285 Copyright © 2013, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 16 DOI: 10.4018/978-1-4666-2663-8.ch016 INTRODUCTION Your online ethos. Your credibility. Why should you care? Online ethos is how your audience sees you, or your organization, based upon their observation and interpretation of the way you present yourself in online media. This chapter will examine ethos as personal or institutional cred- ibility in social media communication channels. Phrased in the terms of the medium, why should your readers care about what you say and look forward to your next post? The ubiquity and ac- cessibility of these channels has radically changed the communication patterns of individuals, groups, and businesses and will continue to influence scholarly and professional communication in the future (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). Beginning with a thorough examination of related research, this chapter will discuss what it means to have online credibility, provide specific examples, and discuss directions for users to build their own online ethos. Misty L. Knight Shippensburg University of Pennsylvania, USA Richard A. Knight Shippensburg University of Pennsylvania, USA Abigail Goben University of Illinois at Chicago, USA Aaron W. Dobbs Shippensburg University of Pennsylvania, USA Theory and Application: Using Social Networking to Build Online Credibility ABSTRACT Scholars are increasingly engaging with their peers in synchronous and asynchronous online forums. In order to adapt to this current trend, librarians and faculty must consider the nuances of computer- mediated communication and learn to understand the potential benefts and hazards of creating online identities that may round out others’ perceptions. It can be overwhelming and confusing to determine how to best present oneself or to “create” a credible identity. Through the introduction and explanation of communication concepts and theories, this chapter discusses online credibility, or ethos, and examples of those who have successfully built online credibility.