This document discusses building and using a personal brand through social media. It addresses three main questions: What social media is and how it can be used as a tool; Why someone should use social media to build their personal brand; and How to do so effectively. Some key points discussed include using social media to gain brand recognition, curating the information you publish, interacting with others in an approachable style, and persisting with social media over time for the purpose of networking, collaboration opportunities, and career development. The overall aim of using personal branding on social media is to create value for both yourself and society.