Mack Collier (if you dont follow Mack on Twitter you should - typically very good stuff) makes a great point in this piece on MarketingProfs. The reality with social media is that there are very few rules. As Mack notes, find your path than travel down it.
http://www.mpdailyfix.com/2009/01/do_you_know_the_social_media_r.html
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