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Really liked this post, Valeria, as you raise some important thoughts about brands focusing on the 'F-Factor.' Interestingly, the brands you mention, who are in pursuit of the 'F-Factor' and leveraging it, seem to also appreciate that this effort is more of a 'marathon' than a quick one-off. It takes time to develop followings, relationships, and desired results. It also takes quite a bit of testing to find the right mix of activities and social environments that work for your brand, and customer. Getting brands to accept this is not always easy when many are still distracted by 'follow' totals. I subscribe to your philosophy, that the best thing brands can do is consistantly provide great content which enhances the experience for their audience, builds upon their product/service promise, and gives consumers 'a way in' to interact with them.

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