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Online Branding and Why it Matters

I want to connect with my own kids and my students, and I truly enjoy learning and using technology.  I also think that we need to manage our online brand as much as we spend our face to face identity. We pay attention to what we wear or how we speak, depending on the context.  We need to take the same care to develop and nurture our online brand, which is possibly the only brand we may be known for.

So how do you do this?  At a basic level, Google yourself (really - right now!).  See what comes up. This is what people will do when you are applying for a job, joining a committee, volunteering in an organization etc.  What comes up when you Google yourself?  Is the content correct?  This is hard if you have a more common name because you will undoubtedly come up with information about people other than yourself.  But what content comes up that is actually about you and where does that information "live" online?  The media? Your employer's website?

To start developing your online brand, think about what your goals are, if it's to do advocacy for your organization, build your personal identity as an expert in some area, or promote your work to a broader audience. Write down the goals first.

Next, determine who your stakeholders are and what online platforms they are likely to use such as Google, blogs, social media etc.

Then determine how much time you have to manage your online brand daily and weekly so that your life does not become too overwhelmed. Then select the platforms that match the stakeholders you want to reach and the time that you have.  Be honest with yourself.  It is better to do a good job and maintain a few platforms than to be ineffective on many platforms.

Technology is every changing so what works today may not work tomorrow.  Stay up to date as platforms evolve or go away, and look on the horizon what is coming next.

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Location: DeKalb, IL, USA

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