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While most forward-facing brands are jumping into social media marketing, some older, more recognized brands are still reluctant to give in. They see it as an unnecessary online strategy that doesn’t guarantee quick ROI.

Truth is, they do have a point, because, after all, they’ve gained international resonance and a huge chunk of their respective markets through traditional marketing and advertising platforms. But really, if the social Web seem dubious to your brand, keep in mind that it also offers far greater benefits as well as handling your reputation.

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