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How the Personal Branding Illuminati Use Twitter, Part 2: Trunk, Dunford, Kawasaki

Thursday, November 12th, 2009

Welcome! to the long awaited Part 2 of my study of the MVP’s of Twitter.  Oh boy…in this edition, we tackle the feeds of Penelope Trunk, Naomi Dunford, and Guy Kawasaki.  Social media gurus, they’ve all vowed to show us the forms behind the flickering shadows on the Facebook wall and remind us what exactly we’re trying to accomplish here on the hot sticky surface of social media.  Their Twitter feeds have legions of followers, and, perhaps more importantly, often attract the two little letters we love to see: “RT”.  How do they stack up, and what are they doing that you’re not?

Penelope Trunk, “Are You There God?  It’s Me, Penelope…”

Honestly, Penelope’s a tough one to gauge for me, mostly because I’m a bit of a Penelope Trunk freak.  She can write some batshit crazy stuff, and I’ll read her post and actually think she’s making a lot of sense.  She combines the best of emo-Livejournal-style rants with inductive logic intended to help her vault social convention and rise above the crowd.  If Google Inc. has made its brand on giving away products, Penelope has done the same thing with her personal information.  Her autism, her crying jags, and moments of triumph are all laid out in her blog, so it’s no wonder that her Twitter is Penelope Lite.  Check out the Tweet heard round the world, about her recent miscarriage and all the accompanying press coverage.  Her Twitter feed is personal to the core, because that’s what Penelope does best.  She pulls off the dirty laundry/personal branding package to perfection; before you knock it, just ask yourself if you could do the same.

Authenticity Rating: 5/5 Penelope’s heart and soul in 140 characters.

Usefulness: 1/5  Career advice this is not.  At the intersection of work and life, sure.

Branding Mojo: 4/5  Some folks are turned off by Penelope’s candor.  Just ask Erica Jong how much this holds you back.

Following to Followers Ratio: .48 (10,222 Following,  21,260 Followers)

Interesting: The queen of baring it all once severed her Twitter account from her blog after a backlash from cranky fans.  Then, of course, she put it back on, guessing correctly that personal branding and Twitter are truly meant for each other.

Naomi Dunford: Mz. Dunford If You’re Nasty

Oh, Naomi Dunford.  Where to start?  Personal branding in marketing is her element.  In fact, she practically is an element.  Dunfordium-121, which, if you stand next to it, will strengthen your nitty-gritty knowledge of social media and make you more prone to using the f-word.  As you would expect, her Twitter feed is occasionally offensive and usually consists of multiple conversations she’s having with other people.  It’s littered with @ replies, just like you would expect from a foulmouthed social butterfly. Despite the expectorations, Naomi’s use of her Twitter feed is actually very businesslike; considering her business does indeed commonly allude to threesomes and the scuzzier side of of the bright shiny new social marketing coin.

Authenticity Rating: 4.5/5 Naomi is a little nicer on Twitter, for some reason.  What is it about our Twitter manifestations that siphons off the nasty?  I like the nasty.

Usefulness: 3/5  Dunfordium-121 means you get interesting links to other resources on a regular basis.  Then, more cursing.

Branding Mojo: 4/5  The @ittybiz Twitter feed is dwarfed by the magnificence that is the IttyBiz website.

Following to Followers Ratio: .43 (1893 Following, 4372 Followers)

Interesting: From @TiaSparkles Have I mentioned how much I like pie? Because I REALLY like pie. Like, a lot. More than is reasonable, really.

Guy Kawasaki, Infectious Enthusiasm Ad Nauseaum

Guy seems cool and nice, and friendly, and he did start a company for under 13G’s.  But I had to unfollow him recently because he was blowing up my account with time-waster links (come on, Guy, cut this distracted brain of mine a break!), and the repeating the same Tweets four hours later.  Sorry, Guy, you can’t hang.  He has recently written a FAQ about how he uses Twitter, mostly as a cutthroat marketing implement for Alltop.  Alltop is probably flourishing, but @guykawasaki is a waste.

Authenticity Rating: 1/5 Who is the man, the myth, the Guy Kawasaki?  Couldn’t tell you.  I think he likes macs.

Usefulness: 2/5 Sometimes the links were interesting.  Throw enough Kraft singles at the wall and some of them stick.

Branding Mojo: 2/5  Generic and devoid of personality.  This shit won’t stand a year from now in the personal branding arena.  For now, Guy’s got a cash cow.

Following to Followers Ratio: .99 (189,236 Following, 191,045 Followers)

Interesting: Not so much.

