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This should be self evident by now, but it bears repeating.
You’re not just executing a campaign.
You’re not just building a community.
You’re not just creating content.
You’re building your brand.
Every tweet, post, update, meme, gif, ad, etc. is a brick so place it well and follow the emotional blueprint you’ve laid out. Measure the past, consider the now and look to the future when you’re building your online presence. Social media already plays into the emotional aftertaste consumers associate with your brand and it’s role in that will only get stronger over time.