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Social media also has a dark side - negative press generated by disgruntled customers or by devious competitors. This can spark a wildfire, too, and this one often makes business owners, managers and CEOs feel completely powerless. Social media is interactive. It's meant to engage consumers, and it encourages them to speak out openly about everything that affects their lives. As such, this media will affect your business whether you choose to participate in it or not.
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