I realize not everyone owns a smartphone.  Unfortunately, without an iPhone, Blackberry, or similar device, mobile personal branding will be extremely difficult.  In today’s fast-paced environment, a smartphone is a near necessity for those looking to stay connected and build a personal brand from the road.  If you aren’t yet convinced that a smartphone is right for you, hopefully this post will do the trick!

Here are 7 ways to build your personal brand via mobile, at any time of the day and from anywhere in the world.

1.  Social Networking

Staying connected to your network from the road is easier today than ever before.  In fact, social networking via mobile applications is often simpler than from a desktop computer! Facebook and Linkedin offer their own powerful mobile apps, and Twitter has more 3rd-party apps than you can count. My favorite is Tweetie 2 for iPhone, which is a steal at only $2.99, providing all the Twitter functionality you could ever dream of.

2. Location-Based Networking

Location-based networks such as Foursquare and Gowalla have recently become hugely popular.  In short, these applications allow you to broadcast your exact location to the world.  Truth be told, location-based networking might be too intrusive for some.  But for others, this new functionality provides an interesting opportunity to further your brand.

3. Mobile RSS Feed

A huge part of personal branding is remaining knowledgeable on your given niche.  I read many different blogs pertaining to my field everyday, and 90% of them I read from the road.  MobileRSS is a free iPhone app that syncs with your Google Reader feed, and delivers all the latest news to your mobile doorstep in real-time.

4.  Business Cards

Wait a minute, business cards aren’t high-tech!  True, business cards might seem like an ancient relic, but they still serve their purpose better than any imitator.  Need to deliver your information to someone you meet on the road?  No better way than to hand them a business card that contains all the details you wish to convey (including where to find you on the web).

5. Google Docs

In the land before Google, you carried your documents with you on a floppy disk, or worse…you e-mailed files to yourself to be opened later!  Today, Google Docs has solved the previously perplexing dilemma of how to access files from the road.  You can open and save any type of file to Google Docs, and view the files from any computer or phone with a network connection.

6.  Mobile Blog Theme

One aspect of building a brand around mobile technology is recognizing that others will be viewing your work via mobile as well.  If you write a blog, you’ll want to consider installing a mobile theme for easy viewing from any smartphone. My blog Personal Branding 101 utilizes WPtouch iPhone theme, which aims to format the site perfectly for smartphone readers.  (Also note that via Wordpress you can publish blog posts from a mobile phone as well.)

7.  Your Own Smartphone App

Want to take #6 a step further? With MotherApp you can create your own iPhone app that displays your blog posts and tweets.  The service is free if you allow ads and share revenue 50/50, or you can pay a one-time fee of $99 to avoid ads.  Yes, your app would actually appear in the iTunes Store – incredible, right?  Check out Guy Kawasaki’s iPhone app for an interesting example.

Building a personal brand from the road once would have seemed like an impossible task.  But today, the tools and technologies available have changed the game significantly.  What do you think?  Do you know of any other great ways to build your brand via mobile?

Ryan Rancatore can be found discussing the latest topics and trends related to building a brand at Personal Branding 101.  Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin or Facebook.

As the world around us continues to change, people-powered brands are impacting the world of business. How important is your personal brand? If you would like to find out and learn steps you can take to manage it, make plans to attend the March16 AMA luncheon.

The interactive program will focus on the importance of developing a strong personal brand that matters in a noisy digital world. Participants will walk away with practical information and learn how to become a voice people trust. Many of us are listening, engaging, connecting, and participating online through social media channels. But are you processing the information gained and using it to develop real-world relationships?

Join the Milwaukee Chapter of the American Marketing Association and Hajj E. Flemings, founder of Brand Camp University, and get tips to help define your personal brand and leverage your off-line relationships. In addition to a great lunch and opportunity to network, you will gain insight from a noted author and educator and learn how to…

• INTEGRATE your passion into your personal brand
• POSITION and balance your brand in corporate culture
• RE-THINK your corporate job as a proving ground
• MANAGE your online brand reputation and build equity
• LEARN to project your personal brand off-line
• BUILD a strong personal network before you need it

A strong personal brand can help ignite the growth of your business and inspire your personal life. Register now to ensure you are armed with tactics to grow your personal and professional identity and help ensure you stand out from the crowd.

