COM540 Southern New Hampshire University Content Curation Presentation Instructions In this milestone assignment, you will present the content you have cr
COM540 Southern New Hampshire University Content Curation Presentation Instructions
In this milestone assignment, you will present the content you have created (authentic content) and curated so far for your personal online branding. You will discuss/justify the platforms you chose and what the conventions/advantages are of each platform. You will also discuss and share examples of the content that you created and curated thus far. You will discuss your content and why you chose to include certain curated items and why you created others, being sure to explain how the curated and authentic content you posted supports your brand. You will also discuss why the platform and content work together and how they fulfill the “best practices” you established in your guidelines in your brand identity paper.
This submission should be a PowerPoint presentation.
Platforms I chose: Facebook and Instagram
Video: The Medium Is the Message (cc)
The Linguistics of Self-Branding and Micro-Celebrity in Twitter: The Role of Hashtags
Library Article: You Have One Identity: Performing the Self on Facebook and LinkedIn
GUIDELINES AND WORK ATTACHED
APA STYLE
Textbook: You Are A Brand! by Catherine Kaputa COM 540 Final Project II Milestone Two Guidelines and Rubric
In this milestone assignment, you will present the content you have created (authentic content) and curated so far for your personal online branding. You will
discuss/justify the platforms you chose and what the conventions/advantages are of each platform. You will also discuss and share examples of the content that
you created and curated thus far. You will discuss your content and why you chose to include certain curated items and why you created others, being sure to
explain how the curated and authentic content you posted supports your brand. You will also discuss why the platform and content work together and how they
fulfill the best practices you established in your guidelines in your brand identity paper. This milestone assignment will directly contribute to the successful
completion of the Final Project II presentation. Your instructor will provide you with feedback so that any needed revisions can be incorporated into your final
presentation, which will be due in Module Nine.
In your presentation, you will also want to be sure to include a reflection on what you have done so far to create and maintain/improve upon your brand and
analyze your decisions.
Prompt: In your presentation, include the following critical elements:
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?
?
?
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Justify the platforms you chose and provide support for your choices by drawing connections between the purpose of the platforms and yourgoals.
Describe the conventions of each platform and explain how each will be used to reach your target audience.
Explain how you took advantage of each of the platforms benefits and how you were able to overcome the limitations.
Explain the issues you considered when including curated content versus developing original content.
Discuss the curated and authentic content you posted, explaining how it supports your brand. Be sure to include screenshots of your content.
Justify the inclusion of the curated and authentic content that was chosen and support your justification with best practices from yourresearch.
Guidelines for Submission: This PowerPoint presentation will consist of 36 slides, be accompanied with speaker notes, be appropriately cited, include
screenshots of your work, and be of professional quality.
Critical Elements
Justify the Platforms
Proficient (100%)
Justifies the platforms chosen
and supports justification by
drawing connections between
platforms and goals
Needs Improvement (70%)
Justifies the platforms chosen
and supports justification by
drawing connections between
platforms and goals, but
justification is cursory or
connections are tenuous or
illogical
Not Evident (0%)
Does not justify the platforms
chosen
Value
18
Conventions
Describes the conventions of
each platform and explains how
each will be used to reach the
target audience
Platforms Benefits
Explains how each of the
platforms benefits was taken
advantage of and how
limitations were overcome
Issues
Explains the issues that were
considered when including
curated content versus
developing original content
Curated and Authentic
Content
Inclusion
Articulation of Response
Discusses the curated and
authentic content that was
posted, explaining how it
supports the brand
Justifies the inclusion of the
curated and authentic content
that was chosen, supporting
justification with best practices
from research
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Describes the conventions of
each platform and explains how
each will be used to reach the
target audience, but description
or explanation is cursory or
contains inaccuracies
Explains how each of the
platforms benefits was taken
advantage of and how
limitations were overcome, but
the explanation is cursory or
unclear
Explains the issues that were
considered when including
content, but the explanation is
cursory or does not distinguish
between curated and original
content
Discusses the curated and
authentic content that was
posted, explaining how it
supports the brand, but the
discussion or explanation is
cursory or unclear
Justifies the inclusion of the
curated and authentic content
that was chosen, but does not
clearly support justification with
best practices from research
Submission has some errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Does not describe the
conventions of each platform or
explain how each will be used to
reach the target audience
18
Does not explain how each of
the platforms benefits was
taken advantage of and how
limitations were overcome
18
Does not explain the issues that
were considered when including
curated content versus
developing original content
12
Does not discuss the curated
and authentic content that was
posted
12
Does not justify the inclusion of
the curated and authentic
content that was chosen
12
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
10
Total
100%
Running head: BRAND IDENTITY
1
Brand Identity
Kayla Naz Taheri
COM 540
Southern New Hampshire University
BRAND IDENTITY
2
Introduction
Advancement in technology has created a lot of new experiences that every technological
user globally has to learn how to handle. Companies, organizations, and other entities too use
social media to ensure they stay relevant and are in a position to get their names and brands to
the potential and existing clients. The center of technology being social media, begs the question
of how one is supposed to manage their identity in the digital space. The struggle exists between
staying authentic as a person and protecting the professional aspect of life. The challenge as to
what benefits one will get when they stay authentic about themselves and what to do to ensure
the professional aspect is not interfered with by the personal aspect online. We are going to take
a look at the professional and personal identity, reasons for the existence of personal and
professional online presence, understand why the distinction exists, and best practices for
supporting personal branding. Also shed some light on what it means to be an authentic person,
ethical implications in the two instances and analyze the adherence of professional standards.
