Over the course of this semester, I’ve blown up my friends’ timelines on Twitter, Instagram, Facebook and LinkedIn. I’ve tweeted 330 times, posted on instagram 59 times, posted on Facebook 47 times and LinkedIn 46… More
I’m going to be completely honest here: Creating web videos is not my area of expertise. Outside of the videos my cousins and I made as kids, I have very little experience. But, there’s always room for growth right?
With that being said, planning, shooting and editing videos has become an area of interest for me over the past year or so. While I interned with Eli Lilly, I shadowed one of their professionals on a video shoot for a simple internal message. It’s safe to say that it was a learning experience.
Be the (wo)man with a plan.
Planning is everything when it comes to shooting and producing a web video. Every little detail, from what type of camera and microphones will be used to what angle will provide the best lighting. But don’t get too far ahead of yourself. You haven’t even decided what your video is going to be about yet. I’m not going to tell you exactly what your topic should be. That’s not my job. However, I suggest that you spend a good amount of time brainstorming your topic and an angle for it. If at all possible, make your angle unique. Make sure its not something that’s been done a thousand times over.
Now, beginners, like myself, will usually stick to either a phone camera or a DSLR. Depending on the intent of the video, that may be just fine. DSLR camera shoot decent video, as long as you are comfortable with setting the aperture and ISO. Honestly, though, a lot of phone cameras are really high quality. During another shoot I tagged along on, the professional I worked with recorded every take on her iPhone.
Now, you have your camera selected. So, what’s next? Well, you need to think through what’s going on in your video. Will the subjects be in close proximity to the camera, or far away? Will there be a lot of background noise at your shoot’s location? These, and many more, questions should come to mind when your thinking about your video’s audio. If you’re like me and you’re just scratching the surface of web video, I recommend taking a look at this lavalier lapel microphone. While it is wired, this specific microphone comes with a longer wire than your typical somewhat cheap microphone. (If you have an iPhone 7 or newer, you will need an adapter.)
Let’s assume you’ve picked out your camera, microphone and any other equipment you may need. If your video requires a script, you writtened it, proofed it and reviewed it with your subjects. Before you do anything else, and I mean anything, you need to double check all of your equipment to make sure it’s working. If I had it my way, you’d do this at least a day before your shoot. Finally, you’re ready to take a shot at recording your video.
When looking for the right location or angle, keep in mind the background. You want it to be pleasant, but not distracting. For example, I probably wouldn’t shoot a video in front of a busy playground. There are too many small children that will one, ask you question about what you’re doing and why, and two, they will clutter your background. Sorry, kids. No video shoot for you. Instead, maybe go for the open field with a few trees. Open areas allow for greater depth of field and more manageable lighting.
Now, for the moment of truth. You finally hit the record button.
Editing? You’re talking about editing? You’re kidding me!
Actually, I’m not kidding you, Jim Mora. Believe it or not, editing can make or break your video. I’m sorry to say it, but you should have shot the best video of your life, but if you don’t know how to edit, it will not go over well. The best thing you can do is experiment with various editing programs, like iMovie or Adobe Premiere. In my opinion, Premiere is the better editing tool, but iMovie is more user-friendly, especially for beginners.
I’ve personally spent more time working with Premiere, and well, Adobe software in general. Premiere allows you to manipulate your video and audio. You can seperate the two, increase audio sound, cut out video, add effects. Anything, really. But, the main thing you want to focus on is your audio. Using premiere, you can increase, decrease and level out the volume of your video. It’s also easier to clean up background noise in case you ignored my advice about shooting your video in front of the playground.
Just remember, Premiere is a more advanced program. So, you can’t figure it out, do what I do. Google it.
Don’t be too skinny, but don’t be fat. Be assertive, but don’t be a bitch. Make sure to dress cute, but make sure you don’t look like a slut. You might make a man want to rape you.
According to Sky News reporter Stephen Dixon, women who wear short skirts when they go out with their friends are responsible for the sexual assault that occurs. Apparently, the woman provoked that man into raping her for wearing an outfit that makes her feel confident in her body.
People like Dixon are the reason why feminism is a necessity in today’s society. Feminism is no longer just a fight for political rights. It’s a fight for females to gain respect from men, women, and the government.
American feminists have been in a constant struggle with the government since they began the women’s suffrage movement in 1848. Women have had to fight for the right to vote, to be accepted in the workplace, paid maternity leave and for equal pay. While progress has been made with the government, women are still not considered equals.
