Managing Online Reputation & Personal Branding Audit
Download as DOCX, PDF•4 likes•5,831 views
This document outlines an assignment for a class on managing online reputation and personal branding. Students are asked to write a reflection paper analyzing their online presence and reputation across various social media platforms. This includes conducting an audit of profiles, content, and engagement on platforms like Facebook, Twitter, LinkedIn, and others. Students then review analytics of engagement and traffic for key posts and profiles over the course of the class. They discuss goals for enhancing their personal and professional online reputation through social media both during and after the class.
![MANAGING ONLINE REPUTATION 1
COMM 333:
Social Media, Mobile Technologies and Strategic
Communications
Department of Communication
University of Louisville
SPRING 2016
MANAGING ONLINE REPUTATION & PERSONAL BRANDING AUDIT
One of the important elements in being a social media professional and practitioner is not only being
aware of your corporate or business online presence, but also being aware of your own online presence as
an individual and professional in advertising and public relations.
For this assignment, you will be asked to write a reflection paper (7 pages max of content, single space,
10-11 point font – this does not including appendix items or cover page) covering the following
material:
Overview [2-3 paragraphs]: Discuss your overall goals for your online reputation management
practices for this class and beyond.
o A brief overview of the importance of online reputation in 2016, especially among
employers and young professionals. What are the challenges and opportunities here?
o Provide a couple of definitions of personal branding and make sure to share our own
definition of a personal brand and online reputation.
o Some examples can be establishing credibility and trust as a resource in social media
community on specific topic or industry, engaging in online community by sharing
expertise and knowledge, get mentions and other references to blog from others,
managing proactive reputation to obtain a job after graduation, etc.
o Make sure to state specific objectives that you have set in regards to your online reputation
management efforts not only for this class, but after the class (ex. internship opportunities,
jobs, graduate school, etc).
Personal Reputation Online Overview [2-3 paragraphs] Discuss and analyze your online bio
presented through social media sites – Blog, Facebook, Twitter, LinkedIn, Snapchat, Instagram,
YouTube, etc.
o This includes providing the bio that you list yourself on each of these sites. This can be
visualized through a table in your paper.
o Provide some basis analysis of each of your profiles:
When did you get on this social media platform
# of Friends / Followers / Etc
Rank the social media platforms based on which ones you are most active on (ex.
1) Twitter, 2) Instagram, 3)Facebook, etc) when you are completing this section.](https://image.slidesharecdn.com/managingonlinereputationcopy-160221222501/85/Managing-Online-Reputation-Personal-Branding-Audit-1-320.jpg)
![MANAGING ONLINE REPUTATION 2
o Conduct an audit of yourself by using this personal brand template analysis [this can be
part of your appendix]: *credit to Keith Quesenberry for the inspiration for this table based
on his social media audit template (http://ow.ly/YzZyv)](https://image.slidesharecdn.com/managingonlinereputationcopy-160221222501/85/Managing-Online-Reputation-Personal-Branding-Audit-2-320.jpg)
![MANAGING ONLINE REPUTATION 5
Online reputation monitoring and analytics [3-4 pages]: Reflect on your overall traffic and
mentions on blog posts, Facebook, Retweets, Followers on Twitter, LinkedIn, Followers on
Instagram/Pinterest, connections, etc.
o Twitter
Search for your tweets since the beginning of this class and make sure to include
in your analysis [analytics.twitter.com]
You may also want to check out this resource as well [5-Step Process to Run Your
Own Twitter Audit | Sprout Social http://ow.ly/VCW5V]
Tweet impression and engagement rates / organic impression for the week/ RTs
Favorites / Replies / Click Throughs
Top engaged tweet updates [3]:
Why do you think these got the most engagement? How many people
responded/RT/Favorited this tweet? What are some takeaway lessons
you have from seeing this? [format of the tweet / content / visuals /
hashtags / user name mentioned / time of day / etc]
Screen shot these and have a brief overview answering the questions
above for each one.
How has your presence on Twitter been so far? How many followers have you
gained from starting this class?
What does your Twitter audience look like? What are some of the findings you
found interesting
o Blog / LinkedIn Post:
How many mentions have you had on your blog, comments, or site visits over the
course of this semester so far?
What has been your overall traffic like on your blog since the beginning of this
class? What has been your most viewed post?
How have the statistics of your LinkedIn Posts been doing as well for this class?
If you have posted on LinkedIn,
What are your statistics? What were your three tags for your posts?
What has been your most successful post? Who interacted with your
posts? Any comments?
What were the specific analytic statistics for this post?
Reflections on online reputation building [2 pages max]: Discuss how your blog and the
information you are sharing with others through social media is enhancing your online reputation
– both personally and professionally.
