This was the question and overall focus I had to answer during a digital summit I participated in last week. Stukent, a great technology company that creates simulation programs and textbooks in social and marketing disciplines hosts regular digital summits where speakers are able to cover a wide range of topics.
I was honored to participate in last week’s event with some great colleagues and friends. I was able to learn how to integrate audio into student feedback from Leo, the importance of analytics from Mary, and integrating activities using Facebook Audience Insights from Matt Kushin. Matt wrote up a great overview and summary of the event, and he has launched a new book! Congrats Matt (make sure to buy it!)
I was able to talk about how educators can use social media for personal branding purposes, leading to some exciting opportunities both personally and professionally. This has become a key topic of interest, especially over the years, and we are seeing more and more universities wanting professors to not only do research and teaching duties, but be connected with the industry.
Along with the best practices I outlined in my presentation (which the recording will be available to review shortly from Stukent), here are some other things to consider:
Reach out to companies, organizations, and brands you are passionate about. Each person has their own interests and companies/brands they like, so it is best to reach out to them. For example, there was a great conversation today regarding Orange Theory amongst some of my social media marketing friends, and we put it out there we would love to collaborate on something. OTF responded and said they would be willing to have a conversation – so this could be a start to something! However, if you think brands will reach out to you without any initiation on your part, you may be waiting a while. Reach out, strike up a conversation, and tell your story on why you are contacting them. Make it a win-win situation for everyone.
Class clients = work experience to add to your personal brand. Consulting and working on side projects are not the only ways to interact with organizations and brands. Class clients, those who you work with for your students, are also industry contacts you can add to your own CV and resume. While you are not doing the majority of the work per say, you are managing expectations, leading teams, coordinating communication channels, and preparing members for final pitches and presentations. That’s what we do see in the industry, and could be added here as part of your bio and list of people you have worked with.
Designate time dedicated to investing in your personal brand. We sometimes get wrapped up with our various duties and responsibilities, but we have to make sure we are taking the timer to look at how we are presenting ourselves, what we are doing that is working, and what needs to be addressed. Being able to do an audit of who we are and where we can go is always a good start and practice to initiate on a regular basis.
A personal brand does not happen over night, but taking the time to invest in sharing your knowledge, expertise, and time to help others, this is what makes a strong statement in the field.
Invest in training educators and future educators to embrace this new model. I think this is something that is not taught in many places, especially at the PhD level, but should be. You do not really see it listed in a job posting, but universities and programs are expecting this to happen. I had a conversation last year with a professor who wanted to share a job posting on the social media professors group I manage on FB, and I remember them saying:
We want to hire someone who can do a “Karen Freberg” at ____________.
I responded and joked if they wanted to hire someone that would be powered by coffee and get all the students to become avid coffee drinkers! But – it raised a point that I think for personal branding purposes needs to be addressed.
Universities are expecting educators to have certain skills and be able to innovate through industry and academic relationships and partnerships. However, is this really emphasized or even covered in PhD programs? This is not offered in many places. I’ve mentored a few educators and graduate students/PhD students in this area, but I think this is something we need to see more emphasis on for sure.
I’d love to hear what you think of this and if I can help in any way, please let me know.
Have a great day!
Best Wishes,
