The document provides tips for using social media professionally, emphasizing that everything posted is visible to an "invisible audience" of future employers, recruiters, and others, and outlines best practices for platforms like LinkedIn, Instagram, and Twitter to strategically build a personal brand through defining key passions and networking with influencers in desired industries or fields. It also describes an opportunity to join a paid social media freelance network run by a startup focused on optimizing clients' online presences and personal brands.

1. The Reputation Growth Company!

2. Hi, I’m Mary
Director of Editorial at Qnary and IC ‘05 alum

3. HOW TO USE SOCIAL MEDIA LIKE
A ‘REAL’ PROFESSIONAL
EMPHASIS ON REAL
Ithaca College — Sep 2016

4. Face it,
everything you
put on social
media you are
ultimately
responsible
for…

5. People other than your “intended audience” may see it
People In Your “Invisible
Audience” network can include
Ø Different friends
Ø Family & extended family
Ø Teachers
Ø Job recruiters
Ø Your future boss
Ø Your future coworkers
Intended
Audience
Invisible
Audience
People most likely to actually see
the stuff you post on social media

6. Your “Invisible Audience” includes future employers
and job recruiters
Ø 93% of recruiters use LinkedIn to discover talent.
Ø 89% of recruiters have hired through LinkedIn.
Ø One in 5 medical schools and residency programs look up
information on students online
Ø 7% of law school admission officers look up potential students’
social media networks.
Ø 54% of recruiters have a negative reaction to grammar and
spelling mistakes. Less — 47% — have a negative reaction to
alcohol references.

7. This does not mean don’t use social media
In fact, 73% of employers check for
Facebook, LinkedIn, and Twitter pages. If
you don’t have one, they say, they think
that you have something to hide.

8. Just be smart about it…
For example—if you were an employer, who would you
rather hire?

9. THE CHALLENGE:
HOW TO POST STRATEGICALLY TO AN
INVISIBLE AUDIENCE WHILE STAYING TRUE
TO YOURSELF?

10. You have to start thinking about yourself like a personal
brand
Ask yourself a few pretty big questions,
like…
Ø What do you believe in?
Ø What are you passionate about?
Ø Where do you want to be in 5-years?
Ø What is your dream career?
Ø What causes are important to you?
Ø What hobbies are important to you?
Ø Who is your target audience?

11. Don’t boil the ocean
Once you have answered those questions,
narrow it down. Zoom in on a few key passion
points or “content pillars” that will support
your overarching personal brand.
You don’t want to be seen as a jack of all
trades, master of none — you want to begin to
showcase yourself as someone with a specific
passion and career goal.

12. Blueprint for your personal brand
Content
Pillar
Content
Pillar
Content
Pillar
Purpose Statement
Showcase experience, build relationships
Topline
Theme
Content
Pillars
Proof
Points
TONEOFVOICE

13. You want your personal brand to optimize your entire
online reputation
Own Social
Share Content
Control Search

14. Create a list of “influencers”
So now you know where you want to be in 5 years, now it’s time to
find the people who are already there right now.
Do a little cyber stalking and compile a list of brands, startups,
schools, programs, executives, editors, publishers, journalists, TV
anchors, producers, ETC. who are in the industry you want to be.
Include in your list:
• Their name
• Their company
• Twitter handle
• Instagram handle
• Any additional relevant notes so you can keep track of them

15. Map out your social media ecosystem
Each social media site
has different strengths,
lean on the platforms that
best fit for your target
audience and objectives.
And create content that is
best suited for specific
platforms.

16. Specific social media platform strengths
What does each social media site do best?
Ø Instagram: Visual personal brand storytelling, gaining a relevant audience
through hashtag discoverability, connecting with influencers
Ø Twitter: Building relationships with influencers, staying on top of your desired
industry trends
Ø LinkedIn: A must to showcase your professional skills, the first place
employers and recruiters will look when thinking about hiring you
Ø Facebook: Stay connected with friends and family
Ø YouTube: Video content library if you have video work to showcase
Ø Blog/Website: A place to showcase your portfolio, if relevant

17. Instagram Tricks
q Share images and videos that are look “Instagram-y.” Don’t share overly
polished, photo shopped images.
q Include relevant hasthags in content for discoverability — You can do
this subtly, too.
q Tag relevant influencers to get noticed — Only when it’s something they
will care about though!
q Show a “filtered” behind the scenes look into your life, experiences,
hobbies, clubs, etc.
q A large Instagram following is valuable—if you’re comfortable, keep your
profile public

18. Twitter Tricks
q Follow your influencers to monitor them and engage directly when
relevant (through Favorites, RT, @messages)
q Create specific Twitter lists to build relationships with influencers, but
also to follow specific and relevant subjects
q Include industry relevant hashtags to be discovered by relevant people
q Create and share “thought leadership” content – this is the best place to
share content around your thoughts, news/articles and trends of the
industry you are interested in
q Have a clear bio that showcases your personal brand
q Have a great tweet? Pin it. Just remember to take it down when it’s no
longer relevant

19. LinkedIn Best Practices
q Take time to craft your summary that is your overall career goal/objective. It’s important! Be
authentic, avoid buzzwords.
q Include your responsibilities within your experiences, include volunteer experience
q Include student prizes, publications, honor societies, etc.
q Ask for recommendations from professors or classmates if they are comfortable providing
them for you
q Feel like you need more experience? Imagine the type of experience your future employer
would want to see—now go and try to find it! (Bonus– I’ll have an opportunity for you at the
end of this presentation!)

20. Clean up your image
…Not a great profile pic…
Great profile pics

21. That’s it! Feel overwhelmed yet?
You really shouldn’t. Spending just a
few hours working on your personal
brand and identifying influencers will
go a long way to help get you to the
place you are going.
Good luck!

22. Now, about the LinkedIn experience I have for you…
Hi, we are Qnary. A startup based in New York City that works with really exciting
leaders like C-suite level executives of major Fortune 100 companies and startup
founders to optimize their online presence.
A big part of what we do is create social media content for our clients looking to
broaden their digital footprints and enhance their personal brands by sharing smart
and savvy social media content based on their industry and interests.
Our clients work across industries from marketing, technology, sports,
sustainability, health, finance, law, etc.

23. Become Part of the Q-Network!
Our Q-Network is an incredible network of under graduate and graduate social
media freelancers who create weekly content on behalf of our clients.
Perks of Being Part of Our Q-Network Creators:
• It’s a paid opportunity
• The work is remote and flexible
• It’s great to include in your resume and LinkedIn profile
• You will learn more about professional social media & your clients’ industries
• You will be ahead of industry and social media trends

24. INTERESTED IN LEARNING MORE?
Email me! mary.snauffer@qnary.com