Brands, big businesses, small businesses that are planning to move into the social media space have one big problem – they are already there! Customers, arbitrators, critics, detractors and others talk about brands, products, services and their experiences – the way they see it. Companies (not people) that suddenly step into this environment look out of place and out of pace – think about content, its frequency, context, intent, outcome, is it in line with that of the social media group members? No.
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