Branding: A journey to connect

Discovering your brand involves clarifying your scholarly identity, your unique strengths, and your contributions to your academic field. A well-designed academic brand guides the choice of online platforms you will select to articulate the story you want to tell about yourself, your personal vision and your career.

Select your Online Platform

Change is hard. It’s hard whether you’re a person, a community, an institution or a nation.

You don’t need to be in every digital channels: you really need to be on the channels where your professional audience hangs out, which can mean something sort of complicated.

There isn’t an easy mathematical solution to deciding which channels to create content for.

The 3Ms: a lesson to learn

Is it meaningful to your audience?

Is it manageable for you and your team?

And is what happens there measurable for your research project?

The usual mistake is that people deal with the 3Ms in the wrong order. They choose a Medium first, before considering the message. Each of these platform is not good or bad in its own right; only in relation to its effectiveness in delivering a particular message to a particular audience.

Once you decide on your academic brand, explore the various online platforms to find those that will work best for you. To select the best platforms to convey your brand, determine your audience and do some research to determine which platforms will help you reach that target audience.

  • Your Own Website: a personalized website give you complete control over your content, design, and layout and can increase the visibility of your career, your research, publications and activity’s laboratory.

  • Academia.edu: A social networking site specifically for the academic world.

  • LinkedIn: In our experience with academics we’ve noticed a widespread misconception: most professors and researchers think it’s just a showcase for the curriculum. It’s not, it’s a social networking platform, a LinkedIn presence is especially good for expanding your professional network outside of academia. It also offers moderated interest groups where you can join discussions on various topics.

  • Twitter: Two of the most important debates we have been having in academe in the last few years center on the issues of contingent labor and public engagement. There is a flourishing ecosystem of public writing by academics online and in little magazines. And yet many of our most successful public scholars are graduate students, contingent faculty or Ph.D.s working outside academe. It allows academics, journalists and people in other knowledge industries to interact directly.

  • Facebook, Instagram and Google+: These social networking sites are useful for long-term interactions. With these sites you can create closed academic groups for more informal discussions, resource sharing, and support.

  • Are you tired about Gantt? Try Taskjuggler, a free and Open Source Software project management tool.

  • YouTube. Established in 2005, YouTube has grown to become the largest and most highly visited online video-sharing service with over 1 billion users. In the academic literature, YouTube has been discussed in numerous ways: as a platform for higher education institutions to publish teaching materials, such as lectures and presentation videos, as a repository of video material for the media collection of academic libraries, and as a platform for alternative/citizen journalism. Comments and rating on YouTube would have similar function as peer review, but in a less structured and more open way.

Published On: November 27, 2020 / Categories: Academic Personal Branding /

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