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For web-based companies, social media has already become an essential part of marketing, promotion, outreach, and overall strategy. Viral videos can bring hundreds of thousands of visitors to a company's website. eCommerce websites have already embraced using Twitter as a way to do customer service and interact with consumers. But what if web traffic is not a major business driver? What if your business is a local business and doesn't need or want people in Sweden posting about it on their Facebook pages? How does Google Reader or LinkedIn help a brick-and-mortar store sell out its inventory or acquire new customers? In other words, why should traditional companies that don't rely heavily on the web care about social media?
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