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Five Big NoNos for Physician Social Media Marketing

As we’ve noted before, Social Media marketing is changing the game for physicians in cosmetic practice. Whether you’re a plastic surgeon, cosmetic dermatologist or Medspa owner, these stats from theInternational Association of Physicians in Aesthetic Medicine say it all:

“42 percent of patients received most of their information about cosmetic procedures from social media [in 2012].”

But it’s not all wine and roses when it comes to social media marketing and physicians. It’s true that, done well, social media can be incredibly effective for sharing information, building engagement, identifying new patients, and keeping current patients engaged. Done poorly, however, social media can hurt your reputation, alienate patients and hinder practice growth.

Here are five tips to help prevent your social media practices from turning your aesthetic or wellness practice into a digital version of What not to Wear.

Five biggest turnoffs in social media:

Irrelevant content: The first rule of social media marketing is to provide interesting and relevant content. So think before you post. Is this something that will inform and interest my patients, specifically? Increase their engagement with the practice? Get them thinking about that next service or new product? If none of the above applies, perhaps it’s not the right forum for that post. Fortunately, those who work in aesthetic, cosmetic and health and wellness practices typically have lots of great content to share.

A hard sell: Have an offer or promotion? That’s great. Patients who are interested in your services will be thrilled. But make sure you don’t sell too hard. Offer relevant content about a common patient problem or concern.  Skip the sales pitch until the end. Let the products or services stand for themselves as solutions to issues you raise – and that your patients care about already.

Poor spelling and grammar: Want somebody to tune out your message? Then don’t bother to check your spelling and / or grammar. Those who follow you or read your posts will make assumptions about your overall professionalism and question the value of your brand. Of course, mistakes inevitably happen; just make sure they happen infrequently. When you do see an error, fix it. Immediately.

Repetition, repetition, repetition: Don’t keep repeating the same message over and over again. According to one survey, more than half of people on Facebook and Twitter report that repetition turns them off.  Most aesthetic, cosmetic and health and wellness practices offer multiple services, much of them quite cutting edge and interesting to large numbers of people. Draw on that variety to showcase the broader message: Have x problem?Here’s how you can look and / or feel your absolute best.

Controversy and / or poor taste: We like to think that this is an obvious one, but sadly it’s not. Do not post anything that could potentially alienate the very people you want to attract. Our advice? Avoid any post involving politics, local or otherwise. The views you have and believe to be self-evident may not be shared by your patients, current or future. Never use inappropriate language. Watch out for questionable humor. Finally, if you’re not sure, don’t share.

We hope this helps you as you begin working on your social media strategy. For more ideas on how to manage your digital image, see this blog about digital marketing platforms. For another perspective on what not to wear on social media, see this slide presentation from Forbes.

 


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How to Create a Social Media Marketing Plan from Scratch

How to Create a Social Media Marketing Plan from Scratch | Social Media | Scoop.it
Here's a step-by-step blueprint on starting a social media marketing plan from the ground up.
See it on Scoop.it, via Online Marketing Resources

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Making Patient Marketing Through Social Media Priority for Medical Practices

Making Patient Marketing Through Social Media Priority for Medical Practices | Social Media | Scoop.it

Patient marketing through social media has been often overlooked by small practices and medical practitioners until recently. This is because the main focus has been on more traditional businesses. Regardless if it is with new patients or current patients, social media is a simple and cost effective way to get in the forefront of patients minds and make yourself a valuable resource.

Whether you are promoting your medical practice or attempting to get an important health message across, having a strategic social media plan can help. Social media should be much more than posting holiday greetings on the Facebook page of your practice.

Why Use Social Media

1. Many practices struggle with new patient acquisition. By using social media, you can reach prospective patients in a targeted and cost efficient manner.

2. Social media is a great place to build relationships. It allows you to stay in front of your new and existing patients while adding value to the community.

3. Social media is not going away. In fact, almost 18% of time spent online is on these social platforms. Patient marketing through social media is a huge opportunity these days and all practices should take advantage of it.

Tips for Using Social Media Effectively

Engage – Not Push

Social media should be thought of as a big party. You would not walk into a party and attempt to sell the people there. You would walk in there with the intention of being social and getting to know them. Social media marketing should be handled in the same manner. Refrain from talking about your medical practice all the time. Instead, you can talk about health topics that your patients could benefit from or answer health related questions. Pay attention to the conversations going on and be genuine.

