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Social media is a buzz word for all web tools that enable user interaction and networking. These include Twitter, Facebook, blogs and multimedia sharing. A social media strategy, when executed properly, can help companies stay relevant, create brand associations and conversations, interact with customers, and reach previously untapped, prospective customers. A downside of social media is that it's hard to measure marketing efforts. But that doesn't mean you shouldn't join the conversation. Whether you're on social networks or not, consumers are already talking about your brand; it's important to moderate and play an active role in those discussions.
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