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F-Commerce Handbook by Paul Chaney, Paul Marsden

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SECRET 10

LIKE AND BE LOVED

I do not want people to be very agreeable, as it saves me the trouble of liking them a great deal.

JANE AUSTEN

CHICAGO BULLS

Like hundreds of millions of others, Ryan uses Facebook to connect and share with the people in his life. The people, not the businesses.

For Ryan, if it doesn’t have a face, it shouldn’t really be on Facebook. He tolerates the ads and commercial content on Facebook, just as he tolerated the ads of yesteryear on broadcast TV, only because it means Facebook remains free to use. But Facebook is a people thing for Ryan, and Ryan uses the app to connect with people who matter to him.

Someone who matters to Ryan is Derrick Rose, the NBA basketball superstar from Ryan’s team, the Chicago Bulls. As ...

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