Social media is about keeping fans, not creating them

03/19/2010 | Convince & Convert

Social media is less about creating fans than about consolidating your existing fan base, writes Jay Baer. That means businesses don't need to be nervous about starting social campaigns; all they're doing is finding a new medium for their existing marketing and customer-service programs, he argues. "People don't experimentally engage with brands in social media, they engage with the brands they already support," Baer adds.

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