A Proposal for a Personal Branding Support Service in Social Media Times

  • 발행 : 2013.10.31


Social media such as Twitter and Facebook have become popular. In the age of social media, many people have become more active online. For example, about half of all global active Internet users are on Facebook (Perry 2012). Personal branding is a very important strategy to build on an individual's strengths, and this kind of branding is expected to contribute to self-actualization. Therefore, the presence of mentors who advise users to discover their own strong points for self-actualization is necessary. In this paper, we propose a personal branding support service, Mentors, which connects mentors and mentees. The core concept is: "Everyone has the face of both a mentor and mentee." The key function is sharing stages of self-analysis in human life design: Determining value, creating a mission, and forming a strategy. From this function, a good match between a mentor and mentee can be found. The program aims to improve human life by understanding the client's strengths and using social media effectively. Future work includes launching Mentors and evaluating its service.



  1. Eccles, J. and Wigfield, A. 1985. "Teacher expectancies and student motivation." In. J. B. Gusek (Ed.), Teacher Expectancies. Hillsdale, N.J. and Erlbaum, L., pp.185-226.
  2. Eccles, J. and Wigfield, A. 2002. "Motivational Beliefs, Value, And Goals." Annual Reviews, Psychology, 53:109-132.
  3. Facebook,
  4. Forkwell,
  5. Hanzawa, R. 2011. "Daigakusei-no manabi to kyaria ishiki no hattatsu: Daigaku-de-no manabi ni yoru hattatsu-o zentei toshita kyaria kenkyu to iu shiten" ["Studies and Career Development in Undergraduates: A View of Career Research through Studies at University"]. How to Commit to Youth Who Create Their Own Future (Special Issue), Shinri kagaku [Psychological Science] (Japanese Research Association of Psychological Science), 32(1), 22-29.
  6. Japan Center for Economic Research. 2011. "3-nen inai no soki risshokuritsu 3-wari-no shogeki: gakusei, kigyo, soho-ni tadai-na kosuto" ["The shock of 30 percent early unemployment rate for less than three years"]. Available at (in Japanese). Access date: May 10, 2013.
  7. Kawano, Y., Obu, Y., Kishimoto,Y., Yamaguchi, T., Nunohiro, E., and Yonekura, T., 2012. "Personal Branding for University Students through the Practical Use of Social Media." WSSM-2012 (The 1st International Workshop on Web Services and Social Media in conjunction with the 15th International Conference on NBiS-2012). September 2012.
  8. Kawano, Y., Miya, T., Furuya, N., and Obu, Y., 2013. "Education in Social Media Literacy for High School Students in Social Media Times," AROB 18, 2013 (International Symposium on Artificial Life and Robotics). February 2013.
  9. Lent, R. W., Brown, S. D., and Hackett, G., 2002. "Social cognitive career theory," In D. Brown, (Ed.), Career Choice and Development. San Francisco, CA: Wiley. pp. 255-311.
  10. LinkedIn,
  11. Ministry of Education, Culture, Sports, Science and Technology (MEXT). 2011. Kongo no gakko ni okeru kyaria kyoiku shokugyo kyoiku no arikata ni tsuite [The Future of Ca-reer and Employment Education in Schools]. Tokyo: Gyosei.
  12. Ohmoto, T., 2011. Social medeia jissen no sho [Practial Social Media]. Ric Telecom, June 2011.
  13. Perry, D., 2012. "Facebook Now Reaches More than Half of All Internet Users." Tom's Guide, Available at,news-14070.html. Access date: August 9, 2013.
  14. Peters, T., 1997. "The Brand Called You" August 1997. Available at Access date: May 10, 2013.
  15. Tsubota, K. 2008. Rikei no tame-no jinsei sekkei gaido [Your Guide to Life Planning Natural Sciences]. Tokyo: Kodansha.
  16. Twitter,
  17. Wantedly,
  18. Wetsch, L. 2011., "Personal Branding with Social Media; An Essential Application of Direct Marketing Skills for Today's Students," Direct/Interactive Marketing Research Summit, October 2011.