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Expert: Businesses Should Avoid Jumping on the Latest Bandwagon

Businesses should always have clear goals before jumping on a new platform.

"Social media marketing" keeps changing at a dizzying pace, and a University of Iowa instructor who teaches a course on the subject says businesses have to avoid the "bandwagon effect."

Lydia Fine defines that as just jumping onto the latest internet platform without a clearly defined goal.

Fine says businesses have to remember, they can't be "all things to all people".

She says Facebook remains the "800-pound gorilla in the chat-room" right now, but, that could change if it starts skewing too old.

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