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Many brands are as welcome on social channels as that “drunk uncle” that shows up at all the family outings. For the first couple of hours he’s amusing but the longer he sticks around, the more the crowd in whichever room he inhabits gets thinner and thinner. So how do companies, small & large, B2C & B2B, avoid being that “drunk uncle” and cultivate a voice that keeps them relevant in the right conversation and communicates their story at the same time? By becoming a relevant peer of course and one way to do that is to develop a “newsroom mentality” content approach.
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