Social media marketers shouldn't ignore the rise of social music sites, Constance Aguilar writes. Building playlists using sites such as Spotify and Grooveshark can humanize your brand, build local connections and help show off your employees' personalities, making fans' brand interactions more memorable. "[I]f done correctly and with pride and purpose, it can create unique content ... that gives your follower base an opportunity to indulge in something a little different," Aguilar writes.

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