Why brands need to be pickier about their social networking

01/24/2013 | Harvard Business Review online

Brands shouldn't even try to keep up with the proliferation of social networks, writes Dorie Clark. Spreading yourself too thin inevitably leads to some accounts being neglected, and a stale or infrequently updated account is worse than no account at all, Clark writes. "[H]aving a scattered focus could truly be deleterious to your goals," she writes.

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