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There are several reasons, but one of the primary ones is that social media interest is hard to fake. Either people like your brand and want to interact with it, or they don't. So to drive interaction then, you have to give them something they like and want to talk about. An easy and convenient way to do that is through promotional products. Hold a contest, a direct mail campaign, however you want to approach it, the important thing is that you're giving someone a product that they'll like, brag to their friends about, and most importantly, photograph.
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Michael Cornnell
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