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If you want to actually make social networking cost effective for your small brick-and-mortar business, this paper shows several ways to do it. First of all, don't duplicate effort. Many businesspeople feel like they need to be on several platforms at once - and that takes a lot of time. Second, make it really easy for people to find you. Put your Twitter or your Facebook ID out there so people can find it. Put it in your ads and on your business cards.
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