ABOUT THE SPEAKER:
Hajj E. Flemings is the founder of Brand Camp University and author of The Brand YU Life: Re-thinking Who You Are through Personal Brand Management, one of Fast Company Magazine’s 2008 Readers’ Choice Business Books of the year. He is also one of the authors featured in Age of Conversation 3, a collaborative book that brought together over 200 of the world’s best marketing, social media and brand thinkers. Flemings is a former collegiate athlete turned adjunct lecturer at his alma mater, Michigan Technological University, where he wrote the personal branding curriculum. He has been featured on ESPN.com, BusinessWeek.com, BlackEnterprise.com, various blogs and speaks across the nation. His clients include NFL athletes, Walt Disney, Ford Motor Company, Skechers Footwear, U.S. Department of Defense (Telecom Division) and numerous U.S. colleges and universities.

You can learn more about Flemings by visiting his blog, following him on Twitter or reviewing his information on LinkedIn.

WHO SHOULD ATTEND:
The luncheon is open to AMA-Milwaukee members and interested individuals and is designed to benefit marketers of all levels – from seasoned professionals to students – and is ideal for job seekers and those interested in strengthening their networks.

WHEN: Tuesday, March 16, 2010          11:30 a.m.-1:00 p.m.

WHERE: Crowne Plaza Hotel, 10499 Innovation Drive, Wauwatosa

PARKING: Complimentary parking is available in a private, surface lot.

FEE: $25 for AMA members
$45 for non-members
$20 for students or individuals in transition

RSVP: Register no later than Thursday, March 11, 2010.
CLICK HERE TO REGISTER ONLINE
CLICK HERE TO DOWNLOAD A REGISTRATION FORM A

Historically I haven’t been a heavy Skype user.  My recent usage of this tool has exposed me to the significant personal branding opportunities. The power of this tool is not that it gives you that cool Jetson type feel, but its ability to connect people in different locations while providing a face-to-face interaction real-time.

Understand it is a free tool  and you are only as good as your internet connection and hardware.

Skype Basic Set-Up
To get started download the free-of-charge Skype software.  You will need to set-up a profile, have access to an internet connection and some basic hardware:  laptop/desktop computer/mobile device, web cam, headset, and recording software (the recording software is only required for recording audio and/or video).

Skype Profile

•    Skype Handle - I recommend establishing a Skype handle (which is your number or contact) using a name that is consistent with your other social network profiles.  (My Skype handle is ‘HajjFlemings’ which is my real name).
•    Avatar – Use the consistent avatar that you used across all of your social networks (actual photo).
•    Bio – Brief bio that should be consistent with your other social networks.

If you are a high profile person, celebrity, or have stalker concerns use a Skype handle and profile that is appropriate and safe for you.

Hardware/Software

Web Cams –  Only required if video is being enabled.  One of the best web cams is the  Logitech Quickcam Pro 9000.

Headset –The headset is strongly recommended for recording purposes.  The biggest  factor that will go into the type of headset you will need is the type of device you will using (desktop computer, laptop, or smartphone).  I would recommend you doing some research.  I personally have a Plantronics.

Recording Software – The personal branding value is maximized when the video functionally is ultiized.  To record you have to download a third party application.
I have listed a few different options.

•    Vodburner (PC Only)
•    Call Recorder for Macs
•    Screenflow – Screenflow is a screencasting software that can be used to capture the video is a cool application that a friend of mind Henry Balanon swears by.

Personal Branding Value:

In the example I used I was able to extend my reach to a group of educators that were outside of  my network with no cost to me except my time.

Products that can be produced from Skype
•    Audio Podcasts
•    Video Podcasts
•    Video Interviews
•    Workshop Presentations

Value Provided By Using Skype
•    Extend your network
•    Extend your reach
•    Reinforces your relevance in the new media space.
•    Its FREE!!! It saves you money and time.
•    Sharable content if recorded, uploaded and linked to.

I hope this short blog post opened up your eyes to the possibilities of using Skype as a personal branding tool.  Please share your thoughts in the comments section about how you have used Skype as a personal branding tool.

Foursquare has the potential to be a great personal branding lifestyle social network (with the integration of Twitter at this point). Personal branding is a lifestyle not just a career choice.  It is something that is lived 24/7 not just from 9-to-5.  Foursquare naturally integrates your DNA, your brand associations, and your habits into its social networking game with each check-in.

