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For large established brands this is especially important because of the impression that a video can and will leave on the viewers. Put up a boring scripted tutorial and nobody will talk about. Put up several and people will begin to associate your brand as being boring.
If your social media marketing is not reflecting the brand messaging and marketing then you are going to damage to your brand.
Bottom line, don’t use social marketing just you can. Social marketing is a privilege don’t abuse it.