Promoting Your Business Through Personal Posts Branding guru Jason Seiden pushes for social media with a work-life blend.

It's a big task getting employees to see that their tweets and Facebook status updates can be marketing tools for their companies. But for the past three years that's the message Jason Seiden, CEO of Chicago branding agency Ajax Workforce Marketing, has been spreading.

Seiden is on a mission to get individuals to leverage social media in a way that's good for business, creating what he calls a "profersonal" (a hybrid of personal and professional) profile. We sat down with him to learn more.

How has social media changed the way employees represent their companies to the outside world?
In the past, an executive would talk formally about company business only after having been media-trained. Today, with social media, every employee is a spokesperson for the company. With that, companies need their employees to be on-message on social media.