4-Ways Your Personal Brand is Impacted

1.    Lifestyle: Your habits and choices are stamped with each check-in.  For example I workout at Lifetime Fitness and after becoming the Mayor it encouraged me to continue working out more frequently.  Whether I get unseated as Mayor is not the issue, it communicates commitment and that being physically fit is critical to my personal brand.  Can I tweet that I am going to the gym?  Absolutely. A stronger message is sent however when you physically check-in at the gym?
2.    Brand Associations: It connects you with establishments or brands you want to be associated with, whether it is a food establishment that provides healthy food or a eco friendly store that you purchased furniture from.
3.    Money Trail: To truly identify what is important to a person follow how they spend their money, there isn’t a clearer indicator of values.
4.    Local Market Branding: Adding tips can be a great personal branding tool  it connects you with desired establishments/brands in local markets.  It can also create opportunities especially as you frequent specific locations more often.  In local markets it can add name recognition and adds a virtual presence even when you are not physically at the location.

Optional #5: Work Time Stamp: Work habits are reinforced since check-ins can only be done with mobile devices when you are in the physical area.

Two Basic Tips for Using Foursquare

•    Tips: Create unique tips that people will find value when they visit or are near the establishment.
•    Shouts: Brand your choices, each check-in provides you an opportunity to reinforce why you have selected the establishment or brand you are visiting.

There is a noise factor that has to be managed with Foursquare I will admit.  Broadcasting every move you make might not be the digital footprint that you are trying to create.  Below is an example @Nolascratch tweets about going to the bathroom. I am not taking a shoot at this person but I just wanted to show an example.  This tweet is about going to the bathroom which we all at some point have to go.  You must determine for yourself what reinforces your personal brand message with this tool like you do with the other social networks.

Foursquare is a social network that will continue to evolve much like Twitter and Facebook as time progresses. see a great opportunity to reinforce your personal branding lifestyle through Foursquare.

Other Articles on Foursquare
5 Ways Foursquare is Changing the World
Foursquare vs. Gowalla: Location-Based Throwdown

1.  Collaborate, don’t compete.

This CBS commercial for “The Late Show” featured David Letterman, Oprah Winfrey, and even late-night competitor Jay Leno.  Why would CBS want to showcase these stars from competing networks?  Two reasons, really – to create interest, and to gain brand value by association.

How can you put this principle to play while building your own brand?  One way is to interview a respected authority in your field, and publish the interview on your blog.  Mohammed Al-Taee did just that in this interview with branding legend Seth Godin.  Another option is to write guest articles for “competing” blogs in your niche.

2.  Continue the story.

The GoDaddy commercials are infamously racy in nature – and I don’t suggest that the particular theme of their spots is right for everyone.  But, what GoDaddy does better than any other advertiser is “continue the story”.  The call-to-action is always to view even more on their website.  Their :30 seconds of fame turns into far more than :30 seconds.

What about you?  When you meet peers at conferences or seminars, do you continue the story?  Does your business card list your blog URL, your Twitter handle, and your Linkedin profile?  Follow the GoDaddy formula, and turn your offline connections into online connections, and vice versa.

3.  Provide sneak peaks to insiders.

Google’s “Parisian Love” spot was brilliant on multiple levels, but I will focus on one in particular.  The day before the Big Game, Google’s CEO tweeted this somewhat cryptic message, signaling that Google might be running a spot.  On several tech blogs, the spot itself was leaked early (accidental?).  I saw the spot the night before the Super Bowl, and was excited to have “inside info” that others didn’t.  Who doesn’t love to feel like an insider?

How can you replicate this same feeling around your personal brand?  You might e-mail your blog subscribers in advance to describe an upcoming series of posts.  Or, you could produce and provide a special video just for your Twitter followers.  Problogger takes similar steps quite often, and each time I enjoy the “insider” feeling.

4.  Evoke emotions.

Budweiser ran several silly commercials with typical juvenile punchlines, and none of them really stuck with me.  But, the Budweiser Clydesdale spot that featured the pony and young steer succesfully tugged at the heartstrings.  The spot was an instant hit because it evoked an emotional reaction from all who watched it.

You can replicate this very concept by occasionally weaving ”truly personal” elements into your personal brand.  The two most powerful articles I’ve read recently were from Copyblogger.com, and both were deeply personal in nature.  Read both this Men With Pens post, and this Jonathan Morrow post, and remember the feelings evoked by these personal tales.

