Posts Tagged personal branding

a few considerations before starting that 2nd, or 3rd, Twitter account

“Who should I follow?” It’s a question every new Twitter user asks. But it’s also a question that established users continue to grapple with. As our following counts escalate, so do the challenges of keeping up with it all. The questions may shift to more narrow focuses such as follow etiquette, data quantity and filtration practices, but the root question is the same.

There is a worthwhile conversation emerging on this subject on Tomas Carrillo’s blog. I highly encourage you to read both his original post and the comment string before continuing with the rest of this post.

Tomas is leaning toward creating a second account so that he can manage his professional and personal interests separately. For many, this can appear an attractive solution.

The jump into multiple accounts is a critical step with a variety of implications. The benefits will vary depending on your goals, but there are some ramifications, for both user and reader, that are easy to overlook.

  1. Compartmentalizing business, personal, and niche identities as separate entities forces others who may be interested in the multiple sides of you to follow multiple streams. It’s easy to think others might only be interested in the _blank_ side of you, or that you’re only interested in the _blank_ side of others, but that’s rarely true. Being one-dimensional is usually considered a character weakness.
  2. Maintaining multiple accounts is likely to increase your overall time investment on Twitter. Just as you are forcing a reader interested in the multiple sides of you to read multiple streams, there will be individuals you engage both professionally and personally. On which account do you then follow them? More often than not, you’ll probably choose to follow them on each of your accounts, increasing the redundancy of your feeds.
  3. One account is likely to become favored, while another will become neglected. While your time invested on Twitter increases, time available in a day remains static, making it less feasible to devote equal and adequate attention to each account.
  4. You may undermine your brand. Whether you are a company or an individual, your brand is the unique composition that emerges from a variety of facets, from history to aspirations, from deep-seated values to social connections. As you siphon off certain facets for promotion in other channels, you risk the overall richness of the fuller brand. This risk is greater for freelancers and sole entrepreneurs. Your business is most likely an extension of yourself, and as such, your professional and personal lives are mutually reinforcing.

Using multiple Twitter accounts to separate interests is a growing trend, but in general, it’s something I would advise against. The exception may be for highly niche interests. For example, I maintain @PhxArtYC to provide updates on events at the Phoenix Art Museum. And consider Francine Hardaway who tweets as @Earth911 which is dedicated to environmental and recycling content.

Unless there is a need separate a niche interest from your personal brand, keep a single stream and show of all the different sides of you.

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rumination: web presence addendums on a resumé?

I’m such a joiner, signing up for accounts across the spectrum of social media platforms, each time motivated by different objectives. I explore functionality, satiate curiosity, actively socialize, or simply squat my handle before someone else snags it. I had 28 profiles at last count, yet few of them see enough activity to be considered active.

Like brain crack, my best-laid plans would see these profiles folded into a larger (as of yet, undrafted) strategy for not only building my personal brand, but also for composing a virtual portfolio of my knowledge base, skill set, and interests. Sites like LinkedIn or Biznik already provide a template for users to network resumé-esqu profiles. But as more companies become wise to less business-centric social networking sites, from MySpace and Facebook to Twitter, they are including an investigation of prospective employees’ comprehensive web presence in their due diligence. This post by John R. Hopkins got me thinking … and has me still thinking … does it behoove the social media savvy job seeker to append their traditional resumé with a “reference list” of the sites where they maintain profiles?

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