Yeni medyanın kişisel markalama yönünden kullanımı: ceo markaları üzerine bir inceleme
Marka kavramı son yıllarda sadece ürün ve hizmetlerin markalanması yoluyla rakiplerden farklılaşmasına yönelik strateji ve çabalar olarak değerlendirilemeyecek kadar geniş bir kapsama ulaşmıştır. Ürün ve hizmet markalarının yanı sıra şehir, ülke, kurum ve kişisel markalardan bahsetmenin de mümkün hale geldiği günümüz koşullarında, yeni iletişim teknolojilerinin marka iletişimi yönetiminde kullanımı ön plana çıkmış ve yeni medyanın marka yönetiminde kullanılmasıyla birlikte, kişisel markalamaya yönelik çabalar da yoğunluk kazanmıştır. Yeni medya aracılığıyla, günümüzde her birey kendisini diğer bireylerden farklılaştırma amacına yönelik olarak kişisel markalama çabalarına başvurabilmektedir. Böylelikle de kişisel markalar aracılığıyla hedef kitleler nezdinde rakiplerden ayrıcalıklı bir yere konumlanma gündeme gelmektedir. Yeni medyanın kişisel markalama yönünden kullanımının ele alındığı çalışmada, birer kişisel marka olarak marka iletişim çabaları hem bireysel hem de kurumsal iletişim boyutuyla ele alınabilecek CEO markaları üzerine bir inceleme gerçekleştirilmiştir. Çalışma kapsamında Türkiye’nin en büyük 500 özel sektör kuruluşu listesi’nde yer alan ilk 100 kuruluşun CEO markalamasına yönelik yeni medyayı kullanım durumlarını tespit etmek üzere bir analiz yapılmıştır. İnceleme ile elde edilen bulgulardan yola çıkarak, kişisel markalamada yeni medyanın sunduğu kapasitenin hem kişisel hem de kurumsal iletişim boyutu açısından tam olarak kullanılmadığı sonucuna ulaşılmıştır.From the traditional perspective, brand can be defined as an unique name, logo, sign, symbol, design and / or a combination of these which identifies products or services and differentiate them from other rivals. In recent years, brand concept has widen its scope and due to this, brands can not be evaluated as strategies and practices which aim to differentiate only products and services. In today’s conditions it has become possible to mention about city, country, corporation and personal brands as well as product and service brands. Personal brands focus on same purposes as product and service brands. Personal branding can be evaluated as a process in which people make efforts to differentiate themselves from other people with same or similar skills, education and experiences. Recently, personal branding has become compulsory due the fact that people enter into rivalry with other people. Personal brands come into prominence in recruitment processes, in political arena, in the world of celebrities. Personal branding focuces on an individual’s unique characteristics which make him or her different in the mind of target audiences. Personal brands are based on strengths of people that individuate them. Personality, values and skills which make difference are included in personal strenghts. To have a personal success in career, personal branding has become an essential and important asset. At the present time personal branding is critical for individuals who are in need of promoting themselves in business life. Because of being at administrative level, Chief Executive Officers (CEOs) come into prominence in terms of personal branding. Building and managing brand profiles for people who are at the top management of a corporation makes CEOs and their organizations more competitive. CEOs are individuals who ensure for the corporation to be represented as a person in its relationships with various publics and build more personal relationships with target audiences. Because of this fact, it becomes more important for CEOs to be personal brands in terms of personal communication management and corporate communications. CEO brands are included human characteristics, skills, education and experiences associated with senior managers and also managing and maintaining them is directly related to corporate philosophy, corporate values and corporate culture. Due to these reasons, CEO brands as a kind of personal brands should be evaluated in scope of personal communication and corporate communication processes. Also in academic studies about personal branding, it is possible to encounter assessments and suggestions related to use of internet based new media. Together with use of new communication technologies, personal brands has come to prominence and all people have a chance to differentiate themselves and become a personal brand. As a kind of new media environments online personal web sites, blogs and social media accounts can be managed by anyone, because managing of them does not require to be known technical knowledge. These characteristics make them utilizable in terms of personal branding. In today’s conditions, internet – based media has come to the forefront for personal branding. New communication technologies has brought significant opportunities at the stages of building, maintaining and managing personal brands. By using new media it become possible to get a priveleged position in the mind of target audiences. Therefore, use of new media in terms of CEO brands and taking advantage of the interactive and dialogic capacity offered by them has become more significant. Personal and corporate websites, social media are based on dialogue in brand – public relations and also enable two way communcation and interactivity due to their structure. Also they make CEO brands more visible. In light of this information, this study analyzes personal branding and CEO brands subjects. Within the scope of the study which has investigated use of new media in terms of personal branding an examination has carried out on CEO brands. As personal brands, CEO brands has been chosen as sample because of their feature which can be evaluated both from personal and corporate communication perspectives. In the study an analysis has made to determine use of new media in terms of CEO branding. CEO branding efforts of top 100 corporations given in the list of “Capital Journal Turkey’s Top 500 Private Sector Enterprises in 2016” were examined by using content analysis technique in order to reach findings that prove how new media are used in terms of CEO branding from the perspectives of personal and corporate communication. Findings gathered through analyzing personal and corporate new media platforms indicated that corporations and their CEOs do not adequately take advantage of new media in terms of personal branding.