A social media brand is the sum total of customer experiences with a company, its products, services, and employees, and the way those experiences shape our perception of the company.
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We spend days sometimes weeks taming our "online branding." Examining and experimenting with content and logos. It's also not unlikely to spend hours of overtime determining our company colors before we set out to launch. There is however an area that is almost always forgotten in the planning phase of a new company or the restructuring of an old company. That area is training staff to understand and reflect our message and brand.