The last question our personal branding panel got at Affiliate Summit West was, to me, curious, “What would you do if someone hijacked your brand?” Being an overly trusting person, I never thought about the possibility of someone intentionally hijacking your brand – or your work. Yet, it’s happened to me before. Recently I discovered that it’s happened again. Can people really be that clueless? After dashing off a quick email with links to the sites to a few peers and getting their advice, I’m coming out with a warning: take it down or I’m coming after you. And, I’m also telling you how we can work together. Here’s why . . .

That’s My Work, Not Yours, So Take it Down – Now!!!

Let’s be clear, if you ask permission, I’m really easy to work with and would, most likely, be happy to grant you an interview. But, if you take/borrow/steal my work, any of it, without permission, it’s not only unfair, it’s illegal. Copyright law protects your work to uses with your permission.

Wanna collaborate? Watch this Wanna Work Together from Creative Commons video where collaboration rules.

Need an emotional litmus test? Ask yourself: How would I feel if someone used my work in their blog or video without my permission?

In my first creative hijacking, an author’s ghostwriter called to ask where to send a book that included my post, How to Quickly Become a Subject Matter Expert Using LinkedIn. When I told another author, one with over 60 books to their credit, they told me that legally I had the power to pull every one of these books off of the shelf. I did not. But, I did write this post Book to Blog 12 Keys to Go From Publishing to Posting.

In the latest instance, someone used my image, quoted almost an entire chapter, and mentioned me briefly with no link to my site. I was shocked to listen to them reading the exact words I wrote on the video.

Where was the link to Wired PR Works? Nowhere. Link to Barbara Rozgonyi on LinkedIn? None. Link to twitter? Nada. You get the idea.

When Leveraging Someone Else’s Image, Words and Brand is Not Okay – Is It Ever Okay?

1. No connection – on any social network  or in person -  says that the person has no interest in communicating.

2. No request for permission, just blatant and overt reuse, goes beyond the boundaries of copyright, not to mention plagiarism.

3. Publishing an image without approval or a link within a blog post gives no credit at all.

4. Using the author’s name as a keyword or tag to pick up traffic to your site, not theirs.

How to Get Any Author’s Attention, and Most Likely, Approval for Limited Usage

If you absolutely, truly love someone’s work, tell them. Getting their attention is the first step to approval.

1. Get personal and get in touch. Authors and bloggers love love notes and we’re almost all easy to find thanks to social media.

2. Write a LinkedIn recommendation telling everyone why their work inspires you.

3. Post an Amazon review that points out the lessons you learned in their book and why everyone should read it.

4. Send them a message or post to their Facebook wall telling them how their work is changing your life.

5. Start a fan club – only half-way kidding about this one, but you can connect with them and their fans via social networks.

6. Leave comments on their blog that add to the community’s conversation.

7. Go to see them when they’re speaking and get that book signed.

8. Interview them on your blog or radio show.

9. Ask permission to post images. I know, I know, they’re free and everywhere, but maybe they have a preferred image they’d like you to use. And, if you’re looking at an image that they created, then be certain to check for usage rights before you post or use the image anywhere.

10. Find a reason to introduce them to your audience that gives them exposure and links them to your network.

11. Link back to their blog, site and social networks in your coverage and promote your coverage within your social network to theirs.

12. Include a bio that describes how you met them and know them. Don’t know them – what do you think you should do?

13. Need more guidance?

When using others’ images, video, or other creative content, a link may not be enough to properly cite the work. You may be violating copyrights. We recommend that you always cite your source material, and heed takedown requests you may receive. When looking for source material to include in your blog posts (e.g., images, video, audio, etc), look for hints about attribution requests by the original poster. The copyright owner may have posted a Creative Commons license agreement for you to use, or may indicate how s/he wants her or his work cited on the web. Source: Center for Digital Ethics and Policy

Image: Thanks to Shutterstock.com for allowing me to use this image, which is one of the least threatening in their hijacker category. I selected this one because I believe that most people really want to do good, but they may not be aware of the discomfort, frustration and damage, they’re causing until someone points it out. And, it should be fairly easy to fix, right?

How about you? How do you protect your work or your brand from being hijacked?

At the January 2011 Social Media Club Community Outlook event, four panelists talked about 2011 social media trends. “How many of you would say social media has resulted in some major breakthrough for you? Do you feel like social media allows you to control your content destiny?” Mark Ragan, CEO of Ragan Communications asked. In the video Mark talks about the importance of content and  the Brand Journalism concept.

As a blogger and a professional writer, as well as a huge Ragan Communications fan, everything Mark said rang true. That’s why I’m sharing my notes with you.

First, a bit of my own back story…

In 2000, I bought the URL wiredwriting.com. Two years later I created a presentation called “Crown Content King or Queen of Your Site – Just Crown It!” and organized the first sold-out wired writing conference for writers in Chicago.

Did people listen? Yes. Did they take action?

Why would they?  Having a somewhat stale static page was acceptable – because everybody else was doing it.

