Rules of Engagement Tip from Pat Ferdinandi of SBDi Consulting

If someone you don't know (a potential employer, for example) was to google you, what would he or she find?

If someone was following you on Facebook, LinkedIn, YouTube, Squiddo, or Twitter how would he or she describe you? Given the viral nature of the Internet...is it good, bad, or just plain confusing to the readers.

Today your brand is your digital footprint. Your brand is exposed to more people...some you know...most you don't. They are reading your website, blog, social network pages, your email magazines (ezines) and your tweets. Do they all express a consistent story about who you are?

What is your brand? Is it out of sync? Probably. In fact, it probably resembles a Meatball Sundae (phrase coined from Seth Godin's bestselling book).

Successful people have a single story about themselves. The story is expressed through different media channels. It is a succinct story that conveys his or her character.

Attention span is becoming shorter and shorter. People that read about you and want to know more about you can be easily confused if your messages are different through the different digital mediums.

What is interesting in this pushing out there of information is what people pull out can be controlled. You get to define how you are perceived and what they find out about you. Remember what information lands on the Internet remains there FOREVER!

So, how do you take control of your digital footprint to enhance your success in life? Well, that is the first step...accepting that you are in the control of your own success. Understanding that the web is a means to spread the word of your good character, your abilities, your belief in yourself, your product (which may be you) and your company (which may also just be you). Have ever present in your mind that you are center stage with a trail of evidence that attests to your passion by your words and actions.

Don't go for the masses. Decide who you want to notice you. A smaller tribe of followers is much more important. You can tailor your message and story more succinctly and become more valuable in the minds of others. Think about with whom you want to hang around. What are their characteristics? What do you have in common? What value can you provide them?

I can hear you now...but I have a professional life and a personal life. Yeah, so? If someone googles you, both will come to the first page (hopefully). That's what could be the Achilies heal...not only does the professional and personal life show up...so does the good and the bad.

It is important to have the two in sync by character. Both need to be in sync by describing that:

You are not a whiner (whiners never win)

You turn your passion into actions (you get things done)

You are open-minded and listen (how you treat others)

You share information (you are a giver and not just a taker)

You have a sense of humor (enjoyable to be around)

You generate ideas (you're a thinker)

You ask questions that make people ponder before answering (you are insightful)

You are inspirational (a leader that motivates others into action)

The above are character-related. What messages are people receiving about your character? Does your personal and professional digital footprint tell different stories? Remember, the search results will mix the two together. What bubbles to the top is usually the bad over the good.

Your personal and professional lives will have different followers. Followers are extremely valuable. Respect them by providing information only they would find valuable. In other words, do keep your professional and personal digital stuff separate. Your family may be thankful to receive a tweet that you are on your way home but will your clients? Your colleagues may appreciate hearing about what you heard at a conference but will your bowling buddies?

For each digital medium, target your audience. If you want to reach them both, make both personal and business. That means two Facebook pages. That means two websites. That means two separate blogs. That means two twitter ids. That means separate lenses on Squidoo. The only commonality that should appear on both is the display of your character.

Time is an issue. I'll grant you that. Big corporations have hordes of individuals to create a single message targeted to a specific following through multiple mediums. You are the only person responsible for you. The good thing is that you get to control what and when you get marketed. The chances of creating a wonderful ice cream sundae instead of a meatball sundae are easier because it is in your hands.

You need to make sure you have a digital footprint that sends your message and tells your story. You need a presence that shows your character. Your message needs to tell people how you are different from others. Your story needs to illustrate how you are remarkable for others to make remarks about you (Seth Godin calls this the Purple Cow). You need a strategy that makes people want more, read on, and spread your knowledge (and name).

As you participate in discussions on one or more social networks, such as LinkedIn, you are intriging people to find out more about you. Your discussions (the questions you pose and the answers you provide) illustrate both the scope of your knowledge and your character. This is the professional starting point.

Facebook and Myspace are discussion based as well. Though you can have a professional presence, it is typically used as a personal type discussion board. Think of these mediums as your character starting point. (BTW, be careful who you link or "friend." If they do not have the same good character, delink/defriend).

Now you have the starting point ... you want them to find out more about you. You accomplish this by providing value to the followers of a specific audience.

In the Twitterverse, people want to explain everything in 140 characters. That isn't always useful. It could be a tease by leading someone wanting more (or it should) so the reader will go to your blog to read more.

A blog post is typically 225-350 words. Each post is enough to expand on the 140 characters that have been tweeted. Each post is enough to make one point or tell one story that provides valuable information. Yet, not always enough to express a story and explain an action plan. The reader wants a bit more and will read (hopefully) the eZine that is issued on a regular basis.

An eZine or printed article is typically 750-1500 words. Here the reader should get more than the soundbite of 140 characters, a deeper understanding of the scope than the 250 word blog post and more action ideas in an article. It still isn't enough if someone wants to master the skill.

If you have intrigued the reader to want more detailed information on how to apply information to his or her own life, the reader will look for a book on the topic (hopefully yours) in printed or electronic (Kindle) version. Or they may be able to read this information on your website or your social page.

Information can be quickly provided in bitsize nuggets...provided it can be described in 140 characters.

If it intrigues, the information can be translated into a story...provided it can be described in 250 words.

Information+story can only provide enough knowledge to be useful if more detailed on how can be provided...and described in about 1000 words.

Knowledge can only become wisdom with multiple examples, sticky stories, bitesize nuggets of useful actions and ideas to help people experience...a book, a website, or a social page.

You can't get wisdom from tweets. You can't get knowledge. All you can get is information. It is up to you to continually provide valuable information for people to want more. If you don't, your tweets will be considered noise and soon be ignored...stopping the progression to read more to learn...and obtain wisdom.

Wisdom is your purple cow. It is confirmed by seeing a consistent display of your character between the professional and personal sides. Make sure your wisdom and character is on display on the web. Synchronize your message and story across all the mediums you select.

Does Meatball Sundae describe your digital brand?

SBDi speaks both Business and IT languages. Bring SBDi in to help communication between both organizations. Let us help you find the right flexible solution that will help business increase revenue.

Pat Ferdinandi, Chief Thought Translator