Be The Change Event – Social Media Breakfast Notes

posted on February 18, 2010 / IN Facebook / Personal Branding / Social Media / Twitter / 5 Comments

Social Media Marketing Notes Prepared for Attendees of the Be The Change Event.

Your Powerful Personal Brand:

Your personal brand is made up of the thoughts, feelings, ideas and perceptions people holds in their mind about who you are. It is essential to first consider the brand you are building before trying to position yourself online using social media and social networking tools. Your website is the hub for your brand and it should powerfully reflect who you are and the value you have to offer.

To assist you with the personal branding discovery process, I invite you to take a 360 Personal Branding Assessment – There is a premium version of this report that will create a report that analyzes the results and guides the client through the process of creating a plan with actionable steps. Click here to see a sample report of the premium version and click here to upgrade to the premium version.

“Be who you are on purpose and without apology! Your customers are
expecting nothing less from you.” – Lethia Owens

“What makes you different, makes you valuable. What makes you
valuable will make you wealthy. ” – Lethia Owens

“Success is not about being perceived as the best at what you do, it’s being perceived as
being the ONLY ONE who does what you do.” Jerry Garcia of the Grateful Dead

“Always remember – You are bigger, more powerful and more valuable
than you have ever been taught to believe.” – Lethia Owens

Positioning Your Brand with Google Local Business Listings and Profiles:

Google Local Business Listing

Google Profiles

Promoting Your Personal Brand Online:

Make the process of creating great content easier and powerfully promote your brand online by following these easy steps:

  1. Prep Work Part 1 – Create accounts on the following systems:
    • and (Article Directories)
    • (Newsletter)
    • (Powerpoint Presentations)
    • (PDF Documents)
    •,, (Push to Video Directories)
    • (Radio show that produces your MP3 and Podcasts)
    • (Podcast to push to iTunes)
    • (Photo Directory)
  2. Prep Work Part 2 – Got to each of the systems above and find the RSS feed for each and save it in a file. You can add these RSS Feeds to HootSuite and specify which social networks to update when content is added to the feed. For example by adding the feed from your account to your account, your new video will automatically be pushed out to all of the social networks you have connected to your account.
  3. Host a Teleseminar on Your Niche Topic.
  4. Have the Teleseminar transcribed.
  5. Have a virtual assistant turn your transcription into 4 keyword rich articles of 500 – 600 words which will be used for both your newsletter and articles:
    • For each newsletter, feature one of these articles. This will provide content for four newsletters.
    • Publish each article on the Top eZine Article Directories.
  6. Convert the article into a PDF and post it on Be sure to use your keywords in the title, description and tags.
  7. Summarize the article into a keyword rich 300-400 word blog post and publish it on your blog. Be sure to add the proper keywords as tags so Google and blog search engines can easily find it.
  8. From the article, create a 3-5 slide PowerPoint presentation that communicates the key points. Upload this presentation to SlideShare.Net and again be sure to use the proper keywords as tags.
  9. From the article, create a 3-5 slide PowerPoint presentation that communicates the key points. Upload this presentation to SlideShare.Net and again be sure to use the proper keywords as tags.
  10. Convert the article into a .pdf document and then upload it into, again using the proper tags.
  11. Use your webcam to create a video of you sharing the key points from your article. Publish this video on or which will post to the top video sharing sites including YouTube.
  12. Use a tool like Camtasia, PPT to Flash or Vlogit to convert your PowerPoint into a video of you sharing the key points. Publish this video on or which will post to the top video sharing sites like YouTube.
  13. Rip the audio from your video and upload in into the Top Podcast Directories.
  14. Use the article as the basis for a future BlogTalkRadio Show. Offer the article as a handout and the video and audio as a free bonus if people join your list after listening to the radio show.
  15. Choose a couple of photos that represent the content of the article and upload the photos on using your keywords as the photo name.

Managing Twitter Using TweetDeck:

TweetDeck is the tool I use to manage my day-to-day Twitter activity. There are several key things you should know:

  • Every Tweet you post creates Google tracks and gives your brand a search engine optimization (SEO) boost.
  • Use TweetDeck to post content to multiple accounts at once. This is best when tweeting real-time. See the video below for information on setting up multiple accounts (Facebook, LinkedIn, Myspace, etc.) in TweetDeck.
  • Use TweetDeck groups to create a column for people you want to keep a close eye on.
  • Use TweetDeck to create a new column based on a search result. For example you can create a column for the search on “#BTCE” to create a column featuring all of the tweets from the Be The Change Event.
  • Use link in your post to add multimedia to enrich the quality of your Tweets.

