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The PayPal Official Insider Guide to Social Media: Make money through viral marketing by Brian Proffitt

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17. Building Branding via Social Media

Branding can be defined as a set of specific expectations that links a product to customers.

“Product” can be literal—a product or service that your organization offers—or it can apply to something a little broader, such as someone in your organization or the organization itself. For example, the red Cross (on the national and international level) is certainly regarded as one of the most recognized brands in the world.

Whether you are a start-up organization or a business that’s been in place for years, it is likely you have a brand or at least some idea of how you want your brand to be perceived. The trick is to communicate that brand within the social medium.

Setting the Tone

Tone is the underlying expectation ...

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