Ric Dragon, CEO of DragonSearch, discusses the importance of cultivating brand voice and personality on social media platforms like Facebook. He emphasizes that brands need to define their own personality traits and attributes in the same way they would define customer personas. Dragon provides examples of different brand voices like "Maven" and "Passion" and notes words or topics to avoid. Finally, he outlines how the tone should differ depending on the specific social media platform, with LinkedIn being the most professional and Facebook allowing more fun.