Avoid Sharing Too Much

You want to avoid posting too much information, especially any personal patient information. Even getting into too much detail about a specific problem a patient is experiencing can be too much. It will not only come across as being a bit unprofessional, but it could also get you into trouble with state medical boards or HIPAA.

Encourage Patient Participation

When you begin your social media marketing initiative, the first thing you should work on is getting your patients to participate which will leave them with a feeling of being valued and appreciated without having to make an appointment. A business relationship starts with a sense of connection. The relationship between doctor and patient is no different.

Patient marketing through social media should be a priority with any medical practice in today’s booming times. When used the right way, it can transform into a powerful marketing tool for your practice to acquire new patients and keep current ones coming back.


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Applied Marketing Science Supports Google in Research About Women in ... - Virtual-Strategy Magazine (press release)

Applied Marketing Science Supports Google in Research About Women in ... - Virtual-Strategy Magazine (press release) | Social Media | Scoop.it
Applied Marketing Science Supports Google in Research About Women in ...
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How Brands Are Using Your Best Instagram Shots For More Authentic Marketing

How Brands Are Using Your Best Instagram Shots For More Authentic Marketing | Social Media | Scoop.it
With startups like Snapwire and Olapic, amateur shutterbugs are getting their work in front of brands--and even getting paid.
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Marketers "Secret Sauce" for Social Media in 2014 - Huffington Post

Marketers "Secret Sauce" for Social Media in 2014 - Huffington Post | Social Media | Scoop.it
Marketers "Secret Sauce" for Social Media in 2014
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The Top 3 Instagram Trends for Marketers

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To help marketers get the most impact out of their Instagram profiles, here are the top three marketing trends that any business can learn from (If you're using Instagram for marketing, you need to know these 3 trends:
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Brands, It's Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward

Brands, It's Time To Get Moving: Why Action-Oriented Marketing Is The Way Forward | Social Media | Scoop.it
In the latest in his series on neuroscience and marketing, Douglas Van Praet argues that humans are driven by movement and memory, and the best brands... (Brands, it's time to get moving: why action-oriented marketing is the way forward.
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An Exhaustive List of Google's Ranking Factors [Infographic]

An Exhaustive List of Google's Ranking Factors [Infographic] | Social Media | Scoop.it
Find an exhaustive list of Google's 200 ranking factors. (Google doesn't publicly list the factors to their ranking algorithm, but this infographic shows what to consider.
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How to Use Tumblr for SEO and Social Media Marketing [Gifographic]

Tumblr is a very big content generating site. It can be said to be a mix of facebook and wordpress and so contribute largely for SEO and social media marketing. Tumblr has dofollow links for any ty...

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Social Media Marketing in Health Care: 7 Basic Tips for Marketers

Social Media Marketing in Health Care: 7 Basic Tips for Marketers | Social Media | Scoop.it

Many in the health care industry are wary of jumping on the social media bandwagon due to legal limitations, fear of exposing privileged information, and damaging relationships with patients and partners. Be that as it may, social networking is just too big for many people to ignore.

Stats from Nielsen report that sites like Facebook and Twitter now account for 22.7% of the time spent on the Internet. In comparison, E-mail as a percentage of online time use has plunged from 11.5% to 8.3% from June 2009 to June 2010.

Social media marketing in health care can be an easy way to stay connected with customers and prospects. The good news is that utilizing social networking sites, such as Google+, Facebook, Twitter, YouTube, and LinkedIn, doesn’t have to be scary. Social media disaster can easily be avoided by following simple guidelines and methods.

The American Medical Association suggests the following as basics for all clinicians using social media. These basics can easily be applied to product manufacturers, as well:

Remain business focused and define a clear intent for your social media accounts.Maintain a positive and professional presence.Make use of privacy settings and monitor your Internet presence.Maintain appropriate relationships with “friends” and “followers” and set boundaries.Monitor posts, respond to comments, and filter out the bad.Report misuse of social media by colleagues.Don’t post any identifiable patient information. The doctor/ patient confidentiality relationship also applies to online interactions.

Mayo Clinic suggests speaking in the first person and distinguishing personal thoughts and beliefs from those of your organization. The Mayo Clinic also stresses the importance of disclosing a connection to the company you are associated with when communicating public interest about the organization.

So what is there to talk about? Here are a few ideas to get you started:

Share news related to your industry.Share good news about what is happening at your company.Interact with other businesses and professionals related to your company or industry.Interact with customers by asking general questions related to your industry.

Kestrel Health Information maintains a presence on LinkedIn, Twitter, Google+ and Facebook, connecting with both clinicians and product manufacturers alike. Through a combination of product-related information and niche specific news media, these social media sites provide valuable points of contact, as well as a platform for industry-related discussions.