So, how did I update my site? Simply.

Every new press release got posted to my site at the same time it got distributed to reporters. Piling one release on top of the other on the same page wasn’t attractive to readers, but search engines didn’t seem to mind. For some of the small businesses, my site was their only web presence. Reporters knew they could drop by anytime for the latest or the archives.

At the time, few people appreciated, or copied, this approach. Yet, Ragan was sending out speakers to evangelize new methods. That’s why I liked them so much.  Disclosure: Ragan Communications tapped me to develop a twitter and PR presentation for a 2009 social media bootcamp as well as a LinkedIn company profile webinar last fall.

Mark Knows his Content Marketing

“I come from everything to do with content and what it can do for you.” – Mark Ragan

In the content production business since 1968, Mark’s company produces two popular sites for communications professionals:  PRDaily.com and Ragan.com. A former journalist, Mark covered politics for 15 years and says never in the history of communications has there been a revolution like this.

Mark shared the behind the screen production of Ragan’s SAS lead story, SAS tops Fortune’s Best Companies to Work For list second year in a row.

Ragan knew SAS was going to win, but SAS didn’t know. With a story almost ready to go, Ragan needed to “top the lead” to make it fresh. Within 60 seconds after sending a DM with his cell phone number to SAS, Mark got a call back from the SAS senior corporate communicator executive. He got a quote and immediately posted it the story on ragan.com and twitter.

Mark says there is no bar anymore. “There is no threshold. You don’t need a printing press and angel investors. What you need is unlimited imagination and cleverness–and above all content.”

What’s coming is a continuation of what we already had: content is everything. Although people have been repeating the mantra, “content is king” for years, Mark believes it’s only been within the last two years that content began overtaking everything else. He likes the “brand journalism” concept.

Brand Journalism Goes Mainstream

The earliest “brand journalism” mention I could find is a link to Seth Godin’s blog. In a post titled “Brand Journalism?” posted on June 17,2004, Seth quotes Mr. Larry Light, McDonald Corp.’s chief marketing officer.

“Any single ad, commercial or promotion is not a summary of our strategy. It’s not representative of the brand message,” he said. “We don’t need one big execution of a big idea. We need one big idea that can be used in a multidimensional, multilayered and multifaceted way.” Larry Light speaking at the AdWatch: Outlook 2004 conference at the New York Sheraton Hotel and Towers

An SMC Chicago audience member described brand journalism as: What is your purpose? What is your niche, your vibration and your contribution to universal design?

Social Media Completes the System

To Mark, brand journalism is the whole idea. He used Staples as an example of a company with a site where people come to buy products. Mark suggested building an sister site called “Staples office manager today” stocked with “refrigerator content” – that means information they can use right away that’s practical and brief.

Staples would keep the sales site and become part of their customer’s workflow. “If I’ve got you bonded to me everyday, you’re going to buy from me,” Mark says – even if you’re not selling anything while you’re bonding.

For example, American Express started Open Forum. You’ll never see them push a product because they want to be seen as the helpful place to go by small business owners.

“You are your own content producers. You are in control of your own destiny.” How would your respond to Mark’s call to action?

Online you can be anyone you want to be. Not that you should, but you can.

While we would never, ever recommend our clients create even a slightly fictitious persona, some people can and do make things up every day in real life and online.

Over the weekend, I watched a rerun of this Saturday Night Live skit with Christopher Walken and Tim Meadows. Called “The Census Taker,” Walken answers questions about his life like . . . number of people in his apartment: 80; hours worked: part-time, part of the day from 9-5; citizenship: US with a passport to Florida; wife: a bobcat. Here’s the video from Hulu.com.

Many times when I present to live audiences, I’m asked: how do you recommend setting personal boundaries on social networking sites? The top concerns? Revealing too much, looking foolish and being out of character with their image and their brand.

Every now and then I unintentionally cross a social networking boundary I’ve set.

Like when I mention something more than I’d like people to know about my family and my life. Or, I say something that gets taken out of context because I didn’t have enough characters to set it up properly. Sometimes I hesitate and withhold useful information.

How do you make decisions on what to share on social media sites like twitter, Facebook and LinkedIn?

Social Networking Personality Checklist

Since 1996, I’ve been interacting with people online. Ten years later, I launched this blog and started shaping an online personality. Mine is a continual work in progress: you learn-you change-you evolve. In thinking about what goes into a social media personality, I came up with this preliminary guide to help new people starting out.

Set Personal Information Boundaries Online

How much do you want to share online? Keep in mind that age, address and phone may be in public records anyway.

Do you want to connect with family members, both close and extended? How far back do you want to go with friends, classmates and employers?

Revealing Lifestyle Preferences Online

Eating is usually a safe zone and can be a good way to invite interaction. While we don’t suggest posting every single meal online, a photo of a yummy dessert is always good, especially around lunchtime.

Are you an insomniac who rolls out of bed late or the one who gets up at 5am? People will be able to tell by the date stamp on your updates.

