According to online marketing pioneer Rich Gorman, most online business professionals realize that social media is an important part of their branding and marketing endeavors—but at the same time, social media does not always have a direct, bottom-line impact. Social media use can cultivate a strong brand presence, boost visibility, and ultimately cultivate more loyal and enthusiastic customers, but it is not as though a tweet or a Facebook status update leads directly to money in the bank, or to a closed sale—at least, not most of the time.
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