It's best to choose the communications vehicle that you're comfortable implementing and that will reach your intended audience.
Whether it's your company website, your ranking in search engine optimization, or your Facebook and Twitter pages, you should strive for consistency in image and reputation in managing your brand. It will save you money and eliminate any confusion about what your brand stands for in the marketplace.
It's about finding, creating, and perpetuating a resonant win-win relationship with your critical stakeholders.
Same-different analysis of the competition initially in the personal brand discovery phase and then doing quarterly or biannual check research of your competition.
Your message should be simple and as consistent as possible in every marketing venue you choose to ensure that when people think of your brand that their perception is inline with your perception of your company.