The purpose of social media is to interact, and build relationships. It allows customers to forge personal connections with professionals and businesses that were not previously possible.

For a business this can mean building a loyal customer base, or utilizing customer feedback in order to improve service. It can also help your company generate new leads to convert into new customers.

Follow these suggestions and begin using social media to increase your visibility right away.

 

 


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Le Lab Marketing Digital's curator insight, July 9, 2014 3:47 AM


Social media marketing in health care can be an easy way to stay connected with customers and prospects. The good news is that utilizing social networking sites, such as Google+, Facebook, Twitter, YouTube, and LinkedIn, doesn’t have to be scary. Social media disaster can easily be avoided by following simple guidelines and methods.


  1. Remain business focused and define a clear intent for your social media accounts.
  2. Maintain a positive and professional presence.
  3. Make use of privacy settings and monitor your Internet presence.
  4. Maintain appropriate relationships with “friends” and “followers” and set boundaries.
  5. Monitor posts, respond to comments, and filter out the bad.
  6. Report misuse of social media by colleagues.
  7. Don't post any identifiable patient information. The doctor/ patient confidentiality relationship also applies to online interactions.
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Why You Should Pay More Attention to Google+ and LinkedIn | Simply Measured

Why You Should Pay More Attention to Google+ and LinkedIn | Simply Measured | Social Media | Scoop.it
Google+ and LinkedIn get a bad rep among social media marketers. Granted, they’re not established and recognized beasts like Facebook and Twitter, but maybe that’s a good thing.
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The One Change Facebook Made that Led to $1 Billion

The One Change Facebook Made that Led to $1 Billion | Social Media | Scoop.it
But there is one particularly critical part of this article that, if followed, could make all the difference for your content marketing plan. After Facebook's IPO in 2012, the stock dipped by over 50 percent, down to less than 20 ...
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How to Use Social Media Marketing for Doctors

How to Use Social Media Marketing for Doctors | Social Media | Scoop.it

 

There’s a good chance that you’re only using social media because you feel like you should.

You know everyone else is using it and you’ve been told that it works. So you’re just going through the motions. You’re sending out a few updates per day and expecting that to be enough to accelerate your practice.

But… nothing’s happening.

Here’s why, and what you should do about it.

 

Why You Need to Manage Your Social Media Expectations

Television, billboards, and radio ads don’t directly drive increased sales (correlation doesn’t equal causation). It’s tough to measure. And you’re primarily goal is usually to improve brand awareness, not maximize your Return on Investment (ROI).

Social media is no different. Research giant Forrester recently analyzed 77,000 consumer orders to figure out which online marketing channels were responsible for the most buyers (not just traffic).

Their findings? Social tactics were not meaningful sales drivers, accounting for less than 1% of sales.

So if you’re not supposed to use social media to drive sales. How are you supposed to use it? Two ways:

1. Raises Awareness to Get Patients: Capturing your audience’s attention is huge. If you’re able to get noticed, you’re doing something right. When people care about what you have to say, they’ll listen. They’ll also be more likely to trust you with their health. And they might even start referring you to friends and family.

2. Build Trust to Retain Patients:  Continued communication with your audience (when you aren’t face to face with them) over the course of months or years will foster trust (a lot of it). By consistently providing helpful and useful information to your audience, they will develop a need awareness – and come to you to fulfill it.

Growing fans, followers, patients, and potential patients through social media takes time. It doesn’t happen overnight (so don’t expect it to).

But if you are doing things right, social media will work for you.

You’ll raise awareness, build a solid reputation, get more people to like you, and increase the lifetime value of your patients.

You will constantly be in their ear and the chances of them referring you, or coming to you with questions or concerns rises dramatically. The connection between these things and social media is difficult to track directly, but it does exist.

 

Why Social Media Marketing for Doctors is Different

Having good social engagement will build trust with your audience over time. This translates into accruing new patients and increasing the lifetime retention rate of old and new patients.

However “engagement” doesn’t just mean sending out 20 tweets/updates/posts per day. It’s about committing to quality, consistent, and unique communication with your desired audience.

The problem is that there are more advertisements and people out there doing the same things as you than ever before – more people competing for the attention of the same audience. Capturing your audience’s attention (instead of fading into the background) has never been more challenging.

The key to social media success is to define your goals and objectives ahead of time, with the big picture in mind. That way the small tactical decisions (like WHAT and WHEN to tweet) take care of themselves.

Here are 3 ways to use social media to build your practice.

