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Social media are "hot". They are a brand’s future, the ultimate channel for direct communications with your target audience and so on.

We heard plenty of that. And it&rsquo

Social media are "hot". They are a brand’s future, the ultimate channel for direct communications with your target audience and so on.

We heard plenty of that. And it’s all true. But is it really as great is it sounds? Aren’t there already too many advertisers fishing the same pond? How much sense makes a Facebook app when your customer decides to move over to yet another platform? And doesn’t "hide" take only as long as hitting "like"?

In this presentation we focus on what works and what doesn’t. What brands should do based on what’s in their genes. All based on recent and relevant research and cases.

## PRESENTATION GIVEN DURING FOLLOW FRIDAYS SESSIONS FROM PROXIMITY BBDO ON OCTOBER 15 AT LIVING TOMORROW, VILVOORDE, BELGIUM ##

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