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                <term xml:lang="en">Personal branding</term>
                <term xml:lang="en">Social influence</term>
                <term xml:lang="en">Communication influence</term>
                <term xml:lang="en">Networking</term>
                <term xml:lang="en">LinkedIn</term>
                <term xml:lang="en">Professional digital social networks</term>
                <term xml:lang="fr">Influence sociale</term>
                <term xml:lang="fr">Communication d’influence</term>
                <term xml:lang="fr">Réseautage</term>
                <term xml:lang="fr">Marque personnelle</term>
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              <p>This article is the product of a participant observation on the professional digital social network LinkedIn over more than a year. The author put himself in a situation of online personal branding. Over time, he identified 4 highlights of this process, which are described summarily: the creation of an attractive profile, the creation of links, skills and expertise endorsements, community management and strengthening ties. A keen observation of these networking practices in this digital space reveals strong influence and co-influence stakes. The latter are analyzed and challenged. At last, the author of this research mitigates the ambition of his work which he intends as exploratory and suggests to continue the study later on.</p>
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              <p>Cet article est le fruit d’une observation participante de plus d’un an sur le réseau social numérique professionnel LinkedIn. L’auteur s’est placé dans une situation de développement de marque personnelle en ligne. Au fil du temps, il a identifié 4 temps forts de cette démarche qui sont décrits sommairement : la création d’un profil attractif, la création de liens, l’attribution de compétences, l’animation communautaire et le renforcement des liens. Une observation fine des pratiques de réseautage dans cet espace numérique permet de révéler de forts enjeux d’influence et de co-influence. Ces derniers sont analysés et questionnés. Enfin, l’auteur de cette recherche modère l’ambition de son travail qui se veut avant tout exploratoire et propose de pousser la réflexion ultérieurement.</p>
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