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Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program by Tom Funk

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The Business CaseUnderstanding the Two ROIs of Social Media

Social platforms like blogs, Twitter, and Facebook make it almost effortless for businesses like yours to compose and post content to a potential audience of millions. It’s faster and cheaper than large-scale publishing, promotion, or customer relations have ever been.

But it isn’t free.

To use social media effectively today takes strategists, writers, community managers, graphic designers, app developers, and customer service reps. It all costs money, even before you throw in funds for brand monitoring and analytics tools, publishing and promotions software, buzz-building prizes and ...

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