The first thing to consider about having a presence online is, quite simply, what you want people to think when they first meet you. By ‘you’ we might mean your product, your firm, or your cause, rather than you personally. The essence of that first impression is important as it is continued through repeated social online interaction. That essence is something you need to determine before showing your face at the party or getting your foot in the door.

Part of presenting your online brand is considering the medium and the tools you will use.

This is really critical because not all businesses should use all tools.

This chapter will show you what goes into distilling that essence into something that works for you as well ...

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