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As new social media venues and tools are introduced almost daily, it becomes very easy to lose site of your purpose and your image. Search tools allow your potential clients, customers and partners to find practically everything you've ever said online, anywhere.
When you continually think of your name as a brand, you become more than a person online, you become a celebrity/guru/expert/friend. Your Tweets, status updates, blog posts and community contributions take on a larger meaning and theme. People begin to recognize you and pay more attention to your words. Only then can you truly take advantage of social media.