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All of this is by way of saying that the right way to energize social media isn’t to try to find people to tout your products. It’s to find people who care about the same things you do, and to tell a story that amplifies their voice because it helps people who haven’t yet heard the word also come to know and care. In fact, the products you create should be by and for that community. Your job, in short, is to uncover and activate latent social networks and interest groups by helping them to reach their own goals.It’s Not About You: The Truth About Social Media Marketing - Tim O’Reilly | LinkedIn
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