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I wouldn’t take the social part too seriously. Email and Social are two very different things and require very different approaches.
People on social want to be entertained, otherwise it won’t work.
My advice would be to just continue doing what works for your individual channels and not think too deeply about the brand book. (I work in social for large brands at an agency, and this is the what we have to teach new clients who are nervous about breaking through).
Unless you’re a well established brand like Nike, Nee Balance, just have fun on social :)
Social needs be fun to break through and get attention.
Email legitimizes the company and does the work.
Let them be.