Since 1923, the National Women’s party, a feminist group, has been trying to push the Equal Rights Amendment (ERA) through congress. The ERA would guarantee that women and women are paid equally based on qualifications, not gender.
According to Institute for Women’s Policy Research (IWPR), women earn 80 cents for every dollar earned by men on average, despite being the primary source of income in over 40 percent of homes. Women have earned the right to make as much as men. Feminism is the voice that makes that known to society and lawmakers.
While feminist groups attempt to advance legislation through congress, they also do what they can to make sure women are free to be who they want to be. The phrase “like a girl” has had a negative connotation around it for as long as it’s been used. In a study conducted by Always, a feminine product producer, 72 percent of girls feel as if society as limits that hold them back.
Based on these findings, Always launched an advertising campaign aimed at boosting the confidence of women and young girls. The first commercial aired during the Super Bowl in 2014, meaning entire families were exposed to its message. After seeing the influence and success of the “#LikeAGirl” campaign, Always created a sequel to “#LikeAGirl,” called “Unstoppable.” These campaigns reached over 85 million people. The negativity that once surrounded that phrase has since began to disappear.
During the 2016 presidential election, a video leaked of President Donald Trump saying, “Grab ‘em by the pussy.”
This comment about women sparked an uproar from men and women across the globe. At the Women’s March 2017 in Washington, D.C., around half a million people from all over the world to protest Trump’s election. Feminists of all backgrounds stood against the rape culture Trump promoted in the election. At the rally, feminist and Navajo Nellis Kennedy-Howard held a bright pink sign that reads, “1 in 3 Native women are raped.”
“We don’t want to promote rape culture any further than the problem that we already have,” Kennedy-Howard told Huffington Post, “and this president is not doing a very good job of modeling that type of behavior.”
Similar to the gender pay gap, feminists are taking up the fight for paid family leave, including paid maternity and paternity leave. Only 13 percent of employees in the private sector are able to take paid family leave according to the Bureau of Labor Statistics. A hundred years ago, society believed it was a woman’s job to have children. However, 77 percent of private sector business don’t offer paid maternity leave. But if a woman doesn’t want to have children, society judges that decision.
“The gender revolution has been a one-sided effort. We have not pushed hard enough to put men in traditionally female roles—that is where our priority should lie now,” Richard Reeves and Isabel Sawhill wrote in a Brookings Institution report.
Feminism is not about just fighting for women’s rights. It’s about equal rights for all, regardless of gender, skin color, sexuality or religion. While the general feminism population fight for shared interests, there’s intersectionality within feminism.
“There are many, many different kinds of intersectional exclusions ― not just black women, but other women of color,” Kimberlé Crenshaw told the Huffington Post. “Not just people of color, but people with disabilities. Immigrants. LGBTQ people. Indigenous people.”
The feminist movement isn’t going anywhere any time soon. Rather than shrinking, the movement continues to gain momentum. Women who wear short skirts are not provoking men to rape them, but comments like the ones made by Trump and Dixon provoke feminists to take up arms.
Go to college. Graduate. Find a job. This is what society expects from people in their late teens and early twenties, like me. But, how do we find our first job? What do employers look for in their ideal candidates?
I find myself in a unique position. I’m a senior about to start searching for my first “big kid” job, but my current job is to overhaul IUPUI Campus Center and Student Experiences’ on-boarding and hiring processes. This position has made me privy to some insider information about what characteristics employers are searching for.
I’ve sat through numerous amount of interviews since I began this position in May. Some of them have been really good, and some of them I thought would never end. Today, I want to focus on the good ones; the ones that made me remember why I love this job.
As I reflected on the resumes I reviewed and the interviews I conducted, I noticed that the candidates I couldn’t wait to hire had three things in common: passion, curiosity and individuality.
Listen, I’m not saying you need to love every aspect of a job, just be passionate about something. The jobs I tend to hire for aren’t super fun. Most of the jobs involve a pretty hefty amount of manual labor. It’s safe to say I have never interviewed a candidate who said, “Moving furniture around and setting up rooms is my favorite thing to do.”
So, what do my ideal candidate for this position say? There is no perfect answer to this question. There won’t be for any job. Whatever your passion is, do your best to connect it to the position you’re being considered for. Do you love to help people? Do you love being a part of a team? Whatever your passion is connect it to the position, and articulate that throughout the hiring and interview processes.
