Only companies that accept their social-media campaigns will likely fail have got what it takes to achieve lasting success, writes Jay Baer. Too many companies have unrealistic expectations and take initial social-media setbacks as excuses to quit trying, Baer argues. "The bottom line is that you need to EXPECT to fail in social media," he writes. "[A]nyone who tells you they absolutely know what will work for your company definitely does not understand this business."

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