Creation of a polylingual teacher’s personal brand in teaching foreign languages through social media channels

Social media platforms have gradually changed the users’ perception of their functions. Communication between users has transformed into a global trend to acquire new knowledge and find educators to fulfill the users’ requests. The presence of polylingual teachers in a social media landscape requires specific preparation of accounts to share the ability to speak and teach several languages. This paper aims to describe the set of competencies of a polylingual teacher displayed through social media channels that create a personal brand in teaching foreign languages. Personal brand is a process of creation and promotion of unique individual characteristics to be shared with the target audience. Methods used in this research include comparative analysis and method of logical inference of relevant scientific literature published over the past 5 years on this topic and 52 social media accounts of polylingual educators. This allowed us to identify sub-competences (communicative, general cultural, psychological, pedagogical) of a teacher and the content algorithm (personal information, experience as a learner, cultural corner, driving forces of learning foreign languages, teaching methods and aids, further actions) in which sub-competences, forming a personal brand, are distributed in social media channels. The practical implication of the paper focuses on the structured representation of the individual through the content division of an account to attract new subscribers as well as online and face-to-face clients for learning several languages. The value of the study lies in its ability to show a teacher’s philosophy, education, backstage of a teaching process and learners’ results to obtain new students in conditions of a private school sector.