Many marketing agencies offer social-media services the way diners dish out food: quick service, lots of options and modest prices -- but you get what you pay for. "You don't select a diner if you hope to have meaningful conversations or make action plans," writes Heather Rast. "Brand ambassadors are a result of careful nurturing, circumstance, superior experience, deep psychological satisfaction, tangible results, and a trillion other factors -- none of which bear fruit in 48 hours, I guarantee."

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