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Social platforms give companies the ability to connect with an enormous number of would-be customers. But what's the use in amassing followers or friends or whatever if you aren't talking to people who are actually interested in your products or services? What's the use of collecting friends on Facebook, for example, if you don't have the capacity to maintain an active presence there? In other words, 200 active participants are ultimately more meaningful than thousands of passive followers; what really counts is creating engaged relationships.
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