Learning to use social media isn’t above the skills of most people. Set up an account, create your profile and interact – it’s all quite simple. This is because for those who use social media for personal use, there are few rules.
With the growing popularity and use of social media as a marketing tool, the associated processes require planning and well-thought actions. These outlets provide the opportunities for brands to humanize and respond to the pervasive user-generated content that swarms blogs, social sites and review columns.
The people formerly known as the audience (Solis) have come to expect this engagement from businesses, which allows us to complete our opinions and views about a particular brand. Their approach to interaction can leave a very impactful positive or negative impression on its viewers. This is also true for individuals trying to maintain a professional presence on the web.
Having a college course based on the concepts of social media once seemed unnecessary, but now, as it is used as a medium for B2C communication, it’s incorporated into our marketing lessons. For employers, “we’ve heard the ‘buzz’ about social recruiting,” says Bruce Murray, CEO of Wanted Technologies, “but the facts are showing that forward-looking companies are now expecting their recruiters to have mastered this core competency.”
Because social media is fairly new and teaching courses on it is even more recent, instructors’ materials are limited. This social media course (#wsusm) was taught using Engage by Brian Solis as our main reference. It focused heavily on businesses’ use of social media. While this is important to obtaining many positions, our individual web reputation is significant too.
Since employers want to hire someone with social media experience, they are likely to seek-out the applicant’s Internet presence. College graduates that want to project a professional image need to learn how to do so online as well.
As a very soon-to-be college graduate, the campaign for marketing myself has 
already begun. Much like a campaign for a company, promoting and protecting your personal brand is the purpose. To do this, you have to follow the rules – think before you engage.
Originally social media was for fun, but as college-educated individuals looking to be members of professional society, social media is no longer frivolous. It has a purpose, plan and rules. But, as a novel area of classroom instruction, what kind of content should be taught?
Nearing the end of this class, I have collected some thoughts on what the choice material for instruction should include. Today’s professionals should be educated in these areas of social media:
- Basic functions, outlets and uses
- Appropriate personal use to maintain your professional brand
- Strategy, action and measurement for marketing communication uses
Think Before You Engage was published September of 2011, which is important because with the ever-changing Web, educational materials need to be current. The author, Dave Peck (@davepeck) has been active in Social Media since 2004. As a Social Media Strategist, he consulted and developed programs for The Grammys, NPR and many others.
This book encompasses 100 questions to ask before starting a social media marketing campaign. While these questions are primarily directed toward marketinga business, they are rather versatile suggestions and can be translated to an individual’s brand as well.
According to Brian Solis in the book’s forward,
“…Dave Peck is handing you the keys to open the doors to social media and vibrant business opportunities.”
That’s setting the bar high, but Peck manages to clear it and with room to spare (Tim Peter).
Peck breaks its 265 pages down to 15 chapters. Some of these topics include:
- Planning a brand
- Choosing the right social networks
- Getting found online
- Dealing with difficult situations
- Evolving a brand
After covering the beginning information, which may seem repetitive to what you already know, it will refresh your knowledge and deepen your understanding. It never hurts to have a good review of the basics if you want to move on and be successful with the rest. The complexity of the content builds through the book. Later sections cover the functions of Facebook, Twitter, Linkedin and other key websites. Other subjects include: SEO, Web monitoring, strategy development and building influence.
Peck offers insight into others’ best practices, giving examples of the communication successes and failures of companies. His personal brand management is something to be modeled after as well. His website offers additional information and resources for education from his blogs and posted content.
The book itself seems like it would be an easy-read. Each page includes images and side notes, which make it easy to find related questions or additi
onal thoughts.
It would serve as more of a study guide, or reference book rather than something you’d sit down and read for hours.
This style of layout, organization and color choices make this book more interesting to read, which is necessary to have access to the information inside.
It would be a great choice to use in the classroom because the lessons he teaches can be used for building your personal brand online with potential employers as your target audience, or you can take this information and develop a social media strategy for a business, implement and measure it.
A professional individual social media and internet presence combined with a proficient social media skill-set is becoming more and more necessary for college-graduates. Your profiles can set you apart from others to build connections with leading professionals. Your knowledge and experience can present you with advantages and opportunities in employment. All you have to do is follow the rules and I think that Think Before You Engage offers the rules and insight to getting ahead.
K. Garrett 
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