Publication: Marca personal en entornos académicos: una perspectiva institucional
Authors
González-Solar, Llarina
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Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
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DOI
https://doi.org/10.6018/analesdoc.21.2.328561
http://dx.doi.org/10.6018/analesdoc.21.2.328561
http://dx.doi.org/10.6018/analesdoc.21.2.328561
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info:eu-repo/semantics/article
Description
Abstract
En este estudio se abordan los conceptos de reputación y marca personal y su encaje en entornos
académicos. Se propone un modelo de actuación para la construcción de marcas personales de investigadores, como
guía metodológica que subraya la necesidad de reflexión y de definición de objetivos ante la participación en
entornos de relación, tanto online como offline. Se profundiza en las características específicas de los ecosistemas
digitales académicos, en relación con la creación de marcas personales y sus consecuencias. Finalmente, se
reflexiona sobre el papel que las universidades y, dentro de ellas, las bibliotecas pueden tener en la creación de
marcas personales como fórmula para actuar sobre su propia reputación institucional.
This study addresses the concepts of reputation and personal branding and how they fit into academic environments. A roadmap model for the build-up researchers’ personal brands is proposed as a methodological guide, which underlines the need of reflection and definition of goals prior to take part in relationship environments, both online and offline. The specific characteristics of academic digital ecosystems, their relations with personal brands and their consequences are explored in depth. As a conclusion, reflections are made on the role that universities and, within them, libraries can play in creating personal brands as key for managing their own institutional reputation.
This study addresses the concepts of reputation and personal branding and how they fit into academic environments. A roadmap model for the build-up researchers’ personal brands is proposed as a methodological guide, which underlines the need of reflection and definition of goals prior to take part in relationship environments, both online and offline. The specific characteristics of academic digital ecosystems, their relations with personal brands and their consequences are explored in depth. As a conclusion, reflections are made on the role that universities and, within them, libraries can play in creating personal brands as key for managing their own institutional reputation.
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Citation
Anales de Documentación, Vol. 21, nº 2, (2018)
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