El uso de medios sociales como herramientas para posicionamiento de marca personal en influencers

Abstract

Abstract: Social media can be leveraged as a powerful tool for personal branding, especially for people called "influencers". Companies, organizations and individuals alike are increasingly turning to the power of platforms like Facebook or Instagram to communicate with their target audience and increase their visibility. By leveraging their distinctive points of view, strong visual stories and the use of different platforms, influencers are able to create a solid presence that lasts over time and the objective of this paper is to learn how they use these platforms to position their personal brand. For this purpose, a mixed methodology with a quantitative and qualitative approach was carried out with analysis of composite week and in-depth interviews, which resulted in evidence of the metrics, strategies and planning used by influencers in their personal brand on the different platforms they use to generate visibility and greater audience reach.