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Sarah Evans is the director of communications at Elgin Community College (ECC) in Elgin, Illinois. She also authors a PR and social media blog and is the founder of #journchat . It doesn’t matter if you’re on Facebook , Twitter , YouTube , Flickr ; your online personality is not only part of your overall brand, it becomes an interactive experience for you and your business. So, who is the face or voice of your brand and what do they share? It's a very important decision in and of itself. Just as you create branding guidelines and key messaging guides, so too should you dedicate time to creating your social media personality.