This document discusses online personality and managing online reputation. It begins by defining online personality as the combination of attributes that characterize an individual captured online through blogs, videos, pictures and conversations. It then discusses online portfolios as a way to present skills, experience and continually update information. The importance of online portfolios for easy updating, interactive resumes and managing online presence is also covered. Steps for setting up an online portfolio include outlining objectives, researching other portfolios, selecting a design, and collecting materials. The document concludes with sections on managing online presence through personal websites and social media, as well as what not to do online to protect one's reputation.

1. Online Personality &
Managing Online
Reputation
Karen
Freberg,
M.A.
Doctoral
Candidate:
Public
Relations
School
of
Advertising
and
Public
Relations
College
of
Communication
and
Information
The
University
of
Tennessee
kfreberg@utk.edu

2. Agenda
 Online
Personality
 Online
Portfolios
 Managing
Online
Presence
&
Reputation
 Final
Thoughts
 Questions
&
Comments

3. What is an online
personality?
 A personality combines of all the attributes--behavioral,
temperamental, emotional and mental--that characterize a
unique individual.
 An online personality is exactly the same – but it is captured
virtually online in various forms – such as blogs, videos,
podcasts, pictures, updates, and conversations with others
online.

4. What
is
an
Online
Portfolio?
 Electronic
Portfolios
(or
also
known
as
E-­‐
Portfolios)
are
a
collection
of
materials
that
a
user
uploads
online
 Materials
can
include
Word
documents,
pictures,
music,
audio
Giles,
videos,
etc.
 The
purpose
of
online
portfolios
is
to
present
the
user’s
skills
(writing,
designing,
etc.),
highlight
their
personal
and
work
experience,
and
continually
update
their
information.

5. Why
are
Online
Portfolios
Important?
• It
is
easy
to
update
and
change
information
about
yourself
• A
visual
and
interactive
resume
• Helps
manage
your
online
presence
and
reputation
• Allows
you
to
include
more
visual,
audio,
and
other
examples
of
your
work
• Ex.
InDesign,
iMovie,
Photoshop,
Adobe
Flash,
etc.
• Can
show
future
employers
your
range
in
abilities
and
skills
• Easy
to
access:
Online,
downloadable
documents,
links
• Ex.
PDF
Giles,
web
site
links,
etc.

6. Steps
to
setting
up
Online
Portfolio
1. Outline
Your
Objectives
 What
are
my
professional
and
personal
goals
for
my
online
portfolio?
 What
type
of
job
am
I
looking
for?
 What
industry
do
I
want
to
work
in?
 What
are
my
best
skills,
and
how
can
I
show
this
online?
 How
do
I
want
to
present
myself
to
future
employers?
What
is
my
“personal
brand?”
 How
am
I
going
to
distinguish
myself
from
other
PR
undergraduates
who
are
searching
for
the
same
jobs?

7. Steps
to
setting
up
Online
Portfolio
cont.
2.
Research
other
Online
Portfolios
 Identify
industry
and
potential
employers
(ex.
PR
Girms,
agencies,
graduate
schools,
etc.)
you
would
want
to
work
for
 Identify
your
personal
and
professional
values
 Conduct
background
research
(ex.
organizational
history,
key
players
at
Girm
or
agency,
past
campaigns,
professors
and
research
interests,
qualiGications,
etc.)
 Find
out
what
type
of
candidate
they
are
looking
for
(skills,
knowledge,
experience,
abilities,
etc.)

8. Steps
to
setting
up
Online
Portfolio
cont.
3. Select
Theme
/
Design
for
Online
Portfolio
4.
Collect
Materials
for
Online
Portfolio
 Papers,
presentations,
videos,
brochures,
web
sites,
graphic
designs,
etc.
 Write
a
sentence
or
two
that
the
importance
of
each
piece
is,
what
skills
was
needed
to
complete
the
piece,
importance
and
contribution
to
academic
and
professional
experience,
and
why
this
particular
piece
represents
you
and
your
work
 Make
your
online
portfolio
as
a
social
media
resume

9. Must-­‐haves
for
Online
Portfolios
 Resume
(separate
page
and
PDF
Gile)
 Objective,
Education,
Work
experience,
Job
Skills,
Activities,
Skills,
Honors,
etc.
 Contact
information
(Email
Address)
 Professional
Picture
 Work
Experience
Section
with
examples
of
PR
work
 Links
 Professional
Organization
Associations
/
PR
Firms
 Education
(Link
to
University
/
Major
/
Date
of
Graduation)
 Social
Networking
web
sites
 Facebook,
LinkedIn,
Twitter,
Ning
Communities
 Card.ly

