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Build Your Brand

Build Your Brand

Ratings: (0)|Views: 7 |Likes:
Published by Chase Mann
ChangeThis Manifesto: Build Your Brand
ChangeThis Manifesto: Build Your Brand

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Published by: Chase Mann on May 07, 2010
Copyright:Attribution Non-commercial

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05/24/2010

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Build Your Brand in Bits and Bytes
By William Arruda & Kirsten Dixson
I\ue003\ue002o
next
No40.04
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I\ue003\ue002o
\ue000/15
Welcome to the Me Millennium.
YOU\u2019Re BeInG GOOGLeD.
P\ue001opl\ue001 ar\ue001 Googli\ue003g you. P\ue001opl\ue001 who ma\ue004\ue004\ue001r: Hiri\ue003g Ma\ue003ag\ue001rs. e\ue005\ue001cu\ue004iv\ue001 R\ue001crui\ue004\ue001rs.
Coll\ue001agu\ue001s Cli\ue001\ue003\ue004s. Busi\ue003\ue001ss Par\ue004\ue003\ue001rs. I\ue003 \ue002ac\ue004, som\ue001o\ue003\ue001 migh\ue004 b\ue001 Googli\ue003g you righ\ue004 \ue003ow!
PAPeR IS PASt. tHe InteRnet IS PReSent\u2026AnD FUtURe.

th\ue001 W\ue001b has r\ue001plac\ue001d \ue004radi\ue004io\ue003al r\ue001s\ue001arch r\ue001sourc\ue001s a\ue003d is o\ue002\ue004\ue001\ue003 \ue004h\ue001 \ue000rs\ue004 plac\ue001 w\ue001 go \ue002or i\ue003\ue002orma\ue004io\ue003, pu\ue004\ue004i\ue003g \ue004h\ue001 pho\ue003\ue001 book a\ue003d \ue004h\ue001 r\ue001\ue002\ue001r\ue001\ue003c\ue001 libraria\ue003 o\ue003 \ue004h\ue001 \ue001\ue003da\ue003g\ue001r\ue001d lis\ue004. th\ue001 I\ue003\ue004\ue001r\ue003\ue001\ue004 has impac\ue004\ue001d \ue003o\ue004 o\ue003ly \ue004h\ue001 way w\ue001 do our jobs, bu\ue004 also \ue004h\ue001 way \ue004ha\ue004 w\ue001 look \ue002or jobs, \ue003\ue001\ue004work a\ue003d ma\ue003ag\ue001 our car\ue001\ue001rs.

th\ue001 World Wid\ue001 W\ue001b is a\ue003 i\ue003disp\ue001\ue003sabl\ue001 \ue004ool \ue002or commu\ue003ica\ue004i\ue003g your valu\ue001 as a pro\ue002\ue001ssio\ue003al, \ue001\ue005pr\ue001ssi\ue003g your di\ue002\ue002\ue001r\ue001\ue003\ue004ia\ue004io\ue003, \ue003\ue001\ue004worki\ue003g a\ue003d p\ue001r\ue002ormi\ue003g car\ue001\ue001r r\ue001s\ue001arch. no\ue004 o\ue003ly will you b\ue001 r\ue001s\ue001archi\ue003g oppor\ue004u\ue003i\ue004i\ue001s o\ue003li\ue003\ue001, o\ue004h\ue001rs will b\ue001 r\ue001s\ue001archi\ue003g you.

\u201c8\ue001% o\ue002 candidates expect recruiters to look them
up on line.\u201d\u2013B usine ssWe e k, June \ue0016, \ue001\ue000\ue0006
ChangeThis
No40.04
I\ue003\ue002o
\ue001/15
PeRSOnAL GOOGLInG IS tHe neW ReFeRenCe CHeCK.

