Advice From the Front Lines on Branding Via Social Media

She recommends empowering staff to represent your brand. In the open-source world we live in now, the people that represent the brand are just as important as the brand itself.

"If you can't trust your staff to represent you, then that's something you should think about," Brigida said.

Organizations need to learn to give up some control if they want to be successful on social networks. Trust your instincts and create an honest presence online, while following branding guidelines you've put in place.