The personal brand of individuals paid to speak for their companies on social-media platforms needs to take a back seat to the welfare of the business, Dirk Shaw writes. The social-media personalities of big brands like Ford, Dell and Comcast are effective because they feel more like a person than a company. "That is because this group of individuals has focused their activities on having a positive impact on their business by supporting customers online, and self-promotion is not even a consideration."

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