I\ue004\u2019s \ue003o s\ue001cr\ue001\ue004 \ue004ha\ue004 Googl\ue001 is \ue004h\ue001 world\u2019s l\ue001adi\ue003g I\ue003\ue004\ue001r\ue003\ue001\ue004 s\ue001arch \ue004ool. I\ue004\u2019s us\ue001d ov\ue001r 200 millio\ue003 \ue004im\ue001s a day by p\ue001opl\ue001 i\ue003 vir\ue004ually \ue001v\ue001ry cou\ue003\ue004ry i\ue003 \ue004h\ue001 world. A\ue003d, i\ue004\u2019s \ue003o\ue004 jus\ue004 us\ue001d \ue004o r\ue001s\ue001arch compa\ue003i\ue001s. I\ue004\u2019s \ue004oday\u2019s b\ue001s\ue004 r\ue001sourc\ue001 \ue002or g\ue001\ue004\ue004i\ue003g \ue004h\ue001 u\ue003\ue004old s\ue004ory abou\ue004 p\ue001opl\ue001.

As p\ue001rso\ue003al bra\ue003di\ue003g s\ue004ra\ue004\ue001gis\ue004s, w\ue001 ar\ue001 i\ue003\ue004rigu\ue001d by \ue004h\ue001 pow\ue001r o\ue002 \ue004his \ue003\ue001w ph\ue001\ue003om\ue001\ue003o\ue003.
th\ue001 rami\ue000ca\ue004io\ue003s o\ue002 b\ue001i\ue003g Googl\ue001d ar\ue001 wid\ue001spr\ue001ad wh\ue001\ue003 i\ue004 com\ue001s \ue004o buildi\ue003g a\ue003d ma\ue003agi\ue003g your
p\ue001rso\ue003al bra\ue003d. B\ue001i\ue003g Googl\ue001d r\ue001v\ue001als how visibl\ue001 you ar\ue001 o\ue003 \ue004h\ue001 W\ue001b, a\ue003d visibili\ue004y is cri\ue004ical
\ue004o succ\ue001ss\ue002ul car\ue001\ue001r ma\ue003ag\ue001m\ue001\ue003\ue004\u2014r\ue001gardl\ue001ss o\ue002 wh\ue001r\ue001 you ar\ue001 i\ue003 your car\ue001\ue001r or your busi\ue003\ue001ss.
Your Googl\ue001 r\ue001sul\ue004s b\ue001com\ue001 us\ue001\ue002ul \ue002or \ue004hos\ue001 who ar\ue001 looki\ue003g \ue004o mak\ue001 d\ue001cisio\ue003s abou\ue004 you.
So \ue004h\ue001 prosp\ue001c\ue004 o\ue002 b\ue001i\ue003g Googl\ue001d bri\ue003gs up som\ue001 i\ue003\ue004\ue001r\ue001s\ue004i\ue003g qu\ue001s\ue004io\ue003s:

?\ue000W\ue002at\ue000d\ue006es\ue000\ue003t\ue000sa\ue008\ue000ab\ue006\ue007t\ue000\ue008\ue006\ue007\ue000\ue003\ue001\ue000\ue008\ue006\ue007\ue000d\ue006\ue005\u2019t\ue000s\ue002\ue006w\ue000\ue007p\ue000\ue003\ue005\ue000G\ue006\ue006gle? Qua\ue003\ue004i\ue004a\ue004iv\ue001ly sp\ue001aki\ue003g,

you ar\ue001 som\ue001body i\ue002 your Googl\ue001 r\ue001sul\ue004s cov\ue001r mul\ue004ipl\ue001 pag\ue001s. You ar\ue001 a r\ue001ally u\ue003k\ue003ow\ue003
bra\ue003d, how\ue001v\ue001r, i\ue002 Googl\ue001 ca\ue003\u2019\ue004 \ue000\ue003d you, or wors\ue001, i\ue002 i\ue004 \ue000\ue003ds your \ue003am\ue001 o\ue003ly i\ue003 a lis\ue004 o\ue002 obi\ue004uari\ue001s.
So i\ue002 you do\ue003\u2019\ue004 show up i\ue003 Googl\ue001, will you b\ue001 dismiss\ue001d?