o Summary of the personal branding audit, analysis of social media profiles and digital
footprint, etc](https://image.slidesharecdn.com/managingonlinereputationcopy-160221222501/85/Managing-Online-Reputation-Personal-Branding-Audit-5-320.jpg)
Managing Online Reputation & Personal Branding Audit
- 1. MANAGING ONLINE REPUTATION 1 COMM 333: Social Media, Mobile Technologies and Strategic Communications Department of Communication University of Louisville SPRING 2016 MANAGING ONLINE REPUTATION & PERSONAL BRANDING AUDIT One of the important elements in being a social media professional and practitioner is not only being aware of your corporate or business online presence, but also being aware of your own online presence as an individual and professional in advertising and public relations. For this assignment, you will be asked to write a reflection paper (7 pages max of content, single space, 10-11 point font – this does not including appendix items or cover page) covering the following material: Overview [2-3 paragraphs]: Discuss your overall goals for your online reputation management practices for this class and beyond. o A brief overview of the importance of online reputation in 2016, especially among employers and young professionals. What are the challenges and opportunities here? o Provide a couple of definitions of personal branding and make sure to share our own definition of a personal brand and online reputation. o Some examples can be establishing credibility and trust as a resource in social media community on specific topic or industry, engaging in online community by sharing expertise and knowledge, get mentions and other references to blog from others, managing proactive reputation to obtain a job after graduation, etc. o Make sure to state specific objectives that you have set in regards to your online reputation management efforts not only for this class, but after the class (ex. internship opportunities, jobs, graduate school, etc). Personal Reputation Online Overview [2-3 paragraphs] Discuss and analyze your online bio presented through social media sites – Blog, Facebook, Twitter, LinkedIn, Snapchat, Instagram, YouTube, etc. o This includes providing the bio that you list yourself on each of these sites. This can be visualized through a table in your paper. o Provide some basis analysis of each of your profiles: When did you get on this social media platform # of Friends / Followers / Etc Rank the social media platforms based on which ones you are most active on (ex. 1) Twitter, 2) Instagram, 3)Facebook, etc) when you are completing this section.
- 2. MANAGING ONLINE REPUTATION 2 o Conduct an audit of yourself by using this personal brand template analysis [this can be part of your appendix]: *credit to Keith Quesenberry for the inspiration for this table based on his social media audit template (http://ow.ly/YzZyv)
- 3. MANAGING ONLINE REPUTATION 3 PERSONA Channel / Community Rationale for Channel Content /Voice Frequency / Activity Importance on being on these platforms Analysis 1 Challenge -> 5 Opportunity PERSONAL Facebook What kind of things do you post on FB? Number of friends Timejoined Type of content being shared Audience # per week Engagement rating Ex. 5 posts per day Why are you posting on this platform? Analysis what you feel is working for you on each platform w/ rating Twitter Pics / Gifs Text Hashtags Analysis what you feel is working for you on each platform w/ rating Snapchat Analysis what you feel is working for you on each platform w/ rating Instagram Analysis what you feel is working for you on each platform w/ rating PROFESSIONAL Blog LinkedIn Twitter Other social media platform you’re on IDEAL PERSONAL BRAND / COMPETITION Identify your competition for jobs/internships you want to get after this class Brands / Pros you admire Platforms they are on Why are they on these platforms What is their voice? What are they doing that’s working What’s their frequency? What are they doing that’s working or not working? Why are they on these platforms? (ex. Networking opportunities, etc) What is working for the pros who you want to be? What are their strengths? What could they be doing better? What can you offer that’s different? What’s your ideal personal brand? How would you rate these individuals / brands on their social media presence? PERSONAL BRAND ANALYSIS Summary of key platforms you’re on. Are you on too many / too little? Are you on the appropriate platforms? Which ones do you need to be on? Analysis of voice and content? Are you consistent? Is your voice what you want it to be online? What is your competition Analysis of content sustainability. Are you over sharing or under sharing? Analysis of key audiences. Are you doing what you can to reach your target audiences in the industry? Business? What are some things you will work on for your personal and professional brand? What are your strengths and weaknesses at this point? What are some actions steps you will take to accomplish these?
- 4. MANAGING ONLINE REPUTATION 4 doing? Making connections? NEXT STEPS / ACTION PLAN
- 5. MANAGING ONLINE REPUTATION 5 Online reputation monitoring and analytics [3-4 pages]: Reflect on your overall traffic and mentions on blog posts, Facebook, Retweets, Followers on Twitter, LinkedIn, Followers on Instagram/Pinterest, connections, etc. o Twitter Search for your tweets since the beginning of this class and make sure to include in your analysis [analytics.twitter.com] You may also want to check out this resource as well [5-Step Process to Run Your Own Twitter Audit | Sprout Social http://ow.ly/VCW5V] Tweet impression and engagement rates / organic impression for the week/ RTs Favorites / Replies / Click Throughs Top engaged tweet updates [3]: Why do you think these got the most engagement? How many people responded/RT/Favorited this tweet? What are some takeaway lessons you have from seeing this? [format of the tweet / content / visuals / hashtags / user name mentioned / time of day / etc] Screen shot these and have a brief overview answering the questions above for each one. How has your presence on Twitter been so far? How many followers have you gained from starting this class? What does your Twitter audience look like? What are some of the findings you found interesting o Blog / LinkedIn Post: How many mentions have you had on your blog, comments, or site visits over the course of this semester so far? What has been your overall traffic like on your blog since the beginning of this class? What has been your most viewed post? How have the statistics of your LinkedIn Posts been doing as well for this class? If you have posted on LinkedIn, What are your statistics? What were your three tags for your posts? What has been your most successful post? Who interacted with your posts? Any comments? What were the specific analytic statistics for this post? Reflections on online reputation building [2 pages max]: Discuss how your blog and the information you are sharing with others through social media is enhancing your online reputation – both personally and professionally. o Summary of the personal branding audit, analysis of social media profiles and digital footprint, etc
- 6. MANAGING ONLINE REPUTATION 6 o Discuss the characteristics that you consider you possess that has helped build your online reputation (ex. personality characteristics, information sharing behavior, engaging consistently and professionally with followers and others through social media, etc). o Think about future trends and goals you have for your online reputation for the rest of the semester and once you graduate, etc. What are your goals for your personal presence on social media? What are your goals for your professional presence on social media? What are some steps you are going to take to address both of these for the remainder of class? o What were your perceptions before and after this assignment in regards to online reputation management? Other: Items to include in your paper as an appendix: 1) List of profiles on social media 2) Tables and screen shots displaying social media traffic or influence via social media; and 3) Tables listing URLS and Profiles of Social Media Outlets (ex. Facebook / Twitter / LinkedIn /Instagram / Blog)