![\"Warrior](\"https:\/\/www.thesocialcmo.com\/blog\/wp-content\/uploads\/WarriorPhoto.jpg\")
<\/p>\nWhat\u2019s in a name? Everything, when it\u2019s your personal brand; and perception is reality in the virtual world. <\/p>\n
Your name in the socially-networked universe defines your brand \u2014 your essence, what you stand for, your reputation and your three second BLINK, all in 140 characters or less!<\/p>\n
So, how do you differentiate and elevate your personal brand, your on-line identity, in a social world teeming with thousands, no millions, of individuals calling out to be heard?<\/p>\n
<\/p>\n
For proof of the bottom-line importance of asserting your personal brand you need look no further than:<\/p>\n
\u2022\tA recent poll* of 2600 North American Hiring Managers that revealed 45% of those surveyed use social media background checks to vet prospective employees; and<\/p>\n
\u2022\t35% of respondents said they\u2019d found something social that caused them NOT to hire the candidate. *Careerbuilder.com
\n<\/p>\n
It\u2019s little wonder then that Humber College PR<\/a>, where I serve as a marketing mentor, recently devoted an entire afternoon to teaching its post-graduate PR Certificate students how to create and manage their social brand at Personal Brand Camp Two, #PBCamp2.<\/p>\n Organized by @MichaelCayley<\/a> and starring a diverse team of Toronto\u2019s top Social Media and Marketing experts; our mission was to help Canada\u2019s communicators of tomorrow explore the fine art and science of brand-positioning through a subject near and dear to their hearts \u2014 themselves. My first post in this series, The Strategy and Tactics of Social Brand Building<\/a>, dealt with the importance of setting one\u2019s goal and creating a strategy as the crucial first step in defining one\u2019s online persona. Strategy defines your: <\/strong> The 5 Ws of Strategy: Who, What, When, Where, Why and How To Define Your Social Brand<\/strong><\/p>\n I was gobsmacked, as I procrastinated writing this blog installment, to stumble upon Chris Brogan\u2019s pithy tweet du jour \u201cWho are you today?<\/a>\u201d <\/p>\n Great minds think alike? Perhaps, but Who, is only one of the 5 Ws journalists, like my former self, use to guide our brand-building narrative and craft stories meant to be retold. Fill in the following formula and you will have all the essential elements needed to tell your personal brand story:<\/p>\n Who? (are you):<\/strong> What? (Is your brand):<\/strong> When? (Will I do this):<\/strong> Where? (Can I build my brand):<\/strong> Why? (Build my Brand):<\/strong> How? (Will I be effective):<\/strong> Strategy without tactics is a long road to success. Tactics bring your Personal Brand Strategy to life and present a welcome dose of reality in the virtual world of big ideas and aspirations. <\/p>\n Tactics should incorporate your social media outlets; SEO and SMO; and your real world interface with people, products and ideas.<\/p>\n Tactics, along with my 10 Golden Rules of Social Brand Building<\/strong> are the subject of my third and final installment in this series on Social Brand Building. Please stay tuned. <\/p>\n Deborah Weinstein, @debweinstein<\/a> is president of Strategic Objectives<\/a>, a leading Toronto-based PR firm focused on Canada-wide brand building marketing and social media public relations. <\/p>\n","protected":false},"excerpt":{"rendered":" What\u2019s in a name? Everything, when it\u2019s your personal brand; and perception is reality in the virtual world. Your name in the socially-networked universe defines your brand \u2014 your essence, what you stand for, your reputation and your three second BLINK, all in 140 characters or less! So, how do you differentiate and elevate your … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,211],"tags":[220,221,219,148,208,218],"class_list":["post-376","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-deborahweinstein","tag-differentiation","tag-elevation","tag-perception","tag-personal-brand","tag-strategy","tag-the-5-ws-of-social-brand-building"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/376","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=376"}],"version-history":[{"count":9,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/376\/revisions"}],"predecessor-version":[{"id":391,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/376\/revisions\/391"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=376"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=376"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=376"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n
\nStrategy Key to Social Brand Building<\/strong> <\/p>\n
\n
\nYour Goal:<\/strong>
\n\u2022\tWhat does your brand stand for
\n\u2022\tHow do you want to be perceived
\n\u2022\tWhat result do you want\/expect<\/p>\n
\n\u2022\tObjectives \u2013 key messages and measures that will accomplish your goal
\n\u2022\tTactics \u2013 the activities, tools and timeline for implementing your plan
\n\u2022\tEvaluation \u2013 the constant monitoring of results to meet challenges; maximize opportunities; and the impetus to revise\/rethink your tactics.<\/p>\n
\n\u2022\tWhat is your persona
\n\u2022\tHow do you define yourself
\n\u2022\tWho is your target audience
\n\u2022\tHow do you want to appear in other people\u2019s eyes<\/p>\n
\n\u2022\tAre the key messages (the 15 second sound bites), you will use consistent throughout your social and real-world outlets
\n\u2022\tWhat is your focus
\n\u2022\tWhat is your opinion
\n\u2022\tWhat do you have to offer that\u2019s unique and different, your USP (Unique Selling Proposition)
\n\u2022\tWhat qualities will appeal to your target consumer\/audience
\n\u2022\tWhat is\/are the best ways to share your info<\/p>\n
\n\u2022\tThere\u2019s no time like the present to start
\n\u2022\tTiming is everything and consistency is key
\n\u2022\tTwitter prime time is 5 and 9AM, 1PM, 3-6PM and 11PM-1AM; with weekends drawing the most traffic
\n\u2022\tIt\u2019s always the right time to blog but will you do it daily, three times a week, weekly, even monthly to nurture and sustain your social presence?<\/p>\n
\n\u2022\tMy blog\/guest blog
\n\u2022\tWebsite
\n\u2022\tLinkedIn
\n\u2022\tTwitter
\n\u2022\tYouTube
\n\u2022\tFacebook
\n\u2022\tTwellow.com
\n\u2022\tFlavor.me
\n\u2022\tFlickr
\n\u2022\tTraditional Media
\n\u2022\tAnd the list goes on and on<\/p>\n
\n\u2022\tSee strategy, what\u2019s your goal?
\n\u2022\tSelf-esteem
\n\u2022\tGet recognized for your unique qualities\/abilities
\n\u2022\tGet a job, a raise, a promotion
\n\u2022\tMeet people, make friends
\n\u2022\tBuild a strong foundation of positive awareness
\n\u2022\tIt\u2019s good marketing!<\/p>\n
\n\u2022\tMaintain consistent messaging through all communication
\n\u2022\tEngage target audiences
\n\u2022\tStay\/be relevant, readable, honest and authentic
\n\u2022\tMeasure results<\/p>\n