Do You have an Intentional Social Brand? Intentional and Integrated Personal & Corporate Brands are Important In Professional Social Media
57 Pages Posted: 18 Sep 2019
Date Written: September 5, 2019
Abstract
The digital economy and specifically social media provide new tools and medium that place a spotlight on the need to develop intentional personal brands. Today, employee’s social brands and their firm’s brands coalesce together in social media. They intersect when employees use corporate logos with work experience and perform functions such as liking and commenting on corporate content. Given the potential value to both employees and their firms of having intentional personal social brands coupled with their associated networks, it is important to understand to what extent employees are currently intentionally building personal brands, as well as how they are incorporating (or not) the corporate brand and content. This study is based on the largest professional social media platform, LinkedIn. It attempts to study the intentionality of employee’s personal brands and networks, as well as how individuals incorporate the corporate brand, network and content into their social media activities.
Keywords: Social Media; LinkedIn; Personal Brand; Personal Network; Corporate Network
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