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Where to Get a Social Media Education by Bryan Eisenberg
Social media is just as much a branding platform as any other medium, and possibly more so. Every interaction, or lack of interaction, that you have with your customers is an opportunity to instill a significant impression of the "realness" of your brand attributes.
Additionally, well-developed social marketing campaigns should be integrated with your broader marketing strategy. The tools are new, but they can still be the lead component of a marketing effort, just as traditional "brand" marketing efforts such as TV and print advertising have been in the past.
Gretchen Harding
