Having a clear personality is more important for social media success than branding. A brand should decide how they want to represent themselves on social media and stay consistent with that personality across all interactions. Embracing an authentic personality that shows the brand's true self, whether serious, sarcastic, witty or informative, will lead to honest and engaging campaigns. Some brands that have effectively transitioned their clever marketing personalities to social media include Skittles, Old Spice and Kraft Mac & Cheese.