Personal Branding is not the same as online presence.
Social media play a part in communicating your brand. However, they are just one of multiple modes you can use.
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Once you craft your personal brand - the narrative you use to shape people's perception about you, it's time to constantly and consistently communicate it.
When communicating your brand, you pick your message, your audience, and then choose the medium that works best for that message and audience.
For messages aimed at people within your organisation, your emails, conversations, meetings, presentations and work products are all communicating your brand. You don't need social media to influence internal stakeholders.
When communicating with your network and the broader community, social media is only one of the available modes. There are other, more impactful ways - calls, meetings, and events (in-person as well as virtual)
When communicating with potential employers - recruiters, hiring managers - social media is neither the only way nor the best way. Personal introductions, cold email, calls or "accidentally" bumping into people are effective modes as well.
Social media are important in projecting your personal brand but should not be confused as BEING your personal brand.
