Archive Page 2

Never Hire a “Social Media Expert”


Social Media Ninja

Photo by: scion_cho

By: Tim Baker

One of my biggest pet peeves is the “social media guru.” You know the type, the person that  spends all their time on Twitter retweeting Mashable articles and Chris Brogan’s blog posts and thinks that having 40,000 followers makes them an instant expert in marketing. These people are bad news for many reasons, but what makes them most dangerous is the damage they are doing to the term “social media.”

You see, as hard as it may be for you to believe, there are still many companies that don’t see value in social media. Whether it’s the fear of giving up control or the mentality that it’s just a fad, key decision makers in many corporations have cold feet. As time goes on and more of these companies begin to get more adventurous, they may make the mistake of hiring one of these “ninjas” only to see their biggest fears realized.

Before you hire your first (or next) social media employee, here are some things to be on the look out when attempting to filter out the true experts versus the snake oil salesmen.

1. There are no “experts” in social media. If your candidate is claiming to be an expert, chances are they have never worked in a meaningful social media job. You see, the people that are widely regarded as “experts” in the field will be the first to tell you that they’re always learning. The rate at which technology continues to grow and people find new ways to connect, it’s unrealistic to think one can ever truly be a social media expert/guru/ninja/maven.

2. If your candidate is using their Twitter followers or Facebook fans as a testament to their knowledge, chances are you’re dealing with a fraud. Rather than rehash the same diatribe that follower count does not equal influence, just know this: a Twitter account that posts nothing but facts about Justin Bieber (@OMGJDBFACTS) has over 4,000 followers. If that doesn’t convince you that Twitter follower count has nothing to do with one’s social media marketing knowledge, I don’t know what will.

3. Social media is nothing new. If your candidate thinks social media started with Friendster and MySpace, there’s a good chance they’re not as versed in the space as they’d have you believe. You see, before social media became the buzzword it is today, it was referred to as “new media.” Before “new media” – well, we just referred to it as BBSes, Usenet and chat rooms. The point is, the communication that occurs on the modern social networking sites has been happening since the minute people started connecting to networks via modems, it’s just become a lot easier for the non tech savvy to “join the conversation.”

4. This next point may seem obvious, but you’d be surprised. Before you hire someone to run your social media initiatives, make sure they themselves are engaged. Ask them what social networks they use outside of Facebook and Twitter and verify that they are in fact using them. You see, anyone can say they’re blogging and using sites like Digg, Stumbleupon, Flickr, Reddit, Tumblr and so on, but take the time to check out their profiles. Are they active? How long have they been so? Social media is not unlike any other career path in that in order to be successful, one must know what is going on in the world around them. I’m not suggesting that one must be engaged in every social network out there, but if their only presence is Facebook, Twitter and a blog on social media, be very skeptical. (Note: for a very comprehensive list of the different social networks out there, Wikipedia has a great resource.)

5. Be on the lookout for “The Constant Marketer.” Maybe you’ve seen them in action, where everything they contribute to their community is related to social media marketing.One sure-fire way to spot one of these folks is to follow them on Twitter. If you receive an auto-response via direct message promoting their blog or telling you how excited they are to connect with you and look forward to your tweets, move on! These people obviously don’t get it.

6. Ask your candidate how they measure social media success. If they look at you with a blank stare or tell you that success in social media can’t be measured, move on. While organizations may have different reasons for using social media, every one of them can and should be measuring it.

7. With so many creative uses of social media out there, it’s a good idea to ask your prospective employee to name a few of their favorite case studies. Many companies have done some really great things, such as Ikea’s use of Facebook photo tagging and VisitPA’s partnership with Foursquare, two of my personal favorites. (Bonus points should be awarded if they can name something other than the Old Spice campaign!)

There are some really brilliant people that truly understand how to use social media, it just takes some effort to cut through the weeds to find the flowers. Hopefully these tips will help you find your true “rock star” and prevent the phonies from tarnishing the term social media any more than they’re already doing. Have any other tips? Share them in the comments!


Can Engaging with My Customers on Twitter Really Bring Value?

By: Anthony Vespucci

The Cliffnotes answer is an emphatic Yes, but here’s a story on how:

I recently purchased a home which met all criteria but had one drawback; a small garage and a desire for us to have one car in it. Solution: Purchase a large enough shed to hold anything that we would otherwise have to leave in the garage.

