If you want to use social media to build your personal brand, you probably need at least two tools: a content engine and a distribution engine.
Your content engine–a blog or a YouTube channel, for example–is the place where you develop substantive evidence of your talent/expertise. It’s where you can truly serve as a resource to your audience by sharing content of value–content that’s ideally unique based on your voice or knowledge.
Your distribution engine–your LinkedIn status updates or Tweets, for example–promotes your content. It’s your mechanism for letting your contacts know you have something new to share, and for letting them share it with their audience.
Without a content engine, you’re limited in the degree to which you can be a resource to your audience. Without a distribution engine, your content is much less likely to be discovered. If you want to make the most of social media, you need both–a minimum of two tools. Does that take time? Yes. Is it worthwhile? Yes–and here’s why.