeRSoNALITY

GooGLe YoUR NAMe. Look AT THe ReSULTS, AND IF YoU WoULDN’T WANT A BoSS To See IT, TAke IT DoWN

ReTHINk WHo’S LISTeNING ‘Cisco just offered me a job! Now I have to weigh

the utility of a fatty paycheck against the daily commute to San jose and hating the work.’

Page 15: How to Market Yourself Online

YoURNAMe.CoMTHINk oF IT AS AN INveSTMeNT

MIGHT CoST A FeW BUCkS, BUT HUGe PAYoFFS

PUT THe BASICS oNLINeBLoGReSUMe, IN HTML AND PDF FoRMSCLIPSABoUT PAGeCoNTACT INFoLINkS To YoUR PRoFILeS oN SoCIAL NeTWoRkS

Page 16: How to Market Yourself Online

Be SoCIALqUIT SAYING YoU DoN’T ‘GeT IT’

... AND jUST TRY IT.

TWITTeR: IT’S NoT FACeBook ... So DoN’T APPRoACH THeM THe SAMe.

NeTWoRk. NeTWoRk. NeTWoRk. PoST LINkS, USING A URL SHoRTNeR LIke BIT.LY.ANSWeR qUeSTIoNS.ASk qUeSTIoNS.SHARe TIPS.

SeLF-PRoMoTe *IN MoDeRATIoN* IT’S RUDe To oNLY TALk ABoUT YoURSeLF IN ReAL LIFe. THe SAMe HoLDS TRUe oNLINe.

Page 17: How to Market Yourself Online

FILL oUT YoUR PRoFILe- ADD A PRoFeSSIoNAL-LookING PHoTo.- GIve USeFUL CoMPLeTe BIo INFo. example: ‘journalism and biz student at San jose State. online editor for @SpartanDaily, intern at @SvSjBizjournal.- LeAve YoUR ACCoUNT oPeN (AS IN, NoT PRIvATe).- ADD URL, IF YoUR SITe IS UP AND RUNNING.

be smart as your start out - DoN’T TWeeT ‘BeING FoRCeD To joIN TWITTeR.’- DoN’T FoLLoW 400 PeoPLe ALL AT oNCe, oR eLSe YoU’LL Look LIke A SPAMMeR.

TWITTeR 101

Page 18: How to Market Yourself Online

RSS & BLoGSWHY ReAD BLoGS?

you absolutely must kNoW WHAT’S GoING oN IN YoUR INDUSTRY.

How to follow?GeT A GooGLe ReADeR: IT’LL CoLLeCT YoUR RSS FeeDS.

LeAve CoMMeNTSAND MAke THeM INSIGHTFUL. THIS GeTS YoUR NAMe oUT THeRe AND HeLPS BUILD YoUR BRAND.

Page 19: How to Market Yourself Online

questions?WHAT eLSe Do YoU

want to know?