We identified the shed we wanted and went out to our downtown area, which contains both a Lowes & Home Depot, to make the purchase. Simply due to distance, we went to Lowes first. Upon speaking with the appropriate sales person we were told that they do not have any in stock and weren’t expecting any for several weeks as it was a “hot item” that they sell out of quickly. Having one of my friends already on the hook to come down and help put it together (the shed we wanted is delivered in pieces) the following weekend, this posed a problem for us. With that we got in the car and drove off to Home Depot.

To our delight, Home Depot had the shed and was able to have it delivered the following day, a Monday. Needing to be home to direct them where I’d like them to drop this massive box that would be coming, I asked and was told an afternoon delivery would be possible and that they would call me ahead of time. I also had them put in their “special instructions section” to please call me as far in advance as possible as I would be leaving work to head home once they called.

Monday rolled around and being the nervous person I am made sure every time I left my desk I had my cell phone in hand awaiting the call. Finally around 3:30 a call came in from an unknown number who turned out to be Home Depot. Upon picking up I was taken aback by the fact that the person on the other end was from the store and not the delivery service. The “manager” proceeded to tell me that my shed had already been delivered as the delivery company called me several times but I didn’t pick up. Knowing the above and the fact that my entire office is in a great service area for my carrier, I told him that I didn’t have a single missed call and that wasn’t the case. He said he was sorry but the sheds at my house and there’s nothing they could do at this point. Goodbye.

Extremely annoyed at this point, I drove home. What I found next, brought that annoyance to the next level. Upon pulling into my driveway, I was met with a gigantic 200+ lb box sitting smack dab in the middle of my driveway, blocking me from getting into my garage and impeding the ability for me to even pull my car fully in. I began plotting how I could get this box moved with what I had at my disposal (A dolley & hand truck) but after a few futile attempts realized this box wasn’t going anywhere. Steaming at this point and on the verge of breaking something, up pulled the Mrs. from work.

Always the voice of reason in the relationship, she quickly confirmed that moving this box was not a realistic feat so we were left with only one option (one I hadn’t thought of): open the box and move the shed piece by piece to the backyard. A half hour later we were done but my frustration was at an all time high. I went through every potential way I could think of in my head to express my frustration to Home Depot but quickly realized none would provide much in terms of satisfaction. Feeling defeated, but still needing to vent somewhere I simply sent out the following on Twitter:

“Dear @Homedepot Thanks for telling me you’d call a 1/2 hr before my delivery, not calling and then leaving a 200lb box blocking my garage”

With that tweet I was ready to put the debacle to bed and set on making Lowes my only go-to for any home needs I had moving forward.
This however, is where things took an interesting turn. The very next morning I received the following tweet back from @HomeDepot:

“@avesp Let me follow up with the delivery team on this. Mind DMing the store location and your order details to me? ^Tinzley”

Intrigued with where this might go I direct messaged “Tinzley” the requested information. The following day I received a phone call “Hi Anthony. This is Tinzley from Home Depot customer service. I am calling to follow up with the unfortunate occurrence you referenced on Twitter.” She went on to let me know that she had called the store where I placed the purchase and spoke with the manager regarding my complaint. I imagine the conversation started with something to the effect of:

Tinzley: “Hello Mr. XYZ, This is Tinzley and I manage our customer service account on Twitter. I’m calling in reference to a tweet a customer had sent about his experience with this store”
Manager: “Huh. A customer sent a twit? What’s that? … What’s Twitter?”
Tinzley went on to say that the manager had told her that not only did they call several times but that the delivery company had left a voice message on my phone. I calmly explained to her that this was not at all true, that I had my phone by my side the entire day, and the first call I did receive from anyone at Home Depot was the store manager. She went on to say that she understood my side and the fact that I had no reason to lie to her. Having the chance to hear from both sides she wanted me to understand that this is not how the brand typically operates and that to help make up for a poor experience she wanted to extend a $50 gift card to me on behalf of Home Depot (I must admit I was quite impressed at the value). I of course accepted and thanked her for providing exceptional customer service.

What affect did this have? I now obviously plan on going to Home Depot to redeem my gift card and will most likely end up spending the customary $100 (Note to any future home owners: It is borderline impossible to go to Home Depot &/or Lowes and spend less than $100. Even if you go for light bulbs… you’re going to come out with more. It’s a fact of home ownership). Prior to Tinzley contacting me, my heart was set on never setting foot in a Home Depot unless it was absolutely necessary, but after being impressed with their effective and rapid customer service I simply won’t ever get something delivered from them again (a big win for them as far as I’m concerned).

