Social media interactions that require brands to engage with customers are the most effective tools for building brand awareness and retaining customers, according to a recent survey of marketers by ExactTarget. While only 34% of Facebook marketers said they answer customer service questions on public pages, 69% reported this as an effective marketing tool. Seventy percent said prize giveaways requiring users to click a "like" button were effective, while 42% said the same of promotions that give users discounts or rewards in return for sharing with their networks.

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