Digital Tools for Academic Branding and Self-Promotion

Digital Tools for Academic Branding and Self-Promotion

Marga Cabrera, Nuria Lloret

Copyright: © 2017 |Pages: 254

ISBN13: 9781522509172|ISBN10: 1522509178|EISBN13: 9781522509189

DOI: 10.4018/978-1-5225-0917-2

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Cabrera, Marga, and Nuria Lloret, editors. Digital Tools for Academic Branding and Self-Promotion. IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0917-2

APA

Cabrera, M. & Lloret, N. (Eds.). (2017). Digital Tools for Academic Branding and Self-Promotion. IGI Global. https://doi.org/10.4018/978-1-5225-0917-2

Chicago

Cabrera, Marga, and Nuria Lloret, eds. Digital Tools for Academic Branding and Self-Promotion. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0917-2

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Reputation can be a pivotal factor to potential success throughout one’s academic career. By utilizing available technological assets and tools, professionals can effectively manage their personal brands.

Digital Tools for Academic Branding and Self-Promotion is an authoritative reference source for the latest research on the interrelationship between digital branding and academic reputation. Showcasing relevant digital platforms and techniques, this book is a compendium of vital material for academics, professionals, practitioners, and marketers interested in effective reputation management.

Table of Contents

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Front Materials

Title Page

Copyright Page

Advances in Educational Marketing, Administration, and Leadership (AEMAL) Book Series

Editorial Advisory Board

Preface

Acknowledgment

Chapters

Chapter 1

New Tools for Online Academic Dissemination: Let the World Know Your Best (pages 1-10)

Margarita Cabrera Mendez, Nuria Lloret-Romero, Rebeca Díez-Somavilla

Many researchers are uncomfortable with the idea of promoting themselves or their work, but it is as important to report on it as it is to do it, no one will know about your latest work unless you tell them about it. It is very...

Chapter 2

We the New Media: The Disruption of Social Media in Interpersonal and Collective Communication (pages 11-30)

Miguel del Fresno

The Internet have led to the emergence of a new communication ecosystem that is not restricted to the online context and in which professional and social media intersect and cohabitate to compete for the attention of audiences. This...

Chapter 3

Building Academic Branding: The Digital Branding as Academic Footprint (pages 31-51)

Ruth Matovelle Villamar

Nowadays, many professionals of different areas of expertise have found themselves at the needs to incorporate in the digital world, their personal digital branding as a result of entrepreneurship projects, or as a crisis of business...

Chapter 4

Flow My Bits, the Professor Screened: Netnography, Academic Micro-Celebrity, and Personal Branding (pages 52-65)

Robert V. Kozinets

Academics have always been in the business of producing and promoting ideas. The configuration of their identities or brands can play a central role in the successful realization of this ambition. This chapter uses the participative...

Chapter 5

Social Media as a Tool, and Tools Offered by Social Media, to Teachers and Researchers: Personal or Professional Use? (pages 66-80)

Jose-Luis Poza-Lujan, Ángeles Calduch-Losa

The present chapter provides a clear vision for the social networks environment from the self-promotion point of view. Chapter focuses on organizing tools, audience, and type of publications. Tools are organized to contextualize...

Chapter 6

Academic Community Manager: Manager of the Academic Community (pages 81-95)

Ariana Daniela Del Pino Espinoza

The Academic environment is changing, especially with the nominated web 2.0 and science 2.0. The increase in new academic social network used for researchers to publicize their knowledge, research and contributions in science, can...

Chapter 7

Brand Journalism and Personal Branding in Academia (pages 96-108)

Hada M. Sánchez Gonzales

The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by...

Chapter 8

Utilising Content Marketing Metrics and Social Networks for Academic Visibility: Content Marketing for Academic Impact (pages 109-126)

Mark Anthony Camilleri

There are numerous assumptions on research evaluation in terms of quality and relevance of academic contributions. Researchers are becoming increasingly acquainted with bibliometric indicators, including; citation analysis, impact...

Chapter 9

From Universities to Private Companies: A Measurable Route of Linkedin Users (pages 127-150)

Enrique Orduna-Malea, Cristina I. Font, José-Antonio Ontalba-Ruipérez

In publishing their education background together with the professional experience, users make LinkedIn a privileged web source for understanding “University-Industry” connections. Precisely, the main goal of this study is to test...

Chapter 10

Good Practices for Universities on Twitter (pages 151-172)

Susana Herrera Damas

According to Klamm (2011), some of the best practices for universities seeking to build effective social media engagement are: 1) to develop a strategy and set goals; 2) to pick and choose the platforms; 3) to empower and support...

Chapter 11

The Use of Geomarketing to Promote Personal Branding: Make Your Mark as a Teacher in the Territory of Internet (pages 173-185)

Gersón Beltrán López

This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred...

Chapter 12

Audiobranding and Its Importance to Your Personal Brand: New Ways to Communicate Our Messages through Sound (pages 186-198)

Raúl Terol

In this chapter we will try to discover the importance of audio and voice as key elements in building a personal brand. Podcast, audioblogs and web tools that reference the sound will be analyzed based on their degree of influence on...

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Related References

Compilation of References

About the Contributors

Index

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