For leading-edge marketers, social media have moved beyond the novelty stage to a point where they can now produce real business value. There are now a variety of winning strategies many organizations can emulate. However, most firms continue to pursue social media 1.0 tactics — Facebook pages, Twitter accounts, LinkedIn profiles — to attract new customers and engage existing ones. Collecting many “friends” and “followers” is good but it generally does not lead to higher revenue and profit.
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