4/10/2012

Forging scalable relationships with influential customers is the key for social media marketers, writes Gregory Shove. Doing so requires marketers to identify their key audience and to motivate them to act as advocates via social channels. "By owning and managing direct relationships with key influencers, brands and agencies are able to expand their reach and scale their ROI, while bringing down the cost of social marketing," Shove writes.

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