There is a very good post on Social Media Today http://www.socialmediatoday.com/SMC/129423 on The Obama Administration dropping the ball on Social Media after what was an excellent start during the campaign. The central point being once you start you have to be consistent if you want to retain, engage and grow your audience, fans and advocates. Getting a consumer to trial is expensive, keeping them through a real and continuous dialogue takes effort but is a lot less expensive in the long run than trying to replace those lost to weak engagement.
If you are going to take advantage of the power of social media, understand it requires dedication.
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