Utilising Content Marketing Metrics and Social Networks for Academic Visibility

There are numerous assumptions on research evaluation in terms of quality and relevance of academic contributions. Researchers are becoming increasingly acquainted with bibliometric indicators, including; citation analysis, impact factor, h-index, webometrics and academic social networking sites. In this light, this chapter presents a review of these concepts as it considers relevant theoretical underpinnings that are related to the content marketing of scholars. Therefore, this contribution critically evaluates previous papers that revolve on the subject of academic reputation as it deliberates on the individual researchers' personal branding. It also explains how metrics are currently being used to rank the academic standing of journals as well as higher educational institutions. In a nutshell, this chapter implies that the scholarly impact depends on a number of factors including accessibility of publications, peer review of academic work as well as social networking among scholars.

The Use of Geomarketing to Promote Personal Branding

This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).

Brand Journalism and Personal Branding in Academia

The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.

Social Media as a Tool, and Tools Offered by Social Media, to Teachers and Researchers

The present chapter provides a clear vision for the social networks environment from the self-promotion point of view. Chapter focuses on organizing tools, audience, and type of publications. Tools are organized to contextualize their use and to give a proper understanding of the relevant contents that can be published. Audience is presented according to the relations and interests with the teacher and researcher. Simultaneously, chapter gives a vision of the privacy scope or the publications, and provides an evaluation mechanism to distinguish the most convenient area of publication depending of the message content. Following submission of these analyses, chapter focuses on the teacher and research activity and how to promote these activities through social networks. The chapter ends with a set of suggestions to make a strategic use of new media with the goal of promoting efficiently personal brand as a teacher and researcher.

Good Practices for Universities on Twitter

According to Klamm (2011), some of the best practices for universities seeking to build effective social media engagement are: 1) to develop a strategy and set goals; 2) to pick and choose the platforms; 3) to empower and support individual departments; 4) to put guidelines in place; 5) to develop a consistent voice across platforms; and 6) to communicate across campus. In the following pages, we will delve more deeply into Twitter for universities. After checking 10 reasons why universities should take Twitter seriously, we will offer some good practices for universities willing to use Twitter in a way that optimizes the tool; that is, not only for disseminating information, but also for talking with the community and taking advantage of its multimedia potential. We will illustrate these good practices with screenshots to better show what we mean and also to reinforce their utility with contributions from some of the early theorists on what the proper use of social media should be.

New Tools for Online Academic Dissemination

Many researchers are uncomfortable with the idea of promoting themselves or their work, but it is as important to report on it as it is to do it, no one will know about your latest work unless you tell them about it. It is very important to be able to describe what you are good at and what you are best at, not just to let others talk about you. As a career researcher, it is absolutely essential to promote yourself. In addition to your Google profile and your Google Scholar profile you are strongly advised to have your own web page or blog, where you can post your work history, latest developments, report on goals, projects, news and a lot more. Why wait until someone else talks about your news if you can do it yourself? In this chapter we offer an overview of new digital tools that can help to improve your online academic reputation.

Audiobranding and Its Importance to Your Personal Brand

In this chapter we will try to discover the importance of audio and voice as key elements in building a personal brand. Podcast, audioblogs and web tools that reference the sound will be analyzed based on their degree of influence on personal branding. By using the voice we can differentiate ourselves from our competitors, so the audio branding, or sonic branding as it is also known, shows a verbal identity of his own personality. The sound has always been known for being a great tool to convey memorable messages to consumers, in fact we are able to consume the sound since we are in the womb. Having an audio brand is one way to ensure that no other company uses a similar audio and make our brand is consistent. The radio language, consisting of voice, music, silence and the special effects are responsible for generating emotions in the receiving public. The audio conveys information, entertains consumers and in the long term, helps build a positive image that reinforces the brand values. The design of an audio brand goes beyond creating a catchy jingle or a piece of melody.

Academic Community Manager

The Academic environment is changing, especially with the nominated web 2.0 and science 2.0. The increase in new academic social network used for researchers to publicize their knowledge, research and contributions in science, can not take lightly. For this and everything that comes with being a researcher, the academic community manager comes to manage the social networks and academic social network, care workflow, generate networking and disseminate results, among others. Increasingly universities seeking to spread the results generated by their students, teachers, masters, doctors or research groups. This research is intended to show the important role that will have the academic community manager inside the group of researchers.

We the New Media

The Internet have led to the emergence of a new communication ecosystem that is not restricted to the online context and in which professional and social media intersect and cohabitate to compete for the attention of audiences. This ecosystem occurs in cyberspace; a placeless space where new forms of power, influence, control, and management of collective perceptions have developed. These emerging macro social platforms are giving rise to a new paradox: people need social media to express their opinions and creativity, while the major platforms tend to view users as products. A new model is presented to describe and explain this new communication ecosystem that has put an end to the mediating exclusivity of professional media and maximizes collective interpersonal communication on one and the same social continuum. It is a new interpersonal and collective communication ecosystem whose deep logic is necessary to understand and in which academics must compete.

From Universities to Private Companies

In publishing their education background together with the professional experience, users make LinkedIn a privileged web source for understanding “University-Industry” connections. Precisely, the main goal of this study is to test LinkedIn as a valid source for analyses oriented to the quantification of the university-industry interactions. To this end, the authors propose two different procedures (method A: direct through the URL mentions between LinkedIn profiles; and Method B: indirect through the information from LinkedIn University Pages), comparing them against the direct procedure based on URL mentions between official websites (Method C). To do this, the authors have selected the whole Spanish academic system. The results show that method A is unusable yet due to the low web connectivity between LinkedIn profiles, while method B provides reliable though too volatile data that complements method C, which reveal in turn relations of different nature.