Learning to Speak on the Social Web

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Everybody keeps telling you to join the conversation online. But how do you do that without knowing the right tools and how to use them? It’s like trying to speak without vocal chords or fingers to do sign language.

Brands need to master the same social-media tools their target communities use. That involves identifying the uses of each kind of digital platform by learning about them and experimenting with them.

Most people on the Web don’t use most digital platforms because they don’t understand the functionality of their features — e.g.,



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