When trying to decide how to direct your social-marketing efforts, do you hang on every word of plugged-in social-media gurus? Stop it, writes Mack Collier. The trends being predicted by social-media elites are often wrong, he notes, because the experts use technology differently from the rest of the market. If you want to create a strategy that speaks to your customers, then pay attention to how they use the Web and what trends they're talking about, he suggests.

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