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Expert opinion on the importance of social media runs the gamut from those who believe social media is the be-all and end-auto those who proclaim Twitter and its brethren to be the next CB Radio craze soon to join other irrelevant fads in the dustbin of history. Only time will tell. With traditional media, one has been able to determine what matters. The credibility of the source, audience reach, the ability to deliver an impactful message, opinion leadership. All of these can be quantified with useful metrics that allows to make meaningful investment decisions about advertising and PR programs.
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