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Using Social Media for Personal Gain


Using Social Media for Personal Gain

Using Social Media for Personal Gain

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Page 1 Page 2 Mary Thomas Using Social Media for Personal Gain 2 Download free eBooks at bookboon.com Page 3 Using Social Media for Personal Gain 1st edition © 2013 Mary Thomas & bookboon.com ISBN 978-87-403-0569-2 3 Download free eBooks at bookboon.com Page 4 Using Social Media for Personal Gain Contents Contents About the Author 8 Preface 9 1 Personal Brand 13 1.1 Why Should You Have a Personal Brand? 13 1.2 What is your Personal Brand? 14 1.3 How to Represent Your Personal Brand on Social Media 19 1.4 Being Aware of Other Factors 20 1.5 In Summary 21 2 Why Use Social Media? 22 A C A R EER W I T H I N F I N A N CE & I T Denmark’s largest provider of financial software solutions needs YOU! Offering you personal and professional growth We are a leading sup- The SimCorp culture is characterized by open Who are we looking for? plier of highly specialized dialogue, empowerment and fast decision-making. Our core competencies lie within economics, software and expertise Reporting lines are clear, thus action is not bogged finance and IT, and as a result the majority of our for financial institutions down in bureaucracy. We believe in solving work- employees have a master degree within business and corporations – related challenges together, and you will find that and finance, IT, mathematics or engineering. activities, which have established our repu- both management and colleagues are very receptive tation as “the house to suggestions and new ideas. Are you completing of financial know- your master degree this year? how”. We are listed As newly hired employee in SimCorp you will go Then apply now – why wait – a fast tracked inter- on the OMX Nordic through an extensive introduction period, in addition national orientated career is just around the corner! Exchange Copenhagen to being provided with a mentor. This gives you the and have 800+ emplo- opportunity to secure the know-how necessary to yees. perform efficiently. Care to join us? – Visit us at www.simcorp.com SIMCORP A/S · Oslo Plads 12 · DK-2100 Copenhagen O · Denmark · +45 35 44 88 00 · www.simcorp.com 4 Click on the ad to read more Download free eBooks at bookboon.com Page 5 Using Social Media for Personal Gain Contents 3 Social Networking 23 3.1 LinkedIn 23 3.2 Twitter 31 3.3 Facebook 38 3.4 Google+ 43 3.5 Social Networking Summary 50 4 Blog 51 4.1 Reading Blogs 51 4.2 Writing Blogs 55 4.3 Blogging Tools 58 4.4 Blog Comments 65 4.5 Blogging Communities 66 4.6 Summary of Blogging 66 5 Image Sharing 67 5.1 Why Share Images? 67 5.2 Pinterest 68 5.3 Instagram 70 Lighting, beyond illumination In 10 years 2/3 of people will be living in big cities. At Philips we focus on providing lighting beyond illumination to make these cities more livable, enjoyable and safe. #makeitmeaningful What will be your impact? www.philips.com/careers 5 Click on the ad to read more Download free eBooks at bookboon.com Page 6 Using Social Media for Personal Gain Contents 5.4 Flickr 72 5.5 Using Social Networking to Share Images 75 5.6 Summary of Image Sharing 75 6 Video 76 6.1 YouTube or Vimeo 76 6.2 Using YouTube 77 6.3 Using Vimeo 78 6.4 Vine 78 6.5 Using Instagram to See and Share Videos 79 6.6 Summary of Video 79 7 Instant Messaging 80 7.1 Skype 80 7.2 Snapchat 80 7.3 WhatsApp 81 7.4 Social Networking Messaging 81 7.5 Summary of Instant Messaging 82 Start your career as a trainee and get ahead. #PIONIERGEIST Our trainees talk about their work at innogy and what #PIONIERGEIST means to them. Click and see! 6 Click on the ad to read more Download free eBooks at bookboon.com Page 7 Using Social Media for Personal Gain Contents 8 In Conclusion 83 9 Resources 84 9.1 Social Networking 84 9.2 Blogs 84 9.3 Picture Sharing 84 9.4 Video Sharing 84 9.5 Instant Messaging 84 10 Endnotes 85 �e Graduate Programme I joined MITAS because for Engineers and Geoscientists I wanted real responsibili� www.discovermitas.com Maersk.com/Mitas �e G I joined MITAS because for Engine I wanted real responsibili� Ma Month 16 I was a construction Mo supervisor ina const I was the North Sea super advising and the No Real work he helping foremen advis International al opportunities Internationa �ree wo work or placements ssolve problems Real work he helping fo International Internationaal opportunities �ree wo work or placements ssolve pr 7 Click on the ad to read more Download free eBooks at bookboon.com Page 8 Using Social Media for Personal Gain About the Author About the Author Mary Thomas started Concise Training Limited in 2008. Since then she has given advice to business owners, marketing managers and individuals on how to use social media marketing to improve their sales, brand awareness and reputation. She is the author of ‘Social Media Made Simple’, a workbook which helps business owners and marketing managers create a social media marketing strategy. She has created a Level 3 accredited City & Guilds qualification in social media as well as creating the learning