Many Happy Returns From Social Media Campaign

The best viral campaigns are those that keep bringing returns on investment. Eric Brown makes a few suggestions on how to turn an ordinary marketing campaign into a viral campaign that produces a "compound return" on your investment. One piece of advice he provides: Don't hesitate to experiment with social media, and make sure to involve your customers.

Brown provides a useful example: he used social media sites to ask residents of his apartments if they wanted to be involved in photos for company marketing materials, which have since gone viral (everybody wants to show off the photos of their apartments).
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