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

  • Timm F. TrefzgerEmail author
  • Domenique Dünfelder
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9742)


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.


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



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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

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

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