I think the problem with most people today is they fail to understand the vast work that goes into creating a brand. For marketers that create a brand, it becomes a way of life. We live the brand every day. We eat, sleep and breathe the brand in which we have created. The brand of a company is the people, policies, attitudes, images, fonts, language and reputation and so much more of a company.
Remember this when you use social media as part of your marketing repertoire. Don't treat social media marketing like a "second class citizen" in your marketing plan just because you don't understand it. Integrate your branding into your social media and make sure you always keep it in the forefront of your mind whenever you participate in social media.