Here are a few ways to view and use social media:

• Be transparent. Share the good and the bad.
• Be yourself. People want to connect with real people, not with plastic packaged images.
• Don’t breach the social contract by doing nothing but selling your wares.
• Take interest in others and share valuable information, even if it doesn’t benefit you directly.
• Listen. You can learn a lot.
• Be patient. Let things grow organically.
• Viral campaigns can and do work, but they are the exception to the rule. (In other words, only the masses have the power to deem something viral).

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