11   RELATIONSHIPS AND ENGAGEMENT

No, this is not the start of a soppy story about me. This chapter focuses on how to turn your casual friends into long lasting enthusiasts and advocates for your brand. We start off with a closer look at one of the most popular social networking tools for news propagation and general interaction – Twitter. We look at how Twitter has evolved and been changed by the actions of the its users, and how Twitter itself is changing how the media operates. We will talk about how to recognise your advocates and consider the advantages of creating brand personalities who can carry the conversation on your behalf if you give them the correct information.

Next we will have a look at how this new way of connecting to your ...

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