Drinking is a sensitive topic both in terms of mentions and updating under the influence. For some, mentioning vintages and beverages is acceptable, for others it’s always off limits.

Promoting Companies and Brands: Intentionally or Unintentionally

Every time you mention company or a brand in social media, it can be seen as an endorsement, review or a call for customer service. If you’re trying to get a brand’s attention, mention them often.

Quoting People in Social Media Updates

Be sure you quote someone accurately and in context – not sure? Then don’t quote them or better yet, ask for their permission first.

Referencing Employer Connections

Drop an employer’s name and it shows up in searches. People may attach your opinion to the company.

Signing up for Events

Going somewhere? You’re telling people where to find you, which can be a good thing if you want to meet up with friends.

Measuring: IRL BFFs or Digital-Only Friends?

In real life best friends forever may or may not be digital friends. My worlds are starting to merge as friends from both sides start to meet each other online and at events.

Knowing When It Is TMI

TMI, or too much information, happens when people find out more than they want to know. What’s on your TMI list?

What kind of animal are you?

Odd question isn’t it? But, one that’s fun to answer.

Image credit: Lynx in a living room by Barbara Rozgonyi copyright 2007 for www.thesociallens.com. Yes, I was there. Yes, this was one of three cats in a living room. Yes, it was exotic. Yes, it was amazing. Yes, it was in California.

Butterflies used to be my visual brand. Why? Because I like photographing them and with the tagline “Marketing Transformations,” I though they were a natural fit. So I posted a series on my site: one for every page. But, did the images fit the brand? Here’s a replay of an article about branding methods, updated to merge with today’s contemporary takes.

Ten Branding Methods: Butterflies and Rainbows Optional

by Barbara Rozgonyi, founder of CoryWest Media, LLC

To request permission to reproduce or republish this article, contact connect AT corywestmedia DOT com.

Do your customers see you as the company or person you think you are? You can define your business and personal branding style with values, messaging and images that match the perception you want to project. In this article, you’ll take a look at the variety in the ways you can brand yourself and your company. Being consistent across the board builds brand equity and makes it easier for your customers to recruit new prospects for you.

1. Identity Design – logos, layouts, look must match your brand

While you may be a fashion plate, your business doesn’t have to be. Are your customers conservative? Then go with a strong, yet neutral image. If you’re confused about your look, your prospects will pick up on that. Interview a few graphic designers and don’t think about cost – at least at first. Investing thousands in an image pays off as your look becomes well-known. Or, you can outsource your image project to a company like CrowdSpring who has 45,000 designers ready to work on your project.

2. Virtual – Search results, Social Networking Sites

What’s your virtual branding profile? It’s easy to find out. Search for your name or company in several search engines. Click on news and images to see what’s out there. If you’re on LinkedIn , Facebook or flickr, your crowd is your brand. Be careful about who you associate with and always check profiles before you accept invitation.

3. Multimedia – videos, audios, podcasts, radio shows

If you’re a speaker or want to be interviewed as an expert, you need at least one video. Recording audios is less intimidating than shooting a video, but seeing is believing. Podcast short interview or tips to build up an audio library. Offering multimedia products positions you as being ahead of the game.

4. Word of Mouth – what’s your reputation?

What do people say about you or your company? If you ask your best customers, they’ll tell you what you want to hear. Search in forums to see who’s talking about you. Set up a survey to get anonymous feedback.

5. Awareness – do people know about you?

Some businesses and organizations think everybody knows who they are and what they do. Probably not. Employees may not even have the story straight. Think about how much awareness you need versus what you want. It’s okay if your major clients know who you are and what you do, but your neighbor only knows you grow roses.

6. Personality – what are your traits?

Do you tolerate change or fight it? What do you champion? Realize that your personality won’t click with everyone. That’s good. You want to attract people who like you. The ones who don’t will naturally go away and find someone who suits them.

7. People- who represents you – board members, staff, partners?

Cloning the perfect employee won’t work, but you can teach everyone who represents you to model the same public image with messaging, language and ethics training so that anyone who comes in contact with one of your representatives will recognize your company right away.

8. Experience – what is your customer experience, could it be better, different, more impactful?

Everyone’s customer experience is part of their brand. Don’t be fabulous one day and mediocre the next. Aim for a level experience that’s set to high standards and be ready to react right away if something goes awry.

9. Community – who carries out your message????

Grow your own community and communicate with them frequently. If you do it right, you’ll know what’s on their mind and how you can better serve them.

10. Word of Mouth

The trickiest to manage and the most powerful branding of all, word of mouth is how your customers and prospects talk about you to their own community. Strategic public relations campaigns can fuel word of mouth and energize a company.

How did you do? Which of these is your most effective branding method? Which ones will you work on first?

Image credits: Shutterstock.com illustration, photography by Barbara Rozgonyi from social butterflies collection for www.thesociallens.com, copyright 2006
Disclosure: Shutterstock is waiving the licensing fee in exchange for credit, which we are pleased to provide.