Putting the marketing hat back on for a second, this is what we all strive for: make a direct connection between the brand and the consumer, ultimately increasing the customers view of the brand. Mission accomplished. Staying in theme, let’s look at the cost/benefit analysis.

Cost: A $50 gift card and dedication of a customer service resource to monitor and follow up with any complaints/inquires that come in via Twitter.
Cost Analysis: Assuming this is an existing resource who would simply be put in charge of the brand account: $5
Benefit: Change in perception of a prior but otherwise lost customer
Benefit Analysis: To be conservative, let’s say I go to a home improvement store three times a year.. at the $100/visit rate. Now factor in that I’m only 28 & only one person…. You get the idea.

The lesson here, in my opinion, is quite clear. Not only can engaging with your customers on Twitter result in a positive increase in your brands value, but the benefit can easily be off the charts. It’s time to get in the game. What are you waiting for? @avesp

10 Rookie Mistakes Businesses Make In Social Media and How To Avoid Them

By: Tim Baker

Businesses are finally starting to realize that they need to be involved in social media if they hope to grow and sustain their company. Unfortunately, not everyone has a firm grasp on the basics. Here are ten of the most common “rookie mistakes” made by businesses engaged throughout social media and how to avoid them.

Avoid Cross-Posting
Cross-posting is the act of placing the same message throughout multiple outlets. I should clarify that cross-posting the same theme across your different social networks if perfectly acceptable, but not word-for-word duplications. Services such as that allow you to blast a message to all of your social channels with one click should be avoided. If you can’t take the extra two minutes to log into Facebook and post a more concise update to your followers/fans than you just did on Twitter, someone else in your organization should be handing social media outreach. Nobody likes to read Facebook posts with Twitter hashtags just like nobody likes to read incomplete tweets that are cut off after 140 characters.

Focus On Network Strengths
The beauty of the different major social networks is that they each do something really well. Twitter allows businesses to share quick nuggets of information, whether it be promotions, relevant links, company news or customer service replies. Facebook is wonderful for sharing news and multimedia content (photos/videos) as well as gaining valuable demographics data on your customer base. A well-written blog can humanize your brand more so than any presence on third-party social networking sites. Whatever social media engagement your business is using, focus on its strengths and exploit them as best you can. The brands finding the most success in a particular venue are doing this very well.

A large part in successfully engaging social networks for your brand is balance. Many often wonder “how often should I tweet/post to Facebook/blog?” Unfortunately, there is no set answer to that question, but there are some basic guidelines.

For many owners, they live, eat, sleep and breathe their business. It’s very hard for them to step back and view themselves through the same lens as the public. Don’t get too hung up on “am I doing this enough/too much,” rather ask yourself “is what I’m going to share something that will add value to my customers?” If you are not sure – don’t post it.

It is important to keep in mind that posting too much does more harm than not posting enough in most circumstances. It’s better to err on the side of caution in the beginning until you feel comfortable. Don’t go diving into the deep end until you know how to swim, but at the same time, you can’t learn to swim if you don’t get wet. As a starting point, here are a few goals to try and hit in the beginning:

Twitter: 2-3 Tweets/day
Facebook: 1-2 status updates/Day
Blog: At least 1 post every 5-7 days

Stop Focusing on the Numbers
This is a point that’s been covered to death by many but it bears repeating: when it comes to fans and followers, it’s quality and not quantity. One fan passionate about your business is worth more than 20 that aren’t. I know it’s hard to do as businesses love ROI and quantifiable numbers, but follower count is not a figure you should be living and dying over. If you want to obsess over numbers, look at your web analytics and see which networks are driving qualified traffic to your site.

Enable Comments On Your Blog
If you are blogging and don’t enable comments, you might as well not be blogging. Blogs are social tools and there’s few things less anti-social that someone on a soapbox that won’t take questions or comments from the audience. Blogs are an opportunity to humanize your business and connect with customers and the only way to connect is to offer an open line of communication.

Don’t Be “Markety”
Obviously the reason you’re engaging your business in social media is to market, and that’s perfectly acceptable. There are brands out there that post nothing by marketing messages on Twitter, Facebook and other channels. The problem with this is that these businesses are limiting themselves from the true power of social media marketing.

