PERSONAL BRANDING IN THE SOCIAL MEDIA ERA: STRATEGIES FOR BUILDING A PERSONAL REPUTATION

Abstract

This study explores strategies for building a personal reputation through personal branding in the social media era. Using a qualitative approach, the research combines interviews social media influencers, professionals, and branding experts, alongside content analysis of social media profiles and participant observations. The findings reveal four key strategies: establishing a unique identity, engaging with the audience, maintaining content consistency, and leveraging platform-specific tools. Authenticity and relatability emerged as critical factors in building trust, while consistency reinforced credibility and audience expectations. However, participants also reported significant challenges, including balancing authenticity with professionalism, adapting to algorithmic changes, and managing mental health impacts associated with continuous content creation and engagement. The study highlights the importance of tailoring branding efforts to specific social media platforms and adapting to evolving digital trends. It contributes to the literature by emphasizing the interplay between individual strategies and platform dynamics, as well as the emotional and social complexities of personal branding. Practical recommendations include defining a clear brand identity, leveraging analytics for audience insights, and adopting sustainable branding practices. This research underscores the potential of personal branding to enhance professional opportunities and organizational reputation while calling for further investigation into its societal and psychological implications.