Successful Personal Branding on Social Media Creating and building a personal brand via content on YouTube (original) (raw)

Psychosocial Context of Building a Personal Brand in Social Media

Przedsiębiorczość i Zarządzanie, 2019

Building a personal brand in the real world takes place predominantly spontaneously through natural behaviours that meet the needs of the situation. In social media, it is a deliberate process. However, brand communication in virtual space is a difficult task, full of traps. Therefore, the evaluation of the effectiveness of this process gives a paradoxically opposite result – where it is (or should be) subject to systematic control, its result often turns out to be less favourable than when it runs spontaneously. The aim of the article is to show the psychosocial aspects of building a personal brand in social media, with particular emphasis on the nuances of creating a psychological self-portrait and the laws of crowd psychology. Analysis of the problem in the psychosocial context reveals that the causes of this state of affairs are the adaptation of behaviours to the standards in the virtual community and the lack of sufficient self-knowledge and the ability to constructive self-criticism that would allow for auditing of content published on social media.

Personal Branding: An Insight into Social Media Marketing

In this era of technology-driven society, the usage of traditional modes of communication and marketing are in a waning stage. This is where digital marketing plays an important role. This style of marketing has received great recognition due to the hearty acceptance of technologies and the great immersion of individuals into the cyber world. Internet and e-commerce have found a distinct place in man's life for making ways to comfort and wide access. Internet is of wide access and social media is one of the biggest elements which cover data usage. Personal branding is now required for any individual to hold their foot onto the field they aspire to establish on. Personal branding through social media is the most viable option which also provides wide access to communities, groups, and interested individuals. This, in turn, creates a feasible marketing opportunity. This study intends to bring out different social media marketing techniques that have been adopted for personal branding in the most prominent social media platforms viz. Face book, Instagram and LinkedIn. The study found that different social media use different techniques and offer varied advantages which could be used in favour of the individual intending to go for personal branding. Also, merely creation of an account would not lead to branding, and each social media has its distinct features and areas of marketing and target customers. This should also be taken into account while posting or uploading for building a brand.

Application of Social Media for Personal Branding: A Conceptual Review

The International Journal of Business & Management, 2020

Introduction The enormous embracing of social media has turned the Web into a social space and has provided unique ways of supporting social processes along with the management of data, information, and knowledge (Razmerita, Kirchner, & Nabeth, 2014; Siriwardane & Dissanayake, 2018). In the past decades it has witnessed a harsh increase in the use and popularity of social media platforms such as Facebook, YouTube, LinkedIn, and Twitter which are increasingly embedded into the structures, forms and processes of everyday communication (Herold, 2018). Alongside, social media comprises a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, internet discussion boards and forums, and social networking websites, to name a few (Dahlhoff, 2016). The 21st century is observing an explosion of internet-based messages transmitted through these media. They have become a major factor in influencing various aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation (Mangold & Faulds, 2009). The usage of social media is increasing sharply in the past few decades and the social media platforms like Facebook, Twitter, and Instagram increasingly rooted into the forms of day today communication (Cara Brems, 201 7; Siriwardane et al., 2018). The digital era demands industries to transform their business models specially emerging economies (Rassool & Dissanayake, 2019). Supportively, role of social media has been a pivotal matter for marketing communication that results competitiveness. Thus, the development of information and communication technology has made branding easier resulting more relationships with consumers (Siriwardane et al., 2018). With the rapid embracement of social media, the boundaries between private life and professional life has been darkened. In the late 1990s, the term "Personal Branding" was developed and tend to digitalize with the user-friendly nature of social media environment like Blog, Facebook, Twitter and LinkedIn (Kleppinger, Cain, & Pharm, 2015). It denotes that social media has made communication on different levels convenient and affordable and it provides a good platform for branding at a cheaper price. Everyone has a personal brand, whether they knew it or not. It's how a person is viewed by others. The most important thing is that the person is the one that creates the perception others have on himself (Cleveland, Jodi, Philbrick, & Ana, 2015). Personal branding is personal perception or emotion for a person which is considered as a unique personal identity. Same as product branding, personal branding requires capturing and promoting a person's uniqueness and strengths to a target market (Labrecque, Markos, & George, 2011).

