In today’s interconnected world, professional visibility on social media has become a vital tool for educators seeking to enhance their academic impact and reputation.

Research shows that social media platforms facilitate knowledge sharing, networking, and collaboration among teachers and researchers, thereby improving academic quality and professional growth (Carpenter, 2019; Xu et al., 2023). Effectively managing a digital personal brand allows educators to showcase their research, teaching achievements, and thought leadership to a global audience, strengthening both their individual credibility and that of their institutions.

Moreover, active engagement on social media supports the development of academic communities and contributes to the dissemination of cutting-edge knowledge. Educators who leverage these platforms strategically can attract collaborations, funding, and students, directly influencing their institution’s performance and prestige (Alalid, 2025).

Thus, the integration of social media into professional practices is increasingly recognized as essential for sustaining academic excellence.

The academic quality of an institution is intrinsically linked to the professional projection of its faculty and researchers. Torresblanca (2023) argues that visibility on social media allows academics to share their research and actively participate in global discussions, strengthening their prestige and institutional recognition. A well-managed digital personal brand not only fosters individual credibility but also raises the level of academic excellence.

In a competitive and globalized environment, this professional projection is essential to attract talent, resources, and establish strategic collaborations. Altamirano-Benítez (2024) highlights that developing personal branding as a professional competency helps consolidate the teacher’s reputation and enhances the positive impact of their contributions on the academic community.

A final thought to reflect on in this space, taken from my doctoral thesis (2021): “It is necessary, then, to achieve a balance between these two opposing forces, competition and cooperation, as they shape the various ways in which academic communication occurs.”

It is also important to mention what it means to be a digital academic according to Castaneda.

Adaptado de Castañeda (2015)

Dra Sonia Grotz