July 2010

July 15, 2010: Issue 33

Rachel GogosEditor’s Note
By Rachel Gogos

Fired over 140 Characters!

Do you know who Octavia Nasr is? I didn’t before 10 days ago. She was CNN’s senior editor of Mideast affairs and a 20-year veteran employee who recently lost her job over a tweet.

A highly accomplished journalist, Nasr, was one of the leaders integrating journalism and social media at CNN. A little over a week ago Nasr posted a tweet that read, “Sad to hear of the passing of Sayyed Mohammad Hussein Fadlallah.. One of Hezbollah’s giants I respect a lot..” Fadlallah was a Shiite cleric who defended women’s rights, a scarce voice in a traditional, Islamic country. At one time he served as a major spiritual leader of the militant group Hezbollah.

I’m not writing about this story because of the Middle Eastern politics involved. It’s clearly a highly sensitive topic and one that can be divisive which is not my intention. I am writing about this for three reasons – personal branding, putting personal brand before corporate brand and social media.

On personal brand – Nasr’s abrupt exit from CNN has catapulted her brand. All the major news organizations made her name and story a headline. Is her brand tarnished? Perhaps to some, but to others she has become known. Her biggest challenge will be to explain her tweet to those who have very strong emotional feelings towards this issue. Nasr certainly doesn’t want to be known as the CNN journalist who was a supporter of a terrorist leader.

One major mistake that Nasr made was to tweet about her personal feelings on her CNN branded Twitter page. She used her Twitter account for professional and personal tweets. (See CNN’s social media policy in the right hand margin under Rachel Recommends.) With the integration of social media into journalism our journalists are much more visible. But, social media is also changing journalism – it’s making it faster, more personal and in some ways less objective.

Faster because technology means the news can go viral in seconds. It’s more personal because those that effectively “humanize the web” attract more followers and readers. Journalism is less objective – as a result of attracting followers and “humanizing the web,” we want to know more about our journalists and their opinions. Since journalists want to keep us as followers, many write to the audience rather than for the audience. Back in the day when I learned about journalism and worked as a journalist – your story had to be objective – but today those that make the most “noise” are those whose opinions are known.

At the end of the day CNN is a business where all things come down to capital. And as one great social media mind and fellow Third Triber mentioned to me there was a cost to keep Nasr and a cost to fire her.

A final thought – if what you say in 140 characters can be misconstrued – then write a blog post about it – don’t tweet it.

To read Nasr’s explanation behind her tweet click here. (Thanks to @DavidJGarcia who sent me the link).

The Strat
By Valerie Sokolosky

A Reach-certified Personal Brand Strategist offers tips and advice on our favorite topic – personal branding!

Four Ways to Make Your Brand Stand Out

  • See and be seen. Don’t hesitate to volunteer to serve on committees, speak to groups (church groups, organizations, non-profits, and others), and sponsor events (if your budget allows).
  • Attend arts functions, equipped with your business cards and a 30-second “elevator speech.” These include opening nights, receptions, lectures, book reviews, and other gatherings that attract prospective clients.
  • Offer your services in conjunction with a special community event, such as an anniversary or the swearing in of new civic leaders. Serve punch, greet attendees, buy an ad in the program, or serve as a volunteer usher. Always wear your nametag and have business cards ready.
  • Participate in high school career days, speak to college classes in the business school and other related courses. Connections with academia and students can lead to new connections.
  • commercialbreak2

    Commercial Break
    By William Arruda

    What can personal branders learn from TV advertisements? Take a break and take a peak.

    Target: Hello – Goodbuy

    I love this commercial because: I love every Target ad. They are always on-brand – demonstrating their creativity and touting their value. They are consistent. I love the play on words with the Beatles’ song and the simplicity of the message.

    This ad and YOUR personal brand: Be consistent. Communicate your message clearly and frequently. When it is crystal clear, those around you will be able to communicate it on your behalf.

    Mitch Joel

    Reach Branding Club Speaker Series

    Featuring: Mitch Joel

    Date: TODAY (Thursday, July 15th, 2010)
    9:00 AM Los Angeles, 12:00 PM New York,
    5:00 PM London, 6:00 PM Paris

    There are only 150 spaces for the live call.

    Please register to secure your spot.








    Name
    Email

    Six Pixels of Separation – How Your Personal Brand Connects In a Connected World

    Every Sales, Marketing and Business Development team is made up of individuals whose success depends on how well they have self-defined their Personal Brand.

    So says Mitch Joel, author of Six Pixels of Separation and guest expert on the July 2010 Reach Personal Branding Interview with William Arruda.

