Unleash Your Brand! Using Social Media as a Marketing Tool in Academia

Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9742)

Abstract

This article presents a guiding framework on how to use social media as a marketing tool for academic researchers. We present fundamentals of a modern communication strategy, which is tailored to the needs of scholars and highlights the importance of personal brands, especially in academia. We offer concrete recommendations regarding target audiences and discuss various social media channels, including researcher-specific platforms such as SSRN, Mendeley, or ResearchGate. We then present an organizational approach to managing social media activities on a daily basis. In particular, we outline a workflow that can be used to efficiently manage social media activities. Because various social media sites differ fundamentally not only in their architecture but also in regard to their optimal use, we finally point out operational recommendations to increase effectivity throughout a researcher’s portfolio of social media channels.

Keywords

Social media Social networking sites Academia Personal branding Self-marketing Content marketing Social network analysis 

References

  1. 1.
    Kaplan, A.M., Haenlein, M.: Users of the world, unite! The challenges and opportunities of social media. Bus. Horiz. 53(1), 59–68 (2010)CrossRefGoogle Scholar
  2. 2.
    Mangold, W.G., Faulds, D.J.: Social media: the new hybrid element of the promotion mix. Bus. Horiz. 52(4), 357–365 (2009)CrossRefGoogle Scholar
  3. 3.
    Gibney, E.: Researchers’ “unrealistic” hopes of academic careers. Times Higher Education (2013). https://www.timeshighereducation.com/news/researchers-unrealistic-hopes-of-academic-careers/2007247.article. [Cited 9 Feb 2016]
  4. 4.
    Peters, T.: The brand called you. Fast Company 10, 83–88 (1997)Google Scholar
  5. 5.
    Shepherd, I.D.H.: From cattle and coke to charlie: meeting the challenge of self marketing and personal branding. J. Mark. Manag. 44, 589–606 (2005)CrossRefGoogle Scholar
  6. 6.
    Labrecque, L.I., Markos, E., Milne, G.R.: Online personal branding: processes, challenges, and implications. J. Interact. Mark. 25(1), 37–50 (2011)CrossRefGoogle Scholar
  7. 7.
    Harris, L., Rae, A.: Building a personal brand through social networking. J. Bus. Strategy 32(5), 14–21 (2011)CrossRefGoogle Scholar
  8. 8.
    Borgatti, S.P., Foster, P.C.: The network paradigm in organizational research: a review and typology. J. Manag. 29(6), 991–1013 (2003)Google Scholar
  9. 9.
    Kane, G., Labianca, G., Borgatti, S.P.: What’s different about social media networks? A framework and research agenda. MIS Q. 38(1), 275–304 (2014)Google Scholar
  10. 10.
    Brown, J.J., Reingen, P.H.: Social ties and word-of-mouth referral behavior. J. Consum. Res. 14(3), 350–362 (1987)CrossRefGoogle Scholar
  11. 11.
    Granovetter, M.S.: The strength of weak ties: a network theory revisited. Sociol. Theory 1, 201–233 (1983)CrossRefGoogle Scholar
  12. 12.
    Trusov, M., Bucklin, R.E., Pauwels, K.: Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. J. Mark. 73(5), 90–102 (2009)CrossRefGoogle Scholar
  13. 13.
    Kotler, P., Armstrong, G.: Principles of Marketing. Pearson, Harlow (2014)Google Scholar
  14. 14.
    Harad, K.C.: Content marketing strategies to educate and entertain. J. Financ. Plann. 26(3), 18–20 (2013)Google Scholar
  15. 15.
    Steimle, J.: What Is content marketing?. Forbes (2014). http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/#572453151d70. [Cited 1 Feb 2016]
  16. 16.
    Stafford, T.P., Stafford, M.R., Schkade, L.L.: Determining uses and gratifications for the internet. Decis. Sci. 35(2), 259–288 (2004)CrossRefGoogle Scholar
  17. 17.
    Brandtzaeg, P.B., Heim, J.: A typology of social networking sites users. Int. J. Web Based Communities 7, 28–51 (2011)CrossRefGoogle Scholar
  18. 18.
    Park, N., Kee, K.F., Valenzuela, S.: Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychol. Behav. 12(6), 729–733 (2009)CrossRefGoogle Scholar
  19. 19.
    Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S.: Social media? Get serious! Understanding the functional building blocks of social media. Bus. Horiz. 54(3), 241–251 (2011)CrossRefGoogle Scholar
  20. 20.
    Hughes, D.J., Rowe, M., Batey, M., Lee, A.: A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Comput. Hum. Behav. 28(2), 561–569 (2012)CrossRefGoogle Scholar
  21. 21.
    Statista. Leading social networks worldwide as of January 2016, ranked by number of active users (in millions) (2016). http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/. [Cited 9 Feb 2016]
  22. 22.
    Burton, S., Soboleva, A.: Interactive or reactive? Marketing with Twitter. J. Consum. Mark. 28(7), 491–499 (2011)CrossRefGoogle Scholar
  23. 23.
    Trefzger, T.F., Baccarella, C.V., Voigt, K.-I.: Antecedents of brand post popularity in Facebook: the influence of images, videos, and text. In: Proceedings of the 15th International Marketing Trends Conference, pp. 1–8, Venice (2016)Google Scholar
  24. 24.
    De Vries, L., Gensler, S., Leeflang, P.S.H.: Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J. Interact. Mark. 26(2), 83–91 (2012)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.School of Business and EconomicsFriedrich-Alexander-Universität Erlangen-NürnbergNürnbergGermany
  2. 2.stilbezirkNürnbergGermany

Personalised recommendations