The Foreign Service Journal, December 2022

THE FOREIGN SERVICE JOURNAL | DECEMBER 2022 71 AFSA NEWS Next Stage Building a Digital Brand How can you best use digital networking tools to leverage your foreign policy expertise into new opportunities after leaving the Foreign Service? To help retirees answer this question, AFSA hosted a Sept. 29 webinar, “Building a Digital Brand in Foreign Affairs and Beyond,” led by co-presenters Dani Charles and Jared Kleinstein. Charles, a guest lecturer at the State Department’s Job Search/Transition Pro- gram, and Kleinstein, a digital branding subject matter expert and founder of both Fresh Tape Media and Gon- dola, presented an overview of web platforms and best practices for establishing a personal brand in today’s digital environment. Kleinstein explained that digital branding allows users to advance their professional goals using tools that, once mastered, can be fun rather than daunting. He pointed out that using social media has become standard practice for those seeking new opportuni- ties: “If you’re not doing it, you’re setting yourself back among your peers.” Charles added that every- one has a brand of expertise, and digital tools provide a platform for a visible exten- sion of that identity and know-how. “Digital branding is about positioning yourself and your expertise so others know that you’re the person they should go to on a par- ticular topic,” he said. “That’s especially relevant for this audience, because we have a lot of experts here.” He advised foreign affairs practitioners to consult clas- sification guidelines before selecting content to share publicly. When it comes to content that falls outside clear-cut regulations, Charles offered this rule of thumb: “If you hesitate when asking yourself, ‘Should I post this?’ then the answer should typi- cally be no.” The presenters provided brief overviews of today’s most relevant social media platforms for showcas- ing topical expertise and curating a digital brand: Twitter (for opinion-based microblogging and social networking), LinkedIn (for professional networking, career development, and job seeking), Substack (for publishing newsletters), and podcasts (an increasingly popular medium for sharing episodic audio content). Using case studies, analyt- ics, and personal experience, they offered best practices for maximizing each tool and developing a distinct voice across all platforms. For example, Kleinstein empha- sized the importance of getting acquainted with each platform and engaging with other subject matter experts before publishing content. When users are ready to begin posting, he said, they should keep in mind that the best content provides a unique perspective that adds value to the conversation. This enables users to grow their audience and engage- ment, which, in turn, can lead to more opportunities. Charles reminded the audience that using a high-resolution, well-posed headshot as a profile photo projects a professional image. He also emphasized that each platform operates differ- ently, and not all content is well suited for all platforms. “They have different modus operandi; don’t treat them all the same,” he advised. A Q&A session followed the presentation. In response to an audience member’s question about how to convey multiple areas of expertise stemming from a long Foreign Service career, Charles sug- gested maintaining a brand identity that combines mul- tiple areas of know-how. “You want to be able to comment on topics and add value without siloing yourself into one particular area,” he said. “Try to keep it as broad as possible so you’re not restricted to individual topics; you have a broader expertise.” This webinar is the fifth in AFSA’s “Next Stage” series of programs, which are designed for those considering their transition plans post–Foreign Service. See the complete presentation at https://bit.ly/ DigitalBrandFA. n In a virtual presentation on Sept. 29, Dani Charles and Jared Kleinstein reviewed digital tools and platforms for users seeking to position themselves as foreign affairs subject matter experts. AFSA/JULIAWOHLERS Digital branding is about positioning yourself and your expertise so others know that you’re the person they should go to on a particular topic.