When we talk with new clients about social media marketing, they almost always ask this question: What are the risks? For many, starting a company blog can feel riskier than shelling out tens of thousands of dollars on advertising campaigns. But when you consider measurability alone, online marketing gives you considerably more empirical data than any billboard ad. Still, we fully understand and appreciate that venturing into the unknown can be scary. You don't need to be nervous about blogging or participating in online communities, but you do need to know the common pitfalls of social media marketing and how to avoid them. In this chapter, we'll cover 10 common risks that go hand in hand with ...

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