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"Stop talking about yourself, start talking with your audience" applies pretty well here. It's unbelievable how many social marketers still think people want to hear about the company and product all day, every day. I'm optimistic that number is shrinking, though.
Couldn't agree more, Lauren. I don't know of anyone who wants to be consistent pitched to on social networking websites. Businesses need to understand the whole essence of social, which is to be social and share things of interest and relevance to the end user. Only once a relationship with the user has been developed should a business even think about anything else.