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The PayPal Official Insider Guide to Social Media: Make money through viral marketing by Brian Proffitt

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7. Transforming Social Relationships into Customers

There is a lot of material out there on how you can effectively convert social media relationships into actual sales. Marketing and Web analysts throw around fancy metric identifiers and terms like Social Relations Management (SRM) to replace Customer Relations Management. But while SRM and all the hyper-relevant metric tools might have a use for you as your social media efforts grow, let’s start with the very basic approaches.

A few of these are the approaches that can work for getting customers whether they’re in your place of business, out on the street, or on a social media page on the Internet. They work because a social media relationship is governed by pretty much the same rules that ...

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