A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.

1. Personal Branding
on
Social Media
Vector social media buttons from free pix

2. Audience
Campaign Objectives
To create diverse content that markets my personal brand to potential
employers in April to May 2015.
To demonstrate to industry professionals an understanding of social media
practices for promotion.
Campaign Dates: April 13 - May 5, 2015
“I am a mission
oriented, world focused
sharer of stories who is
driven by creativity to
honor my creator. I
specialize in
collaborating on events
and developing
strategic
communications for
non-profit
organizations.”
Potential Employeers
Industry professionals
Event Directors &
Communicators
at Non-Profits
Involved with
faith-based or
arts non-profits
69% of the most effective nonprofit
professionals are creating more content
than they did one year ago.
Non-profits use an average of 11 tactics per campaign.
In-person events are chosen in 88% of campaigns
Content Marketing Institute’s Nonprofit Content Marketing:
2014 Benchmarks, Budgets, and Trends—North America
Brand Statement:
Why my content fills
a need for my audience:

3. Twitter
To increase total number of followers on Twitter
To direct traffic to portfolio website
Follow 50+ individuals, executives & organizations
Increase in Followers
19 new industry
professionals
Most brands post 5+ times per day
For campaign, start by posting 5 times
per week & work up to 5 times per day
22
52
20
30
40
50
May 5April 26April 21April 16April 13
Favorites
Retweets 68%
74%
30%
38%
Sample Posts:
Evaluation:
Best Practices:
Posts with images/videos No media
Increasing the chance for retweets and favorites:
Hootsuite Analytics Report
“Twitter Engagement Unmasked,” Stonetemple Consulting, 2014
"5 Actionable Personal Branding Tips for
Social Media." Buffer Social 2015

4. To build professional network relationships
To direct traffic to portfolio website
Linked-In Profile Report
"Five LinkedIn Strategies You Haven't
Thought Of Before” Forbes, 2013
Digital promotion. Principles and practice.
Ch. 9: Social Media, Hallahan 2015
Actions Taken
Profile Views
Gained 20 new connections
Scope what competitors post and emulate
good content to share with network.
Posts average 25 words
Linked-In
Sample Posts:
Evaluation:
Best Practices:
25
0
4
3
2
1
0
April 18 May 2 May 16
Since audience is less interactive it
is important to know when to post:
Tuesdays to Thursday
AM
PM

5. Include website URL in bio
SEO, Search Engine Journal
Digital promotion. Principles and practice.
Ch. 9: Social Media, Hallahan 2015
Google Analytics Report
Evaluation:
Sample Posts:
… Apr 17 Apr 21 Apr 25 Apr 29 May 3
6060 3030
6060
120
Pageviews Sessions
Post #1 Post #2 Post #3
somegreent.wix.com/portfolio/events
69%of visitors to blog landing page
visited additional web pages
Blog
To boost portfolio website SEO by
generating timely & relevant content
Use succinct word count,
good headlines & incorporation
of other media
Avoid blatant brand/self promotion
Blogs increase visitors/month by 55%:
Best Practices:
Blog
2,0001,0000Visitors
No Blog
Companies that blog
have 434%
more indexed pages

6. “5 Ways You Need to Use Social Media to Boost Your SEO Comments.”
Create an engaging and succinct bio
or tagline to use across all platforms
Use same profile picture and
branding (including limited font pool
when available) across platforms
,
Headlines matter!
Create unique content
for each platfrom
Cross Platform Best Practices
>55%
of content
discuss
happenings,
learnings &
best practices in
the events field,
including sharing
relevant media
with mentions to
specific
organizations
<45%
of content
should
directly
promote launch
with link, every
4th update
should be
posted in a
different
way.
Use scheduling software to
send posts at audience
targeted hours & track success.

7. Make SOME posts on Facebook Public:
1. Help people find you
2. Allow potential employers to screen you
3. Promote your work & credibility
4. Reach a bigger audience
5. Use your Timeline as a landing page
About 12% of employers look for
reasons not to hire an employee:
Eliminate:
Negative/ confidential posts about
your previous employer
Anything that implies that you lied
about your qualifications
Content about drinking, drugs,
or illegal activities
Discriminatory remarks
Content that demonstrates poor
communication or writing skills
Know your
audience:
Create/manage
boards that show
knowledge &
passionate about
your present or
future career
Pin resume,
especially if it’s
visual!
Pin personal work
on its own board
User Interactions by SM
Include website URL in bio!
Instagram is the king of Social Engagement, Forrester, 2014
“FB Job Hunt” from Onwardsearch.com
““5 good reasons to make facebook posts public,” Gizmodo Field guide
Pinterest Stats, Expanded Ramblings, 2015
Users
85 %
Female
58 times more engagement per
follower than Facebook
120 times more engagement per
follower than Twitter.