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Comments by David Wittlinger Subscribe 
On Social Media in the Banking Industry (Case Study)
Inessa... glad this case study helped sparked some ideas for you! ^Dave
On Giving Up On Social Media Is Giving Up On Your Business
Clients I work with aren't necessarily as concerned with negative comments as they are "I don't know what to say." This again goes back to the idea that folks are talking about your business whether you're there to respond or not. I typically turn the question around and ask them to pretend we just met at a mutual friend's party. I ask "What would you tell me about what what you do?" Voila... that's what social media is.
On The Facebook Problem: Why We Need to Rethink Facebook Marketing
The point I agree with most is that Facebook should only be a PART of the overall marketing mix. I'd urge any business to look at their entire ecosystem of marketing assets and not focus entirely on Facebook (or any one channel, for that matter).