Personal branding
Conversely, definitions of self-presentation focus on personal identity, reputation, and managing one's image, underscoring how people present themselves to influence the way others perceive them.
"[7] A personal brand is a widely recognized, consistent perception or impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large.
[17] Publishing content across various channels helps individuals gain recognition and followers and staying relevant keeps the audience engaged by reinforcing one’s position as an expert.
As an online open source, social media has become a place that is fulfilled with highly reliable and resourceful information to target user identities.
Hence along with a standout resume that highlights skills and accomplishments, a customized cover letter, references, an elevator speech, and a LinkedIn profile showcasing expertise need to be included.
[20] Additionally, maintaining a professional presence on social media platforms like Facebook and Twitter, and linking these to a personal website with relevant content, strengthens one’s overall brand image and visibility.
[20] According to Alberto Chinchilla Abadías "it is advisable for the company to train its workers and managers in communication and digital skills in order to effectively use these technologies".
[28] As social media has become a vehicle for self-branding, these moguls have begun to situate the maintenance of their online brand as a job, which brings about new ways to think about work and labor.
[31] The visual representation of a brand, including elements like color schemes and typography, has the power to evoke specific emotions and influence perceptions.
[10] Digitally aided disclosure, which involves building a self-brand on a social network site, relies on traditional discourses of the authentic self as one that is transparent, without artifice, and open to others.
[33] This possibility is exploited by celebrities and politicians, as "marketing individual personalities as products" is an effective way to gain millions of fans not just online but in real life as well.
Public relations for Justin Bieber and Barack Obama alike can easily control the "brand" and maximize exposure and profitability.
[citation needed] On the other hand, personal branding may afford potential employers the opportunity to more accurately judge a candidate's abilities and cultural suitability, since blogs, profiles, websites, etc., are pieces of work that can be evaluated.
One can control how they are viewed by their peers, and in the case of celebrities or athletes, can build a personal brand through utilizing what they present to their publics using various social media outlets.
The front stage is where celebrities and athletes tend to build their own brand and show many positive, deliberate messages that will try to portray them in a certain light in which the person would like to be seen.
As opposed to what Goffman refers to as the back stage, which is a particular way a person acts when they are not in public or not posting on social media, trying to build a particular persona or brand they would like others to see.
Also, to keep more of their fans interested, and to reach as many as possible many celebrities will update daily on Facebook, Twitter, Instagram and Snapchat so their message can be seen by a wider audience.
One example of this is when Los Angeles Clippers owner Donald Sterling made racist comments to his then girlfriend and she had recorded them and put them on her social media.
