personal brand

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What does an online identity REALLY need? (Or, Growing Up Online)

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Yesterday I wrote this post about stepping back from the conflict in librarianship, and making a new website. There was also a part about changing my online usernames, and the difference between playing at having an online identity and actually having one. It was the last bit people particularly responded to, and I said in the original post that I might write a-whole-nother blog post about it, so here it is.

The background is, I've changed both my blog name and URL (from thewikiman.org to ned-potter.com) and my Twitter username (from @theREALwikiman to @ned_potter).

Creative Commons Image by Jack Dorsey - click the pic to view the original on Flickr

Creative Commons Image by Jack Dorsey - click the pic to view the original on Flickr

Playing at having an online identity versus actually having one

I began life online in 2009. As I've written about before, I saw Jo Alcock's presentation about blogs and twitter at the New Professionals Conference we both presented at, and was completely convinced by her argument that getting online was A Good Thing To Do.

At the time I thought I really needed an angle for an online presence - a specific driver and purpose - and I thought I really needed a sort of 'nom-de-web'. I wasn't thinking in terms of online branding because I didn't know anything about that, I was just looking for somewhere to slot in.

Over time, my feelings about how important that stuff is have changed somewhat. My angle was writing about a wiki I was setting up - I grew tired of that after about 3 posts, unlike the audience, because there WASN'T an audience (it took me 2 years to get 100 subscribers to this blog, then less than a year to get to 1000 after that - the life a new blog is a lonely one). So I quickly learned you don't NEED a special hook for your writing, you can just write in librarianship and will eventually find an audience (and even writing without an audience can have benefits). My nom-de-2.0 I was pleased with because it was distinct and easy to remember, and it did have value in that way. But it was playing at 'having a brand'. I used to sign posts -thewikiman at the end until quite recently, not sure why, but which I look back at with embarrassment.

Now, five years after first getting online, I have an actual online identity and I want to use my own name for it - hence the recent changes. I'm not saying that having a tag or online name is a bad thing, by the way - just that the way I did it was naive, and based on not understanding the world I was getting into. When I began blogging, blogs were the centre of the online universe in librarianship. Now Twitter is the centre. And Twitter is a personal medium - it's about being you. Not 'developing a brand' - for individuals anyway. My favourite quote about the ever-controversial subject of building a brand is this one (read the post this came from):

“It’s a mistake to think of personal branding as an end itself. A successful personal brand is a by-product of the successful pursuit of one’s own interest, contribution, and networking in librarianship.”
— Bohyun Kim

This is spot-on. In fact sometimes you see people doing the opposite of this, and focusing first and foremost on 'developing their brand' and it simply doesn't work. It turns people off. They position themselves outside the dialogue, which is the opposite of what we should aspire to do with social media.

Anyway, to the point of this post!

What does an online identity really need?

I'd be interested in your views on this in the comments, as it's not immediately obvious to me what an online identity really needs, and in what order of priority.

One thing thewikiman was good for was consistency - it was my username across several platforms. This made it easy for people to find me, and easy for me to monitor links to my stuff (when I typed 'thewikiman' into Twitter, I saw all the links people had posted to my blog, my slideshare account, my Netvibes page - none - in one easy step). So even though I'd recommend the same username across loads of platforms, I've messed that up by changing mine on here and on twitter to two subtly different variants on a theme, which now don't match my YouTube or Slideshare accounts. So for me it turns out not be THAT important after all.

Professional focus is another useful thing from an online identity. If, for example, you're on Facebook for social things, a separate identity for the more work-focused Twitter and LinkedIn could be useful. But if you agree with me that doing things under your own name is a good idea, then that makes focus an all or nothing sort of deal. (I'm not on Facebook so this is less of an issue for me personally.)

Findability is important. As individuals we don't want to be worrying too much about SEO and that sort of thing, but the fact is if someone sees me at a conference and googles me, I want them to find me and not other Ned Potters (like the used car salesman from Essex where I grew up). A distinct online identity helps findability - 'thewikiman' is the search term which over 800 people used to find my old wordpress blog, according to the stats, versus just 81 for 'ned potter'. But findability at the expense of using your own name? For me it was probably worth it back then, but less so now that I have a decent network.

Visual branding I think is not important. It feels like it probably should be, but it isn't. The purpose of branding... actually I'm not going to go into that here, this post is already too long! I'll come back to it at some later date. But basically, having the same shade of green for your website, your twitter background and your business card isn't actually going to have a meaningful impact on your life. There is an argument that the same logo / avatar across several platforms would increase how easily people recognise you from one online zone to another, but again, Twitter is the most important medium and that demands a picture of you as it's a personal medium. So logos are sort of out. Or at best, hard to weave in.

A consistent voice is probably much more important than the rest of the things I've listed put together. If you say things people want to hear in a style that's recognisably yours, THAT'S your online identity - the rest of it is so much window dressing. But for me, the gain of having a larger network on twitter or reaching more people with this blog (like those powerhouse bloggers you see with insane audience sizes) is not worth the loss of posting random nonsense 90% of the time on Twitter, or only posting on this blog when I feel like it rather than on a consistent following-building schedule.

I don't want to be at the behest of my online identity, essentially - which means I reach a smaller group of people than I otherwise might. That's fine, though - for me. Everyone has different needs, and everyone is in different places with what they're doing professionally.

