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The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.
While majorities often push normative social influence, minorities tend to strive for the ethical high ground according to Conversion Theory.
Finishing second in inbound marketing is long-term expensive. Harness your slight edge and make 100% sure you come out on top.
Trying to scale social media marketing won't work, but tapping into several different and pre-existing interest group systems does.