Body
Personal and professional online presence
Authenticity is a key aspect of every walk of life. In contemporary society, people prefer
to have a lot of false impressions about their lifestyle, incomes, and aesthetic possessions to a
point where the digital space is all about fake people. This has made authenticity, a simple virtue
of becoming a rare and a much-coveted attribute in the online platforms. People will easily want
to work with those they can tell are genuine and any form of relationship, whether work or social
will thrive better when there is a lot of authenticity involved.
BRAND IDENTITY
3
In the online world, one will often interact with their followers, some of which they know
and others they have never met in person. How much users will disclose is often the measure of
their authenticity regarding either personal or professional information. The level of engagement
online is usually left to the discretion of the user, determining how much they are willing to share
their personal self and the professional self.
One needs first to understand the distinction between personal and professional online presence.
Although the idea of whether to have one account as a professional account and one as a
personal account is left to the discretion of the individual, there are better ways in which one can
manage their online presence. For instance, the professional aspect entails any work-related
issues that one decides to put on social media. Some of the professional posts can be the vision
of the company, the mission, and the objective. However, one has to be careful and avoid posting
anything that can result in the destruction of the companys reputation. Employers also take a
look at ones social media account to determine some of their characters because it is believed
that their characters online is a reflection of who they are in real life.
Personal information that one can post on social media includes their hobbies, travel
destinations, and even there family and friends. However, this type of online presence can most
certainly affect the balance that exists between professional and personal presence online (Brems
et al., 2017).
There is a unique case of bloggers and influencers who have a huge following on the
different online platforms. They have to balance between their personal information and
professional information all in a way that does not agitate any party.
Existence of the dialectic
BRAND IDENTITY
4
The distinction between dialectics is very important. However, it is also prudent that we
understand why the dialectic exists. Social media was primarily created so as to allow users,
friends, and family to link up and communicate from whichever corner of the world. With time,
businesses discovered they could use the same platform to reach out to a huge majority of
customers. This improvised use of social media meant that there was a need for some form of
distinction. The best way was to understand the professional aspects separately from the personal
aspect (Rossignac & Higgins, 2018).
People joined social media platforms for several different reasons. This reasons prompt
users to often ask whether they should have a separate account for professional and personal use.
It is essential to understand why this discussion exists. For a great majority of the users, the
decision they made to join the online platforms was based on peer pressure from their friends,
family, and workmates citing various conveniences for them to join. For this reason, a vast
majority of accounts began as personal accounts for people to connect with family and friends.
When the user shares content that is in line with what their audience wants, then they get a circle
that grows consistently over the years.
The distinction, therefore, was majorly designed to make it easy for the users and the
employers to draw a line on what they can allow on their professional online platforms and what
is reserved for the personal platforms. This also helped with the crafting of policies that would
guide employees on how to go about their professional online presence in the best interest of the
organization.
Personal branding
BRAND IDENTITY
5
Personal branding is one of the best ways to make money in the current digital space. For
one to be a well-established brand, they have to have a huge number of followers. This is a slow
process, but one that grows over time. The user shares information on his account which the
users like to see and relate to. The ripple effect is more and more people will begin to follow the
person until they attain enough followers actually to build a brand. However, creating a brand is
not just a simple matter of gaining followers, there are certain considerations that one needs to
take in ensuring their brand is actually building and in the right direction. There are some
practices that one needs to follow to have a better personal brand (Kucharska, 2017).
The first step is to understand what type of brand one wants to build. It can either be a
professional, business, or personal. Once one has established the type of brand that they would
like to build, they check on what their target market is and how rewarding the brand will be for
them as a person. The brand has to evolve constantly, and this means knowing the there area
perfectly. If one is not conversant with their field, their brand will begin to diminish
significantly. One has to be constantly visible. A brand requires that the person is constantly
present and engaging their audiences. An online platform is a simple place to engage your
followers often, sharing information, whether business, personal, or professional will always
ensure the circle of followers is constantly growing, and the brand continues expanding.
Relevant information is also essential to the brand. When information is relevant, factual, and
true, the brand wins the trust, and with trust comes the growth of the brand inevitably.
Authentic self-online
In contemporary society, there are numerous amount of people who suffer from anxiety. Most of
these anxiety challenges are inflicted by social platforms all over the online space. Despite all the
anxiety challenges, no one is willing to give up their online activities and keep posting. All these
BRAND IDENTITY
6
are challenges of fabrication in the online space that causes a lot of stress and anxiety amongst
online users. However, amidst all the fake characters, there are a few real people on the internet
who purpose to remain authentic (Moss et al., 2017).
