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Brands must socialize with their customers because "Top-down" advertising isn't going to work. Brand must develop a credible voice along the parameters of engagement, humility, and authenticity. Brands must make their social relationships more symmetrical - that is, with value for both the brand and the customer. Become familiar with Twitter by reviewing, or following, the activities of successful brands such as Dell (dell.com/twitter), Zappos (twitter.com/zappos) and Comcast (twitter.com/ comcastcares).
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