The real measure of the Ad Age 150

Peleg sent me a link last week to Ad Age's "Power 150"—the top blogs on marketing and media as ranked by Todd Andrlik.

It's an interesting list, to be sure. Ranking is based on a "multimetric algorithm," as the about page explains: basically, an aggregate of points accrued via various measurements (e.g. Technorati ranking, Google Page Rank, etc.), with Todd's own subjective system used as one of eight metrics.

I guess I'm less interested in even a so-called objective ranking than I am in the outside-the-box thinking involved in coming up with the list in the first place. Andrlik has a background in PR and marketing, and is currently the director of marketing and PR for a large construction firm. He's created various social media outlets on their behalf, of course, but he's wisely out there building his own brand as well with his blog, Todd And; much like the King of Social Media (and one of the best networkers I've met ever), Chris Brogan, does with his own efforts, even when he's also working for someone else.

The point (to me) is this: in an era of unprecedented flux and uncertainty, you need to be putting a goodly chunk of time into building your personal brand. And the same thought applies to you as an entrepreneur: what are you doing to build the core message of you, and what you bring to the table? Not you in your capacity as design studio owner or copywriter or marketing consultant or (your-biz-here), but what you at your core stand for.

I guess I'm thinking about it because I'm in the midst of some big shifts with my own work, and I've been really staring hard at the common thread running through the various businesses I've been involved in. I've moved from advertising copywriter to commercial actor to graphic designer, and I'm still evolving. But unlike my first two career rejiggerings, this one feels more organic and even less scary, largely (I think) because I've been "promoting" myself as the communicatrix for the past three years, and a positioning like that lives outside the narrow walls of my design work or my copywriting or my acting.

I think that's also why my newsletter, which I launched in May of last year, focuses on how to improve communication skills rather than graphic design issues. I've had a number of people ask why I don't put out something that promotes my business better; I'm beginning to realize that what I wanted was to promote me, or at least, my ideas. (Back issues here; signup here.)

What do you think? Do you use social media and marketing to promote your business or yourself? Or both? And how do you divvy things up, if you do?

Bonus Brogan linkage:

• Social media maven Chris Brogan's posts on personal branding...
• ...his 5 Starter Moves series on using social media to, um, get you started (includes link to get series as a PDF), and...
• ...some rockstar tips on buffing out your blog for the new year

Comments

[Chris Brogan...]

Wow! I feel so linked up. : ) What a swell place. I swing by from time to time, but now I'll remember to subscribe to the RSS feed. Thanks for the kind words.

It's funny: personal branding came up today. The VP of sales in my company's solutions practice asked me if I was going to roll [chrisbrogan.com] into the company's website. I said, "Not at all. That's MY brand and my stuff." He was taken aback by this.

But the VALUE that my company bought when they bought me was that I'm out there doing the stuff I'm doing. Hiding me behind their brand would subtract from what I'm doing. Instead, I'll build their brand *and* my own through my efforts.

You're totally right about this being a time to have your own self as part of your portfolio. Share, but don't surrender.

[kathryn milette]

In response to your question, I use social media (well, my blog and all the places I like to spend my time like twitter and gooruze) not simply to promote myself and demonstrate both personality and credibility -- but to continually evolve as a marketer, to challenge myself to think creatively and to problem solve. I'll never be a better marketer if i don't keep exploring the concepts that roll around in my head.

I definitely give you credit, Colleen, for breaking out beyond the "designer" or "writer" title, to exploring the bigger concept of communication. I feel like that's a lot of what I'm aiming for also. Nice post.

[Colleen Wainwright]

Hey! If it ain't the famous Chris Brogan! :-)

People do get a little flippy when they hear you're gonna keep up the "you" even if you work for them. I think it comes from scarcity thinking--that it's a zero-sum game, and so you're taking from rather than adding to. It may take a generation to break this way of thinking. Hopefully not, with some good evangelism!

kathryn - Makes sense. There's something underneath that fuels You, The Marketer, and using social media helps keep that something sharp. Thanks!

[Todd Andrlik]

Thanks, Colleen. It's amazing what one person can create with a laptop, wireless connection... and when his wife insists on watching the first three seasons of the Gilmore Girls over Christmas vacation. I needed a big project to keep me busy and the Power 150 certainly turned into a monster. A very resourceful monster that likes math.

By the way, the next time I watch Space Jam, I'll keep an ear open for you.

- Todd

[Colleen Wainwright]

Todd - Oof! That's, like, 4000 hours of dialogue, right? No wonder it sent you to crunching numbers.

I can't believe anyone would watch Space Jam twice, but if you do, I'm the tiny pink one with the wee, wee voice. Oh--and the mouse that gets squashed.

Hi, diddle-ee-dee, etc.