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Just because it worked last season doesn't mean it'll work again this year. When the initial social media strategy you fell into doesn't work anymore, how do you switch focus on the fly? Mari Luangrath shares how she and her team at Foiled Cupcakes iterate, collaborate and adjust on a daily basis to go after the right customers using the right tools -- and still don't feel compelled to "pay to play." Learn from their mistakes, get some ideas that are easily implemented, and figure out how your company's social media strategy may benefit from a halftime tweak for the big win.