5.  Provide an offer nobody can refuse.

I’ll admit, I thought the Denny’s “Chickens” ads were just plain horrible.  Yet, they managed to create a buzz around their brand by offering a free Grand Slam breakfast to anyone in the country.  The compelling offer was the star, not the ludicrous TV spots.

Just think – if the nation is thrown into a frenzy over scrambled eggs and a sausage link, what could you provide to inspire the same fervor?  Maybe that college paper you wrote can be redesigned and turned into an E-Book?  Promote the book as “Usually $15, but FREE to all blog subscribers by March 1, 2010″.  With a little viral luck, you might just have a brand buzz gold rush on your hands.

The ideas above are just a few of the lessons personal brands can learn from large business brands.  While our individual budgets can never compete – we can apply the very same principles to build buzz around our own brands.

What do you think?  Do you have any other ideas on how individuals might create excitement around their own brands?  Leave a comment below, “continue the story” with me on Personal Branding 101, or say hello on Twitter.

Ryan is the advertising creative coordinator for a Fortune 500 financial services firm on the West Coast.  His experience building the brand of a globally respected firm helps provide a unique perspective on the world of personal branding.  Read more from Ryan at Personal Branding 101 .

This is a rhetorical question and your answer probably goes something like this. To get my dream job I was taught to go to college, get an education and work that job for 30 plus years.

Part of that process is to put your experience and education on a 8.5 x 11 inch rectangle and tell the world how great you are.  What if I told you not to forget about your resume, but to change your focus and focus on creating something that matters?  i.e. A Project

Evan Williams talk at TED centered around side projects, which is how Twitter was birthed.

The Building a Better Mousetrap Mentality

We have all heard the saying, “Build a Better Mousetrap.”  William C. Hooker invented the spring-loaded mousetrap in 1894.  Since its creation there have many different versions:  electric, live-catching, glue, inert gas and the list goes on.  What has the outcome been of these upgraded mousetraps?  Better materials??  Bragging rights??  You feel cooler about using them??

How do you build a better resume? The same way you build a better mousetrap right?  You create an online resume with links right?  You use social channels right?  As a practitioner in the personal branding it is easy to force-feed this mindset down peoples throats.  (Note:  I am not saying go drink the Kool-Aid and throw away your resume, but re-think what you are focused on.)

Game Changers and their Projects

Listed below are four people who are working on some cool personal projects who won’t need a resume to get their next gig.  Guaranteed. These projects are creating major opportunities for these individuals and I guarantee you they are not tweaking their resume to death.  They are working on projects that people care about that they have a passion for.

•    Noah Brier – Creator of BrandTags.net – Fast Company 100 Most Creative People in Business (2009)
•    Evan Williams -  Founder of Twitter (Enough said)
•    Gina McCauley – Founder of Blogging While Brown – Essence Magazine 25 Most Influential African- Americans (2007)
•    Noah Everett –  Founder of Twitpics – Twitter’s most popular photo sharing site.  Valued at $10 Million?

What is your side project?

You are a business because everyone you are connected to expects you to yield something, in some form or fashion. Whether it’s your spouse or family with love and relationship or your boss and coworkers with on the job production and results –we are all created to produce.

The same goes for a business, its no different. A business is built to yield profits, yes, but businesses are not around to just yield profits. Although that is a large part of the end result.

My reason for this post is driven by an article I read in the February 2010 issue of Fast Company. In this issue was a great cover story with Steve Nash, point guard, for the NBA’s Phoenix Suns. The title of the article is, “Rules for Winning: How Creativity Can Beat Chaos in Basketball and Business.”

Great title, right? Its actually a good article. But here is my disagreement with Steve. He makes a point to say in the article, that these days “…professional athletes think of themselves as a brand, but thats not my way of thinking.”

Why? What’s wrong with thinking of yourself as a brand or a business? He brings in $13 Million a year from the Suns (not including endorsements and business ventures) and I am sure he employs people. That kind of sounds like a business to me. Isn’t he a brand? Would he establish these business ventures or opportunities if it had not been for his reputation (brand) on the court.

I am not going to beat Steve up in this post, he’s definitely entitled to look at things this way, but it made me look at a bigger picture on why he may feel this way. To some people being a personal brand and business is still a progressive way of thinking. Some may feel a brand represents ego or chest pounding, a “THIS IS WHO I AM” syndrome. I think its because with this media-crazed advertising world we live in, we have managed to de-humanize the concept of a brand. We tainted it with corporate scandal and sensationalized branding to the point the concept seems very plastic and unreal. Or the thought process of, “If you are a brand, you are trying get one over on me, or you selling me something I don’t want.” Well people this is not always true. Those realities are there and it is the very reason our large corporations who have failed to care for their customers in a very human way – are collapsing right before our eyes.