This is an instance when curiosity does not kill the cat. I want to see candidates who are hungry to learn as much as they can. I want candidates who are genuinely interested in my organization and what it stands for. And maybe this is selfish, but I want candidates who are at least somewhat interested in my thoughts about the job and how I obtained my position.
My point is, come ready to ask questions. But don’t just ask the basic questions. Show me that you really put some thought and time into it. I promise that you can wow me, and any other hiring manager, with a question we aren’t expecting.
I know what you’re thinking. Everyone says this, but it’s true. Organizations don’t just hire based skill sets. They hire based on personality. They want to see if you’re a good fit for the team. So before you freak yourself out preparing for an interview, just take a deep breath. The most important thing to remember is to let your personality shine through.
Hey Siri, what’s search engine optimization?
“Search engine optimization is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results- often referred to as “natural”, “organic”, or “earned” results.”
But how does Siri find that information? Search engine optimization (SEO), like every other technology, has evolved. SEO used to be simple… Okay, simple might not be the best word for that, but the point is there’s so much more to it now.
Think about it. How do you search for information? On a computer? Tablet? Do you use your phone? Do you ask Siri or Alexa? Research suggests that between 30 and 50 percent of all searches will be conducted using voice by 2020. That means SEO just got a lot more complicated.
I recently ran across a guide to SEO in 2019. The guide is split into nine different chapters, each outlining how to cultivate successful SEO in the coming year. All of the content is useful, but chapter seven holds the secret to SEO’s future: Voice Engine Optimization. The guide broke down voice engine optimization in three easy (or at least kind of easy) parts:
- High ranking content wins.
- Featured snippets are your friend.
- Q & A’s mean business.
High ranking content wins.
First and foremost, it’s important to understand that all optimization, including voice, should be geared towards Google. When it comes to SEO, Google writes the rule book… literally. Google used to just analyze five sections of a website for keywords: Title Tag, URL, Image ALT text, description tag and H1 tag.
Not anymore, folks. Now Google analyzes content and context. Google’s highest ranking content covers topics in-depth. What does that mean? The SEO in 2019 guide suggests that content is at least 2000 words. The content needs to be authoritative, and share everything there is to know about the topic.
But the key to high ranking content? Keywords. Keywords need to be repeated all across the page. It should be in the metadata, the article, the caption of the picture. If there is content on your page, the keyword should be in it.
Combined, all of these suggestions should rank your content higher on Google. Voice searches typically only list the top one to five search results. That means if you don’t have a high ranking, you’re out of luck. The higher your content ranks, the more visible it will be in voice searches.
Featured snippets are your friend.
Google has all of these fancy algorithms to determine what the best content on the internet is. One of these algorithms determines what will appear as a featured snippet. Featured snippets appear at the top of a search, even before the first link. A study of 10,000 Google home devices revealed that 40.7 percent of voice search results come from a featured snippet.
But how can you get your content to appear in a featured snippet? Well, the guide to SEO in 2019 covers that too. To put it simply, you need “snippet bait.”
“Snippet bait is a 40-60 word block of content specifically designed to rank in the Featured Snippet spot.”
If you look at the featured snippet, you’ll notice two things: its short and it gives you the answer to your question. The featured snippet section makes it easy for voice search engines to give you the answer you want without having to dig.
Q & A’s mean business.
Let’s pause for a minute, and think about how I started this article off. That’s right. I started it by asking Siri a question, as I assume most of you do when you conduct voice searches. Embedding questions and answers into your site makes it easier for voice engines to find your content.
The guide to SEO in 2019 suggest developing a FAQ page if you’re going to attempt to optimize your site for voice search. FAQ pages are typically easy to create, and it’s easier to find for your users. The questions on your FAQ page need to be simple and conversational. In other words, write it as someone would ask it. Don’t try to get fancy.
Answers should stay between 40 and 60 words, and capitalize on keywords. The answer shouldn’t be over-complicated. It should be easy for the voice engine to find. Wait… doesn’t that sound like something you just read about? Q & A’s are a great way to increase the odds of obtaining a featured snippet.
Voice search optimization is relatively simple, as long as you know a little bit about SEO. Keep in mind, between 30 and 50 percent of people will be using voice search by 2020. If you want to stay ahead of the curve, you should start optimizing for voice now.
“What’s your favorite social media platform for business?”
