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According to Facebook, 35 million users log in to the social network every day to update their status. And if that lone statistic isn't convincing enough, consider the fact that more than 1 billion Tweets are posted monthly on Twitter. From the Facebook fan pages of independent brick-and-mortar stores to the buzz-inducing "Refresh Everything" campaign by international giant PepsiCo, social media is the newest -- and most rapidly growing -- space for PR pros to reach audiences.
However, the key to developing a presence for your brand on these platforms is not to merely reach massive numbers of people, but to engage them. By using social media strategically, relationships are built and nurtured, culture expands beyond the office walls, and customers gain a direct line to key decision-makers. ...
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