Personal Branding Process in Social Media: A Review of the Twitter Phenomena

Zöhre Akyol; Zehra Atabey

Makale detayları

Personal Branding Process in Social Media: A Review of the Twitter Phenomena

Yazarlar:

Zöhre Akyol | Zehra Atabey

Yayıncı:

Afyon Kocatepe University

Ana Başlıklar:

Sosyal Medya Çalışmaları

Dergi:

Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.929-944

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299253

pISSN:

1302-1265

Anahtar kelimeler:

Özet:

 While people who were able to appear on a television channel or become news through traditional media could be popular, nowadays ordinary people can easily become a phenomenon with social networks. In this process of becoming a phenomenon, individuals have the opportunity to recreate their own images, their own brands, in short, themselves through social networks. The shares of these people, who became heroes when they were ordinary people, reach thousands of people quickly and are becoming more and more widespread on the internet. In this way, even an ordinary, non-famous person can easily become a personal brand for less than the effort required to be famous once. The purpose of this research is to reveal how phenomenal accounts are followed in the personal branding process on Twitter. Within the scope of the research, 11 people with close to one million followers or the past, shared by the BoomSocial organization, which reveals the social media statistics, were selected, and their shares within six months were analyzed within the framework of the categories created within the scope of personal branding. In the research, systematic sampling was determined as the sampling method and the content analysis method was applied. In the analysis, it was seen that the phenomena shared primarily about the spiritual dimension and then shared about the mental, social and functional dimensions. It has been seen that the phenomena include their personal thoughts especially at the point of personal branding, and they prioritize current issues and humorous posts at the point of increasing followers.

 While people who were able to appear on a television channel or become news through traditional media could be popular, nowadays ordinary people can easily become a phenomenon with social networks. In this process of becoming a phenomenon, individuals have the opportunity to recreate their own images, their own brands, in short, themselves through social networks. The shares of these people, who became heroes when they were ordinary people, reach thousands of people quickly and are becoming more and more widespread on the internet. In this way, even an ordinary, non-famous person can easily become a personal brand for less than the effort required to be famous once. The purpose of this research is to reveal how phenomenal accounts are followed in the personal branding process on Twitter. Within the scope of the research, 11 people with close to one million followers or the past, shared by the BoomSocial organization, which reveals the social media statistics, were selected, and their shares within six months were analyzed within the framework of the categories created within the scope of personal branding. In the research, systematic sampling was determined as the sampling method and the content analysis method was applied. In the analysis, it was seen that the phenomena shared primarily about the spiritual dimension and then shared about the mental, social and functional dimensions. It has been seen that the phenomena include their personal thoughts especially at the point of personal branding, and they prioritize current issues and humorous posts at the point of increasing followers.

 While people who were able to appear on a television channel or become news through traditional media could be popular, nowadays ordinary people can easily become a phenomenon with social networks. In this process of becoming a phenomenon, individuals have the opportunity to recreate their own images, their own brands, in short, themselves through social networks. The shares of these people, who became heroes when they were ordinary people, reach thousands of people quickly and are becoming more and more widespread on the internet. In this way, even an ordinary, non-famous person can easily become a personal brand for less than the effort required to be famous once. The purpose of this research is to reveal how phenomenal accounts are followed in the personal branding process on Twitter. Within the scope of the research, 11 people with close to one million followers or the past, shared by the BoomSocial organization, which reveals the social media statistics, were selected, and their shares within six months were analyzed within the framework of the categories created within the scope of personal branding. In the research, systematic sampling was determined as the sampling method and the content analysis method was applied. In the analysis, it was seen that the phenomena shared primarily about the spiritual dimension and then shared about the mental, social and functional dimensions. It has been seen that the phenomena include their personal thoughts especially at the point of personal branding, and they prioritize current issues and humorous posts at the point of increasing followers.

 Önceleri geleneksel medya aracılığıyla bir televizyon kanalına çıkabilen ya da haber olabilen kişiler popüler olabiliyorken günümüzde sosyal ağlarla sıradan insanlar da kolaylıkla fenomen haline gelebilmektedir. Bu fenomen olma sürecinde bireyler sosyal ağlar aracılığıyla kendi imajlarını, kendi markalarını kısacası kendilerini yeniden yaratma imkanına sahip olmaktadır. Kendi halinde biriyken birer kahraman haline gelen bu insanların paylaşımları hızlı bir şekilde binlerce insana ulaşmakta ve internet ortamında giderek yaygınlaşmaktadır. Bu sayede bir zamanlar ünlü olmak için harcanması gereken çabanın daha azına ünlü olmayan bir kişi bile rahatlıkla bir kişisel marka konumuna gelebilmektedir. Bu araştırmanın amacını, Twitterda, kişisel markalaşma sürecinde fenomen hesapların nasıl bir yol izlendiğini ortaya koymak oluşturmaktadır. Araştırma kapsamında, sosyal medya istatistiklerini ortaya koyan BoomSocial kuruluşu tarafından paylaşılan, fenomen başlığı altında yer alan ve takipçi sayısı bir milyona yakın veya geçmiş 11 kişi seçilerek, bu kişilerin altı ay içindeki paylaşımları kişisel markalama kapsamında oluşturulan kategoriler çerçevesinde analiz edilmiştir. Araştırmada örneklem yöntemi olarak sistematik örneklem belirlenmiş ve içerik analizi yöntemi uygulanmıştır. Yapılan analizde fenomenlerin paylaşımlarında öncelikli olarak manevi boyuta yönelik devamında ise zihinsel, sosyal ve fonksiyonel boyutlarla ilgili paylaşımlar yaptıkları görülmüştür. Fenomenlerin kişisel markalaşma noktasında özellikle kişisel düşüncelerine yer verdikleri, takipçi arttırma noktasında güncel konuları ve mizahi paylaşımları ön planda tuttukları görülmüştür.

Makale detayları

Personal Branding Process in Social Media: A Review of the Twitter Phenomena

Yazarlar:

Zöhre Akyol | Zehra Atabey

Yayıncı:

Afyon Kocatepe University

Ana Başlıklar:

Sosyal Medya Çalışmaları

Dergi:

Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.929-944

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299253

pISSN:

1302-1265

Personal brand

Twitter

Twitter phenomena

social mediaKişisel marka

Twitter

Twitter fenomenleri

sosyal medya

Sayı

Makale detayları

Yazarlar: Zöhre Akyol | Zehra Atabey

Yayıncı: Afyon Kocatepe University

Ana Başlıklar: Sosyal Medya Çalışmaları

Dergi: Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.929-944

Belge Tipi: Makale

Yayın Tarihi: 9/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001299253

pISSN: 1302-1265

Sayı

Yazarlar:

Zöhre Akyol | Zehra Atabey

Yayıncı:

Afyon Kocatepe University

Ana Başlıklar:

Sosyal Medya Çalışmaları

Dergi:

Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.25 Issue 3, pp.929-944

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299253

pISSN:

1302-1265