Proceed with Caution, Not Cowardice
Don't let this chapter scare you away from social media marketing. Yes, risks exist. But if you do your homework, follow the basic rules, and get some help navigating the social media waters, you'll see that it provides an effective, measurable, and extensible platform for marketing campaigns. The real risk is pretending that the social media revolution isn't happening. That only puts you further behind your competitors and impedes your relationship with existing and new customers.
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