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Have you ever heard the statement “Failing to plan is planning to fail?” That long used but wise adage often rings valid when it comes to social-media promoting. Creating a detailed, goal-oriented social-media program is just as essential as having a rock solid business approach. “If your social-media plan is to just wing it, your fans and potential customers are likely to know,” says Amy Porterfield, social media strategist and co-author of Facebook Marketing All-In-One for Dummies (Wiley, 2013). Much worse, it could turn them off from your brand and on to your competition.

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