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Put your social media strategy where the sun don't shine.
The document criticizes the traditional model of separating a business's products, brand, and advertising from its social media and internet presence. It argues that businesses should focus on having interesting and social products, brands, and advertising both online and offline, rather than treating social media as a separate strategy. The key is for all aspects of the business to cultivate interesting stories and multi-faceted personalities that engage people directly, rather than just engaging people with advertising about the brand. The top four ingredients for success are to have an interesting and social business, product, brand, and advertising.
