As social marketing matures, it's time to stop thinking solely in terms of buzz, and start figuring out how to use social tools to make sales, writes Clay McDaniel. The trick, he argues, is to avoid spamming your followers, and instead to listen to your customers and offer tailored deals based on those conversations. "Get social-media promotions right, and your brand will reap the rewards: cold, hard sales," McDaniel writes.

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