To read this content please select one of the options below:

Building a personal brand through social networking

Lisa Harris (Senior Lecturer in Marketing at the School of Management, Southampton University, Southampton, UK)
Alan Rae (Managing Partner at AI Consultants, Lewes, UK)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 6 September 2011




The “digital divide” between the “haves” and the “have nots” in the developed world is now less about access to the web than it is about understanding how to actively participate in the networked society. The paper shows how people with the skills, time and confidence to navigate and manage the online chaos will gain access to new career opportunities, find audiences for their work and enrich the lives of others. Those without such initiative risk being marginalized or left behind.


This work draws upon the results of an ongoing research project which is investigating the use of new technologies by entrepreneurs and small businesses in the South East of England.


The paper demonstrates how various online services such as blogging and social networking can be harnessed to develop and enhance a personal brand.

Practical implications

Finding a job and managing career progression increasingly involves understanding how today's networks work and how to deploy them effectively to build a personal brand, both online and offline.


The paper provides practical guidance on building a personal brand for business or career development, based on lessons learned from “early adopters” in the field.



Harris, L. and Rae, A. (2011), "Building a personal brand through social networking", Journal of Business Strategy, Vol. 32 No. 5, pp. 14-21.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Related articles