Below are thoughts on how your brand should utilize social media
* Approach it as social marketing to individuals, not social media to the masses
* Drive participation from all employees, don't make it a single departmental function
* Create profiles of real people that work in the organization. People want to connect with real people, not your brand
* Engage through dialogue, not broadcasting posts
* Get online to observe, react, and engage in a manner that drives incremental sales
* Don't let corporate culture, peers, or departmental fear drive social marketing efforts that are not 100% authentic
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