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Knowing the social media and branding tools the pros use is great. The only thing is, it’s not going to get you very far if that’s all your relying on. In order to use the tools to the best of their ability, we need to add some grease to them. Not physical grease, I’m talking about enthusiasm and personalization grease. Everything in life needs grease: tires, nuts and bolts, door hinges, and everything else you can imagine. The same holds true for what you do in your branding efforts through your social media channels. You are the grease, yes, you. Your personalization, your genuine passion, your effort, and your willingness to help without receiving back anything in return is your grease.