resources for the Level 2 Social and Digital Apprenticeship. As a qualified trainer, she trains groups to use social media in the most cost effective and time efficient way possible and has also created a number of E-Learning courses to allow individuals to learn how to use the tools in a best practice way in their own time. Courses are available from www.concisetraining.net in: • Twitter for Business • LinkedIn for Business • LinkedIn for Individuals • LinkedIn for Job Seekers • Facebook for Business • Google+ for Business • Creating Images for Business • Creating Videos for Business • Using SEO in Website Design • WordPress for Websites • Creating a Social Media Marketing Strategy • Blogging 8 Download free eBooks at bookboon.com Page 9 Using Social Media for Personal Gain Preface Preface During the last five years, society has seen an explosion in the use of ‘social media’ as a way of communicating over the Internet. You may see ‘social media’ being discussed in the media, in your social life and in your work life, but what is meant by the term ‘social media’? Social media is the use of tools on the Internet to find news (world, sports, celebrity, etc.), share what you are doing with others and communicate with businesses, brands, media agencies, etc. It is a way of “engaging with a large number of people in a time efficient and cost effective way”1. Social media tools are used by businesses for marketing, brand awareness, education and to provide customer service. News agencies use social media as another medium to broadcast news and promote their brand. Celebrities use social media as a way of keeping in contact with their fans. Social media is being used by recruiters looking for somebody to fulfil a position. Children as young as 10 and people in their 90s use social media to communicate with their friends and family rather than the phone, email or even talking! Are you feeling left behind? The purpose of this eBook is to give you an introduction to the terminology surrounding social media, explain the differences between varieties of social media tools and get you started using the main tools for your personal use. The focus of the eBook is how to get the most out of social media for your personal use; it does not include the way businesses can use social media for marketing. Did you know? There are 26 million Facebook website users in the UK. The Facebook mobile app is being used by an unknown but increasing number of people (March 2013). Over 10 million Twitter users are in the UK. 60% of these users are aged 25–44 (May 2012). 10 million LinkedIn users are in the UK and 44% of them earn over £50,000 (September 2012). 18 million UK users have turned to social media to get customer service from brands. But what does this mean for you as an individual? How can you make the most of this new method of communication and how in fact do you actually use it? Why should you want to use social media – isn’t it all about ‘what somebody had for lunch’? Should you care how you use social media? Isn’t it just a personal statement of what you are doing? Why would you want to share that? 9 Download free eBooks at bookboon.com Page 10 Using Social Media for Personal Gain Preface During the past five years, I have primarily talked about using social media as a marketing tool for business. However, it has become clear that people who are not in business also need help to make use of this fantastic method of communication in a way that will enhance rather than damage their personal brand. How you use social media and what you say is public – it is out there to be seen by others and becomes part of your story and your brand. It will stay with you for years to come and become part of your history to be found by search engines. This eBook was born out of seeing people (famous and not so famous) damage their personal reputations by not understanding the impact of their use of social media. There are also people too scared of damaging their personal brand to make use of these powerful tools to learn from others, engage with brands and promote themselves on a personal level. When you have read the eBook, you will understand the importance of developing and maintaining a personal brand before starting to create profiles. You will also understand how and why you can use social media in your personal life to engage with brands, communicate with friends and family and even find a job. The eBook will also give you some ideas of what to do when it all goes wrong! The eBook starts by discussing your personal brand and how you present yourself to others offline and online. It then moves on to the difference between all the different forms of social media and helps you to get started with some of the main tools, both on desktop and mobile devices. The range of social media tools is vast, so in order to create some logic through the eBook, the tools will be grouped together. There is inevitably some overlap between the groups and this will be covered as part of the discussion within each section. The eBook is not intended to give you a detailed training course in the use of each tool, but will give you some hints and tips to improve your personal brand on the internet. The eBook will cover each of the following groups of tools: Social Networking Social networking tools discussed: Twitter, LinkedIn, Google+ and Facebook. Social networking tools are free to use and enable you to instantly communicate with other people and businesses. To use each of the tools you will need to register on the tool and create a ‘profile’. Once you have a profile, you connect with, or follow, other people or businesses. Similarly, you will be followed by others. When you connect with or follow somebody, you see what they are saying or sharing using the tool. Some tools will allow you to see profiles and what they are saying or sharing without connecting. 