ShamWow-style infomercials might seem like the antithesis of engaged social marketing, writes Jay Baer, but there's actually plenty to be learned from TV pitchmen. Authenticity is key for infomercial marketers, since the moment your customer stops believing your patter, you're through, he notes. "The same is true in social media. You can stretch the truth a bit if you must, but ultimately there's nowhere to run, and nowhere to hide," Baer writes.

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