Promoting Your Personal Brand Using Facebook Fan Pages:

Every business should have a Facebook Fan Page. When creating your Fan Page there are several key things you should know:

  • When naming you Fan Page, include the keywords you want your brand to be known for. For example the name for my Fan Page is “Lethia Owens – Personal Branding and Social Media Strategist”. I managed to get two of my top 6 keywords into my page name.
  • Every update you post on your fan page will include your keyword rich page name and this creates Google tracks – giving your brand a search engine optimization (SEO) boost.
  • Once you have 25 fans you can secure your Vanity URL which is much cleaner than the URL Facebook assigns to you when you first creates your Fan Page. To secure your Vanity URL visit
  • Post content that makes it easy for Fans to share. By including an image, video or link, you enable your post with a “Share” link which allows your Fans to easily share your content on their wall.
  • Post content that engages your Fans. The more you engage your Fans, the more often your content will be featured in Facebook’s News Feed which provides you with greater visibility.
  • Use the RSS Graffiti application to enhance your Fan Page with it’s own RSS Feed so you can share that content around the web.

Get More Visibility for Your Personal Brand with an Optimized LinkedIn Profile:

When potential clients search within LinkedIn, do they find your profile? Optimizing your LinkedIn profile is essential to building your brand on this tool and there are several key things you should know:

  • Search LinkedIn and see where you currently show up in the search results.
  • Optimize your profile by including your top key words repetitively throughout your profile. Try to obtain balance between adding keywords and keeping your profile readable.
  • After optimizing your profile, do another search to see how the adjustments have helped you.
  • Post content that engages your Fans. The more you engage your Fans, the more often your content will be featured in Facebook’s News Feed which provides you with greater visibility.
  • Use the RSS Grafitti application to enhance your Fan Page with it’s own RSS Feed so you can share that content around the web.

Using Video to Build Your Brand LinkedIn Profile:

When potential clients search within LinkedIn, do they find your profile? Optimizing your LinkedIn profile is essential to building your brand on this tool and there are several key things you should know:

  • is a tool similar to but it allows you to brand your player and protect the video so only people on your site can see it.
  • allows you to brand your player and create a great video playlist. An example can be seen at
  • Use instrumental music (lyrics distract from your message). A great source is
  • When using and, turn off the feature that allows the visitor to leave your site or view related videos.
  • is a service which allows you to fully manage your own S3 account, including uploading and downloading files and folders, and creating players and wrappers that you can easily use to embed media files on your website. This service runs approximately $40 per month.
  • Composing tip – Divide your shot into nine squares and position your key object off center.
  • The two most important things in video is lighting and audio.
  • FlipHD and Kodak zi8 are great cameras for creating quick and easy videos. The Kodak zi8 will allow you to use an external mic which produces higher audio results.

Once Your Accounts are Properly Setup – Automate Your Posting:

Maybe you are a speaker, author or coach…yes I get it and I realize that you do not want to spend hours each day managing your social networking activities. I’d like to share four powerful tools that will help you regain your sanity and even more powerfully extend your reach for promoting your brand online:

  • RSS – (Real Simple Syndication) is a format for delivering regularly changing web content via something know as a feed. When a website has a feed, you will see the RSS icon or the button in your browser toolbar that says “RSS.” Why should this matter to you? The power of automation rests in the feeds for the content you created in the previous steps. Create a list of RSS Feeds for your online content. For example the RSS feed for my YouTube channel is “feed://”. Once you have your list of RSS Feeds you can move on to the next step. (If you want more information on RSS Feeds, watch this video –
  • – Once you have signed up for your Hootsuite account, the next step is to connect it to your social networks (Facebook, Twitter and LinkedIn at a minimum). To accomplish this, click on “Settings” at the bottom of the screen then click on “Social Networks” at the top of the screen. Once your social networks are connected, you can post real-time updates or scheduled updates using the posting section at the top of your screen. The big difference between TweetDeck and Hootsuite is the ability to schedule a post (Tweet, Facebook status update or LinkedIn update) for a date and time in the future. I personally prefer TweetDeck’s interface for real-time posting but Hootsuite is king when it comes to schedule posts.
  • – Use this tool to automate the process for finding quality people to follow. Use SocialOomp’s “Friend Finder” to create a list follow suggestions of people who meet your selection criteria. For example, for my clients in the moving industry, I setup a rule that will find people who 1) live in their local area and 2) have entered into discussion on Twitter related to moving. SocialOomph will create a list for you to evaluate. This task takes 10-15 minutes and can be done twice a week.
  • Auto Posting – Hootsuite provides the simplest method of making this happen. HootSuite makes it easy to post RSS Feed content onto your Fan Page and to Twitter, LinkedIn and Myspace. Simply take the RSS Feeds you recorded in the previous steps, and add them to HootSuite. To get to the screen that allows you to enter your RSS feeds, click on “Settings” at the bottom of the screen and then click on “RSS/Atom” near the top of the screen. Here you will be able to add each of your RSS feeds (from YouTube, your blog,, etc.) so content is automatically posted to your Fan Page, Twitter account, LinkedIn account or Myspace account when you upload new content online.
  • Cross Posting – Cross posting can save lots of time one setup properly. By setting up an account on, Ping.FM or, you will make it easy to post new content across the web on up to 1,600 social networks and socialbookmarking sites.

