In today’s digital era, we all have a very unique opportunity to build our personal brand on our own terms.
If we look back to the golden era of Hollywood, studios used to own the talent and decide their public image. Now anyone can build an online presence. You don’t need a publicist to get publicity. You don’t need an agent to get audition leads. You don’t need a manager to tell you how to steer your career.
The online world is your oyster.
Social media has opened the door. It allows the cream to rise to the top. If you’re good and you put yourself out there, you will attract an audience. It’s not a matter of “maybe.” It’s a given. Our culture is shifting and accepting digital media as being just as strong as television and film. The recent Emmy nods to “House of Cards” and “Orange is the New Black” is a testament to just that.
The fast growing entertainment landscape is evolving at a pace that may seem overwhelming and that’s OK. There’s room for everyone to build a successful career, if you expand your perspective on “success.” However social media is both a blessing and a curse. Damage control after a social media tirade is more costly than closing out the Instagram and Twitter app on your phone when you feel the need to be reactive.
Here’s some advice so that you don’t become a cautionary tale.
1. Own what you put out there.
Not just owning the URL but owning the words you use and standing by what you say. This is a teachable moment for actresses because there’s a shift that is affecting the relationship talent has with their audience. On one side you can build a following. On the other side you can build a lynch mob. With both, there’s power in numbers.
2. Don’t feed the trolls.
When you’re online, you’re going to come across people from all walks of life and on different mental wavelengths. “Don’t feed the trolls” is a term often used among bloggers when they ask if they should moderate comments. When you build your online brand, there’s going to be people who are not going to mesh with you. There will be people who are also missing a few screws in their head. If you ever find your brand under attack, walk away.
3. Freedom of speech is not freedom of consequences.
It’s OK to have an opinion. It’s OK to express it. Just do so under the guise that NOTHING is private, even when you’ve set your privacy setting to block who sees your content. We live in the age of screenshots where anyone behind your wall can take pics of what happens behind the scenes and post it on a public profile. Assume everything is public and put the best version of yourself out there. If you feel the need to rant, take a writing class and turn it into satire.
Embrace the possibilities that technology is giving you. It’s easy to shy away and not make yourself visible because you’re afraid of putting the wrong thing out there. Lead with your gut and stand by your personal brand. The right people will stand right there with you. On television there’s room for shows like “Glee,” “Switched at Birth” and “Game of Thrones.” In entertainment and on the web, there’s room for talents with all sorts of personalities. Just don’t allow social media to turn you into that next cautionary tale.