    According to Mitch, increased sales and business success is not about pushing employees, it’s about empowering them. Branding is not just for multi-national companies – we are all brands.

    In this interview, you will find out how to make your personal brand shine and learn:

    • How digital marketing, social media, and entrepreneurship intersect,
    • Where opportunities exist in the new trends,
    • What the concept “in praise of slow” has to do with communication,
    • Why personal branding matters more than ever,
    • What the most effective methods are to promote your personal brand,
    • What the best methods are to grow and sustain your brand visibility, and
    • How to stand out despite the overload of online distraction

    Bio:

    Mitch Joel is President of Twist Image – an award-winning Digital Marketing and Communications agency. He helps people define their personal and corporate brands through insights that simplify goals and values and ignites new ways of growing your business, community and inspiring your personal life.

    In 2008, Mitch was named Canada’s Most Influential Male in Social Media, one of the top 100 online marketers in the world, and was awarded the highly-prestigious Canada’s Top 40 under 40, which recognizes individuals who have achieved a significant amount of success but have not yet reached the age of 40. His newspaper business column, New Business – Six Pixels of Separation, runs bi-monthly in both The Montreal Gazette and Vancouver Sun. Mitch’s book, Six Pixels of Separation, published by Grand Central Publishing – Hachette Book Group and named after his successful Blog and Podcast, is a business and marketing best-seller.

    COMMUNITY NEWS

    Join the September Reach Personal Branding Certification Program & Earn 50 ICF CCE Units!

    Course: The next Reach Personal Branding Certification Program begins in September. Secure your space today, and get $250 off with the CPBSEARLY coupon code before August 24, 2010.

    When: 12 Tuesdays at 11 AM Eastern Time, Sep. 7 – Nov. 23 with three weeks off.

    Description: The Reach Personal Branding methodology is a comprehensive, three-step process for uncovering, communicating and nurturing your personal brand. It is the result of 20 years’ corporate branding expertise applied to the new world of work and the current challenges faced by entrepreneurs, small business owners, executives, professionals and job seekers.

    Get the details, schedule and register online here.

    Not ready to invest in the full program or want to get started right away? Take a test drive with the 360Reach Certification Program, and Reach will apply your investment when you upgrade to the Personal Branding Certification Program in the future. Learn more and register here.

    About the Facilitator: William Arruda’s co-author, Kirsten Dixson of Career Distinction: Stand Out By Building Your Brand will be the program facilitator.

    A previous participant had this to say about Kirsten, “Kirsten will help you think clearer, faster, and farther—driving results at the level of image and substance, ultimately resulting in more keener messaging, product/service differentiation, and market share.”

    ~ Lance Lee, PhD
    CEO, Agilestar, Inc. and President, Center for Relationship, Silicon Valley

    We anticipate that this session will sell out, so secure your spot today. This program is also ICF-approved for 50 CCE units.

    Contact Kirsten Dixson with any questions at kirsten at kirstendixson dot com or 1 212 537 9120 ext. 3.

    Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.

    July 1, 2010: Issue 32

    William ArrudaWilliam’s Words
    By William Arruda

    A note from the Founder of Reach Personal Branding.

    Give to Your Network with Social Media

    I recently received an email from a colleague that said “Just wanted you to know that I watched many of your videos on YouTube today, loved them and rated them with a ‘thumbs-up.” That made my day!

    If you’re like me, you receive hundreds of emails every day. A lot of them are SPAM, most others are routine business… and there are usually a few ‘URGENT’ stress-provoking emails in my inbox. But emails that bring a smile to my face are rare. That’s why this email was so valuable and memorable! It cut through the clutter.

    The #1 rule in networking is to give to the members of your network. So make a plan to do something valuable for at least one member of your network each day. Since you spend a lot of time each day online, here are ten ways to use social media to give to your network while your fingers are glued to your keyboard:

    1. Recommend them on LinkedIn.
    2. View their videos on YouTube or Personal Branding TV or Vimeo and comment on them.
    3. When you are perusing the web and you come across something that would be of value/interest to a member of your network, copy the web address into an email or DM them on Twitter or Facebook and send them a quick note.
    4. Mention them in a Blog post or in your comments on someone else’s blog. Or, if they have a blog, subscribe to it and add your comments to appropriate posts.
    5. Review their book on Amazon.com or BarnesandNoble.com (for the authors in your network). If you really liked their book, then, recommend it on your blog or through your social media platforms.
    6. Friend them on Facebook or send them a link request from LinkedIn (for new network members).
    7. Set up Google Alerts (www.google.com/alerts) with the names of close network members (put their names in quotes) and acknowledge them every time they show up on the web.
    8. Endorse their web content: Give their web site or Blog or Vlog a ‘thumbs up’ in StumbleUpon. Use social bookmarking like Digg or Del.icio.us to endorse and share something they have posted to the web.
    9. Introduce them via email to others members of your network for mutual value.
    10. Make a Tweet about them (remember to use their twitter name with an ‘@’ before it so they are aware of it).

