07/25/2013 02:02 EDT | Updated 09/24/2013 05:12 EDT

Dx3: Ed Lee On Building Brand Identity With Social Media (VIDEO)

Social media is tool that allows businesses to show their authenticity, says Ed Lee, but to do that, a company must first know who they are, says Ed Lee, social media director for Tribal DDB.

"In the social media space it is important to be human, to be who you are, not to put up any strange impersonations of yourself, and not have any alternate persona you are trying to bring to light," said Lee, speaking at the AOL Canada Conversation Studio at Dx3 in March.

"Be who you are, and find like minded people that can move you and whatever you are trying to move forward."

Watch the full interview above as well as past Dx3 Conversation Studio videos