Authenticity entails being who you truly are, your beliefs, lifestyle, and activities. Online
authenticity makes it simple for people to understand who you truly are and will not have to
struggle with the difficult tasks of maintaining a false image that is not yourself. When
employers decide to have a look at your page, it is easier for them to determine what kind of a
person you actually are. Social media is full of several false profiles of people who struggle so
much to maintain that image, consequently putting a lot of pressure on themselves and end up
with anxiety challenges.
When one is authentic in their online self, they will not have to struggle with having two
separate accounts for personal information and a different account for professional information.
This makes it easier to use a single account for both purposes. The professional identity matches
well with the personal identity, and this synchrony is good both for the person and the
professional well-being of the user.
Most people often ask the question as to whether they should own separate accounts for
work and a different account for personal use. The reason a person would want to have two
separate accounts is that they have separate identities in their online self. The real identity is a
preserve for professional accounts, while the falsified identity is used for personal gratification.
Authentic identities are most often similar to professional identities due to the level of truth
needed by any employer before granting a job to anyone. This authentic self is pretty much the
professional identity of the user.
BRAND IDENTITY
7
Ethical implications
When one is using their personal identity, they need to be particularly careful when it
comes to professional identity. The two are separate things but are very close when looked at
intricately. One instance of professional misconduct is the use of ones personal brand to meet
certain professional obligations. That automatically becomes a case of professional misconduct,
and the ramifications vary according to the stipulated rules and codes of conduct. One
consequence would be the termination of ones contract. This is a simple way to lose the
professional aspect of the brand. There can also be some form of legal action taken by the
organization or the professional party.
Personal information needs to be highly sensitive. When personal information is posted,
and the posted information harms the professional identity, then we sight professional
misconduct. Consequences are also numerous with the immediate one being the termination of
employment by the employer. Some form of legal action can also follow. When something is
shared in the inline space, the information will attract the judgment of followers, customers, and
even employers. This makes every post very important, especially when professional identity is
in jeopardy, especially when the same profile is utilized for both professional and private aspects.
However, it does not dictate that one has to be fully in line with professional recommendations.
Some information can be shared, but one has to decide which information is suitable for sharing
discretely.
Adherence to professional standards
Professional standards are a clear indication of what is expected from a person in regards
to conducting themselves professionally. For instance, when a person has a personal brand, they
BRAND IDENTITY
8
have to get the right permissions from the relevant professional personnel to achieve professional
obligations via their brand. This was a scenario where the owner of the personal brand did not
adhere to professional standards of operation and conduct.
In the second scenario where the person posted their private information and
consequently harmed professional identity was a case of professional misconduct. The case
would look like deliberate sabotage of a brand just because a person feels a certain way about the
brand. Professional regulations dictate one should not defame a particular business for their own
selfish gain and such conduct amounts to a form of professional misconduct.
Recommendations
Professional and personal identities have distinct attributes which need to be dealt with
carefully to avoid a classic case of professional misconduct. There is a need for people with one
profile used for the personal and professional purpose to understand some of the ways they can
avoid being part of professional misconduct. The first thing is authenticity. When one is really
about who they are, most of the time, it becomes easy to incorporate both professional and
personal aspects into one space. The other step is to have separate accounts. The user can have
one account for professional activities and another account for personal activities.
Considerations for online brand
When developing a brand online, the aim is usually for financial benefits. Once in a
while, we get brands that are meant to drive ideologies. Some of the considerations one needs to
make for their online brand include the profitability of the brand. Some brands are more
profitable than others for example, business-oriented brands will be more rewarding than selfgratification brands. The second reason is the audience. What type of audience one will find it
BRAND IDENTITY
9
easy to relate with is also an important consideration for an online brand. As a brand owner who
is young, you will easily relate with most of the young people issues than the older people.
Principles for building a brand online
Online space is one in which anyone can follow anyone. Brands are a central part as they
contain a huge number of followers. However, there is a need to have some guiding principles on
how one can build a brand and ensure the brand is effectively operational. Some of the principles
would include staying visible. Being seen constantly in the online space allows one to actually
have an increase in the number of followers and grow their brand.
One needs to be factual since people adore truth and would easily follow any brand that
offers relevant and true information. Give back often. This will promote your brand in ways
money cannot.
Conclusion
Branding is very important in the digital space. Most people who have an established
brand often benefit from the opportunities the brand brings. Personal and professional identity is
also an important aspect for online users to understand how they should handle both aspects. The
paper has analyzed in detail the professional and personal aspects of the online identity and given
an insight into some of the things one can do, and that one is not supposed to do.
BRAND IDENTITY
10
Reference
Rossignac-Milon, M., & Higgins, E. T. (2018). Epistemic companions: Shared reality
development in close relationships. Current Opinion in Psychology, 23, 66-71.
Brems, C., Temmerman, M., Graham, T., & Broersma, M. (2017). Personal branding on Twitter:
How employed and freelance journalists stage themselves on social media. Digita…
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