10 Download free eBooks at bookboon.com Page 11 Using Social Media for Personal Gain Preface This eBook will cover the differences between the social networking tools in terms of functionality and security. It will explain how to represent your personal brand on the tools, the importance of your profile, how to follow or connect with individuals and/or businesses, how to share what you are doing and how to engage with brands or businesses. The eBook will also cover keeping yourself secure when using the tools and how to use the tools for job hunting and learning. Blog Blogging tools discussed: Tumblr, Blogger and WordPress A blog (short for web log) is a regular personal opinion or snippet of information. Blogs can be any length but would generally be around 200–600 words. You can choose to follow blogs or write your own blog. Many people set up blogs to document a journey, a hobby or interest in the form of an online diary. Variations of blogs exist including a vlog (a video blog), a micro blog (a short blog entry, e.g. Twitter is often known as a micro blog as it is only 140 characters) and a podcast (an audio blog). This eBook discusses the differences between the blog tools, how to get started, what to write about and how often. Picture Sharing Picture sharing tools discussed: Instagram, Pinterest, Flickr, and Social Networking As mobile phones come with better and better cameras, more people are taking photos and want to share photos with others. There are a number of tools that are predominantly about sharing pictures with friends and family, but they are also used as a way to communicate with brands, media outlets etc. This eBook will look at the advantages of using each of the tools, how to use them to promote your personal brand and how to connect with business brands and media outlets. Video Tools Video tools discussed: YouTube, Vimeo, Vine and Instagram YouTube is the second largest search engine and is owned by Google. YouTube is a fabulous resource of free learning materials, humorous snippets, news and more. This eBook will explore how to make the best use of YouTube for your personal gain. It will also discuss the difference between YouTube and Vimeo as well as how to make use of some of the other video sharing tools available like Vine and Instagram. 11 Download free eBooks at bookboon.com Page 12 Using Social Media for Personal Gain Preface Instant Messaging Messaging tools discussed: Snapchat, Skype, and Social Networking Rather than emailing or phoning, it is now possible to have an instant conversation with somebody anywhere in the world over the Internet on a desktop or mobile device. The eBook will look at some of the popular tools and what to be aware of in terms of personal security. Before you get started setting up profiles and using the tools, you need to think about how you want to represent yourself on the Internet – what is your personal brand? You should also consider what you want to achieve from your use of social media. WHAT WILL YOU INNOVATE? www.skoda-career.com 12 Click on the ad to read more Download free eBooks at bookboon.com Page 13 Using Social Media for Personal Gain Personal Brand 1 Personal Brand How you represent yourself on the Internet and in social media forms the impression people have about you. If somebody was to search for you, find your social media profiles and see statements you had made that appeared to be bullying or homophobic, racist, etc. they would form an impression about you. The impression that they form might be the wrong impression – but by that stage it would be too late. In this chapter you will learn to identify your personal brand to make sure the impression your social media activity gives people is the correct one. Once you have understood your personal brand you can make sure everything you do on social media is based around your brand. 