How do entrepreneurs build their personal brand through social media

In the 21st century, the era of being competitive in the market, not only firms concentrate all their efforts to build a strong brand, but also create an entrepreneurial brand is critical. Despite of all the importance of branding for organizations, it seems that behind any successful company, it was a productive and creative entrepreneur who put all their efforts to build a durable brand. Branding could have quite the same role for people who are seeking to achieve their personal and professional goals. The concept of personal branding mentioned by Peters in 1997, for the first time, in his article with the name of "The Brand Called You" in Fast Company magazine (Chritton, 2012). Deckers and Lacy (2013), define personal branding as a creation of the appropriate kind of emotional response that individuals wish perceived by people who hear their names, see them on the web, or even meet them. Through personal branding, people can differentiate themselves for their target audiences. Moreover, it would be a strong tool to have a consistent message about who the person is and what they want to propose. Labrecque, Markos and Milne (2011) believe that personal branding involves special challenges which primarily has stemmed from the nature of online complexity. As a result, it seems that social network and online web pages provide opportunities and threats for people to build their own brand. By growth of the internet and personal web pages, the platform for self-expression and self-presentation have created (Vazire & Gosling, 2004). Elements on personal web pages and social media contain individual information, photographs, design and outline of choices (Labrecque, Markos, & Milne, 2011) which may support a person to differentiate themselves from others. The goal of social web pages is not just creating a personal web site but it also because of self-realization (Hemetsberger, 2005). Brand positioning is the dynamic communication of a person’s brand identity to a specific target market and people apply it to emphasize their positive qualifications that present value to their target audiences and simultaneously differentiate themselves from other individuals (Labrecque, Markos, & Milne, 2011). They believe that on social web pages, brand positioning would be achievable by maintaining a consistent message and image through social network. Personal branding specially for entrepreneurs would be a new trend in the future that they will find it necessary for their businesses. Crane (2013), believes that most of entrepreneurs need to consider viral marketing as a cheap and effective way to convey their messages. This author, also highlights that social media play significant role to flourish or crash a brand. There is a big gap between what companies should do to build their brand on social media and individuals such as entrepreneurs should apply to create their own brand, because of limited academic and practical study about harness of personal branding on social media (Kaplan & Haenlein, 2010; Hsu & Tsou, 2011). This is a theoretical study that tries to achieve its objectives which are fill this gap by answering how entrepreneurs build their personal brand through social media and highlight the critical role of social media as an appropriate tool for personal branding for entrepreneurs.

Self-presentation in Instagram: promotion of a personal brand in social networks

Economic Consultant, 2022

Introduction. The development of online marketing in social networks creates unique opportunities for personal selling. Especially these opportunities are manifested in online education when they buy a brand of an expert with experience in a particular field. That is why a competitive space is being formed in the Instagram social network, where a personal brand acts as a product or service. Materials and methods. Studying the effectiveness of promoting a personal brand in social networks based on the Instagram platform was chosen to have great visual opportunities for self-presentation. As part of the collection of empirical material, two methods were used: a survey (N-200) and content analysis of three blogger accounts with high rates of activity and popularity. Results and discussion. Content analysis of bloggers showed that an algorithmic feed on a social network allows bloggers to control the content. To help them, Instagram provides statistical data on user reach, thereby captu...

You are a brand: social media managers’ personal branding and “the future audience”

Journal of Product & Brand Management

Purpose Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding. Design/methodology/approach In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada. Findings Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a dri...

Online Personal Branding: Processes, Challenges, and Implications

Journal of Interactive Marketing, 2011

This research examines how people manage online personal brands in a Web 2.0 context. Using a novel mixed-method approach and consenting participants, the authors generated digital brand audits of 12 people and asked undergraduate students and a human resources professional to judge their profiles (made anonymous), both qualitatively and quantitatively. After comparing these evaluations with participants' own judgments of their online profiles, the authors conducted long interviews to understand how people manage online profiles and feel about others' judgment of the content they post. According to these results, people engage in personal branding, though their efforts are often misdirected or insufficient. They consider personal online branding challenging, especially, during life changes or when managing multiple audiences.

Personal Branding and Behavioural Changes among the Millennial Generations in the Social Media

Asian Journal of Humanities and Social Studies, 2020

The use of the social media Instagram in Indonesia has resulted in significant impact toward the behavioural changes among the millennial generations of the nation. With regards to the statement, branding becomes a general activity that has been performed in the domain of marketing especially in today’s context. Branding might be performed in order to discern from one product of another so that the peculiar characteristics of the given product might appear to the surface. However, due to the development of the branding context, branding has penetrated many lines and this penetration also impacts the development of an individual in changing his or her behaviours within the social media alone. Therefore, throughout the study, there will be an analysis toward the formation of the celebgram’s personal branding that might alter the behaviours of the millennial generations whose identities have been prominent in the social media such as Instagram and Youtube. During the conduct of the stu...

DEVELOPING PERSONAL BRANDING BY USING SOCIAL NETWORKS

Personal brand" is a popular present-day marketing term, and what makes it of interest are mainly its two components: on one hand, the individual, and on the other hand, marketing itself, the efforts that everyone of us make so that we become "different", so as to build an image based on which we're more eligible before others.

Consumer Life and User Generated Content in the Age of Social Media

MANAGEMENT DYNAMICS IN THE KNOWLEDGE ECONOMY, 2018

The rise of social media and the emergence of globalization has changed the relationship between brands and consumers. The aim of this paper is to discuss how is this relationship affected by user generated content (UGC) and user generated brands (UGB). Consumers tend to look for products and brands in order to construct and sustain their social self. In this regard, the brand can define a person with respect to others. The brand constitutes a vital entity in the consumer's mind, acting as an enlivened partner in a relationship, and contributing to the initiation, maintenance, and destruction of the consumer-brand bond. In this context, the paper insists on the idea of brand personality, as developed by Jennifer Aaker (1997), connecting it to consumer culture studies. The research is based on a set of semi-structured interviews with 10 advertising creatives working at some of the most important Romanian advertising agencies. The investigation instrument used was the computer-assisted interview (CASI). The results point in the direction of a constructed brand personality, promoting an active and involved consumer. Advertisers have the power to define brands personality, inviting users to create content as well. The meaning of the brand is linked with the culture in which a particular sign is decoded. Advertisers give people hints of who is the brand, what is its core activity, its cultural references, set of values or personality traits. Brands have a personality and by communicating it, the character is build up gradually. In fact, brands tend to build a reflection or an image of the consumer which it seems to be addressed through the advertising messages.