I hope this information has helped you gain a better understanding of social media as a way to promote your brand online. If you have questions, please post them below or visit my Facebook Fan Page and post the questions/comments on my wall.

I also invite you to join my FREE membership site ( to stay informed and up to date on the latest personal branding and social media marketing strategies.

By Lethia Owens

Lethia Owens is Branding and Market Domination Strategist. She has earned the Certified Speaking Professional (CSP) designation which is the highest designation awarded by the National Speaking Association. She is ranked #8 among the top 30 brand gurus in the world and she has completed a 6-country tour for her best selling book Your Brand Influence: The Art and Science of Building an Influential Personal Brand. Lethia’s message of reinvention, courage and self-empowerment has inspired audiences on Fox, CBS and NBC affiliate networks.


Please use the form to leave a comment

    • frederique
      Posted on February 19, 20107:39 am

      Lethia – this is terrific; excellent content, and clearly demonstrates your expertise in this space and willingness to share and teach others. THANKS for sharing this, I loved reading it!

    • EricFontaine
      Posted on February 19, 20108:55 am

      Hi, I am the Marketing Director at HeySpread.
      Thanks for this good article.
      That is true, Tubemogul is a one service.

      But you should really have a look at HeySpread for Professional Video Analytics and Video Distribution – Far cheaper, with exclusive features such as YouClone (copy/paste your YouTube videos to any other platform automatically and in one shot), powerful and user-friendly interface, REST API for an easy and fast white label integration.

    • Lethia Owens
      Posted on February 19, 20104:12 pm


      I just recently heard about and my colleague speaks very highly of it. He says it is his referred tool, even over TubeMogul and Traffic Geyser. I added it to the blog post above as a tool to consider.

    • SmartFinds
      Posted on February 21, 201011:26 am

      Hi Lethia,

      You have a wealth of good information in this blog post. I don't think I can comment on all points and will pick one I believe will have an impact on the local business over the next three years. It's about Google's Local Business Listing and how it is a good marketing tool for the local business to reach the local consumer through web searches and mobile searches.

      What I am most concerned about are small and local businesses having to contend with multiple websites when it comes to their local listing. What I'm really talking about are “time resources”.

      Afterall, there are over 60 websites in four different categories specifically geared towards local listings. How can a local or small business have the time resources to cover this space.

      Even if you made a conscious decision to not manage all 60, there are well more than Google, Yahoo, Bing, and Ask. The space goes to (they went public), Yelp, Merchant Circle, and many others.

      Consumers will be the ones deciding which of these local listing websites they will go and post their experience through consumer reviews. This adds to the burden that no one single local listing website will do the trick.

      I have one argument about “getting listed” and that is is not the real services needed. The local business still has to claim, update and maintain their local listing at multiple local listing websites.

      “Getting listed” is an admirable starting point, but it will not address the long term need of the local business and their local marketing efforts.

      Something we recently read at KillerStartUps are companies that are offering a low cost service to update then manage these listings for companies. You can read about this at KillerStartUps here:

      It is a changing world and the local business will benefit. There will be some adjustment to this space needed.

      Good information from your post and hopefully varying opinions help give perspective.

    • Carol Giambri
      Posted on February 26, 201010:07 pm

      Great info Lithia and great to meet in person FL with Suzanne Evans recently. You are a giver! Gearing up to be online soon at woman site, but presently for all without signing or list building at http://www.CarolGiambri. You get to know me better now at my name which I will keep but then grow the other site for the woman.

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