ABSTRACT
In recent years, social networks and various models of virtual communities have become important spaces for exchanging educational and scientific content and experiences. This chapter identifies the distinct functions of such networks in education based on a critical review of the emerging scientific literature on the topic. It also examines how the participation of academics in communities of practice and (virtual) affinity spaces contributes to the professional development of educators and researchers. It also analyses how this networking constitutes an essential component within academic and scientific professional practices when creating a personal brand. This chapter advocates for the integration of professional branding with the creation and dissemination of open educational publications and resources. This study shows how participation in open communities of practice can help amplify the reach and impact of open educational resources and scientific publications through transmedia communication strategies. Being part of these networks enriches the professional brand and favours the sustainability of academic projects by appealing to and involving different sectors of society. Mentoring and training should be prioritised to support the intersection of communities of practice and professional branding, thereby contributing to the open educational movement across various universities and educational settings nationally and internationally.