1.1 Why Should You Have a Personal Brand? McDonald’s, Marks and Spencer and Virgin each have a clearly defined brand. They each have a mission statement, set of values and logo and you know what to expect when you do business with them. The brand of the business forms part of your buying decision. The branding of these businesses is integral to their marketing, their customer service and every interaction they have with you. In the world of social media, they need to monitor comments about their brand so that they can address any potential issues which would harm their business and highlight any positive feedback. Social media is so instant that it is very easy for a brand to be significantly harmed if a comment made is not replied to or handled well. If you want to find out about a business or brand, searching for the business on social media allows you to see what the business has said, but perhaps more importantly, what others have said about the business. But this is all about business; what has this got to do with your personal brand? A personal brand is the way that you present yourself on social media and therefore the way other people see you. In your offline life, you are probably conscious of how you appear to others. It is likely to matter to you whether you are seen to be helpful, polite or community spirited. This is all part of your personal brand and needs to continue into your online life. How you look also forms part of your brand. Many people care how they look at interviews, for example. As Jeff Bezos, the founder of Amazon once said: “Your brand is what people say about you when you are not in the room.” 13 Download free eBooks at bookboon.com Page 14 Using Social Media for Personal Gain Personal Brand Have you ever searched for yourself on the Internet? It can be an interesting exercise to find out what is already out there about you and how you look to others. How are you currently represented on the Internet and is it correct? This exercise works best if you don’t have a common name or the same name as a celebrity! Unless you think beforehand about how you want to be seen online, it is easy to react and reply or comment in the instant world of social media and say or do something which does not represent your brand. You should spend time defining your personal brand in your head so you are clear in your own mind how you want to appear to others and hence how you should look and behave on the Internet and in the world of social media. You will learn how to do this during the remainder of this chapter. 1.2 What is your Personal Brand? So as you have seen a personal brand is all about presenting who you are and what you stand for. A powerful personal brand has to be authentic because you and others need to believe in it. I am not suggesting you develop an alto ego – the idea is to understand more about who you really are. Your personal brand should be based on your values, your skills, your goals, your personality, how you look, what you say and do and the way you look out for other people. These will be explored in more detail shortly. Once you have understood your personal brand, you should live your brand both online and offline. It will become clear to others what your brand is about and you will be able to attract the people you want to communicate with on a personal and professional level. If you are looking for work, understanding how to represent yourself on social media and being self- aware of the consequences of not representing your personal brand will assist you in finding work with the right employer. There are many stories of people who have been shortlisted for, or even offered a job only to say something on social media that is perhaps out of character, but destroys their personal brand and ends up with them not getting the job. If you are not looking for work – you may already be employed or self-employed – your personal brand is still important. Without first thinking it through, you may misrepresent yourself and/or your employer, resulting in disciplinary action or worse. If you intend to use social media purely as a listening tool, you should still understand your personal brand to know what to listen for. If you plan to use social media only for personal communications, don’t assume that your updates or profiles can never be traced back to you. Unless you are very careful, it is unlikely that you will be able to stay completely hidden. It is amazing what appears when searching for an email address rather than a name and as soon as you connect with others, your updates may be seen by their friends. We look in more detail about why you might use social media in the next chapter. 14 Download free eBooks at bookboon.com Page 15 Using Social Media for Personal Gain Personal Brand So time to identify your personal brand… I believe your personal brand is a combination of: • Your values • Your skills • Your goals • Your personality • How you look • What you say and do • How you look out for others As shown in Figure 1. We will look at these in turn next. DENMARK Are you looking to further your cleantech career in an innovative environment with excellent IS HIRING work/life balance? Think Denmark! Visit cleantech.talentattractiondenmark.com “In Denmark you can find great engineering jobs and develop yourself professionally. Especially in the wind sector you can learn from the best people in the industry and advance your career in a stable job market.” Mireia Marrè, Advanced Engineer from Spain. Working in the wind industry in Denmark since 2010. 