This document provides guidance on building a brand through social media. It emphasizes that social media should be a core part of marketing initiatives rather than an afterthought. It also stresses that there is no single approach, and brands should create unique campaigns, secure relevant usernames, extend their brand off their main site, monitor discussions in real-time to build mindshare, empower customers, and track ROI through engagement metrics to measure success. Case studies are provided of brands that successfully leveraged viral videos and customer involvement to boost sales and grow their brand.