The article examines the importance of building a personal brand in social media, particularly social networks. The concept of personal branding in the digital world is analyzed. The elements of personal branding in social media and the Internet are formed and described. The life cycle of a personal brand in social media is built, and its main stages are described. A formal model of a personal brand using tuples is presented. Based on the analysis of the relationships between personal brands, businesses, and influencers, the ways of using a personal brand created on social media on the Internet to meet marketing needs are identified and described. An algorithm for managing a personal brand in social media on the Internet is built.