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In my previous post, Personal Branding 101, we discussed the importance of branding in this web 2.0 world, as well as how to discover and create your brand. In Personal Branding 102 we’ll discuss how you’ll communicate your personal brand, using social media tools and proven marketing tactics, and then how to sustain your future growth by performing brand maintenance.

Communicating your brand

This is the exciting and challenging part of the process. You’ve figured out what you want to do and have created content around it. Although the content can serve as a communication engine, such as a blog that pumps out content and ranks high in search engines, you have a better chance of getting the word out by being proactive.

Put on your personal PR hat and start to promote your materials. Before you go crazy with self-promotion, realize that the most successful people are able and trained to promote the work of others as well. Here are some proven personal PR tactics:

Evangelize: Although you are the chief marketing officer for the brand called you, what others say about your brand (especially if they are respected and well-known) is more impactful than what you say about yourself. This means that you should try and find people who will help promote you when you aren’t even in the same room. You want people to blog about you, your products or your company without pitching. A fan base for your brand can really help you get the word out at the least possible cost and time commitment, but it takes time. There are people out there who are already interested in what you have to say, but you might not yet realize it. By starting a Ning network, for example, you have the infrastructure to support your own following and then communicate updates as you progress throughout your career.

Pitch media: Instead of spamming reporters, do some homework and figure out who covers what. Almost all newspapers and magazines have online versions and blogs now, which are easier to get into. It’s easier to pitch when there is actually news, but reporters are always looking for expert sources such as yourself. After you target the right reporter, email them your pitch and follow up after a week. If you still don’t hear anything, move on. Always use the journalist/blogger’s preference when communicating with them, such as Twitter, email, skype, phone, etc.

If you set Google alerts for terms in your industry or perform Twitter searches, you’ll end up finding reporters that cover your area. You can also go on Alltop.com to search for the top blogs in your industry and on mainstream websites such as the NYTimes.com to a section that makes the most sense for you. For more great tools check out Sarah Evans‘ post, “10 of the Best Tools for PR Professionals and Journalists.”

SEO: Ranking high for your expertise is extremely important. It takes time, patience and determination. It also helps to have evangelists that will link to your website. Reporters, conference organizers and customers are constantly using search engines to find expert sources, cool stories, speakers and solutions to their problems. If you’re at the top, they will contact you. It’s that simple, yet that challenging! Here are 55 SEO tips to help you rank as high as possible in search engines.

Attend events: Getting out into an area where people are already interested in what you have to say (an industry event), is where you can do some real networking. Remember that people don’t know about you until they hear about you from your mouth or from a 3rd party. Tell them what you’re up to AFTER asking them about what they do. Try some live video feeds using Qik or record video interviews during the event, so you can provide special content to your audience.

Speak at events: When attending events isn’t enough, speaking at events can satisfy your personal PR craving. It will be hard for you to speak without becoming known first though, which is why this falls after attending an event. When you speak, people automatically perceive you as an expert (unless you flop and prove them otherwise), so you’re bound to get attention, fans and new blog subscribers if you play your cards right. Make sure you have a recording of your speaking engagement, so you can use it in your marketing kit to promote to get your next gig. Try uploading it to YouTube for some added exposure.

Create your own event: The only thing bigger than being a speaker is actually starting your own event or event series. When you do this, you are perceived as a leader and a go-to-person at the event. Try using a wiki to get people to register for your event or create a blog around the event, so that you can get the attendees involved in the conversation before, during and afterward.

Comment on blogs: Bloggers love comments. Don’t even deny it! When you comment on someone else’s blog it’s like a kudos or a pat on the back. A blogger is more apt to comment back on your blog, subscribe and link to your blog if you’re a part of their community. If you comment on every blog in your industry on a consistent basis, people will get to know you based on your avatar (go to gravatar.com) and your brand will flourish.

Write articles: Article writing is a great marketing tactic. Depending on your writing portfolio and the strength of your brand, you can write for magazines, online sources or blogs (like Mashable!). There are also online article directories that you can submit your work to, such as ezinearticles.com. By contributing to these sources, you’re able to get your brand into new places, while marketing your current web properties.

The communication process never ends, unless you want to go out of business or stop growing. It can happen within a company, where you convince your manager to work on the next big project, or as an entrepreneur, where you’ll want to convince venture capitalists to invest in your company because of your brand. Either route you take in life, your brand will shift over time, as you accumulate more experience. This is where brand maintenance comes in.

Maintain your brand

There are two main parts to brand maintenance that matter: online “spring cleaning” and careful listening.

Online “spring cleaning”: As your brand grows, you must ensure that all the online assets that you have control of grow in the same respect. This means that you need to constantly update your LinkedIn profile so it contains your latest contacts, experience information, and summary. It also means that your physical resume has to be updated, in addition to your video resume and so on.

I know this is a painful task, but the reasoning is simple: first impressions on the web tell you that someone’s entry point into your brand can be a variety of sources. If one of these sources isn’t current, then you may lose an opportunity. Update your picture if you look different and your interests have changed.

Careful listening: People are going to be talking about you in various places, such as Twitter, blogs, social networks and more. You need to keep track of what they are saying, so that you can respond accordingly. There are many tools out there to help you such as Twitter search, Google alerts, and more. By listening to your industry, you’re able to react and better position yourself, as the economy changes and your niche isn’t as relevant anymore.

It all starts with you. You can make anything happen and now, with these social tools, it’s easier to accomplish more in less time. People that can help you accomplish your dreams are at your fingertips. It’s up to you to figure out what you want to do and surround yourself with the people that can help in your personal branding conquest.

Remember that right now these social tools pose as a differentiator, but soon they will be so standard that they will be a qualifier. Take advantage of what’s here before it’s too late and good luck on your personal branding journey!