I like Steve’s approach to the game of basketball and I like his off court persona. He works hard and he is about his team receiving limelight, not just him. He goes out and play’s the game well, produces day in and day out, and in result excels in many of the categories respective to his position. Sounds like a good brand to me. What do you think?

What is a Map?

Wikipedia defines map as a visual representation of an area—a symbolic depiction highlighting relationships between elements of that space such as objects, regions, and themes.

As a personal brand each person is wired a certain way and understanding how you are wired positions you for greater impact in the space you desire to dominate. We are not designed to live life by default, allowing life to automatically make decisions for us in the absence of a choice being made by you and I as individuals.

Personal Branding Map – It is your plan or a visual representation of you that you develop that will get you to your end goal of implementing your personal brand (operating in your Genius)

Developing your Own Map (This post will only cover three points.)
• Identify Virtual Mentors – Identifying success examples online. (ref. list below)
• Online Research – Twitter Search, Google Readers (Feeds), etc.
• Read Books – Recommended readings Linchpin, Outliners, and The Brand YU Life to name a few.
The deliverable or outcome is to identify your personal brand DNA.

Other Personal Branding Maps
• Seth Godin – Entrepreneur (Marketing)
• Gary Vaynerchuk – Entrepreneur (Businessman, Speaker, and Author)
• Lynn D. Johnson – Corporate – SVP, Social Media at the Advertising Research Foundation
• Tristan Walker – Corporate – Business Developer at Foursquare
• Rohit Bhargava – Corporate (Author and Speaker) – SVP, Strategy & Marketing at Ogilvy 360
• Scott Monty – Corporate – Global Digital and Communications Manager at Ford

Note: Examples listed above are to be used for benchmarking exact duplication of someone else’s map doesn’t guarantee you their results or success.

Closing Thoughts
Most people live life by default and live a life according to the directions of someone else’s map. This leads to frustration and puts them on a road that doesn’t lead them too operating in their Genius. Downloading your specific personal branding map is critical to fully unlocking your genius. This blog post is the first in a series on “Downloading your Own Personal Branding Map.”

The voting has started for Ignite Detroit.  If you are interested in hearing my presentation you can vote by following this link: (Link: http://bit.ly/dgFYi9)
Voting:  February 1st-8th

The Re-Education of the Disposable Worker
Presenter:  Hajj E. Flemings

We live in the era of the Disposable Worker (DW). How does Detroit/America re-educate its human resources to prepare workers for the new economy. This presentation will focus on re-branding, re-thinking, re-inventing and re-educating DWs into thinking about themselves as the new factory.

Thanks in advance for your support!!!

Ignite Detroit
Date:  February 25th
Location:  Magic Stick
Time:  6:30pm – 9:00pm
www.IgniteDetroit.org

Peter is a great personal branding case study which is why I chose to kick off my “Personal Branding Interview” series with him. The build it and they will come concept doesn’t work in social media and certainly not personal branding. Come with me as I interview the new face of social media hoops.

Peter Robert Casey (@Peter_R_Casey) was the first media credentialed micro-blogger in college basketball history. Labeled a “pioneer” for altering the composition of St. John’s press row, Peter’s story of social media success was featured in the New York Times, and on the pages of ESPN.com, Sports Illustrated, Mashable, and AOL’s Switched.

Both a student of the game and the business surrounding it, Peter enjoys writing about the interplay of basketball, social media, and marketing. His work has appeared on the websites of ESPN The Magazine, SLAMonline, and Bounce Magazine. He blogs at the Huffington Post and PeterRobertCasey.com.

Hajj Flemings (HF): Define Peter Robert Casey in 140 Characters or less?

Peter Robert Casey (PRC): Peter Robert Casey celebrates and promotes the game of basketball as a lever to help others achieve their dreams.

HF: What was your inspiration for doing what you are doing?

PRC: I’ve been inspired by a lot of different people inside and outside of basketball.

I do what I do because I have a genuine love for the game, and because I think people can use the sport to influence others and accomplish great things in life.

HF: Tell us a little bit about the journey when you were under the radar, before St. John’s when you were doing what you loved without the big lights and the big stage?