The reason brands like Zappos are so successful in social media is because they provide value to the community. Take a look at Tony Hsieh’s latest five Tweets:

Of these last five tweets, only one of them is related to the business. Tony is consistently providing information that is valuable to Zappo’s target audience. Find things that your audience is passionate about and offer content to enrich it. If you own a bike shop, tweet about new advancements in bicycle technology, upcoming races or the latest news in the world of biking. This content will be shared by others and before you know it, bicycle enthusiasts will start following you and become aware of your brand. This may very well lead to a new customer.

Unlike many businesses, social media does not take a break on the weekends. I’m not saying you need to spend your entire weekends in front of the computer blogging and tweeting, but you should at least be checking-in, responding to inquiries and showing others that your brand never stops working.

Don’t Censor!
Social media can be scary for those that are new to the game. As many are aware, the Internet is full of people that love to complain. If you’re business is the target of negative comments, the worst thing you can do is erase and ignore them. Always be honest and respectful to commenters and never confront them. Obviously every circumstance is different, but one that that holds true is the cover-up is almost always worse than the crime. You may have an angry customer that will never frequent your business again, but by attempting to resolve their problem in a professional way, you can very easily gain the respect of others that see you truly to want to make the customer happy.

Don’t Overextend Yourself
Not every social network makes sense for every business. Just because it’s there doesn’t mean you must be engaged. Start off with one or two outlets and work to grow them. Always remember, one really great blog is much more beneficial than a poorly-executed Facebook, Twitter and YouTube page.

Tell Us How To Find You
What good is all of your social media outreach if nobody knows where you are? If you want others to look at your Facebook and Twitter page with importance, show your customers that it’s important by linking to it on your company website. Tell us how to find it in your email signature, mailing list, business cards and any other location where you represent your brand. You’d be amazed how much these simple steps can help grow your following.

Navigating the Collaborative Web

By Suzanne Kimelman

At this very moment, we are experiencing a new era of the Web that will solidify a shift in how the online universe is utilized, perceived, approached and experienced. Called the “Collaborative Web,” this new generation of the Web emerging in real time is building upon what we have called “Web 2.0” for more than 5 years.

By way of background, Web 2.0 was focused on content creation, management and dissemination intended to allow users to generate content and create communities with that content. The Collaborative Web is going beyond that interactive state into a truly collaborative state.

This cooperative state of the Web where users with work with one another rather than act upon one another will force the democratization of the Web so that all users will have a say in its evolution.

A prime example of the Collaborative Web is Wikipedia, a free encyclopedia that anyone can edit. Created in 2001 and truly ahead of its time, Wikipedia was developed with the intention to be a truly collaborative environment that anyone with Web access can edit. The results of this phenomenally successful experiment in online collaboration are staggering. The site contains nearly 3.5 millions user-generated articles and more than 20 million pages, all of which are edited by 75,000 and monitored by 1,500 administrators seeking to craft a high-quality resource while maintaining civility .

As the Collaborative Web evolves over the coming weeks, months and even years, it is imperative that businesses understand how it will affect how they operate online – and offline – because there will be a further melding of the two that will create a seamless brand experience.

“The Web” will no longer be a destination on a computer. Rather, it will be available to anyone with a device that has data capabilities – cell phones, smart phones (e.g., iPhone), e-readers (e.g., Kindle), televisions, and video game consoles. In whatever way a user can work or collaborate with another person will be part of the Collaborative Web, which will affect change across all social media and the entire online experience.

There will no longer be a distinction between how consumers are gathering their information and collaborating online – it will be seamless process viewed as a singular experience by a consumer.

The impact this seismic shift will have on business will further revolutionize how information is gathered. Everyone will have a voice, expanding social media beyond household names like Twitter or Facebook into even more real-time presence that can be dissected, measured and managed by anyone and everyone.

Key trends will emerge throughout the remainder of 2010 that will signal the evolution of the Collaborative Web.

