Responsible management of online academic reputations

Online professional persona creation in academia provides individuals and their employing institutions a range of positive reputational benefits. However, not all academics are equipped to keep pace with the speed and dynamism of the new media environment. This paper examines the challenges experienced by academics who are communicating with multiple audiences across several online platforms, some mandated by their institutions. Some academics are vulnerable to the negative consequences of heightened exposure and need additional protection and support. This paper outlines a set of recommendations that centres on the need for universities to accept greater social responsibility in managing this emerging issue.