Strategy #1. Increase Local Awareness: In a world where patients can “shop around”, increasing awareness in your local market becomes vital. The best, most profitable patients (i.e. the ones who are loyal to you for generations) aren’t stuck with networks or practices they don’t like. They have the ability, and the willingness, to proactively research their options and look for the best “fit” (no matter how it’s defined).

Strategy #2. Increase Credibility & Trust: The “missing link” between strangers and loyal patients is typically trust. And the catch-22 is that you can’t build it a day or a week. But you can undermine your credibility by having a poorly designed user experience online or little-to-no online reviews.

Strategy #3. Increase the Lifetime Value of Each Patient: One of the basics of marketing says that it’s easier and more profitable to hang on to your existing customers (or patients) than to try and acquire new ones. If that’s the case… then why don’t more companies (and practices) do everything they can to make customers (or patients) happier? That means providing better communication before, during and after. That means providing a better waiting room experience. And that means going the “extra mile” when long-term patients need your support.

If you want people to notice and trust you, then you need to figure out how to make yourself valuable to them. Many times that starts with the information you put out, and the small online interactions you have through social media.

Hopefully the takeaway is that your current strategies are working (even if you aren’t feeling the immediate effects). Don’t give up – your efforts will pay off in time.

But if your approach (or lack thereof) is truly suffering, try thinking strategically about how your day-to-day efforts are (a) increasing awareness, (b) building trust, or (c) solidifying relationships.

It might take a little longer to get up-and-running. It might take a little more effort and patience to see the returns. But over the long haul, it’s the best, easiest method you have to build your practice (and avoid falling through the cracks).

- See more at: http://disabilityinsuranceagency.com/blog/social-media-marketing-for-doctors/#sthash.1a2Sbdcm.dpuf


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How to Split Test Facebook Posts and Facebook Ads

How to Split Test Facebook Posts and Facebook Ads | Social Media | Scoop.it
Did you know you can split test Facebook Page posts and your Facebook ads? This article shows how to test Facebook posts and ads for best results.

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Split testing (also known as A/B testing) is the best way to make sure every status update gets maximum engagement and every ad is optimized for conversions.

Tammy Fink's curator insight, July 8, 2014 9:55 AM

Need Better Results on Facebook....Try This///

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A Step-By-Step Guide to Creating Better Facebook Ads [Infographic]

A Step-By-Step Guide to Creating Better Facebook Ads [Infographic] | Social Media | Scoop.it
Learn how to create better Facebook ads by following the steps in this infographic. (With the decline in organic Facebook reach, you may want to advertise.
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Decision-Driven Marketing

Decision-Driven Marketing | Social Media | Scoop.it
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.
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Facebook’s News Feed Algorithm is Changing Again: What Your Brand Needs to Know | Simply Measured

Facebook’s News Feed Algorithm is Changing Again: What Your Brand Needs to Know | Simply Measured | Social Media | Scoop.it
Today, Facebook announced a newsfeed algorithm change that will affect the way brands with apps interact with their audience.
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Interview : Social Media Use for Multi-Channel Pharma Marketing

Interview : Social Media Use for Multi-Channel Pharma Marketing | Social Media | Scoop.it

New social media technologies are opening up new channels of communication for pharma marketers to reach out to their healthcare stakeholders.  How can pharmas navigate the social responsibilities that come with social media use?

Wiley Interface asked Dr. Eiji Sasahara, Partner of the Healthcare Cloud Initiative, NPO how FDA guidance on social media use for multichannel marketing is impacting pharmas in Japan and the opportunities he envisions for social media use.

 

Wiley Interface : Can you share more with us about yourself and your experience in healthcare cloud?

Dr. Eiji Sasahara : At Healthcare Cloud Initiative, NPO, I’ve focused on impacts of the East Japan Earthquake and Tsunami towards Governance, Risk, and Compliance (GRC) management in healthcare IT.  Healthcare consumers are the key stakeholders in the total healthcare value chain, eagerly seeking information about health promotion, disease prevention, treatment of specific conditions, and management of various health conditions and chronic diseases.  After the earthquake, tsunami and nuclear accidents, the stakeholders have been adopting and utilizing social media, based on public cloud services, through both fixed and mobile broadband networks.  However, in Japan, most of healthcare providers and pharmaceutical companies do not have integrated gateway for social media communications.  Lack of a communication gateway targeting healthcare consumers online means gaps in stakeholder communications.  In addition, the number of healthcare consumers with a good understanding of the potential risks in social media, such as misinformation about drugs and medical devices, is still small.  As social media is a public communication tool and users need to understand their social responsibilities, it is essential to minimize the consumers’ risks by utilizing standardized social media technologies under integrated structure for social media management.