The answer to this question is rather complicated. One organization may find success with Facebook, while another finds it on Twitter. The audience, message and goals of the organization all play a part in determining the appropriate social platform on which the organization should establish a presence.
Throughout every blog, I’ve remain constant in my values. Despite the growth of digital media, establishing and nourishing relationships is the key to success in business. Twitter is an engagement goldmine. From hashtag to photos and videos, there are so many tools and features businesses can utilize to connect with their clients.
As we all know, in order to engage with someone, the content you produce needs to be relevant to them. Twitter makes it easy to identify the users you should be targeting. Through Twitter Ads, businesses can target specific audiences based on gender, language, personal interests, followers, devices, behavior, keywords and geography. However, the targeting capability that could be most useful when attempting to spark a conversation is tailored audience targeting. Tailored audience targeting allows businesses to target users who have already expressed interest in their brand or product.
Not only is Twitter unique in that it allows for easy communication between business and client, it gives businesses creative freedom to establish their tone on social media. Twitter typically has more light-hearted and fun content, rather than the matter-of-fact content found on Facebook.
One of my favorite business accounts on Twitter is Wendy’s. Wendy’s isn’t afraid to make fun of themselves online… or their competition. Wendy’s, as they like to say, “roasts the competition.” By interacting with competitors and critics online, Wendy’s built a social media reputation. Many times these interactions have gone viral.
What else does Wendy’s do on Twitter? The company interacts with customers, news outlets and other random accounts. Imagine that. A business finding success by igniting conversation. Who would have thought?
Twitter is really unlike any platform. It’s features are built to encourage friendly, or in some cases not-so-friendly, conversation. If the main objective of a business is to build relationships, Twitter might be the platform to build a brand on. Just keep in mind that every business is different. The platform that might be perfect for one business could be a nightmare for another.
What comes to your mind when you think of public relations? Maybe you think of something as simple as a press release or brand reputation. Perhaps you think of a hashtag or sponsored campaign on social media. Neither of those answers are wrong. With the emergence of the digital era, public relations has evolved into a multifaceted tool consisting of both traditional and digital strategies.
We live in a world of instant gratification. As such, our clients want to see the results of their campaign almost as soon as it starts. Even just 15 years ago, that would have seem like an impossible feat. Now, Twitter, Facebook, Instagram, Google, you name it, can measure impressions and other analytics in real time. Digital media caters to those who need quick action and results.
In addition, digital media allows for campaigns to reach a wider audience. People from around the world gravitate to Twitter and Facebook for their news and daily entertainment. These social media platform allow you to target specific demographics or geographical locations, making it easier for you to reach your intended audience on a larger scale.
Digital media has also promoted the inventions of various softwares that make executing traditional public relations tactics easier. Media relations softwares, like Cision and Meltwater, give professionals access to a vast database of influencers and journalists. By sifting through a collection of articles or publications, the professional can connect with the influencer who fits their target audience.
Inexperienced professionals or organizations tend to lean solely on digital public relations to drive a campaign or reach a goal. But those with knowledge of the field understand the importance of balance between traditional and digital. When brands rely exclusively on one side or the other, an entire section of the target audience is left out.
But no matter how much the industry landscape changes, public relations will always hinge on the strength of relationships established with influencers, clients and publics. Digital and traditional public relations professionals both have to cultivate numerous relationships. Digital-focused professionals tend to focus on relationships with online influencers, like bloggers, while traditional-focused professionals develop relationships with journalists and broadcasters.
Two hundred and five days. That’s how long the IUPUI’s class of 2019 has until graduation. Throughout our school experiences, we’ve all been faced with a multitude of decisions:
Do I want to play sports? Should I take choir, band, orchestra or art? What’s my major going to be? Where will I go to college?
The list could go on and on, but today I want to focus on my decision to attend IUPUI. I’ll come right on out and say it: IUPUI is not where I thought I would end up.
Let’s flashback to three years ago. I was a senior at Southport High School, which is about 10 miles south of IUPUI. Since I had started high school in 2012, I had started at midfield on the varsity soccer team, and I wanted to continue my soccer career in college. Sports have always been an integral part of my life. Basketball, softball, track and soccer all played a part in shaping who I was, and I wasn’t ready to give that up.
