Research On Personal Brand Communication In Social Media

With the rapid development of media technology, social media as a new media hasbecome an significant part of our daily life. The most distinguishing characteristic ofsocial media is “User Creating Content”, which helps audiences who can just receiveinformation in one-way in traditional communication environment find a new way tospread information by themselves. In recent years, more and more people start tofocus on personal brand communication through social media to expand personal brandinfluence, which can help people enhance competiveness in work and maximize theequity of personal brand. Many people have been succeed by efforts in using socialmedia to enhance personal brand influence， such as American president BarackObama and Chinese queen of microblog Yao Chen. However, many problems havebeen caused by personal brand communicators when they use social media and havecaused negative impact on network environment as well as real society. Therefore, thisarticle focuses on the issue of personal brand communication in social mediaenvironment. On the basis of reviewing literature and analysis of development statues,this article tries to establish a model of personal brand communication in social mediato provide references for the personal brand communicators. Besides, this article alsoprovide several solutions to the problems caused by inappropriate personal brandcommunication behaviors.Overall, this article can be divided into five parts. The first part is consisting of twochapters. Chapter1introduces the background, methods, purpose and significance, alsoit has a review of relative literature of this research.Chapter2mainly defines therelative definition in this research.The second part includes Chapter3of the article. The main content of Chapter3isselecting20personal brands as study example to research development statues of brandcommunication in social media and conclude the existence problems.Chapter4is the third part, on the basis of CIS theory, integrated brandcommunication theory and the research results of part1and part2, part3established amodel of personal brand communication in social media.Part4includes Chapter5, which firstly provide personal brand communicatorssome communication strategies in social media from four parts. Besides, on the issuesof bad effects on network world and real society caused by wrongdoing in personal brand communication,this chapter presents some measures need to be make whileprovides some suggestions.The last part is Chapter6, which contains the conclusion and innovation points, itsummarized the defects and shortcomings of this research as well.