  1. Required social media presence. Google and other search engines have developed the ability to display customized search results based on a user’s online activity, an increasing portion of which will come form real-time social media sites. Whereas a Twitter or Facebook presence was a “nice to have” 1 or 2 years ago, it will be a “must have” in this Collaborative Web environment. Consumers will expect their preferred brands to be involved in social media like never before.
  2. Utilization of “location.” GPS contained in portable devices will help companies target geo-specific information about the consumer that will provide your brand with the ability to push micro-targeted messages to consumers like never before, as well as provide companies with valuable demographic and behavioral information.
  3. Increased use of video. Faster data connections at home and on portable devices are enabling video to go truly mainstream. This will enable your brand to deliver multi-dimensional and dynamic messages to consumers anytime, anywhere.
  4. Sponsored social media outreach. Until now, brand ambassadors have not been compensated. However, there is a trend emerging that will see bloggers and other social media users (e.g., Tweeters and Facebookers) be compensated to post content based on a brand’s message. While it is highly likely, that a debate will rage about the ethical nature of this new era of product placement, the benefits will be undeniable. Specifically, brands will be able to effectively target messages to a seemingly unlimited network of bloggers and social media consumers with varying levels of influence, as well as track clicks and other data from every posts and increase organic search engine results.
  5. Analytics will become king. In order to quantify the results of digital and social media efforts, it will increasingly critical for companies to understand what’s working, successes and areas for improvement. To that end, the results of the community created by the Collaborative Web will enable your brand to develop profiles on consumers engaged with the brand, and develop and track Key Performance Indicators (KPIs).

Helen Keller said that “alone we can do so little; together we can do so much.” As we move – real time – into the era of the Collaborate Web, FD can provide your brand with the insights, tools, strategic thinking and groundbreaking ideas necessary to affect change.

We will build upon our existing cutting-edge knowledge and expertise that has helped us identify the emergence of the Collaborative Web. Specifically, we can help your brand build relationships, manage reputation, drive sales and efficiencies, provide quality customer service, innovate, be a thought leader and build brand awareness in this brave new world.

Why Big Businesses Are So Bad at Social Media

By Tim Baker

Social media is now mainstream and quickly approaching necessity. If you’re a business and you’re not engaged in some form of social outreach, you soon will be viewed the same way that a business without a website would be viewed today. Because so many businesses realize that they need to be in social media, there is a frenzy to establish some sort of presence, and this frenzy is doing more harm than good.

I like to think as social media as oxygen; it’s all around you, whether you’re breathing it or not. There are conversations occurring all over the social web and this “wild west” nature where everyone with a mouthpiece to the web has a voice can be a business’ best friend or worst enemy. If you’re a consumer, social media is fantastic; it completely levels the playing field and gives you similar powers as the New York Times or Zagat have. If you’re a brand, social media scares the hell out of you. The “power of the people” has never been more true than it is today.

To any business somewhat in tune with social media today, none of what I’m saying is new. They understand that they need to be involved, but what so many of them don’t understand is how to be involved. A social media strategy does not mean throwing up a Facebook fan page and a Twitter account and calling it a day. The companies that really get this understand that and are killing it in the digital space.

Ironically enough, many of the world’s biggest companies have the worst social media strategies. One would think that all the money and notoriety would make it easier for these brands to engage with customers, but more often than not, their size is their biggest enemy.

The reason that I’ve found that some of these Fortune 500 business are so bad at social media is because of the way they are approaching the whole notion of engagement. These companies are so used to being segmented internally that they feel they need to function this way externally. For example, those people working in the investor relations roles of a company live, eat, sleep and breathe the world of IR. The problem is that in reality, IR is only one small part of a brand’s overall presence. When many investor relations people are tasked with utilizing social media into their practice, they immediately think “how can we make social media work for us.” This right there is their downfall.

There is no template for a successful social media strategy. What works for “Company A” can be totally different from “Company B.” Some may think “we’re only involved in B2B so we don’t need to be on Twitter” when in fact there are many B2B companies that can get more from Twitter than a B2C!”

People need to stop thinking how they can make social media work for them and start thinking how they can work with social media. Until these large brands let go of the notion that social media is something they only need to focus their expertise of business on and start looking at a holistic strategy, big businesses are going to continue to let the smaller, hungrier and more savvy competitors pass them by.

Gaining more Klout

By Diane Puma

Ok, I’ll admit it – I’ve become obsessed with my score on I’d like to think my desire to become more influential in the social media space fuels this obsession, but sadly, it’s mostly driven by my fiercely competitive nature.

