Social Media, Personality and Identity Construction

How is it possible to construct personality and identity through social media? Is it always successful or can it sometimes backfire if you do it wrong? This is the topic of this week that we will explore further.


Successful case:

Rolex constitutes a good example of a successful brand identity construced in social media. To explain branding, it is the process where you create a unique name and image for a product which hopefully sticks in the consumer’s mind (Business Dictionary, 2017). Rolex’s activity on social media platforms can therefore be considered to be personality construction through branding.

Through images and messages, Rolex represents itself as a potent power symbol, an object of beauty and a feat of craftsmanship. When trying to sell a $50,000 watch, the audience is going to expect the high quality production of for example visual content you give them. Rolex are careful to match the demand for aesthetics (NewsCred, 2014). They use high quality images, on YouTube they are avoiding plottering the page with product ads which they know that customers normally dislike. Instead, they use the platforms in order to launch in house documentaries about topics that matter to the brand and its devotees. For example, regarding the Himalayan expeditions and deep-sea missions to investigate the polar ice caps (Mashable, 2014). In the light of this information, it could be regarded that Rolex are doing a good job with their branding online.

Another quality that Rolex represents is social awareness which has become a part of their successful branding. For the last 40 years Rolex has been supporting important causes, such as preserving different endangered species and minority cultures, working on scientific and technological innovations etc (Scholz, 2016). When they are constructing their personality with this kind of social awareness, it shows that the company has emotional intelligence. Furthermore, these are issues that people in general care about, and when you respond to the needs and feelings of other people, Rolex can gain their trust (Connelly, 2016). Therefore, this case can be considered to be a success regarding identity and personality construction online.

Unsuccessful case:

There are a lot of examples of fake, unauthentic and therefore failed profiles. For example, there was a fake LinkedIn profile of a Dery Lane. The scammer used a picture of Dr. Johannes Caspar, who is a well known for challenging Facebook regarding privacy related topics. The scammer also copied text from profiles of real professionals and pasted it into his own (Narang, 2015).

Most fake LinkedIn profiles share the same characteristics: fake profile photo, name oddities, no recommendations, Ivy League education and implausible work experience. (Foote, 2016). Fakers spend the bare minimum amount of time building a profile and they lack imagination when it comes to names. They will choose names which either sound bland or repetitive such as “Jim Jackson” or have weird spelling as “Deryk”. Furthermore, mistakes in the experience section are being often made, mainly because they are not familiar with functions, titles and industries. Most of the times when people are creating fake accounts, they are not pretending to be a character or someone who is not real. They are pretending to be someone real and they do not want other people to know that they are actually fake (Brooker, 2016). This specific case can therefore be argued to be nothing but a failure, because as most of the fake accounts, it followed a specific pattern.


#socialrepresentation #brandningonline #onlineconstruction #mediaidentity #personalityonline



Sources: (2017). Branding. Retrieved 05/07/2017 from: (2014) Time for social: 5 lessons luxury brands can learn from Rolex. Retrieved 05/06/2017 from: (2017). Rolex. Retrieved 05/07/2017 from:

Connelly, M. (2016). Social awareness. Retrieved 05/07/2017 from:

Narang, S. (2015). Fake LinkedIn accounts want to add you to their professional network.

Retrieved 05/08/2017 from:

Foote, A. (2016). 3 Stunningly Good LinkedIn FAKE Profiles. Retrieved 05/08/2017 from:

Brooker, R. (2016). Fake Social Media Accounts Could Be Considered Illegal. Retrieved 05/08/2017 from:

Scholz, F. (2016). LIST: 5 times Rolex helped to make the world a better place (for more than just your wrist). Retrieved 05/18/2017 from:




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