Branding and reputation: basic pillars of online visibility of professors in higher education

Abstract

This work analyzes and meditates on the importance of personal branding and reputation of teachers in higher education. The characteristics of digital culture are described, emphasizing the importance of using Web 2.0 in the professional field and, more specifically, Science 2.0, as the basic tool for teachers to spread their work to both the scientific community and society in general. The methodology applied was the Documentary Research method. In general, the literature reports that although there are scientific social networks, the teacher usually uses more general platforms such as Facebook to present content.