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Budgets to do proper strategy scope and execution are key, I agree. What happens in many efforts is that they're copying the tactics and the results are just not there because companies have no idea of what the strategy was. Plus, it seems easy to do as you see all those personal accounts do well, until you try and do it for a business and it tanks.

And notice how they actually put budget behind the campaign? So many brands try to *go cheap* with social media marketing/PR. Old Spice actually invested some budget here (plus creativity) and look where it got them.

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