As search marketers, we're used to operating "behind the scenes," crafting great content and engaging in one-on-one link building efforts and other subtleties to build out a comprehensive SEO strategy. Or, we spend hours with our AdWords editor or other paid search tools building and managing campaigns that will touch individual searchers briefly, without revealing the complexity of our online advertising effort.
And now, in the face of overwhelming evidence, we must recognize the power of social media, and can no longer ignore it. But social is different, by its very definition. You're [...]
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