Hi Amber, You hit the nail on the head. Over time, through consistency in communication and content published, students develop a brand. For instance, imagine a Twitter profile for a massage graduate who constantly posts about massage, wellness, and perhaps their own blog about the topic to demonstrate their knowledge and passion. An entire profile can either bolster one's brand or not - it depends on whether or not an individual decides to use the tool strategically for career-related benefits. The tools are never to be blamed for hurting or helping the individual - it's how they are used by the individual that matters. As an example, look at this person's Twitter account. They have done an excellence job of creating their brand - everything from their Twitter handle, the pictures on their profile, and the content they share screams, "I am passionate about massage." https://twitter.com/massagenerd. Robert Starks Jr.