Presidents, CEOs and other organizational leaders can leverage their organizations awareness building efforts by using their own personal social media. Leaders may be able to build a social media presence that is easier for followers to identify with than the organizations brand. Additionally leaders are not confined to a need to “stick to brand ” or the “key messages alone. This is not to say that an organizational leader is free to post or say whatever they wish to if they represent a cause. However today’s population is savvy and skeptical of organizations and may be more trusting of individuals who represent a cause but who are viewed as transparent , trustworthy and approachable.