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Social Media Quantity vs. Quality

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We all agree that the power of social media is that it enables us to engage our audiences one-on-one. Then why, I ask, is there so much focus on building large groups of followers? Isn’t that the old media model…the one where we broadcast our message to as many people as possible with the hope of compelling a few to respond? Social marketing is supposed to be about the power of economically communicating at a personal level with like-minded individuals and not on circulation figures. Right?
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