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How to use social media to promote your brand

Pepsi campaign
Pepsi eschewed traditional advertising during the Super Bowl to launch a campaign funding people, businesses and non-profit ideas

This shouldn't be a big surprise: people act the same on social networks as they do in real life.

Think of it like walking in the door of a big party with the friend of a friend of a friend. Facebook, Twitter, Ning communities, and those people at the house party all exhibit the same general rules of social interaction.