15 Click on the ad to read more Download free eBooks at bookboon.com Page 16 Using Social Media for Personal Gain Personal Brand zŽƵƌsĂůƵĞƐ ,ŽǁzŽƵ >ŽŽŬKƵƚ zŽƵƌ^ŬŝůůƐ &ŽƌKƚŚĞƌƐ WĞƌƐŽŶĂů ƌĂŶĚ tŚĂƚLJŽƵ zŽƵƌ'ŽĂůƐ ^ĂLJĂŶĚŽ ,ŽǁzŽƵ zŽƵƌ >ŽŽŬ WĞƌƐŽŶĂůŝƚLJ Figure 1 – Parts of a personal brand 1.2.1 Your Values Values are the things that you believe to be important in the way you live your life both at home and work. The Oxford Dictionary defines values as ‘principles or standards of behaviour; one’s judgement of what is important in life’. Your values will be reflected in what you decide is important to you and are probably the measures you use to tell whether your life is going the way you want. For example, if an important value to you is ‘family life’, but you have to consistently spend 70 hours each week working, then you are likely to feel stressed and unhappy. On the other hand this may suit you if ‘wealth’ and ‘promotion’ are more important to you. Understanding your values will help you to make decisions about living your life and your values should also be reflected in the personal brand that you create within social media. 16 Download free eBooks at bookboon.com Page 17 Using Social Media for Personal Gain Personal Brand To help you define your values, take these steps: a) Think about times (at home or work): • You have most enjoyed an activity. • You have felt most fulfilled or pleased with your achievements. • You have felt proud. b) For each, think about what you were doing and why you felt the way you did. Write a list of words that describe how you felt. c) Look at the list in Table 1 and add any words to your list that you think are important to you. (There are plenty of similar lists of values on the Internet if this one doesn’t inspire you.) Achievement Freedom Pleasure Advancement Friendship Power Adventure Generosity Professional Affection Health Recognition Assertiveness Helpfulness Responsibility Competitiveness Inner Harmony Security Community Integrity Self-respect Cooperation Involvement Self-sufficiency Creativity Loyalty Spirituality Economic Security Open-mindedness Truthfulness Fame Order Wealth Family Happiness Personal Development Wisdom Table 1 – List of values d) From your list, identify your top ten values, then your top five. These should be the things that you care about most and by which you want to make your decisions in life (personal and professional). e) When you have identified your values, think about how to represent your values in both your online and offline life. You may reflect your values in what you say (or don’t say), how you look, and how you behave to others. You may refine or add to your list of values as you look at other aspects of your personal brand. 1.2.2 Your Skills Let’s be honest, you may have a value of ‘creativity’, but if you don’t have a creative bone in your body, this might be a difficult one to achieve! Think about your skills. What are you really good at and how is this represented by your values? You may need to refine your list of values. Your skills also form part of your personal brand. What you are good at is part of who you are and you need to do more of what you are good at and less of what you are not so good at. Make a list of your skills to feed into how you represent yourself. Some social media profiles ask for skills to be more clearly included than others so we may use this list later. 17 Download free eBooks at bookboon.com Page 18 Using Social Media for Personal Gain Personal Brand 1.2.3 Your Goals What do you want to achieve in life? What are you striving for? What inspires you? What do you want to be known for? Understanding what you want to do and where you want to go will help you identify who you should be talking to and how you should be using social media for your personal gain. 1.2.4 How You Look Your personal brand needs to be reflected in how you look online and offline. If your personal brand is ‘a creative fashion diva’, then make sure it extends to how you come across in person (attire, hair, makeup, etc.), and in photos on social media. If your personal brand is one of being ‘professional’, then look professional when people meet you and look at your social media profiles. 1.2.5 Your Personality Who you are needs to form part of your personal brand. You don’t want to create a personal brand with no personality. Social media is ‘social’ and you should show those aspects of your personality that represent you. Your personality should be a key part of your brand. You just need to be aware of which aspects of your personality are not considered to be socially acceptable and the consequences of representing these aspects on social media. You also need to be careful how your personality comes across in textual language. What you say in a face to face environment with appropriate body language might not come across in the same way in an online environment. ZZZVWXG\DWWXGHOIWQO ‡5DQNHGWKLQWKHZRUOG  7+(67HFKQRORJ\UDQNLQJ Page 19 ‡$OPRVW\HDUVRISUREOHPVROYLQJ  H[SHULHQFH ‡([FHOOHQW6SRUWV &XOWXUHIDFLOLWLHV ‡&KHFNRXWZKDWDQGKRZZHWHDFKDW  ZZZRFZWXGHOIWQO 18 Click on the ad to read more Download free eBooks at bookboon.com Page 20 Using Social Media for Personal Gain Personal Brand 1.2.6 What You Say and Do You need to live your values as part of your personal brand. What