    Are you giving to your network regularly?

    Kristen JacowayEXUDE Your Brand
    By Kristen Jacoway

    Online and offline tips on how to grow your brand and make it glow.

    In the last issue we discussed how to start a blog, and in this issue I’m writing about how to generate fresh, timely content. Below, I’ve listed some ideas to help get you started. If you are serious about career management, one of the best ways to demonstrate your expertise and market your strengths is through blogging.

    • Pick topics that are near and dear to you and really leverage your knowledge and expertise for which you want to be known. I find that writing a series helps me to generate content quickly since I can divide it across several posts.
    • Look at trending topics on Twitter, headlining in newspapers, in People magazine, etc. to get some ideas on how to pull in relevant and popular topics into your blog. For example, I read many blog posts about the personal brand of Michael Jackson in the weeks following his death. People are searching on those keywords, so from time to time this is a strategy that will help your blog get noticed.
    • Read through your email answers and answers to people on Twitter–what questions are people asking frequently? Write a blog post that answers your most frequently asked questions.
    • Write quick tips or record a quick “How To” video, upload to YouTube, and embed the html in your blog post (see “How to Insert Video into Your Blog”). I did a series on online identity quick tips that were no more than 2 sentences long. I’ve also embedded (3) “How To” videos on my blog. You can also link people to another blog. Give a quick summary and provide the link to the blog you read–it’s a great way to join the blogging community by promoting other people’s blogs.

    Make sure you post your blog posts across the social media platforms to which you belong to gain readership. In my next article, I’ll discuss ways for you to promote your blog to drive traffic.

    commercialbreak2

    Commercial Break

    By William Arruda

    What can personal branders learn from TV advertisements? Take a break and take a peak.

    Audi: Grip

    I love this commercial because: They take one product feature which could be complicated to understand and make it accessible to everyone. It is fun to watch and you clearly get the message through a narrator and series of well-crafted images.

    This ad and YOUR personal brand: Is your message complicated? Is it difficult to explain what you do? How can you describe what you do in terms of something everyone can understand?

    Mitch Joel

    Reach Branding Club Speaker Series

    Featuring: Mitch Joel

    Date: Thursday, July 15th, 2010
    9:00 AM Los Angeles, 12:00 PM New York,
    5:00 PM London, 6:00 PM Paris

    There are only 150 spaces for the live call.

    Please register to secure your spot.








    Name
    Email

    Six Pixels of Separation – How Your Personal Brand Connects In a Connected World

    Every Sales, Marketing and Business Development team is made up of individuals whose success depends on how well they have self-defined their Personal Brand.

    So says Mitch Joel, author of Six Pixels of Separation and guest expert on the July 2010 Reach Personal Branding Interview with William Arruda.

    According to Mitch, increased sales and business success is not about pushing employees, it’s about empowering them. Branding is not just for multi-national companies – we are all brands.

    In this interview, you will find out how to make your personal brand shine and learn:

    • How digital marketing, social media, and entrepreneurship intersect,
    • Where opportunities exist in the new trends,
    • What the concept “in praise of slow” has to do with communication,
    • Why personal branding matters more than ever,
    • What the most effective methods are to promote your personal brand,
    • What the best methods are to grow and sustain your brand visibility, and
    • How to stand out despite the overload of online distraction

    Bio:

    Mitch Joel is President of Twist Image – an award-winning Digital Marketing and Communications agency. He helps people define their personal and corporate brands through insights that simplify goals and values and ignites new ways of growing your business, community and inspiring your personal life.

    In 2008, Mitch was named Canada’s Most Influential Male in Social Media, one of the top 100 online marketers in the world, and was awarded the highly-prestigious Canada’s Top 40 under 40, which recognizes individuals who have achieved a significant amount of success but have not yet reached the age of 40. His newspaper business column, New Business – Six Pixels of Separation, runs bi-monthly in both The Montreal Gazette and Vancouver Sun. Mitch’s book, Six Pixels of Separation, published by Grand Central Publishing – Hachette Book Group and named after his successful Blog and Podcast, is a business and marketing best-seller.

    Sign up for your copy of YOUnique– The Personal Branding Newsletter – Click Here.
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