Wiley Interface : What are the key FDA guidance on social media use for multichannel marketing?  What does it encompass?

Dr. Eiji Sasahara : In the US, FDA has released four drafts that address various topics related to use of Social Media as follows:

i) Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices (June, 2014)
ii) Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation About Prescription Drugs and Medical Devices (June, 2014)
iii) Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics (January, 2014)
iv) Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices (December, 2011)

The most influential draft guidance is “Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics” in January 2014, because it referred to emerging digital marketing media mix, including Owned Media, Paid Media and Earned Media.

Wiley Interface : When was the FDA guidance on social media for multichannel marketing implemented in Japan?

Dr. Eiji Sasahara : In Japan, the Ministry of Health, Labour and Welfare (MHLW) started the official YouTube channel in February 2009 and responded to concerns over the spread of the H1N1 swine flu virus after April 2009, and also initiated an official Twitter account for immediate information sharing in September 2010. The goal of the MHLW has been to efficiently communicate critical information to the public, and create new channels of communication by leveraging on social media technologies.

However, with regard to promotion, labeling and off-label information for MHLW/PMDA-regulated drugs and medical devices, there is no official Social Media use guideline. Lack of standardized Social Media guidelines in Japan is challenging for interactive communications on regulated products between the regulators and healthcare consumers, and MHLW has a keen interest in what happens in the US.

Wiley Interface : What is the impact of FDA guidance on social media use for multichannel marketing by pharma companies in Japan?

Dr. Eiji Sasahara : It is the fact that common Social Media services and technologies are available to healthcare consumers in both the US and Japan.

Major Japan-oriented pharmaceutical companies depend on sales from the US market, and their head offices in Japan should be responsible for supervising Social Media management at global corporate level.

Most of non-Japanese pharmaceutical companies are going to utilize Social Media in total management life cycle of newly approved drugs in the US, and, sooner or later, those products will enter the Japan market. Sharing best practices of Social Media utilization is essential worldwide.

Wiley Interface : Does the FDA guidance on social media use for multichannel marketing make life easier for pharma companies in Japan or more challenging?

Dr. Eiji Sasahara : Social Media communications are utilized by a variety of stakeholders surrounding pharmaceutical companies, and cross-functional and real-time approaches will be required after implementation of FDA’s guidelines. Under current organizational and IT structure for corporate and product communications, it seems challenging.

Wiley Interface : How can pharma companies in Japan overcome the challenges of the FDA guidance on social media use for multichannel marketing in Japan?

Dr. Eiji Sasahara : Utilization of Social Media is the challenge in total pharmaceutical value chains, including R&D, manufacturing & distribution, sales & marketing, and medical affairs. In some cases, reform of organizational and IT structure will be required at corporate level.

Wiley Interface : Do you see any opportunity with the FDA guidance on social media use for multichannel marketing? If so, who will benefit from it?

Dr. Eiji Sasahara : Social Media will also provide opportunities to implement consumer-driven, digital-based and real-time multichannel marketing practices with pharmaceutical companies heavily dependent on traditional workforce and paper-based materials.

Healthcare consumers should benefit from it first, and their experience with satisfaction will generate both commercial and social values for pharmaceutical companies.

Wiley Interface : What are the trends that you envision in the next few years for healthcare cloud?

Dr. Eiji Sasahara : Maturity of Social Media utilization and expansion of mobile devices (including smartphone/tablet and wearable sensors) will lead to enhancement in Volume, Variety and Velocity (3Vs) of Big Data on the cloud.  To balance benefit and risk of Big Data on uncontrollable cloud computing environment, collaboration between social media managers and data scientists will be the key for consumer-driven innovation in the healthcare industry.

 


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How Levi's, Michael Kors, and General Electric Are Using Instagram for Content Marketing

How Levi's, Michael Kors, and General Electric Are Using Instagram for Content Marketing | Social Media | Scoop.it
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3 Steps to Build a Social Media Marketing Sales Funnel |

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Men vs. Women on Instagram [Infographic] - MarketingProfs All In One

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39 Awesome Tools and Resources for Blogging and Social Media Marketing

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Instagram for Small Businesses: Your New Best Friend

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10 Shocking Facts About Content Marketing Today - Search Engine Watch

10 Shocking Facts About Content Marketing Today - Search Engine Watch | Social Media | Scoop.it
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