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@Rich - thank you for the encouragement. I realize people want a lot of hand holding. The communication aspect is crucial. However, a brand should not try to be what it isn't, and cut and paste advice will lead to that. We're thinking together :)

@D M - thank you for stopping by.

@Bruno - even established best practices for older marketing tactics will fail when applied blindly. This is all so now. It's the beauty of it! Get into it, experiment a little, learn, and get better at being yourself as a brand.

Another great post, as usual. I specially agree with you when you say "what to do and why depends on where you are in your brand's life cycle". Each brand has to understand how they can integrate social media in their overall business plan. While case studies are useful and we can learn a lot by studying what others do right, and wrong, there's no guarantee of success by copying what others do. There are many ways to make social media right, each brand has to find out the way it works for them and their costumers.

Great info

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