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Confessions of an Internship Junkie

Thursday, June 18th, 2009

If you needed an internship for this summer, your arrangements best be made quickly, as the ones posted are rapidly being snapped up.  An internship can be the way to get a foot inside the door of a great company, whatever the season or stage of career development you’re in.  If you’ve been waiting for the right internship to come to you, flip that and reverse it.  You can find an internship in the industry you’ve been looking for with 1) a phone book 2) a telephone and 3) your resume.  Most folks will jump at the chance to have someone to assist with basic data entry and some of the more minor points of their to-do list (read: totally unglamorous work, mostly).  A carefully worded, polite cold-call to the HR department wherein you propose a brief time of service in exchange for training and a recommendation can yield great results.  Head off a “No,” by asking if you can make a follow-up call a few days to a week later to see if they’ve had a chance to check with their folks to see who’s sitting around with too many loose ends.

How do I know this?  I’m an internship junkie.  It’s taken me awhile to settle into learning and writing solo as a career choice, so I’ve dipped my toe into many a water.  I’ve enjoyed time as a biology lab assistant, researcher/collator for a couple of nonprofits, and a writer for not one but two publications.  Most of these gigs were internships done for free, but don’t be afraid to propose a small stipend for your efforts, depending on how much time you’d like to put in.  The worst they can say is “No,” and from there you’ll be able to decide whether it’s something you can do for free.  If you’re already working 9-5 for bread money, ask if there’s any way you can telecommute.

With that negligible-to-nothing monetary backing in mind, here are a few guidelines, in order of importance, for executing the perfect internship.

1) Have a definite end date before you begin. Free labor is a very easy thing to get used to.  As someone who’s done the interminable internship before,  I can tell you that by month four, my work wasn’t very good anymore.  Yeah, seems like a no-brainer, right?  But faced with a tightening budget on one hand and a source of free labor on the other, my company chose to keep me around to do my light data housekeeping on a regular basis.  I stuck around for way longer than I should have, holding my little torch for a job offer.  And certainly, one could argue that I wasn’t hired on because they didn’t see my potential as a staffer—but really, all the more reason for me to have taken stock earlier!  Ultimately, the frustration of doing free data entry and proofreading for months on end got to me.  And whose fault was that? Bingo, your author herself.  If I’d had a definite date in mind, my company and I would have had something to frame my efforts and probably send me packing with a smile.  As it was, I left feeling a little exploited, kind of an ick factor for the young and bright eyed, but a good lesson nonetheless.  I don’t exactly regret the quick email I shot off to announce my immediate departure once I’d had enough, but I wish I’d been a little more gracious.  So don’t be like me; a smooth exit is your responsibility to clarify from the get-to.  It isn’t rude, and it is professional.  Always have your cut-off date in writing before you reach the point where your attitude atrophies.  Which brings us to…

2) An internship should never be longer than three months. This isn’t med school.  They’ll know enough about you to know whether to a) make you a permanent thing,  b) send you off with a great recommendation, or c) send you off as quietly as possible, as your finest work with them was remembering that the CEO hates mustard on his Wednesday meeting hoagie.  That last option isn’t so bad.  Ask for some direct feedback about things you could have done better and put that internship down on your resume where it belongs.

3) Make friends with your boss. If you don’t get that job offer, be sure do you get that recommendation letter.  Doing solid work may not be enough, especially if you’re stuck behind a cubicle.  In the internship from #1, I did work emailed to me throughout the day and skimped on the human interaction.  As a result, if I had someone call them today for a recommendation, they’d probably be a little fuzzy about who I was and what I did for them—even though I pulled a couple of all-nighters getting work completed.  (Don’t worry—I got time and a half for it!  Time and a half multiplied by $0.00.)  And going out with your boss for a beer or two after your internship is finished is a great way to leave a good taste in their mouth.

But wait, what if your boss is a jerk?  Or maybe the jerk is you.  Either way, the time and effort you put into your work will be significantly dimmed by that crappy work rapport.  If you do your best to establish yourself as a friendly ally to a prospective mentor and it’s all for naught, don’t stress.  He’s just not that into you.  Find another staffer who you do have an easy time socializing with and firm that burgeoning friendship.  Chances are good that they’ll have a project down the line that you can assist with.  This guy will be the person you end up using in your recommendation.  Forget that other schmuck.

4) Choose an internship convenient to you. When I did my first internship at 16 at an Otolaryngology lab, I drove 40 miles everyday just doing the to and from.  Luckily, my parents supported me with gas money, but nonetheless, I ran up quite a bill.  This is especially important for internships that offer flexible hours, letting you decide when you’ll come in every day!  If you have to two buses and a taxi to get to your internship, I guarantee your accumulated hours will suffer, especially when you’re surrounded by other, more immediate sources of fun or money.  There will always be a distracting factor that will increase with every mile you have to go out of your way. This becomes writ large when you’re commuting as a full-time employee, even though you’re getting paid more.

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