Every college I had scouted out and that had scouted me was outside of Indiana. I had no desire to stay in this state after graduation, and frankly, I wasn’t good enough to earn a soccer scholarship at any of the schools in Indy. After about a year of college visits, I had landed on Greenville College, a small Christian school in the middle of nowhere Illinois. The school is small, and there really isn’t very much to do around it. But, I didn’t care. It wasn’t Indiana.
Except, my plans were foiled just a few games into my senior season. In the game against our rival, Perry Meridian, I snapped the tendons and ligaments in my dominant ankle. My season was over and so was my soccer career. Months of pain management, physical therapy and eventually, surgery followed my injury.
As it turns out, the injury was a blessing in disguise. Because of my physical therapy and follow-up appointments, I thought it would be better to stay close to home. I told myself, “IUPUI won’t be terrible for just one year.” But after just a few weeks of classes, I fell in love. I fell in love with the people, the campus and the opportunities I had being so close to downtown.
Looking back now, I wouldn’t have changed anything. IUPUI is where I met my best friend. It’s where my faith in Jesus was challenged and reaffirmed. It’s where I’ve made connections and build relationships with professors, advisors and coworkers who have inspired me to become the best professional I can be.
From the start of my college career, I knew journalism and public relations was the career I wanted to pursue. Little did I know, I would be blessed with professors who established reputations as experts in their field. These professors have supported me and encouraged me in opportunity I’ve dream of of have chosen to pursue. Without them, I wouldn’t be as confident as I prepare to enter the workforce in a mere 205 days. Without their encouragement and support, I probably wouldn’t have landed an internship with Eli Lilly this past summer.
My life isn’t what I thought it would be three years ago, and thank God it isn’t. I ended up right where I was supposed to: Surrounded my people who are invested in my success in a place where I can achieve my dreams.
Dear Trooper, Scout, Ace and Echo,
I don’t understand why you constantly pace back and forth or sporadically run through the house knocking down anything in your path. I don’t get why you feel the need to bark at the crack of dawn to get me out of bed. Most of all, I really don’t know why you insist on chewing on anything and everything.
But despite my greatest effort to stay mad at you, I just can’t. You can drive me up the wall, but as soon as I see your tails wag, a wave of happiness washes over me. I love you, all of you. I love your bad habits and your quirks. So, this blog is dedicated to each of you.
Sixteen years. Considering I barely remember the first ten or so years of my life, I can’t recall a day that you haven’t been there. As my first dog, you’re like my first child. You may not necessarily like me the most, but I still love you. You’ve seen the best sides of me and the worst. But, through it all, you’ve never left my side.
Trooper, I’d really just like to say thank you. I know I’m not your favorite, but that doesn’t stop you from coming to say hi to me whenever I walk into Dad’s house. It didn’t stop you from coming to sit next to me. Thank you for showing me how special the bond between a girl and her dog can be. I know I probably don’t have much time left with you, so most of all, thank you for being such a good boy for the last 16 years.
Not a day goes by that I don’t miss you. Losing you was the hardest thing I have ever been through. You were unlike any dog I have ever met. There will truly never be another you. You were feisty, and honestly, you could really be a pain in the ass. But, whenever I was upset, you were there to lick my face or to just lay with me until I was okay again.
I miss taking you on random car rides with me. I miss watching your eyes light up every time you ate a cheeseburger from McDonald’s. I miss wrestling with you. I miss when 9 p.m. would hit and you’d instinctively know that it was time for you to crawl up into my lap.
I know that Mom, Jordan, Andy and I have welcomed two new dogs into our family since you passed. But, I want you to know, no dog will ever be able to replace you. You’re always going to have such a special place in my heart. I still keep a picture of you in my wallet. It’s the picture you took with Jacob and me before senior prom. That was really our last happy moment together. After that, your tumor became too much for you to handle. It was time for you to go, and as heartbroken as we were, we understood.
I don’t like to think about how bad things were the weeks before you left us. Instead, I like to focus on the happy moments, like that picture we took before prom. Scout, I hope that you’re enjoying as many cheeseburgers as your little heart desires up in Doggy Heaven. I miss you and I love you.
Ace and Echo,
You two drive me to the brink of insanity. It seems like the last couple of weeks, every morning I’ve come downstairs to find that you’ve chewed up something new. Please, I’m begging you, stop. You have like fifty different toys to choose from. Chew on one of those!
Even though you guys have probably taken a couple of years off of my life, you never cease to be the highlight of my day. If you could talk, I’d tell you to ask anyone. I talk about you both constantly. Raising you has changed my life. Even on days where I struggle to find the motivation to get out of bed, you help me find the strength to get up. And it’s not just because you’re barking.