you say should represent your brand. If your personal brand is one of integrity, then think twice before you appear to be critical or mean about others. For example, If your personal brand includes the value of health, consider the impact of talking about unhealthy activities and constantly talking about cream cakes! I’m not suggesting you never talk about unhealthy food, but you should talk about it in terms of a treat rather than a regular theme running through what you say. Similarly what you do becomes part of your personal brand. You need to live your brand. For example, If ‘health’ is an important value and an important part of your personal brand, then you should be seen to be living a healthy lifestyle. If community or generosity is part of your personal brand then you need to be seen helping in the community or giving to others. 1.2.7 How You Look Out For Others It is a good idea to consider what others think about you when you are identifying your personal brand and also to think about how you treat other people. The way you treat others should be integral to your brand. Is your brand one of being helpful? Then be helpful to others. Your personal brand should be clear throughout everything you do. 1.2.8 Creating Your Personal Brand You should now be starting to develop a picture of your personal brand. It is worth writing a mind map or a series of post it notes so that you can remember the thought processes you have gone through. You may need to remind yourself of this while you are using social media to ensure a consistent approach. The remainder of this eBook will discuss representing your brand on social media. 1.3 How to Represent Your Personal Brand on Social Media When you create profiles and use different social media tools, you need to think about your personal brand. 1.3.1 How You Look What photo should you use in your social media profiles and how does that reflect your personal brand? If you want to display a professional personal brand, is it appropriate to use a holiday snap or badly taken photo? Similarly if your personal brand is a creative fashion diva, then a photo in a smart, professional suit is probably not appropriate. 19 Download free eBooks at bookboon.com Page 21 Using Social Media for Personal Gain Personal Brand Your photo on social media becomes as important as a logo for a business. It is a way of people trusting you and understanding who you are and what you stand for. I have seen people hide behind pictures of their pet, children or business logo. This is not a good way of encouraging trust. What email address do you use? If your email address is [email protected] what impression does this give about you? Does it represent your personal brand? In general, Gmail addresses give a more positive reputation than Hotmail or other internet providers and have the added advantage of being linked to other Google tools, enabling you to build online relationships. There is a school of thought which says it is a good idea to use [email protected] in your email address – but this does come down to personal choice and security if you are planning to use social media in a public way. I use [email protected], for example, to represent my brand of being approachable and informal, but professional. 1.3.2 What You Say and Do Make sure that whatever you say and do on social media represents your personal brand and gives a consistent view about you. Don’t get into heated discussions on any of the tools and try to stay clear of religious, political, racist and gender comments, etc. Consider whether swearing forms part of your personal brand and if you do swear (even mildly), will that impact on who engages or interacts with you? Humour in particular is an area fraught with danger. What you know to be a joke might not come across as a joke when written down without associated body language or tone. For example, An individual in the UK has been jailed for putting an update on Facebook about his intention to shoot a random school in the US. He maintained it was meant as a joke but some US schools interpreted it as a serious threat.2 1.4 Being Aware of Other Factors There may be other factors that you need to take into account when thinking about representing your personal brand on social media. These could include personal security, your personal circumstances, the people you work with and how your employer wants you to act on social media. 1.4.1 Personal Security It is important at all times to think about your personal security when you create and update your social media profiles. You should regularly check your security settings on your profiles in each of the tools. Many tools have the option to automatically indicate where you are posting from. You need to decide whether you should turn this on or off depending on your own requirements. You also need to think about your personal security when writing status updates. It is not always appropriate to talk about holidays or the names of your children in such a public arena if people are able to find out where you live! 20 Download free eBooks at bookboon.com

 

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