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Adweek

Voice: Hold Your Position

January 22, 2013

As someone who works for a social media agency, I often find myself saying that despite all the hype and hope, the social space isn’t about selling products. I also tend to think and speak in hashtags and handles, but there I go again, sharing too much—perhaps another by-product of my day job.

Early on, brands that ventured into the social realm treated it like the Web, placing the focus on products rather than people. Today, the most successful social marketers have caught on that Facebook and Twitter are neither promotional outlets nor e-commerce sites, but rather conversation and loyalty platforms designed to build passion around brands. Unfortunately, we

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