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Four Words She Can Brand By

7/27/2012

5 Comments

 
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Sophia A. Nelson always has much to say – no different during our 100-minute telephone chat yesterday. But amid all the back-and-forth chiding, supporting, defending, reflecting, dreaming, etc., four words she said – transparent, authentic, prescriptive, universal – had the most meaning for us both. These words defined how Nelson is extending her personal brand via social media and into Corporate America, she said. They also challenged me to consider what words might best describe my desired brand as a digital journalism educator.

We first met in the mid-1990s; I was still a newspaper reporter and covering her bid for elected office in New Jersey. These days, Nelson is – as stated on the website for her award-winning book, "Black Woman Redefined" – "an accomplished woman on the move. She is a much-sought-after speaker, media/political commentator, national columnist and first-time author who is 'redefining' the rules for 21st-century living and success."

Anyway, our conversation began with me commenting on the merits of Nelson, in my opinion, incessantly and publicly airing her emotions on Twitter. She replied that social media is leading people to become more transparent when dealing with anger, relationships, sex, religion, friendships, politics, etc. "That is what we do now," she said.

A couple years ago, Nelson aspired to political punditry in this presidential election cycle. She doesn't talk about politics anymore on Twitter, however, after noting that it typically cost her followers when she did. Nelson is developing a "very good following" via her 30-minute Twitter chats each Saturday, in which she aims to "take my personal and connect with others who are disconnected in ways that matter." Though her book is soon to be re-released as a paperback, Nelson said is broadening her brand from Black Women Redefined to Life Redefined.

"People want me to be inspirational. People want me to be prescriptive. They want me to help them make their life better. That's the girl I want to be – where people say, 'I don't know what Sophia's talking about today, but I know I don't want to miss what she's talking about.' I'm trying to be the Oprah of my generation. That's what I want to be."

Nelson offered Melinda Emerson, Marshawn Evans and Tera Carissa Hodges as exemplars of using social media and personal websites to promote their brands universally. I met Emerson about the same time as Nelson and admire her success. Looking forward to learning more about Evans and Hodges. Also will consider the idea about leading Twitter chats. First, as I said, I must determine what words uniquely channel my core competencies and the approach that best suits my brand. Would be happy to know your thoughts, everyone.

RT: Humbled by this blog by my good friend of over 16 years @herbertlowe ow.ly/cHso5 onhow I have harnessed the power of Twitter!

— BlackWomanRedefined (@blkwmnredefined) August 2, 2012

.@herbertlowe highlights in new blog post @sophiaredefined as someone who successfully found her brand: bit.ly/MTy4dA Great read.

— Marissa Evans (@marissaaevans) August 2, 2012

Enjoyed @herbertlowe's blog post: "Four Words She Can Brand By," featuring @sophiarefined herblowe.com/1/post/2012/07…

— Ameena Rasheed (@AmeenaRasheed) August 2, 2012
5 Comments
Marissa Evans link
8/2/2012 07:27:45 am

Innovative. Engaging. Thought-Provoking. Inspirational.

As an outsider looking in much of your brand has been built upon your talks on blogging, social media and journalism education. As seen from the BrandU workshop for students at NABJ 2012, you've been able to teach students things in one hour that some don't learn in four years of college. Same goes for teachers as well. You've been able to inspire new kinds of teaching methods in journalism classes across the country.

You'd have much success running a Twitter chat regarding journalism education. I know of #journchat but I have yet to see any for journalism educators. Rather than waiting for your journalism educator conferences to come around where you have tweets and Storifys being churned out why not a once a week or bi-weekly chat? Topics can be anything and is a great way to build journalism educator connections year-round. Also, since you've pioneered ways to make AP Style learning fun, have you reached out to the AP and seen if you can somehow partner with them at some point during the year? They too do a weekly Twitter chat.

Reply
Melinda Emerson link
8/2/2012 11:03:08 pm

Herb---

I agree, Sophia is on a roll and can't be stopped. I find you both to be thoughtful, informative and engaging. I was honored to read that my work was mentioned. If you need help formulation your Tweetchat let me know. #Smallbizchat has been running every Wed 8-9pm ET since April 2009.

Best--
Melinda Emerson
@SmalBizLady

Reply
Kevon Albright
8/28/2012 11:36:40 am

Before reading, I was not familiar with Sophia Nelson but she seems to be very engaging and accomplished. Being a young African American lady myself, I am very interested in learning how Sophia is going about extending her personal brand.

Reply
Ethan Niquet
9/4/2012 12:42:58 pm

Very interesting, Sophie certainly knows how to market herself. The four-words concept is useful because it allows her to connect to her audience on a more personal level. It is not a bad idea for us as aspiring journalists to have brand-able words that describe us in the backs of our heads; ideally positive words.

Reply
Casby Bias
9/4/2012 11:28:21 pm

It's great that Nelson works hard toward maintaining her image. But sometimes I wonder myself if restricting what you want to say just to make the general public happy is enough.

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    My journalism DNA remains strong as I learn and teach new ways to tell and present stories, especially via digital and social media. This blog is where I share what happens in my classroom and my life and, from time to time, offer my views on current events. I appreciate your feedback – either as comments herein or in an email to herbert.lowe [at] marquette [dot] edu.

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