10. Examples
of
Online
Portfolios
/
Social
Media
Resumes
 Rachel
Gossett
 University
of
Tennessee
Alum
’07
 Jamie
Lonie
 University
of
Tennessee
‘10
 PR
Prospects
(Auburn
University,
Fall
2009)
 Katie
Hoch
 Whitney
West
 Marvin
Jones
 Brooke
Bloom
 Jenni
Breland
 Other
Online
Portfolios

11. Managing Online
Presence &
Reputation

12. Something
to
think
about…
 “It
takes
many
good
deeds
to
build
a
good
reputation,
and
only
one
bad
one
to
lose
it”
-­-­
Benjamin
Franklin

13. Why
do
you
need
to
manage
your
presence
/
reputation
online?
 More people are going online for news, information about
companies and jobs, and networking.
 The internet is an important medium for PR professionals to
not only know, but also understand how it works.
 Employers today search online when they are interviewing
job candidates.
 You need to be aware of what is posted and shared on you
online
 By managing your brand with a personal web site, online
portfolio, social media resume, and blog, you will have a
little more control over what is posted online.
 Your reputation is your most priceless possession, once it is
lost, it is very hard to get it back!

14. Technology
Professional Online
Content Portfolio /
Website
Consistent
Personality Online
Reputation
& Engaging
Interactivity

15. What
NOT
to
do
or
say
on
social
media!

16. Managing
Online
Presence
 Having personal web site / blog / social networking site
 Be aware of latest technologies
 Friendsfeed
 Social Mention
 Other tools to monitor Online Reputation
 Use Social Media Strategically
 Facebook => Social
 LinkedIn => Professional
 Twitter => Networking & Updating Status
 Check what others are posting about you (“friends”)
 Search Google and Blog Sites (ex. Technorati)
 Look at Social Media Comments and Discussion Board
Threads for your Name
 Facebook, Google, Twitter, Technorati, Social Mention

17. Managing
Online
Presence
cont.
• Don’t
get
into
arguments
online
with
people
(ex.
Facebook,
discussion
boards,
forums,
etc)
• Need
to
understand
social
media
&
how
to
these
tools
• Be
conscious
of
what
you
post
-­‐-­‐
How
would
this
look
to
my
future
employer?
How
is
this
going
to
impact
my
personal
brand
and
reputation?
Would
I
want
to
see
this
online
for
everyone
to
see?
• Check
out
what
is
posted
on
yourself
on
social
networking
sites
(ex.
MySpace
and
Facebook)
• Be
your
own
PR
person!
Have
your
own
media
outlet!

18. Online
Presence
Continuum
Too transparent Balanced Online Too closed
Presence

19. Facebook Places
 Best practices and things to think
about
 Own your place – make sure that you
see who is checking in
 Watch to see if any of your friends are
checking you in at places – whether
you are there… or not.
 Understand the risks related to
checking in and giving out location –
privacy issues / geo-targeting issues
 Issues of broadcasting to everyone’s
friends on Facebook on where you
are at
 Control of checking in on Facebook
Places is in the hands of not only you
– but your “friends”

20. Here is something to think
about….
 Imagine this scenario - What do you do if
you are working at home on a project for
school / work / or other professional
projects, but then you are “tagged” being
somewhere else and your friends at a party.
 Plus, they would also comment on your
behavior at this event, which would
reflect on your reputation
 This information is broadcasted to not only
their friends, but yours – including your co-
workers, friends, family, and employers.
 How would YOU manage this situation
proactively and your online reputation?

21. Personal
Example
of
Managing
Online
Presence
www.karenfreberg.com
www.karenfreberg.com/blog

28. Hitslog:
Sitemeter

30. Final
Thoughts
 “Be
more
concerned
with
your
character
than
your
reputation,
because
your
character
is
what
you
really
are,
while
your
reputation
is
merely
what
others
think
you
are.”
-­-­
John
Wooden

31. Managing
Online
Presence
Articles
 Online
Reputation
Management
Press
Release
(PR
Newswire)
 What
is
Social
Reputation?
(StepRep
Blog)
 Ten
free
tools
for
monitoring
your
brand’s
reputation
online
 How
to
build
your
brand
online
 Ping
in
the
New
Year!:
Simplify
management
and
improve
awareness
of
your
online
presence
(PR
Tactics
&
The
Strategist
Online,
January
8,
2009)
 How
personal
branding
can
increase
your
job
security
(PR
Tactics
&
The
Strategist
Online,
December
12,
2008)

32. Questions or
Comments?
Thank you!
Karen Freberg, M.A.
Website: www.karenfreberg.com
Blog: www.karenfreberg.com/blog
Twitter: @kfreberg