Abstract
The article discusses the concept of personal brand and its components, such as reputation and audience reach. The author analyzes the importance of forming a personal brand in social networks and offers an algorithm for its creation, including the formulation of the main message, the definition of the platform of interaction with the audience and the creation of a visual image. Examples of tools and approaches to promoting a personal brand in social networks are given. The construction of social reality is closely related to the construction of personal brand in social networks, as both processes are aimed at forming an image and presenting oneself to the society. In social media, people create their image, interact with the audience and broadcast certain values and ideas. This helps them to influence public opinion and shape their social reality. Analyzing a personal brand on social media will allow you to: • Identify the target audience and its preferences; • Identify the main interests and needs of the audience; • understand how users perceive your brand; • determine the strengths and weaknesses of your personal brand; • develop a strategy to develop and improve your personal brand. This article presents cases of developing personal brands in social media. The social media personal brand cases describe successful strategies and tools for promoting a personal brand, such as the use of social media, conferences, and word of mouth. They demonstrate how famous people, utilize various channels to create and maintain their image and interact with audiences. A personal brand in education is considered, which is essential for establishing loyalty and trust from parents and children, enhancing professional reputation, standing out among colleagues and attracting the attention of employers and students, as well as for self-actualization and development. Online venues, including social media, are powerful tools that must be utilized for success.
Published Version
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