Catgory: Best Practices

Social & Digital: Nike Doesn’t Just Do It. They Get It.

By Guest On July 3, 2014 In Best Practices, Digital, Lessons Learned, Social Media with 3 Comments

Nike has dominated the World Cup from a brand perspective. Period. If you think this happened by chance, think again. Nike is a company that understands digital through and through. Just last week Nike CEO Mark Parker made some powerful comments during their earning’s call that reinforced this belief:

“An ongoing two-way dialogue with consumers is also a critical element of our digital ecosystem. It provides us insights that drive innovation, strengthens consumer connections to our brands, and provides a platform for consumers to interact with each other. Through our social media platforms, we leverage the power and passion of sport to deepen our relationship with our consumers.”

Nike doesn’t just “do it” when it comes to social and digital. They get it. They understand what companies need to invest in in order to make social and digital successful.

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Short & Sweet Wins on Facebook

By Guest On April 1, 2014 In Best Practices, Facebook with 2 Comments

I shared a great blog post from Buffer the other day that talked about the ideal length for everything online.  The post says research shows that the ideal length for a Facebook post is 80 characters or less. Eighty characters or less?! Not even Twitter makes us omit so many words.

I decided to take a look at some brands in the space to see if this holds true. All were chosen randomly. I analyzed their last 20 posts (photos only for consistency) to see if they tend to follow this golden character rule, and if it pays off.

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A Glimpse Into the Michigan Athletics Social Media Strategy

By Guest On February 13, 2014 In Best Practices, College Athletics with 2 Comments

I have always admired Michigan Athletics’ social media presence from afar. They rock great graphics, their accounts have a consistent look and they clearly understand brand voice. Aside from that, I love that they have chosen to go against the grain and not create an overarching presence for their athletic department. Instead, they focus on each sport. Too often we follow everyone else’s lead in social media instead of evaluating what makes the most sense for our company. I admire their boldness. Jordan Maleh, the Director for Digital for Michigan Athletics, took some time to explain the why behind this move, their team structure, how they measure success and more.

I hope you enjoy the extremely valuable and detailed information from Jordan. It will give you a great picture of how Michigan Athletics has set out to create a rocking social media presence.

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Quick Glance at the Best 2014 National Signing Day Graphics

By Guest On February 5, 2014 In Best Practices, Social Media with 1 Comment

Athletic departments raised the bar this year with their images on Facebook and Twitter for National Signing Day. I was pleased to see many teams kept in mind the dimensions of each platform and designed specifically for them.

Remember, as platforms become increasingly visual these type of graphics are going to be necessary to stand out from all the noise. Tweets with images receive more retweets than text only Tweets (up to 150 percent); Facebook posts with pictures account for 93% of the most engaging posts on the platform. It might take more planning ahead of time to create graphics like the ones featured, but the bottom line is this… visuals are key. It’s worth it. 

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How Can I Leverage Social Media To Build My Personal Brand?

By Guest On October 27, 2015 In Best Practices with 6 Comments

I was honored to have the opportunity to chat with Chris Yandle about working in sports for his new video blog “Behind the Y”.

During the session, Chris asked me to give one piece of advice to students looking to break into the sports industry. Aside from experience, my answer is simple:

Take advantage of this digital world we live in. Start transitioning your online presence from personal to professional NOW.

 

When I talk with students about social media and their personal brand, I often find they are using the tools much differently than I am. It seems like platforms, even Twitter, are about a dialogue between friends and a place to spew thoughts.  I think there’s a place for that if you want it (Facebook per say), but I always urge students to start thinking about social media as a way to grow their network, knowledge and reach.

If you are interested in working in the sports industry, social media can be a huge asset as you embark on your professional journey.  Social media has opened doors to directly connect with future employers and bright minds in the business, stand out from the crowd and sell yourself. The sports industry is also one where people are eager to share and offer advice along the way. How cool is that?

But what does it mean to transition your online presence from personal to professional? How can you leverage social media to build your personal brand? I thought I would take this opportunity to elaborate on my advice.

Before I dive into action-items, it’s important to understand two golden rules:

First, your personal brand is not what you say about yourself; it’s what people say about you.

Second, your digital footprint is a living and breathing resume. Be the best reflection of yourself online!

Now that you know the golden rules, it’s time to focus on five steps that will help you start building an online presence to be proud of:

1.  Evaluate your digital footprint. 

  • Google your name.
  • Take a look at the content on your social media platforms.
  • Consider the implications of what you’re sharing.
  • Stay aware.
  • Check your privacy settings.
  • Remember, nothing in social media is ever completely private.

2.  Know each platform’s purpose. Set your boundaries. 

FACEBOOK: Keep private. Limit access to family and friends.

TWITTER: Mix of personal and professional.  Twitter is a great tool to network, develop relationships, share information and absorb knowledge. Don’t be afraid to show some personality too.

LINKEDIN: For 100 percent professional use.  Stay away from sharing personal information and anecdotes. Connect with those you know and meet in the industry.

3.  Find your niche.

One of the keys to building a great personal brand is finding your niche. Whether it’s social media and sports, ticket sales, crisis communications, sponsorships, etc. you have to do some self-exploring to find out what you’re interested in. Understanding your niche will guide you on what type of content to share, who to reach out to, what resources to read and more. It will also help you build a dedicated following.

4.  Use Twitter to grow your network, build relationships, absorb knowledge and add value. 

  • Keep your profile concise, but memorable.
  • Use hashtags relevant to the industry.
  • Don’t be shy. Reach out to people.
  • Set goals. For example, engage with at least one new person in your industry a day and share at least two articles a day.
  • Participate in Twitter chats.
  • Show your personality.
  • Add value. Share compelling content.
  • Be consistent with what you share. People who follow you should know your niche and interests pretty well. Don’t be all over the place with content.

With Twitter, the more you give the more you receive. If you are active on the platform and willing to share knowledge it can be a huge asset in your professional life. Be patient, approachable and consistent… it will pay off.

5.  Maximize LinkedIn.

  • Choose your profile picture wisely (no pictures of pets, significant others, nights out on the town, etc.).
  • Fill out your profile completely.
  • Use keywords that describe you best.
  • Connect with people you meet through work and professional organizations.
  • Always send personal notes when making connections.
  • Share compelling content.

 

A good personal brand does not happen overnight. It takes time. But, if you understand the golden rules and apply these five points to your online life, you will be well on your way to a rocking social media presence that is a great reflection of the professional you. Of course, there is a lot more that you can do to maximize this digital age, but it’s all about baby steps.

What other advice do you have for those trying to leverage social media for their personal brand? Share it below!