?\ue000W\ue003ll\ue000be\ue003\ue005g\ue000G\ue006\ue006gled\ue000replace\ue000re\ue001ere\ue005ce\ue000c\ue002ec\ue004\ue003\ue005g\ue000\ue003\ue005\ue000j\ue006b\ue000\ue003\ue005terv\ue003ews\ue000a\ue005d\ue000cl\ue003e\ue005t\ue000b\ue003ds?

A\ue002\ue004\ue001r all, Googl\ue001 provid\ue001s a much mor\ue001 obj\ue001c\ue004iv\ue001 vi\ue001w \ue004ha\ue003 \ue004hos\ue001 whom you s\ue001l\ue001c\ue004 \ue004o b\ue001
r\ue001\ue002\ue001r\ue001\ue003c\ue001s \ue002or you. Will your Googl\ue001 r\ue001sul\ue004s b\ue001 \ue004h\ue001 d\ue001\ue004\ue001rmi\ue003i\ue003g \ue002ac\ue004or i\ue003 wh\ue001\ue004h\ue001r you g\ue001\ue004 i\ue003
\ue004o s\ue001\ue001 a \ue003\ue001w cli\ue001\ue003\ue004 or ar\ue001 co\ue003sid\ue001r\ue001d \ue002or a \ue003\ue001w job?

?\ue000W\ue003ll\ue000be\ue003\ue005g\ue000G\ue006\ue006gled\ue000c\ue002a\ue005ge\ue000t\ue002e\ue000wa\ue008\ue000we\ue000\ue005ame\ue000\ue006\ue007r\ue000\ue004\ue003ds? Havi\ue003g a commo\ue003 \ue003am\ue001 ca\ue003 b\ue001

a chall\ue001\ue003g\ue001 wh\ue001\ue003 s\ue001\ue001ki\ue003g a\ue003 accura\ue004\ue001 Googl\ue001 ass\ue001ssm\ue001\ue003\ue004. You k\ue003ow \ue004his all \ue004oo w\ue001ll i\ue002 your \ue003am\ue001
is Joh\ue003 Smi\ue004h. Googl\ue001 do\ue001s\ue003\u2019\ue004 disc\ue001r\ue003 b\ue001\ue004w\ue001\ue001\ue003 Joh\ue003 Smi\ue004h, \ue004h\ue001 ups\ue004a\ue003di\ue003g CeO o\ue002 Acm\ue001, I\ue003c.,
a\ue003d Joh\ue003 Smi\ue004h, \ue004h\ue001 s\ue001rial kill\ue001r who \ue001scap\ue001d \ue002rom priso\ue003 a\ue003d is o\ue003 \ue004h\ue001 ru\ue003. Jus\ue004 as \ue004h\ue001 \ue004r\ue001\ue003d i\ue003
compa\ue003y a\ue003d produc\ue004 \ue003ami\ue003g has mov\ue001d \ue004o cr\ue001a\ue004i\ue003g \ue003am\ue001s \ue002or origi\ue003ali\ue004y a\ue003d \ue004o \ue001\ue003sur\ue001 domai\ue003
\ue003am\ue001 availabili\ue004y (\ue004hi\ue003k Al\ue004ria, Yahoo! a\ue003d Avaya), will par\ue001\ue003\ue004s i\ue003 \ue004h\ue001 \ue002u\ue004ur\ue001 b\ue001 cr\ue001a\ue004i\ue003g o\ue003\ue001-o\ue002-
a-ki\ue003d \ue003am\ue001s \ue002or \ue004h\ue001ir childr\ue001\ue003 \ue004o \ue001\ue003sur\ue001 accura\ue004\ue001 Googl\ue001 r\ue001sul\ue004s?

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