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.
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.
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.