General Motors is returning to Facebook, and that could be good news for all social media marketers, Roger Katz writes. GM used to be a community-focused brand, and has the potential to drive a new wave of innovation in online community building, Katz writes. "It might take a long time to find the pulse of a community, craft a voice that works and resonates, and find innovative engagement techniques that catch fire, but the payoff can be huge," he writes.

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