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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
How to Use Social Media for Academic Branding
How to Use Social Media for Academic Branding
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...
How to Use Social Media for Academic Branding
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
How to Use Social Media for Academic Branding
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
!
How to Use Social Media for Academic Branding
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
How to Use Social Media for Academic Branding
How to Use Social Media for Academic Branding
#1sitefor
academic
professional
networking
3upgrades
foryourlinkedin profile
!
oh,andhere’s
How to Use Social Media for Academic Branding
How to Use Social Media for Academic Branding
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
How to Use Social Media for Academic Branding
roundup
reciprocity
Step1.createroundup.Step2:
PLN
a great
makes all
the difference
How to Use Social Media for Academic Branding
How to Use Social Media for Academic Branding

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