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The Most Dangerous Threat to Your Online Marketing Efforts | Copyblogger

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Sonia makes an interesting point here. Don't put all your eggs in one basket when I comes to online marketing. I am not sure that many businesses do though. I certainly don't know of that many.

I suppose for a company, if you are investing heavily in custom software that is linked with Facebook / Twitter (or other) it's important to ensure that your software isn't tightly coupled to that particular social media route. If you are so tied in to using Facebook that it's going to cost thousands to move it to another place then you are at risk. If you work an abstraction above that you may be able to be saved from some of the fuss of a potential move onto another platform and you won't need to retrain content creators etc...

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