PRC: I volunteered at the famed Rucker Park in the summer of 2008 to help Greg Marius (founder and CEO of the Entertainer’s Basketball Classic) and his staff draft corporate sponsorship proposals. I contacted Greg through Linkedin (fittingly, right?) and offered my services pro bono to get my feet wet. This was my segway into writing.

Before the summer wound down, I was already thinking of my next move. The EBC is only 8 weeks in length and you know how fast summers go by. With that, I introduced myself to the editors at SLAMonline and pitched the idea of covering the EBC Championship. To my surprise, they obliged under the condition that the quality of writing met their standards.

Here’s a lookat where my online presence all started. Notice I went by Pete Casey then, which proved to be too popular of a name to brand consistently and competitively in search engines and on social channels.

I wrote a second article for SLAMonline.com and was then offered a guest blog post on BounceMag.com. That was September 2008. I leveraged those small successes and framed a pitch to write for ESPN The Mag online. It sat on someone’s desk for a while, but I was ultimately assigned 5 separate articles.

In October 2008, I decided it was time to create a hub to archive my work in a central location, share future work, and to start writing regularly. The result was PeterRobertCasey.com. That same month I joined Twitter and reactivated my Facebook page. I would use both sites to establish relationships, join conversations, and outpost my blog’s RSS feed.

I spent hours upon hours (and I still do) commenting on relevant websites, creating content, guest writing, and building relationships. I put a lot of sweat and passion into it, but it’s what I love to do!

HF: Was the Peter Robert Casey personal brand created to get a job or does this come naturally out of your DNA?

PRC: My personal brand emanates naturally out of my DNA.

Though it would be hard to measure, I honestly feel that there’s nobody in this world that loves basketball more than I do. It’s a bold statement, but I don’t say it for shock value. I mean it. I’m an addict.

I extracted so much value from the game of basketball as a player, coach and student of the game, that I feel it’s absolutely necessary to put back in. More than that, I want to contribute. I developed lifelong friendships and memories. I learned real world values, including the importance of sacrifice, selflessness, and teamwork. The list goes on.

Basketball is simply a game, but it can also be a lever. A lever for growth; a lever for change; a lever for opportunities. I created a personal brand with the intention of spreading that message. Respect the game, but use the game to do bigger things. Great things.

HF: What is your basketball pedigree/background? What qualifies you to be the guy in this space? After following you online I believe you understand the space better than some of the professionals who went to school to do this?

PRC: My interest in basketball started as a player. I first picked up a ball in the 3rd grade, and was immediately hooked. By 4th grade, I was competing in leagues, and by 6th grade I was attending basketball-specific summer camps to refine my skills. I always considered myself a student of the game, wanting to absorb anything and everything that I could about basketball. I was the gym rat’s gym rat.

I played 3 years of varsity basketball in high school and one year of D-III JV ball at Rensselaer Polytechnic Institute in Troy, NY. After college, I called Tom Konchalski for advice and he encouraged me to get back into the game. Initially, I decided to do that through coaching. One of my AAU coaches let me volunteer with his HS program, S.S. Seward Institute in Florida, NY. That was the 2004-2005 season.

I had worked at many basketball camps while playing and during college, but this was my first formal coaching experience. I still go to clinics to learn about the game even though I don’t coach any more. So I transitioned from being a player to a coach, to a content creator and marketer in basketball, which I believe, are converging into becoming one and the same.

Being a student of the game will always be held constant.

HF: What advice would you give people who are going into a field with no road map?

PRC: “If you don’t know where you’re going, any road will get you there.” I’m not sure who the original source for this quote is, but it’s true.

Sometimes, though, you have to experiment before you can clarify your destination. Ultimately, you will need to unearth your passion and what it is that you do that adds value or solves a problem, or both.

When you know what that is, it’s much easier to draw up a road map. There will always be detours, speed bumps, and tickets along the way. That’s life.

HF: How do you see technology changing the way fans, teams, and athletes experience basketball in the future?

PRC: We’re already there, and things are going to get even more interesting as time passes. Technology has enabled fans to share their analysis and opinions, connect with their favorite players and teams, and get information faster than ever before. We’re about to see what 3-D basketball looks like, and we’ve seen what USTREAM and Twitter can do for players, both good and bad. Technology is going to continue making the world and the basketball world more and more connected.

HF: How important is character and reputation in building your personal brand in the space you are in?

PRC: John Wooden once said, “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.”

