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AcademicBranding
YourOnlinePresence,byDesign
bySidneyeveMatrix
Wedon’tgetafirstchanceto
makeafirstimpression.
intheageofthesocialweb
digitalfootprint
bydefault
many
educatorshavea
noteveryone’sdepartmenthomepageis
anoptimizede-portfolio(likethisoneis)
•PDFCV•keywords
•speaker’sprofile
•researchabstracts
•newsmentions
•socialproof
value-added
elements:
newtransparencies
Thebestwaytocontrolwhatkindsof
informationotherswillfindaboutus
onlineistoprovidequalitycontentand
createwell-designedprofilesourselves.
~BertalanMeskó
authorofSocialMediainClinicalPractice
“
“
intheageofsocialmedia
yourdigitalfootprint
not bydefault,but
bydesign
thechallenge?tocreate
facultyusesocialmedia
forself-promotionor
professionalnetworking
Source:2014surveyof8,000higheredfacultybyBabsonResearchGroupandPearson
55%
today
insignificant◘frivolous◘egocentric◘narcissistic
Source:researchbyAndyCoverdale
2012TheUniversityofNottinghamUK
“personalbranding”
oftengetsabadrap
thatpercentagemightbehigherexcept
underbranded
ormisbranded
asaresult,academicsareoften
Source:JournalofInteractiveMarketing,2011
studybyProfLaurenLabrecque,MarketingDept.LoyolaUniversity
adiscoverability
dilemma
thisresultsin
missedopportunities
forcollaboration
whichmeans
&datasharing
&speakinginvites
Source: surveyof116sciencefacultybyEmilyDarling(etal)ofSimonFraserUniversity2013
medianTwitterfollowing
!
mediandepartmentsize
theseresearchersfoundthe
ofprofsinthis
studywas 730xlargerthantheir
biggestbarriertotechadoption?time
Source:InternetandHigherEducation,“Facultyinstructionalattitudes”
2011studybyJ.Ulrich&M.Karvonen,WesternCarolinaUniversity
anotherhurdle:
socialmediaactivitiesunrecognizedas
legitimatescholarlyoutput/impact
weneedastrategic
approachto
professional
online
publishing &
networking
formaximumROIin
timeonline
Your profile. Publishing. Your PLN.
3stepstrategy:
whattodo?trythis
improveyour
personalSEO
Getyour
Google+
insteadofsending
searcherstoFacebook...
landingpage
designapersonal
yourinternethomebase
forbetterSEO
yourname.com
buyyourdomains
(allofthem)
blogging
“alivingresume”
considertakingup
Academic blogs are
proven to increase
dissemination of
economic research
and improve impact.
!
Source:2011researchbyDavidMacKenzieandBerkOzler,
publishedbyTheLondonSchoolofEconomics
Weknowthat
~WorldBankReport
freeplatform
greatthemes
SEO-ready
freeplatform
greatthemes
opensource
instead of a full website...
aminimalistnameplatesite
2extraideasfordigitalassets
yourlandingpage
!
oh,andhere’s
to
addto
speaker’s
page
helpeventplanners
findyouonline
1
testimonials
bio
sampletalks
anatomyofa
speaker’spage
headshot
addCV,slides,video,
tweets,sampletalks
freeonline
speaker’spage
!
designtemplatesstartat$5
conducta
personalcontent audit
nextstep:
experiment
with
yourwork,optimizedfortheweb
social
publishing
image: Shereen M from flickr
revise,recycle,repurpose
auditexistinginformationassets
statusupdates
photos
slides
articles
lessonplans
rubrics
yourwork
intomobile-optimized
social-readyinfosnacks
!
morselizing
convertthis...
tovisuallycommunicatemorselsofyourwork
soforexample,
tothis(thesispostcardsdesignedbymystudents)
afreetooltomakedigitalpostcards:
convertthis...
findthestoriesinyourresearchdata,and
tothis
visual
storytelling
with
research
narratives
avisual
research
article
openingup
datasets
design
tools
free
infographic
extendthelife&reachofyourpresentation
publishyourslides
iPad-ready
freeslidedesigntoolinthecloud
easytoread
todownload
toshare
toembed
research
posters
researchposters
Firstthingpeopledoafterthey
getaconnectionrequest?
Lookatyourprofile.
personallearning
network
expandyour
actionstep:
&increaseROIinsocialmedia
#1sitefor
academic
professional
networking
3upgrades
foryourlinkedin profile
!
oh,andhere’s
Interactwithatleastfive
groupsperday.Sharean
industryarticleyoufound
interesting.Readother
groupmembers’postsand
givegoodadvice.Thenit
won’tbeawkwardtosend
requeststoconnect--they’ll
rememberyou.
groups
”
”
~YasheakaOakleyPRPro
3howaboutthose
“Beingorganizedenablesreciprocity
andallowsyoutostrengthenand
leveragerelationships.”
~SoumitraDutta
Ishareover20
otherbloggers
contentonTwitter
everyday.
reciprocity
roundup
reciprocity
Step1.createroundup.Step2:
PLN
a great
makes all
the difference
Academic Branding: A 3-Step Strategy for Professional Online Publishing and Networking
Academic Branding: A 3-Step Strategy for Professional Online Publishing and Networking

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Academic Branding: A 3-Step Strategy for Professional Online Publishing and Networking