Marca personal en entornos académicos: una perspectiva institucional = Personal branding in academic environments: an institutional perspective

González-Solar, Llarina Marca personal en entornos académicos: una perspectiva institucional = Personal branding in academic environments: an institutional perspective. Anales De Documentación, 2018, vol. 21, n. 2, pp. 1-15. [Journal article (Paginated)]

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English abstract

This study addresses the concepts of reputation and personal branding and how they fit into academic environments. A roadmap model for the build-up researchers’ personal brands is proposed as a methodological guide, which underlines the eed of reflection and definition of goals prior to take part in relationship environments, both online and offline. The specific characteristics of academic digital ecosystems, their relations with personal brands and their consequences are explored in depth. As a conclusion, reflections are made on the role that universities and, within them, libraries can play in creating personal brands as key for managing their own institutional reputation.

Spanish abstract

En este estudio se abordan los conceptos de reputación y marca personal y su encaje en entornos académicos. Se propone un modelo de actuación para la construcción de marcas personales de investigadores, como guía metodológica que subraya la necesidad de reflexión y de definición de objetivos ante la participación en entornos de relación, tanto online como offline. Se rofundiza en las características específicas de los ecosistemas digitales académicos, en relación con la creación de marcas personales y sus consecuencias. Finalmente, se reflexiona sobre el papel que las universidades y, dentro de ellas, las bibliotecas pueden tener en la creación de marcas personales como fórmula para actuar sobre su propia reputación institucional.

Item type: Journal article (Paginated)
Keywords: Personal branding; academic reputation; scientific communication; social media; university marketing; research support services; university libraries
Subjects: B. Information use and sociology of information > BJ. Communication
B. Information use and sociology of information > BG. Information dissemination and diffusion.
C. Users, literacy and reading.
F. Management.
L. Information technology and library technology
Depositing user: Llarina Gonzalez-Solar
Date deposited: 25 Oct 2018 17:39
Last modified: 25 Oct 2018 17:39
URI: http://hdl.handle.net/10760/33624

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