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Ever in your life heard the statement “Failing to plan is planning to fail?” That long used but wise adage often rings true when it comes to social-media promoting. Creating a detailed, goal-oriented social-media program is just as crucial as having a rock solid business plan. “If your social-media plan is to merely wing it, your fans and potential customers will certainly know,” says Amy Porterfield, social media strategist and co-author of Facebook Marketing All-In-One for Dummies (Wiley, 2013). Even worse, it could turn them off of your brand and on to your rivals.

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