What is Klout you ask? “Klout allows you to track the impact of your opinions, links and recommendations across your social graph. We collect data about the content you create, how people interact with that content and the size and composition of your network. From there, we analyze the data to find indicators of influence and then provide you with innovative tools to interact with and interpret the data.”

The tools provided by Klout is really what sets them apart from other measurement and scoring tools. They provide actionable suggestions on how to increase your score.

For those of us that would like to use social media to promote ourselves, our business and our opinions, Klout is a fantastic gauge of how you’re being received and who you’re reaching. So how do you leverage this tool to maximize your influence?

1. Don’t tweet for the sake of tweeting

One of the key variables for your Klout score is True Reach (the size of your engaged audience) — which is defined as how interesting and informative your tweets are. Are you tweets being retweeted and how far does that spread? Are you being added to lists?

This is easy enough to improve, and most likely, if you’re trying to increase your influence you’ll be striving for tweets that are interesting, creative and are original enough to be retweeted and commented on. Also, get involved in conversations with others and encourage a wide range of folks to follow you – the more engaged you are with your following the better.

2. Evaluate your sphere of influence

Who you are following and who follows you plays a very large part in your Klout score and surprisingly how influential these folks are also plays a big role.

Take a look at who you are following, your followers and lists and add/remove anyone you feel will help or hinder this variable. Also, be sure to pay attention to the ratio of followers/following. You want to maintain a good balance between the two so you don’t wind up being looked at as a spammer.

3. Stay consistent
Make sure that you’re tweeting on a consistent basis. Don’t forget, there’s still such a thing as tweeting too much, which will negatively impact your score.

In a nutshell, focusing on informative, interesting, two-way conversations will not only help your Klout score, but help you become an influencer in the social space.

I wonder if this post helped mine?

5 Tips for Companies Entering Social Media

By Tim Baker

We’ve approached the time where consumers are expecting companies and brands to have a social media presence. Not having a Facebook page, Twitter account, company blog or other direct access to consumers is a sign of a brand that is out of touch. Fortunately, more and more business are wising up and adopting social networking every day.

Entering the social web can be a scary undertaking for a business; many are afraid they will “do it wrong,” not have the time to keep it up, or do more harm than good. Luckily, following these simple tips and a little common sense is all a company needs to begin successfully engaging with potential and existing customers.

Choose Your Goals
As a business, your number one goal is simple: to make money. Why are you interested in social media? Are you hoping to use it as a customer service vehicle? Promote your business online? Do you want to put a human face on your brand? Whatever your reason is, stick to it. In fact, a brand that is successful in social media is a mixture of all of these.

Start Small
There are countless social media outlets on the web, from the major players (Facebook, Twitter, YouTube) to the smallest Ning communities. Just because they exist doesn’t mean you need to be there. Pick one venue to start with and begin to build up your community. Getting involved in social media doesn’t mean going all-in from day one.

Don’t Just Exist
A huge mistake brands make when entering the world of social media is a stagnant presence.” Simply having a blog, Facebook page, Twitter account or other social networking profile that just sits there and collects digital dust can actually be worse than having nothing at all. Stagnant blogs and profiles make a company look lazy and engagements from customers that fall on deaf ears are helping nobody.

It’s Not All About You
Approach social networking the same way you would a first date. Don’t spend the entire time talking about yourself. There’s a high likelihood that your followers already know what you do, so talking about how great you are all the time will do nothing but turn your customers away.

What should you say? Listen to what people are saying to and about your company and engage with them. Did they post a tweet or blog post about how much they love your establishment? Thank them for coming and ask them if there’s anything they’d like to see you do differently. The only thing people like in social media more than hearing themselves talk is knowing that people are listening.

Don’t Ignore the Bad Stuff
There may be people that make disparaging comments about your company. Again, listen to what they have to say and engage with them if you feel there’s a genuine opportunity for you to help or remedy the situation. I can’t tell you how many times I’ve witnessed someone airing their frustration with a brand do a complete 180º when that brand engages them with an honest attempt to offer assistance. We’re all human and we just want to know people care.

Social media is not as scary as it seems. The internet culture moves so fast that what’s the talk of the town on Monday is forgotten by Wednesday. Don’t be afraid that you’re going to flush the years of your blood, sweat and tears down the drain with one tweet. Just put a face and a name to your brand, show people that you’re more than just a logo and treat them with respect. The rest will come with a little common sense, which you most likely have if you’re running a somewhat successful business in the first place.

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