You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What Are Social Media Good For? Putting a Face to a Brand Exude Competency and Warmth, and Consumers Will Respond By Chris Malone, Published on August 10, 2010 8 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.