I’ve always agreed with this statement. A personal brand should always be an authentic representation of one’s character. I’m me, online and offline, consistently from person A to person B without wavering.

If you try to build a reputation (or perception) for something you’re not, eventually the truth will come to light. So I would say character is everything in personal branding while reputation is merely an ‘estimation’ of who you are. Estimations are rarely precise. Focus on exuding your true character.

HF: How did life change after ESPN and the New York Times covered you?

PRC: It didn’t right away. I still had to report to Columbia University on Monday morning after my mug appeared in the Sunday New York Times sports section and on ESPN.com.

These opportunities gave me positive exposure, which in turn, has led to more opportunities. I’m very humbled and thankful to have been given a press credential. I also can’t take credit for the idea. The genius behind the concept is Mark Fratto, the rising star Sports Information Director (SID) at St. John’s University.

A lot of times I get credit for coming up with the idea. That’s not the case. Mark saw something other athletic departments didn’t; at least not right away. It didn’t hurt, however, that I spent time building a brand across various social platforms. I was able to be found. The love from ESPN and the NYT has made being found even easier now.

HF: What are some basic tips you follow in using Twitter that has lead to your exponential growth in engaged Twitter followers?

PRC: First and foremost, listen. Survey the landscape, learn the norms and accepted behaviors of the Twittersphere. Think about how you could value to your niche community. What do you stand for? How do you want to be experienced? Find niche community members through directories, keyword searches and looking at who the influencers follow.

Be honest, be authentic, be human, and always be useful. Don’t be afraid to mix it up a bit (share quotes, articles, opinions and laughs). Give credit where it’s due through retweeting quality content and citing the original source. Don’t create noise. Use direct messaging (DM) in lieu of public @ replies when necessary.

Lastly, be active and interactive. Tweet daily. Don’t just broadcast. Twitter is not a bullhorn to blast your marketing messages. It’s a pool of online conversations with real people. Conversations require interaction. If you need advice, ask. Twitter’s filled with generous people ready and willing to share their knowledge.

HF: What tools do you use to monitor your Twitter activity?

PRC: I use Hootsuite and Tweetgrid the most.

Hootsuite is a web-based platform to organize your Twitter activity. You can create groups, search for keywords and trending topics, monitor your brand, view user info, track statistics, and of course, tweet. There’s a lot more functionality than I just described, but I’ll save you from being overwhelmed. Just check out their about page.

Tweetgrid is a real-time Twitter search dashboard. For example, during St. John’s games I track a variety of keywords, not limited to: St. John’s, Red Storm, Johnnies, Norm Roberts, #stjbb, @Peter_R_Casey and @STJ_Basketball. I also do the same for the opposing team. This gives me a pulse of the collective conversations taking place about the game and about both teams.

HF: How many hours a day to you spend watching games, tweeting, writing articles, following up with friends/followers (DMs, Text, etc)? (I want to get people to understand the type of commitment you have made to be where you are today?)

PRC: About 14 hours per day. I average 6 hours of sleep per night, and I try to spend a couple of hours of quality time with my wife. She’s the highest priority.

HF: The word expert gets thrown around a lot? What do you think validates someone being called or viewed an expert?

PRC: Expertise should never be self-proclaimed, and you will never catch me throwing that word around to describe my knowledge or skill set. I’m confident in my abilities, but I’m also humble enough to know there’s always more to learn about basketball, digital media, and business. And there’s always someone out there that’s smarter or more business savvy. An opinion’s an opinion. It’s all subjective, and therefore tough to validate.

HF: As a leader in this space how do you stay ahead of the pack?

I look at the pack as a community, and not competition. I challenge and compete against myself, and I measure my output against what I set out to do (my goals). We’re all in it together, and there’s enough to go around.

HF: Who are your greatest influences in the basketball space?

PRC: Hands down, Tom Konchalski. Tom has dedicated his life to the game of basketball and considers his ability to evaluate talent to be his retaliation for never being blessed with athletic grace. He’s built unmatched credibility through honesty, integrity, forging solid relationships, and by having the chops to accurately assess a player’s ability and forecast their growth. Thought I don’t have ambition to become a scout, Tom’s devotion to the game influenced me. He was the guy that encouraged me to get back in the game after hanging up my playing shoes in 2000. I owe a lot to him.

I would be remiss if I didn’t say my former coaches, teammates, and Dr. Naismith himself. There’s too many to name!