My Personal Brand and My Web Presence: Mining Digital Footprints and Analyzing Personas in the World of IOT and Digital Citizenry

Abstract

Personal Branding is a way to elevate oneself in a new marketing concept. For many, building and managing a Personal Brand is about value, mission, image, and vision. However, with the shift in the marketplace and the rise of the Internet of Things (IoT), Personal Branding has become a data function and summation of one’s Digital Footprint, which can impact how people are seen by Databots and how others observe them. Subsequently, there has been an upsurge in the utilization of deep machine learning and predictive analytics to profile as well as select talents using their Personal Brand as a data function of their Web Presence/Digital Citizenry. To find a solution, a survey was conducted to examine the number of students who are not fully aware of their Web Presence/Digital Citizenry and how their social and professional networks can and will be used to profile them. After identifying this problem, the idea of building and managing a Personal Brand was explored. To solve this problem, a Personal Branding tool that allows students to develop and promote their Personal Brand using a Digital Passport to express, share, and manage a multi-dimensional presentation of all their academic and non-academic achievements.