Ace, it’s crazy how much of Scout I can see in you. You’re spunky, but so loving. You’re stubborn as hell, but at then end of the day, all you want to do is cuddle. But there are so many things that make you, you. You groan every single time you don’t get what you want. Instead of wagging your tail, you wag your entire body. And as frustrating as it is, I still think it’s kind of cute that you make yourself dead body wait whenever you don’t want to go to bed.
Echo, buddy, where do I even start? You’re my best friend, my partner in crime, and as I like to say, the only boy that will ever have my heart. Since the day I first met you, and you rolled into my arms and let me hold you like a baby, we have had an unbreakable bond.You get me like no person or dog every has. I’m your person, and you’re my boy. I know everyone likes to think that you like them more, but we both know they’re just kidding themselves. You don’t like to cuddle with most people, but you love to fall into my arms. You’re scared of almost everything, and I’m the one you run to every single time. But, you do more for me than you realize. You sense when I start to get stressed, and you lay your head on my leg, keeping my anxiety at bay. You would do anything for me, and I would do anything for you.
Guys, I know it’s going to be hard for you when I leave home next year, but I promise that doesn’t change anything. You’re still my babies and I will love you unconditionally, even if I am five hours away.
Whether it’s on social media, in the workplace, or at school, it seems like nearly every person has an innate desire to become known by their peers. As a society, we tend to define who we are based on the opinions of others. We mistakenly confuse this phenomenon of believing the world’s label for us as becoming known. Being known isn’t dependent on who has the most friends or the most followers. It’s not dependent on who’s the prettiest or funniest. Being known means utilizing digital media to building an actionable audience that respects your reputation and authority.
But, you don’t have to take my word for it. Take an expert’s. In “Known: The handbook for building and unleashing your personal brand in the digital age,” Mark W. Schaefer breaks down how to build your personal brand in four easy parts: find your place, determine your space, find your fuel and create an actionable audience. Although these steps seem relatively simple, each one takes a tremendous amount of research, thought, patience and desire. Schaefer intends for these steps to be used specifically for building a personal brand, all four are applicable across different subject areas, including social media.
Step One: Find your place
Growing up, teachers, parents and other authority figures say, “Find your passion and run with it.” But, what if I told you that isn’t enough? According to Schaefer, discovering your passion is only half of the battle when it comes to find your place. Now, I won’t lie. It took a lot of convincing for me to believe that. In my last blog, I talked about social media’s influence on my life, and how it led me to my passion. My life, including my career choice, has been built around my passion for giving others a voice. But after 27 pages, Schaefer had me convinced.
Just because you’re passionate about something doesn’t mean it will translate into a successful and enjoyable career. As much as it pains me to say this, passion just isn’t enough. Instead, Schaefer suggests finding a sustainable interest. “What does that mean?” you ask. Well, please, allow me to enlighten you because I find this topic extremely intriguing.
Explained simply, Schaefer defines a sustainable interest as a topic you love, but that you want to become known for. But, this definition didn’t differ from the definition of a passion to me. Let’s paint a picture:
I graduate in approximately eight months (but who’s counting?). Within the next eight months, I need to start thinking about what my sustainable interest might be. Now, if there is anything that anyone needs to know about me, it’s that I have an undying love for dogs. A cute video of a pup can turn even the darkest of days around for me. But, I can’t necessarily make a career based upon my love for dogs. Instead, I need to think about something I’m passionate about, but that I can also pave the path for me to achieve my long term goals.
Schaefer used his past experiences to identify his sustainable interest, but that’s only one of many ways you could find yours. In fact, Schaefer was nice enough to give you seven different exercises to find yours:
- The “Only I…”
- The 2 by 2
- The Core Mash-Up
- Strengths Finder
- The beautiful questions
- Visualize your future
- The 35 headlines
Now, I’m not going to go through explain all of these, but I did them all as I read through chapter three. They were all helpful and helped me identify my sustainable interest, but I found “The Core Mash-Up” the most helpful.