Not adjusting who you are for other people is the final one I can think of. For short-term gain, by all means shape yourself to suit an audience. But ultimately, you're better off attracting the RIGHT audience, as hopelessly cliched and optimistic as that sounds. It's better to let a smaller group of the right people come to you for YOU, than it is to build an online identity on compromise, at the expense of your soul... The kinds of opportunities you may lose probably weren't worth having anyway. (I'm writing this assuming you're a perfectly nice person, not some psychopath with hateful views on everything, by the way. If you fit in the category then censoring yourself is definitely the way to go...)

So, growing up online, having a meaningful online identity - what are your thoughts?

 

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Building your professional reputation. Library adventures in Cape Town part 1

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In October I was invited to South Africa to speak at LIASA 2013, the 15th annual Library and Information Association of South Africa conference. It was in the fabulous City of Cape Town and it was incredible; I just haven't had a chance to put my thoughts down in a blogpost until now. But I know not everyone is particularly interested in a 'here's what I did' type post so I've put that separately in Part 2. There's also a Part 3 to follow about the differences between UK conferences and international ones. I was asked to do three things at the conference - a marketing workshop (half a day on strategic marketing and half a day on emerging technologies), a session for the Higher Education Library Interest Group on induction / orientation here at the University of York Library (the presentation is here, although it doesn't make much sense without me talking over the top, I'm afraid), and a talk aimed primarily at new professionals on building your reputation and professional brand. It's a tiresomely controversial subject, this; what it comes down to for me is that people fairly new to the profession can sometimes worry about being some sort of super librarian and DOING ALL THE THINGS, but actually you don't have to be like this at all. You just have to get involved with the areas of librarianship which correspond to your goals in the profession. So the talk was about that, and about different ways to be part of the wider community.

Below is the talk: it consists of my slides, the audio of the talk (recorded from my iphone in my jacket pocket!) and a couple of pictures to look at while I talk about some things I wasn't intending to talk about, at the very start.

It was fun doing this talk, it was different to the normal things I do. The room was bigger - this is the first time, outside of the webinar environment, that I'd talked to several hundred people at once. Speaking to a room that size is very different to speaking to 30 people - my usual very conversational presentation style wouldn't have worked. Presenting is a bit like drawing a picture in that the further away the audience, the broader the strokes needed for the picture; the detail gets lost.

The atmosphere was different in SA that from conferences I've presented at in the UK, too - people were laid back, ready to laugh. I was one of only three international speakers so everyone was very welcoming. And also, this talk is a version of something I'd originally delivered at a New Professionals Day back in 2012 which was designed primarily to address an anxiety about branding I'd heard many new professionals express - an anxiety which, having arrived in South Africa and been at the conference for a couple of days already, I'd found to be largely absent! So I felt a bit like my talk didn't match my slides - certainly I was trying to manipulate the slides to tell a slightly different, more widely applicable story, as I went along. But anyway I really enjoyed it and I've had some genuinely touching feedback about people feeling inspired.

Parts 2 and 3 to follow!

 

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You already have a brand! Here are 5 ways to influence it... (#CILIPNPD12)

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Yesterday I presented at possibly my favourite library event of all, CILIP's New Professionals Day. I love it because it gets so many people fired up and energised, and there's so much enthusiasm about the place. I was honoured to do the first talk of the day, and my presentation was about two things: firstly the fact that you don't have to be a super-librarian to get on in your career, and secondly that we all have a personal brand so if you do want to try and build that brand, there are steps you can take to do so positively.

I wanted to dispel some myths (particularly that we all have to aspire to be like the really well-known, uberlibrarians), following on from this blog post about whether or not we really have to market ourselves at all, which explains a lot of the stuff I talked about yesterday.

Here's the presentation (works best on full-screen):

You already have a brand! Here are 5 ways to influence it... on Prezi

I did a couple of things I've not done before, and I'll be doing both again as I liked how they worked - I got people to talk to each other (I know, hardly revolutionary is it! But I'd not done it before in a talk, only in a workshop scenario) for two minutes about what 'brand' really meant and it really seemed to energise the room, and I asked people to tweet definitions too, using some software in the Prezi which picked up the tweets in real-time. If you want to try the Twitter thing, here's what I used to do it.

There was some brilliant live-tweeting of the event (particularly by Annie_Bob) and people really seemed to get what I was trying to say, and be re-assured by it, which is great. In some cases (I'm looking at you Bethan Ruddock :) ) people actually restructured what I'd said into far better and more eloquently put points!  So as so much is unsaid in the presentation materials themselves, I put together a Storify of people's tweets.

Annie Johnson has also put together Storified boards of lots of the talks and workshops across the day, which can be found here.

What I was really trying to say...

Believe it or not, despite having thought about it loads, talked to other librarians about it loads, blogged about it previously and prepared a whole keynote on it, I have just now, this morning, 3 days after the event, come up with a sentence which encapsulates what I was really getting at with this first part of this presentation:

Ultimately, what gets you the job which pays your wages, is your ideas and the stuff on your CV which is relevant to that particular job. The whole process of building a brand, marketing yourself: that's a means to the end of getting more opportunities to add exciting and relevant ideas and things on your CV, rather than an end in itself.

Other blogposts about the New Professionals Day

If you've written a review or account of the day on your blog, let me know in the comments and I'll try and add to this post and collect all the links together.

So far I've found these:

The theme seems to be that people are taking actions based on what they've heard and done on the day, which is exactly what an event like this should make happen.

Thanks to Richard, Matthew and the other organisers for such a great day! I really enjoyed the other workshops and talks, particularly Emma Illingworth's session on CPD: she's a great teacher, skillfully letting us feel like we were coming up with the ideas... Her point was that we knew all this stuff already - sometimes, though, it's really helpful to have all the stuff we know drawn out of us, collated, and expressed.