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The goals of content are consumption, then behavior. The goals of social are participation, then behavior.

Jay Baer

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Jay Baer
Content
Behavior
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Social
Participation
Consumption
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If you want to measure social media ROI, stop wasting your time doing software demos and attending webinars. Just figure out what you want to track, where you can track it, think about both current customers and new customers, and go do it.
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We are surrounded by data, but starved for insights.
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True influence drives action, not just awareness.
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You must fight social media fire with social media water.
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