The Financial Times Guide to Social Media Strategy



CHAPTER 13

MANAGING YOUR PERSONAL BRAND

Why this matters

‘Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You’.¹⁴⁰ The legendary business consultant Tom Peters wrote these words as far back as 1997, well before any of us were even aware that we had a ‘digital footprint’. So, the concept of personal brand management is hardly new – all social media has done is to elevate its importance.

We are all defined increasingly, in the eyes of potential employers, stakeholders and colleagues ...