When you go through “The Core Mash-up,” you find your sustainable interest by combining a personal values or characteristics with something you love to do or that you’re passionate about. First, start with creating a list of your core characteristics and values. It could be as little as 10 words or up to fifty. My list consisted of about 20 words, which I narrowed down to three:
The trick is to mix and match the different values to create a sustainable interest. It’s apparent to be that my sustainable interest is going to fall somewhere in the public relations field – good thing since I’m about to have a degree in it. Now, I still don’t know specifically what topic I want to base my sustainable interest on, but that’s okay. If there’s anything I learned by going through these steps, it’s that not everyone is going to know their sustainable interest right away. The more you experience in life, the more apparent your sustainable interest will become.
Step Two: Determine your space
About 600 words ago, I mentioned that these steps could be applied to pretty much anything, like social media. But, what I should have said is this:
“..all four are applicable across different subject areas, especially social media.”
I think it’s safe to say most of us know the importance of social media when it comes to building your personal brand- at least if you’ve read my blogs you would. Social media gives you the opportunity to share who you are with the world. It’s probably one of the most powerful tools ever invented. That’s why finding the correct space for your sustainable interest is so important.
But as Schaefer explains, finding your space doesn’t just mean you should create a Twitter account or blog. Determining what your space is takes research, and a lot of it. So, once again, Schaefer, that sweet man, gave us more steps to follow:
- Develop a unique tone or point of view
- Move to a social platform within your niche
- Dominate a content type
- Try a new content form
- Focus on frequency
- Find a unique demographic or geographic niche
- Connect with industry influencers
- Use curation as a niche
Unlike the exercises Schaefer gave us in the previous step, all of these steps are equally important. If you haven’t inferred yet, this process involves quite a bit of trial and error. Just like writing the introduction paragraph to this blog, the first step is always the most difficult. Developing a unique tone or point of view sounds really easy, but once you dive into it, you find out otherwise. This step is easy to underthink, but its just as easy to over think. I truly cannot explain the best way to do this better than Schaefer:
“It might be tempting to try to sound funnier / nerdier / hipper / snarkier than you are in real life, but that is likely to get exhausting. Your tone has to be a natural extension of your personality.”
Now, I’m not an expert on this topic by any means, but I am going to use myself as an example. Take this blog for instance. You come into this thinking that this is going to be formal because most book reviews are. But that’s just not who I am. If I tried to make this completely formal, I’d be exhausted writing it and that would come through while you’re reading it. Instead, I let my naturally conversational tone flow through my writing, which hopefully makes this blog more unique and enjoyable.
Now that we’ve got step one of determining your space taken care of, we can shift our focus back to social media. The rest of the steps focus on selecting the platform to display your sustainable interest based on your content type, your lifestyle and your niche. Let’s skip down to step, five. Now, when you want to focus on frequency, you have to consider your personality and your lifestyle, as well as your readers’. If you want to create a social media account as your main content type, you need to be able to post to it multiple times a day, or you will inevitably lose the interest of your audience. Maybe you think you can only create content weekly or monthly. There’s nothing wrong with that, you just have to shift your space. Maybe your space isn’t a traditional social media. It could be Apple Podcasts.
At this point in the book, Schaefer has me convince that he is a personal branding genius. “Why?” you ask. Well, let me tell you. Step eight is an absolute game-changer. According to Schaefer, you can obtain first-mover advantage without even creating original content. Honestly, if you’re not convinced to pick up the book and read it yourself at this point, the snippet I’m about to share should sway you. Schaefer talked about the story of Christopher Korody, who established first-mover advantage when his interest in drones peaked during a client project. Korody didn’t create any original content. Instead, he curated content about drones and posted it to his site daily. Now, he’s considered an expert in the industry. Talk about working smarter and not harder.
Step Three: Find your fuel
According to Schaefer, your content is your fuel. In step two, you found your space. But like I mentioned, there’s going to be a lot of trial and error. This is the step where you can cut back on that. Schaefer starts to talk more about how your lifestyle and personality can lead you to selecting the right content type. Unlike the last two umbrella steps, he breaks this part down into only three subsets:
- Find the open space
- Figure out what you love to do
- Match content and personality type
Personally, I find that the first two steps are pretty self-explanatory. That could just be because psychology and personality type peak my interest, but oh well. You’re going to learn something new. Schaefer categorize personalities into two types: introverts and extroverts. Introverts would create content that is “slow and cerebral,” while extroverts development content that more on the spot. Schaefer gives the examples of blogging, interviews and visual social media content for introverts. Similarly, he says introverts will gravitate towards “quiet” platforms. On the other hand, Schaefer says extroverts create content on Snapchat, live-streams and Twitter chats. The platforms used by extroverts tend to involve more active engagement with audiences.
