Tag Archives: Jonathan Martin

When your personal brand takes a blind-side hit

Jonathan Martin noticed a sudden influx of personal messages directed to his Twitter account. New York Times reporter that he is, he figured out pretty quickly what was happening. The message senders had him confused with another Jonathan Martin, offensive tackle for the Miami Dolphins, who was the subject of an exploding story about hazing in football locker rooms.

Jonathan Martin, football player

Jonathan Martin (not the journalist): NY Times photo

Martin (the journalist) reported that the messages ran the gamut from encouraging to insulting to profane. As a sports fan, he found the whole experience amusing. But it also provided a window into the free-wheeling nature of social media, especially into what one of his correspondents called keyboard courage: the tendency for people to say online what they’d never dream of saying to someone’s face. Especially to a 6-foot-5, 312-pound pro football player.

I’ve written and presented about personal branding: the importance of creating and cultivating a professional image or personality. So what happens when you carefully build a personal brand, only to have something come along that casts your name in a completely unexpected light? Continue reading

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