TABLE OF CONTENTS
I WHY SHOULD I CARE ABOUT SELF-PROMOTION?
Why Is Self-Promotion Important?
What Can Self-Promotion Do for You and Your Career?
Personal Branding Case Study: Mignon Fogarty, Grammar Girl
The Five Universal Objectives of Personal Branding
The Basics of Building Your Personal Brand Story
Writing Your Personal Brand Story
Writing Your Personal Brand Biography
How Do Our Heroes Use the Personal Brand Biography?
Personal Branding Case Study: Park Howell
Telling Your Complete Brand Story
Surround Yourself with Passionate People
Ten Do’s and Don’ts of Telling Your Story
1. Don’t Post Pictures that Would Shock Your Mother
2. Don’t View Your Personal Brand Story as a Sales Pitch
3. Don’t Post Something You’ll Regret
4. Don’t Ask for Things First; Ask for Things Second
6. Don’t Underestimate the Power of Your Network
10. Do Take Some Time for Yourself
II YOUR NETWORK IS YOUR CASTLE—BUILD IT
3 Blogging: Telling Your Story
Personal Branding Case Study: Jonathan Thomas, Anglotopia.com
Choose Your Blogging Platforms
WordPress.com and WordPress.org
Which Platform Is Right for You?
Purchasing and Hosting a Domain Name
Writing for Readers vs. Writing for Search Engines
It’s About the Quality of the Writing
Google Expects You to Write Good Stuff
How Long Should Your Posts Be?
How Does This Apply to Our Four Heroes?
The Do’s and Don’ts of Blogging
A Final Note on the Rules of Blogging
4 LinkedIn: Networking on Steroids
What Are Degrees of Connectedness?
Cool LinkedIn Features for Personal Branding
Transforming Your Contacts into Connections
The Importance of Recommendations
Personal Branding Case Study: Anthony Juliano
Ten Do’s and Don’ts of LinkedIn
1. Do Upload a Professional Picture
2. Do Connect to Your Real Friends and Contacts
3. Do Keep Your Profile Current
4. Do Delete People Who Spam You
5. Do Make Your Summary Look Its Best
6. Don’t Use LinkedIn Like Facebook and Twitter
7. Don’t Sync LinkedIn with Twitter
8. Don’t Decline Invitations—Archive Them
9. Don’t Ask Everyone for Recommendations
10. Don’t Forget to Use Spelling and Grammar Check
5 Twitter: Sharing in the Conversation
Personal Branding Case Study: @HaggardHawks
Applications for Twitter Domination
What Should You Tweet (and Not Tweet)?
Personal Branding Case Study: @MuslimIQ
Seven Do’s and Don’ts While Using Twitter
Twitter Tips in 140 Characters or Less
How Should Our Four Heroes Use Twitter?
6 Facebook: Developing a Community of Friends
Reconnect with Old Classmates and Coworkers
What You Should Know About Facebook
Professional Page vs. Personal Profile
The Basics: Creating a Personal Profile
Stay in Control of Your Profile
Your Personal Page Privacy Settings
Setting Up Your Privacy Settings for Your Personal Account
Working with Your Customized URL
Using a Professional Page for Personal Branding
Using Insights to Track Your Content Growth
Setting Up Your Professional Page
Top Four Tips for Using Facebook
Ten Do’s and Don’ts of Facebook
Facebook Tips in 140 Characters or Less
7 Say Cheese: Sharing Photos and Videos
Shooting Video With Regular Digital Cameras
Recording Screen Capture Videos
Personal Branding Case Study: Lynn Ferguson & Mark Tweddle
Copyright: Understanding Creative Commons
Embedding Videos and Photos in Your Blog
A Cautionary Note About Video Résumés
Photos and Video Tips in 140 Characters
8 Other Social Networking Tools
What Should Your Podcast be About?
Personal Branding Case Study: John J. Wall, Marketing Over Coffee Podcast
How Does This Apply to Our Four Heroes?
9 Googling Yourself: Finding Yourself on Search Engines
Have You Ever Googled Yourself?
What Do You Want Others to Find?
How Can You Influence These Factors?
Reverse Search Engine Optimization
What if You Share a Common Name?
The Value of Reputation Management
Reputation Management Tips in 140 Characters
10 Bringing It All Together: Launching Your Brand
What Is a Personal Brand Campaign?
How Do Our Heroes Build Their P&T Statements?
Why Is a Personal Brand Campaign Important?
Personal Branding Case Study: Sheryl Brown
Building Your Personal Brand Campaign
Developing Your Personal Brand Campaign
Implementing Your Personal Brand Campaign
Automating Your Personal Brand Campaign
Unique Ways to Launch Your Branding Campaign
How Should Our Heroes Launch Their Brands?
Do’s and Don’ts of Launching Your Personal Brand
11 Measuring Success: You Like Me, You Really Like Me!
Measuring Your Blogging Effectiveness
Using Google Analytics for Your Blog
Setting Up a Google Analytics Account
Getting an Overview of Your Website Performance
Measuring Your Twitter Effectiveness
Measuring Your Facebook Effectiveness
Measuring Your LinkedIn Effectiveness
Measuring Your YouTube Effectiveness
Effectively Measuring Your Personal Brand
How Can Our Heroes Use Analytics and Measurement?
Do’s and Don’ts for Analytics and Measurement
Analytics Tips in 140 Characters
III PROMOTING YOUR BRAND IN THE REAL WORLD
12 How to Network: “Hello, My Name Is…”
Why Should I Bother Networking?
Personal Branding Case Study: Starla West
Giver’s Gain Is Not Quid Pro Quo
You’re Just as Good as Everyone Else
Personal Branding Case Study: Hazel Walker
Don’t Use Clever Elevator Pitches
Don’t Sign People Up for Your Newsletter
How to Set Up the One-On-One Networking Meeting
How to Make an Email Introduction
But I Just Don’t Want to Meet the Other Person
What if the Other Person Isn’t Honest?
Personal Branding Case Study: Dave Delaney
Network While You Still Have a Job
13 Public Speaking: We Promise You Won’t Die
But You Hate Speaking in Public
Overcoming Your Fear of Public Speaking
Classes at Your Local College or University
Personal Branding Case Study: Lorraine Ball
How to Launch Your Speaking Career
Identify Speaking Opportunities
Conferences, Trade Shows, and Expos
Personal Branding Case Study: Crystal Washington
Important Technology Tips for Presenters
How Does Public Speaking Apply to Our Four Heroes?
Speaking Tips in 140 Characters
14 Getting Published: “I’m an Author!”
Why Should I Become a Published Writer?
Personal Branding Case Study: Jackie Bledsoe
Finding Publishing Opportunities
Specialty Magazines and Newspapers
Go Horizontal Instead of Vertical
Build Your Personal Brand with Your Writing
Create Your Own Articles’ Niche
The Do’s and Don’ts of Writing for Publication
How Can Our Heroes Turn to Writing for Publication?
15 Personal Branding: Using What You’ve Learned to Land Your Dream Job
Using Your Network to Find a Job
Twitter: Connections in 140 Characters
LinkedIn: Professional Connections
Should I Write a Paper Résumé?
How Does Social Media Fit in Your Résumé?
Six Tips for Listing Social Media on Your Résumé
Personal Branding Case Study: Jason Falls
Do’s and Don’ts of Résumé Building
Use LinkedIn to Bypass Job Boards
Skip HR Altogether—Work Your Network
How Can Our Heroes Find a Job Through Networking?