Which content type would you gravitate towards?
Step Four: Create an actionable audience
I know I’ve said this more than once throughout this blog, but I love this topic. Networking and building a following is so enjoyable for me. Creating an actionable audience is about building relationships with those who are interested in your niche. Schaefer touches base on a number of strategies that you could use to create an audience.
But we aren’t just talking about people who care about what you say. The keyword here is “actionable.” You want your audience to care about what you say, and then do something about it. Now, this next point I’m about to make Schaefer and I agree on without argument. Engaging with your audience is the most important thing you can do to retain their attention.
“Engagement is the glue that connects you to your fans and drives them to that “inner circle.”
Schaefer says that when your audience is engaging with you and your content, you’re moving in the right direction. But how you, as Schaefer says, activate your audience? Wow, I’m glad you asked. Building a personal brand is just like public relations and communications. It’s all about building relationships. Networking with your audience is the key to your success. They want to know who you are and what drives you. Once you establish that relationship, they’re more likely to engage with you.
I hate to break it to you, though. Activating your audience isn’t the end. Schaefer thinks you can take your brand to the next level. So do I. After you successfully complete Schaefer’s four steps, the options are limitless. You could write a book, become a public speaker, or start a whole new career. The only thing that could hold you back is you.
I really do recommend giving this book a read. Unlike other personal branding books I’ve attempted to read, Schaefer adds case studies, exercises and commentary to keep you engaged. I’m better off having this knowledge under my belt, and you will be to.
As I prepared to write this blog, one question came to my mind:
What’s something you hate, but can’t live without?
Some people said food because they wanted to lose weight. Some said working because they just wanted to travel the world. But the overwhelming majority said social media. You see, a lot of millennials, and even some in generation X, love to complain about how much they despise social media and technology. Yet, none of them delete their accounts. The next question that comes to mind:
Why not delete your accounts if you hate social media so much?
When I asked my friends, family, coworkers and classmates this question, I received an array of responses. Some said it was entertaining. Others claimed they’d feel disconnected from their social circles. But one response in particular stuck out to me:
Social media helped shape them into the person they are now.
I know that sounds ridiculous, but think about it. We were born in the late 90s, and the social media boom began at one of the most crucial developmental stages of our lives. As teenagers, we were discovering who we were and who we would eventually want to become. We were heavily influenced by our peers and inevitably, by social media. Social media helped mold a lot of us into the people we are now
Now, I’m not going to sit here and give social media all the credit. My parents raised me well. I’m surrounded by people who love me and push me to be the best version of myself. But, social media played a major role in my confidence. As a kid and as a teenager, I was bullied. A lot. I wasn’t the stereotypical girly girl who loved to do my hair and try on makeup. I wasn’t interested in boys. I knew there was something different about me; something I was too scared to admit.
Let’s fast forward a few years to high school. Sophomore year, to be specific. In that year to two year gap between middle school and where we are now, I figured out what was different about me. I was a lesbian. Well, I am a lesbian. But because I had been bullied since the fifth grade, I didn’t really have the confidence to just walk up to someone and admit that.
Social media gave me to confidence to tell the world who I really am. So, I decided to put a clip of the song “Let It Go” from Disney’s Frozen on Instagram. In that post, I explained to my friends, family and strangers that I was in love with a woman. I know what you’re thinking. Yes, I hid behind a screen, and no, I’m not ashamed of that. I was terrified of the reaction people may have had. I didn’t want to be bullied for being who I truly was, so social media became my safe place. It became the place where I could confidently be who I am.
That post changed my life. I walked into the school the next day, completely terrified of what everyone would say. But I was greeted with love and kindness. That post and the reactions I received from it not only molded me into the confident woman that I am today, but it made me understand the value of voice.
Fast forward again to the present. I’m now a senior at IUPUI, majoring in public relations. I get asked two questions all the time:
1. What is public relations?
2. Why are you pursuing a career in it?
I could give those asking the textbook definition of PR, which I’m sure my professors would love. Instead, I tend to give a more simple and personal definition:
Public relations gives voice to those who need it.
Remember when I said that Instagram post from my sophomore year of high school taught me the importance of voice? Well, it did more than that. It cultivated my passion to tell the stories of others. That passion led me to this career path. Now, I get to spend the next forty to fifty years utilizing social media to tell the stories of others.